Category & Shopper Strategy Director - Europe

\n Role Overview\n

Category & Shopper Strategy Director – Europe (Senior Leadership)

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Responsible for shaping and accelerating Haleon’s Customer, Category, Shopper, and Digital Commerce agenda across Europe, driving the development, localisation, and execution of category growth strategies and shopper engagement frameworks.

Key Responsibilities\n

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• Lead localisation and execution of Haleon’s category growth strategies across European markets and key regional customers.
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• Develop category leadership frameworks that drive growth for Haleon brands and customer categories.
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• Lead generation of shopper insights through the Shopper Science Lab and external partners.
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• Establish and continuously improve Haleon’s end‑to‑end Shopper Marketing process across Europe.
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• Adapt global and business unit shopper toolkits to reflect local market realities and shopper needs.
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• Lead assortment, merchandising, range optimisation, and space management solutions.
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• Drive Perfect Store and Picture of Success standards across Europe.
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• Lead Digital Commerce capability development, including Digital Shelf Optimisation, Retail Media, and Omnichannel Shopper Engagement.
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• Identify and implement emerging tools, AI applications, and analytics capabilities.
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• Build scalable commercial capability programmes across Category Management, Shopper Marketing, Digital Commerce, and Perfect Store disciplines.
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• Lead strategic category collaboration sessions with Europe’s key retail and pharmacy customers.
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• Represent Haleon in senior customer engagements and executive‑level category discussions.
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• Ensure an annual travel commitment of approximately 25% across Europe.
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Qualifications & Experience\n

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• Essential: University degree or equivalent commercial experience; significant years in commercial functions within Consumer Healthcare, FMCG, Retail or related sectors.
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• Strong experience across Category Management, Shopper Marketing, Key Account Management, Digital Commerce, Commercial Excellence, and Retail or Brand Marketing.
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• Demonstrated experience leading regional transformation and capability‑building programmes.
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• Proven success leading high‑performing teams across multiple markets.
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• Deep understanding of European retail, pharmacy and omnichannel landscapes.
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• Strong digital, data, analytics and insight‑generation expertise.
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• Ability to travel across Europe (approx. 25%).
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• Preferred: Experience in Digital Commerce, Retail Media, and Revenue Growth Management.
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• Strong strategic influencing and stakeholder management skills.
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• Experience working in complex multinational organisations.
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• Demonstrated success building commercial capabilities and scalable operating models.
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Key Success Outcomes\n

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• Accelerate category growth and market share across Europe.
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• Build best‑in‑class shopper and category capabilities.
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• Strengthen category leadership with key European customers.
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• Drive omnichannel excellence and Digital Commerce growth.
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• Create a scalable commercial excellence agenda across European markets.
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• Establish Haleon as the leading shopper‑centric Consumer Health company in Europe.
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Equal Opportunities\n

Haleon is committed to mobilising our purpose in a way that represents the diverse consumers and communities who rely on our brands every day. It guides us in creating an inclusive culture, where different backgrounds and views are valued and respected – all in support of understanding and best serving the needs of our consumers and unleashing the full potential of our people. It’s important to us that Haleon is a place where all our employees feel they truly belong.

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