Trade Marketing Manager - Retail

Greater London, England, United Kingdom

4/16/2025

We are looking for an entrepreneurial Shopper Marketing Manager to focus on the sustainable growth of our retail business. Creating exciting in-store campaigns for our customers and retail partners alongside using customer insights to shape bold, insight-led plans for retail.

Changing the world of pet food for good

We’re Tails.com, a dog food subscription company with a big difference. We create truly tailored food for each and every dog we serve. We start by asking people a few simple questions about their dog. Then we use that information to create their dog’s unique Tails.com recipe – so their dog gets exactly the nutrition they need, in the taste they love, delivered to their door every month. It’s clever stuff.

We’ve got bold plans. Having created an entirely new category in pet food, we’re now scaling fast in the UK and Europe – backed by Purina, one of the world’s largest pet food companies. You’ll join a bunch of smart people working towards the same goals – and a bunch of smart-ish dogs, all working on their own thing.

Together, we’ll change the world of pet food for good.

Retail at Tails.com

Retail is a relatively new channel for us at Tails.com. From 2022 we expanded our proposition into retail to provide something different to customers. The retail team looks after everything from the great marketing campaigns we do in stores to working with existing/new exciting retailers.

We have some ambitious plans for retail at Tails.com. We are looking for people who have the right attitude and desire to get stuck in and shape the ambitious plans we have going forward.

Sound like a team you want to join? Here’s how you’ll make a difference:

The role

This brand new role within the retail team combines brand management with shopper marketing. You will lead the shopper strategy for Tails.com retail to deliver ambitious growth plans by acquiring new customers. You will bring these plans to life and shape how customers engage with the brand in stores and online. Alongside working with our retail partners to deliver fantastic activations in-store, you will work with internal teams on projects such as NPD launches, leading the evolution of our shopper toolkit and events.

You have a great can-do attitude to get stuck in and work with a wide range of internal and external partners, and are excited to put the foundations in place to support our growth plan for the coming years.

You will be responsible for:

• Ownership of the trade marketing strategy for retail
• Develop and execute impactful in-store activations, point-of-sale, campaigns, and promotional mechanics
• Creating the long-term vision for retail to engage shoppers
• Managing the full shopper budget alongside the shopper toolkit
• Driving visibility of the brand online through SEO and digital marketing
• Brand management and positioning. Oversee the strategic direction for retail in alignment with our Brand team. Lead the creation, planning, and execution of marketing campaigns across multiple channels (digital, social, events, PR, retail, etc), partnering with our Brand and Marketing Teams to ensure the work is tightly integrated with our broader brand strategy.
  
  

The skills you’ll bring:

• Experience in FMCG Shopper/Brand Management
• Clear understanding of trade marketing and shopper dynamics
• Proven track record of turning insights into execution
• Customer-centric approach to your thinking supported with previous experience
• Challenge status quo with out-of-the-box thinking
• Willingness to get stuck in and work outside of the job description
• Adaptable and flexible in handling a variety of work situations, tasks, and team roles, with the ability to anticipate and adapt to change
• Solid planning, communication and presentation skills, with the ability to work independently, interact well with all levels of management, and pay close attention to detail when seeking solutions.
• Strong skills in Excel, data analysis, and the ability to quickly learn new reporting tools
• Commercial accumen - experience in managing budgets and building business cases for investment
• You know how to tailor communication for different audiences, ensuring clarity and alignment when interacting with both customers and internal teams
  
  

Bonus skills an incredible candidate would bring:

• Pet category business experience
• Digital marketing/ecomm experience
• PR experience
  
  

What's in it for you?

• Competitive salary, reviewed annually
• Annual bonus, based on company performance
• Flexible core hours, giving you true work-life balance
• Hybrid role to ensure this role works for you
• 25 days of holiday (excluding bank holidays) which increases over time to a max of 27 days
• 9/10 day working week to enhance your well-being without a reduction in pay and leave allowance
• Optional 5 days unpaid leave and 1 paid volunteer day each year
• When you need a change of scenery, you can work from abroad 2 weeks every 6 months
• Health insurance for you, paid by Tails.com
• Extended maternity, paternity, shared parental and adoption pay. 6 months at 70% pay
• Flexible paid care leave to support immediate dependants, people close to you and pets
• 50% discount on all Tails.com products
• Discounted gym membership
  
  

What’s next?

If this sounds like it matches your experience and what you’d love to do, we can’t wait to hear from you! If you’re unsure whether you fit our criteria exactly, please get in touch anyway. And because we believe that diverse teams perform better, we’d especially love to hear from you if you’re from an under-represented demographic.

Here’s a taster of how our recruitment process works:

• Once you have applied, your CV will be reviewed by the Hiring Manager
• If selected, you will then have a call with Talent Acquisition to learn more about your skills and experience (30 mins)
• If selected, you will have a call with the Head of Retail to delve deeper into your experience and the chance for you to ask questions
• If successful, you will be invited to present a task back to a panel of interviewers alongside some further time for questions for both sides (90 mins)
  
  

Our Commitment

We’re proud to be an active equal-opportunity employer. We want to give everyone a fair chance to join us in changing the world of pet food for good. We do this by conducting a structured recruitment process for all candidates, as well as actively promoting our roles to communities that are under-represented at Tails.com.

During your interview process you’ll meet some of our team with varying levels of responsibility and experience. We want to give every candidate a fair interview process and if you need any reasonable adjustments made, please let us know.