Shopper Activation Manager

Iconic dairy brands, exciting dairy future!

Mainland Dairy is entering a bold, new chapter. Evolving from our roots as the business formerly known as Fonterra's global Consumer and associated businesses, we are set to become part of Lactalis Group, the world's largest dairy company known for its firm belief in the future of dairy and rapid, consumer-driven growth.

To be known as Lactalis Mainland Dairy, we're looking for highly skilled and knowledgeable people who are energised by the opportunity under new ownership, a change that is expected for the first quarter of 2026 (pending sale completion) but starting as soon as the right person is identified and available.

At Lactalis Mainland Dairy, our passionate and talented team is committed to nurturing the future, unlocking new opportunities, and fostering innovation in nutrition and food. Come join us and help shape a consumer-focused future to be proud of.

About the Opportunity

Role Purpose

This role is critical in shaping how our brands connect with shoppers at the point of purchase. By leading activation strategies and execution, the Shopper Engagement Manager plays a key role in driving brand visibility, consumer engagement, and category growth in a fast-paced FMCG environment.

Role Overview

As Shopper Activation Manager, you will be at the forefront of bringing our brands to life at the point of purchase. You'll lead the development and execution of high-impact shopper activation plans across Fonterra's portfolioincluding Anlene, Fernleaf, Anmum Essential, and our Chilled rangethrough engaging consumer roadshows, concourse events, and in-store promoter programs.

This is a dynamic, cross-functional role that works closely with Brand Marketing, Field Sales, and external agencies to deliver seamless, effective activations that drive conversion and brand love.

Work Schedule Flexibility:

Shopper activations may occasionally take place over weekends. In such instances, the company provides appropriate compensation or replacement leave to ensure work-life balance is maintained.

Key Responsibilities

1. Shopper Activation Strategy & Execution

• Champion the planning, deployment and execution of shopper roadshows with a focus on efficiency, effectiveness, and brand impact.
• Lead strategic development of activation plans through shopper insights, consumer behavior analysis, and operational excellence to drive business results.
• Design thematic brand events and campaign plans aligned with overall brand and category strategies.
• Continuously innovate activation ideas at the point of purchase to meet and exceed KPIs.
• Monitor competitor activation strategies and proactively develop activation plans to defend and grow category share.
• Own and manage in-store activation budgets, ensuring alignment with internal stakeholders and external agency partners.
• Oversee third-party agency performance, ensuring delivery against agreed KPIs and brand objectives.

2. Trade Engagement & Collaboration

• Build and nurture strong working relationships with internal teams and external business partners to support brand goals.
• Leverage shopper insights, category data, and field feedback to develop targeted engagement activities that drive footfall and category growth.
• Collaborate with Field Sales and cross-functional teams to evaluate activation effectiveness and optimize future plans.
• Supervise product and skill training for third-party promoter teams to ensure high-quality execution.

3. KPI Management & ROI Optimization

• Set and track KPIs for shopper roadshows, focusing on both effectiveness and efficiency.
• Continuously refine and enhance thematic campaigns for future activations.
• Identify and implement process improvements across retail and non-retail activation workflows.
• Develop clear activation guidelines and execution standards to ensure consistency and excellence.
• Conduct regular reviews and reporting of activation performance.

Qualifications

• Degree in Marketing, Business Administration, or a related field.
• Min 3 years proven experience in trade marketing, brand management, or shopper activation. Strong execution acumen and analytical skills to drive activation effectiveness and efficiency.
• Basic understanding of shopper behavior, market insights, and consumer journey mapping. Ability to build engagement ecosystems that drive conversion at point of purchase.
• Effective communication and interpersonal skills to work cross-functionally with internal teams and external partners.

Be Part of Dairy's Future

Great people continue to power this business forward. Our people thrive within a positive working environment, a collaborative and caring culture and leadership that continues to inspire.

We believe in you bringing your best and most authentic self to work and we want you to succeed in a way that allows you to win, in every aspect of your life. We strongly encourage applications from First Nations people, as well as individuals of diverse cultural and social backgrounds. Our team is dedicated to supporting your professional development and personal wellbeing.

We look forward to the possibility of you joining our inclusive team.

Let's make this your best move yet. Apply now!

Please note that applicants must have full working rights for Malaysia to be considered.