Senior Customer Marketing Manager

About the Role Reports to: Marketing Director We are looking for a strategic, results-driven Senior Customer Marketing Manager to play a pivotal role in one of the most dynamic and high-impact FMCG categories: premium coffee. This role sits at the heart of our growth agenda and the intersection of Brand Marketing and Commercial execution, shaping how we win at the point of purchase and consumption —across HORECA (from independent cafes to premium hotel chains), Retail, E-Commerce and Marketplaces, with the mix of our owned and international brands. But this role goes beyond activation. You will be responsible for shaping how we win at the point of consumption and purchase - leveraging data, segmentation, and insight to identify growth opportunities, prioritize high-value customers, and design strategies that deliver measurable commercial impact. You will act as the strategic link between Commercial teams and Brand Marketing, ensuring that every initiative is targeted, differentiated, and ROI-driven—while embedding a more analytical, customer-centric way of working across teams. This is a unique opportunity to shape customer marketing excellence in a fast-paced environment—where premium coffee culture, strong partnerships, and commercial performance come together.

Key Responsibilities Customer, Shopper & Channel Strategy • 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.

Insights & Performance Management • 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.

Activation & Execution Excellence (Offline + Online) • 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.

E-Commerce & Digital Shelf Leadership • 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.

Cross-functional Collaboration & External Partnerships • 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.