Senior Customer Marketing Manager

Hasbro European Services provides various services to Hasbro business units in Europe and the Middle East and Africa.

Based in our Stockley Park, West London Offices - in office days are Tuesdays/Wednesdays/Thursdays.

Are you passionate about understanding market dynamics and customer needs? Do you thrive at the intersection of marketing and sales, creating compelling campaigns that drive brand visibility and revenue growth? If so, we have the perfect opportunity for you!

As our Senior Customer Marketing Manager, you'll be the voice of our markets and customers, ensuring their needs are heard and addressed. You'll work closely with the Regional Customer Marketing Lead, Marketing Team, Local Sales Directors, and Customers to develop and implement innovative marketing strategies that strengthen our brand presence at retail.

Main Purpose:

• Ensure the voice of your market(s) and customers’ needs are heard at a regional level with local insights, to inform the creation of regional customer marketing playbooks.
• The primary customer marketing contact for the Regional Customer Marketing Lead, Marketing Team, Local Sales Directors/Sales Teams & Customers. Be the expert in retailer activation plans and shopper dynamics across the market cluster.
• Responsible for developing Customer marketing strategy/programs for relevant market cluster that strengthens brand presence at retail and supports revenue growth across the region.
• Play a critical role in ensuring Hasbro is a partner of choice in our priority customers, through best-in-class customer marketing activation plans, which in turn deliver company/market objectives.
• As the intersection of marketing and sales, you will create compelling customer-specific campaigns, promotions, and materials that enhance brand visibility, boost sell-through, and support joint business objectives.
• Lead and develop a high-performing customer marketing team, leveraging regional support in training and development.

Specific Responsibilities:

• Key contributor to the development and implementation of the 1-3-year regional customer marketing strategic plan for EMEA.
• Ensure executional assets are created on time and in full, to allow your team to focus and activate at scale to a clear set of prioritized customers and touchpoints, therefore maximizing working media spend and ROI.
• Be the key “process integrator’’ between Marketing, Sales, and Regional Customer Marketing, ensuring there is a clear omnichannel activation strategy presented and aligned with internal stakeholders.
• Create differentiated strategies, including specific regional projects for top retailers.
• Evaluate and scale successful marketing investments.
• Manage relationships with customers, agencies, and cross-functional teams. Working with external creative agencies to produce high-quality marketing materials.
• Monitor and analyse trade, competitor, and shopper market data related to the market and category, to identify business opportunities and develop customer marketing plans to drive Hasbro brand conversion.
• Lead and influence the creation of customer marketing playbooks and assets for regional big bets i.e., Shopper Key Visuals, calls to action, and POSM touchpoints to maximize local adaptation, not creation, allowing local budgets to be deployed in scaling customer marketing activation
• Develop and align with the Regional Customer Marketing lead, the activation framework, calendar of customer marketing activation, and budget for omnichannel execution in the market. Localize campaigns for retailers or market-specific environments.
• Own the ROI evaluation of the customer marketing activity utilizing local data sources to create a clear view on whether the activation should be scaled/repeated/enhanced, or stopped.
• In conjunction with the Regional Customer Marketing Lead, transform the activation learnings into case studies that are shared across markets to apply at scale.
• Collaborate with sales teams to create joint business plans and in-store activations. Providing the best tools and means required for the implementation of the Customer Marketing activation.
• Build the retail pitch messaging based on market and consumer/shopper insights provided by data & insights teams. Partner with sales teams to support previews/sell-in and sell-through with compelling storytelling and bespoke plans.
• Bring strategies to life across both physical and digital retail touchpoints.
• Create & share with the relevant stakeholders (local & regional) all the commercial deadlines and related implications for the various departments to ensure that all the deadlines for asset delivery and customer activation are clearly understood.
• Be an active member of the regional customer marketing team, proactively sharing case studies, leading discussions, and sharing of market/customer work in appropriate forums to drive efficiencies and scale.
• Understand key trends in shopper & consumer behaviour specific to the brand/category and implement strategies to convert against these through our retail activation plans. Competitive market analysis both in and out of category to understand portfolio position & potential growth opportunities at retail.
• Integrate innovative, creative, and/or technologies into retail activation plans to ensure Hasbro is delivering an industry-leading experience.
• Manage the approval/delivery of plans and costs within approved budgets & timelines.
• Partner with Licensors to maximize and secure traffic-driving marketing opportunities.

Key Skills:

• Matrix working, avoiding rigid swim lanes & flexing workload in market clusters.
• Foster collaboration and confidence among stakeholders. Capable of managing multiple stakeholders and modelling the way to deliver the best result for Hasbro.  
• Excellent presentation and communication skills. Ability to influence, flex style & leverage support of the wider business/retailer. 
• Resilience, flexibility & working at pace – able to cope well with changing directions/juggling, and a thoughtful risk taker. 
• High level of detail & accuracy.
• Strong project management.
• Results-oriented, innovative, and able to turn complex information into actionable recommendations. Turning insights and challenges into tangible business outcomes.
• Ability to take a broad view of the overall commercial priorities, champion continuous improvement & able to lead cross-departmental/multi-market projects. 
• Proven experience in marketing/sales in the consumer products industry, ideally in toys or entertainment.
• Proven success in strategic marketing, revenue growth, and brand building.

People Management:

• Equip your team with the necessary skills and frameworks.
• Identify, recruit, retain, and develop talent, utilizing a talent matrix and providing ongoing coaching. 
• Champion performance management, development plans, and succession planning, utilizing the tools available to you. 
• Ensure appropriate quarterly performance conversations take place to effectively develop and retain talent to meet current and future business needs. 
• Lead the team by example: ensuring effective communication, support, and recognition are in place. 
• Make training, coaching, or mentoring available to develop talent and improve overall performance, whilst embracing feedback principles. 
• Effectively deal with any performance issues promptly to ensure high standards are maintained. 
• Guide team objectives and provide constructive feedback on performance on an ongoing basis, undertaking Competency Reviews & Skips. 
• Direct line reporting, development planning, talent management & coaching. Provide clarity and accountability to the team for the execution of the plan. 

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