Kafea Terra

Marketing

• Own and deliver the annual Shopper / Customer Marketing strategy and plan across HORECA, Retail and E-Commerce.
• Translate brand strategy into tailored activation plans per channel and per key retail partner (e.g. top accounts in Horeca, Sklavenitis, AB Vassilopoulos etc in Retail).
• Build and apply customer segmentation to prioritize high-value customers, occasions, and growth opportunities.
• Monitor shopper trends, market dynamics, and competitive activity to feed strategic planning and innovation roadmaps.
• Support innovation launches with integrated omnichannel go-to-market campaigns.
• Conduct shopper and customer research to understand path-to-purchase, decision-making drivers, and key conversion moments.
• Leverage data (sell-in, sell-out, customer, shopper, market) to drive fact-based decision making.
• Track and optimize KPIs and ROI across activations, building a strong test–learn–scale mindset.
• Evaluate performance of campaigns and initiatives, ensuring clear commercial impact and continuous improvement.
• Design and execute best-in-class POSM, in-store activations, promotions, experiences, and branded campaigns.
• Develop omnichannel programs that bridge offline and online (e.g., digital coupons, QR-to-store journeys).
• Create scalable playbooks and activation toolkits tailored to priority customer segments.
• Ensure consistent execution quality and visibility standards across all touchpoints.
• Own the e-commerce marketing strategy across e-retailers and marketplaces.
• Lead joint business plans with e-commerce partners and support full-funnel campaigns in collaboration with brand/media teams.
• Optimize product pages, content, imagery and SEO to ensure digital shelf excellence and conversion performance.
• Activate and measure retail media campaigns across digital platforms and retail media ecosystems.
• Stay ahead of emerging trends such as live commerce, social commerce, and creator-driven retail growth.
• Act as the strategic bridge between Sales and Brand Marketing, aligning execution across the 4Ps.
• Build strong relationships with key retailers and external partners, representing Marketing in customer discussions.
• Support Sales with tools, materials, and insights to strengthen commercial planning and customer performance.
• Educate internal stakeholders on shopper trends, e-commerce innovation, and evolving retail technology.

Senior Customer Marketing Manager