Specialist Customer Marketing

The Specialist Customer Marketing role sits at the heart of Hasbro's EMEA eCommerce agenda. This is not a support role , it is an end-to-end ownership position. You will lead the full lifecycle of retailer eCommerce activations: from originating the brief and building the strategy, through to hands-on implementation, live optimisation, and post-campaign performance accountability.

You will be the eCommerce activation expert in the room, confidently challenging retailers and internal Key Account Managers on why an activation is being proposed, what success looks like, and whether the mechanics will actually drive results. You will push back where necessary, advocate for best-in-class digital execution, and hold both internal and external partners to a high standard.

Key Responsibilities

Full Campaign Ownership - Brief to Results

• Own the end-to-end eCommerce activation process across EU Pureplay and omnichannel retail partners: brief origination, campaign strategy, retailer negotiation, implementation, live optimisation, and post-campaign analysis.

• Author retailer eCommerce briefs with clear commercial rationale, defined KPIs, and measurable success criteria - ensuring every activation has a "why" before it has a "what."

• Lead post-campaign debriefs with retailers and KAMs, delivering honest performance assessments with clear learnings and next-step recommendations.

Retailer & KAM Challenge and Enablement

• Act as a strategic challenger and advisor to Key Account Managers and retail partners - questioning proposed activations, stress-testing mechanics, and pushing for executions that are genuinely optimised for conversion, not just visibility.

• Build and present the commercial case for eCommerce activations to retailers and internal stakeholders, articulating the benefit of each initiative with data-backed rationale.

• Bring retailers along on best practice - coaching partners on what high-performing digital shelf and on-site activations look like, and why it matters to their own metrics.

Digital Campaign Execution

• Design and execute on-site retailer campaigns across sponsored placements, brand stores, A+ content, homepage features, promotional events (e.g. Prime Day, Black Friday), and editorial placements.

• Manage campaign implementation directly within retailer portals and platforms, ensuring assets, copy, and targeting are optimised at launch and adjusted in-flight based on performance signals.

• Define and manage retail media investment within allocated A&P budgets, making real-time decisions on spend allocation based on performance data.

Digital Shelf & Content Leadership

• Own digital shelf standards across EU markets - copy, imagery, video, enhanced content - ensuring SEO optimisation across retailer platforms and search engines.

• Lead content syndication processes to enable scalable, consistent asset deployment across markets and distributor partners.

Performance & Optimisation

• Define KPIs, benchmarks, and measurement frameworks for all campaign activity, with a clear view of what "good" looks like across different retailer environments.

• Build and execute quarterly test-and-learn plans, using results to continuously improve activation mechanics, targeting, and investment allocation.

• Deliver regular performance reporting to senior stakeholders with confidence - presenting results clearly, owning underperformance, and proposing corrective action.

Skills & Experience

• Significant hands-on experience managing eCommerce marketing campaigns with major retail partners (Amazon, Zalando, MediaMarkt, Fnac, Smyths, or similar Pureplay/omnichannel retailers).

• Proven track record of owning the full activation lifecycle - not just executing briefs set by others, but originating, challenging, and optimising them.

• Strong commercial acumen: comfortable building business cases, managing A&P budgets, and defending investment decisions with data.

• Confident communicator who can challenge retailers and senior internal stakeholders constructively, with credibility backed by evidence.

• Solid understanding of retail media platforms, on-site merchandising mechanics, and sponsored advertising within retailer ecosystems.

• Strong SEO and content optimisation capability across retailer platforms.

• Experience with PIM systems (e.g. Stibo), DAM platforms, SAP, or Showpad is advantageous.

• Fluency in English required; additional European languages (French, Spanish, Italian, German) are a plus.

• Bachelor's degree in Marketing, Business, or related discipline.