ABOUT TRIP

TRIP’s mission is to create calm in the everyday chaos for our community, offering next-generation wellness products to power their lifestyle and nurture mental wellbeing.

Co-founders, husband and wife team Olivia and Daniel discovered plant-based wellness after a transformative personal experience and decided to launch TRIP in 2019 to bring the most delicious, highest quality functional drinks and supplements to millions of people globally.

Now the world’s #1 Calming Beverage Brand, TRIP’s award-winning drinks and wellness products are crafted with botanicals and adaptogens to help people relax, unwind and find balance. Since launch, TRIP has rapidly expanded from the UK to across Europe and North America, generating over $100 million in sales. TRIP products are now available in leading supermarkets, natural retailers and online.

Our vision is to become the global leader in calming drinks and supplements. Synonymous with calm in the same way Red Bull is with energy. We move fast, think big and are committed to becoming the defining brand for a generation who drinks less but prioritises mental wellbeing more than ever. There has never been a better time to join our incredible team and be part of the movement!

THE ROLE

TRIP is one of the fastest growing functional drinks brands in the UK and Europe. As we scale across grocery, convenience, ecommerce, and international markets, we need a Head of Shopper Marketing who brings equal parts creative thinking and commercial rigour.

This role leads our UK and EU shopper marketing strategy, translating brand and commercial priorities into activation that drives genuine retail growth. Critically, you will own the shopper investment budget with a clear focus on ROI, ensuring every pound we spend in retail earns its place.

KEY RESPONSIBILITIES:

Strategy and commercial planning

• Define and lead the UK and EU shopper marketing strategy, tightly aligned to brand and commercial priorities

• Develop annual and quarterly shopper activation plans by retailer, channel and market, with clear revenue and ROI targets

• Own the shopper marketing investment budget, allocating spend with discipline and tracking return across every activation

• Build the commercial case for shopper investment, presenting payback analysis and incrementality evidence tosenior stakeholders

• Identify and size growth opportunities across grocery, convenience, ecommerce and specialist channels

Retail execution and customer marketing

• Lead customer-specific activation plans and contribute to joint business planning with the Sales team

• Deliver best-in-class in-store execution across displays, POS, secondary sightings and retail media

• Own end-to-end execution of NPD launches across retail customers and markets, from pre-launch sell-in through to post-launch evaluation

• Manage the shopper marketing calendar across UK and EU, ensuring plans are joined up and on-time

• Partner closely with Sales, Brand, Category, Operations and Finance to ensure activation plans are commercially sound and operationally deliverable

Performance and investment management

• Own the shopper marketing P&L view: tracking investment as a percentage of gross revenue, monitoring CI and PI deployment, and reporting on activation ROI

• Build a consistent framework for evaluating shopper investment performance, ensuring learnings are captured and applied to future planning

• Provide regular reporting to the EU Commercial Director on spend, performance and recommended optimisations

• Challenge inefficient spend and redirect investment toward higher-return activities without compromising brand standards

Team and ways of working

• Lead and develop a small shopper marketing team, setting clear priorities and building commercial capability

• Manage external agency partners, holding them to clear briefs, timelines and measurable outputs

• Build scalable processes and toolkits to support continued UK and EU retail expansion

ABOUT YOU

Essential

• Significant experience in Shopper, Trade or Customer Marketing within FMCG

• Strong commercial mindset with proven ability to manage and evaluate shopper investment against ROI

• Experience working with major UK grocery customers and navigating complex retailer relationships

• Able to build and present the commercial case for investment to senior internal and external stakeholders

• Track record of delivering shopper activation that demonstrably drives sales and distribution

• Experience managing small teams and developing junior commercial talent

• Strong cross-functional leadership and stakeholder management skills

Desirable

• Experience operating in a high-growth or scale-up FMCG environment

• Familiarity with EU retail markets and international shopper activation

• Experience with retail media, ecommerce activation or digital shopper channels

• Comfortable with EPOS and sales data tools, able to translate data into clear commercial recommendations

THE PACKAGE