Türkiye Shopper & Customer Marketing Lead

Welcome to Haleon. We’re a purpose-driven, world-class consumer company putting everyday health in the hands of millions. In just three years since our launch, we’ve grown, evolved and are now entering an exciting new chapter – one filled with bold ambitions and enormous opportunity.

Our trusted portfolio of brands – including Sensodyne®, Panadol®, Advil®, Voltaren®, Theraflu®, Otrivin®, and Centrum® – lead in resilient and growing categories. What sets us apart is our unique blend of deep human understanding and trusted science.

Now it’s time to fully realise the full potential of our business and our people. We do this through our Win as One strategy. It puts our purpose – to deliver better everyday health with humanity – at the heart of everything we do. It unites us, inspires us, and challenges us to be better every day, driven by our agile, performance-focused culture.

Job Purpose

The Shopper & Customer Marketing Lead for Türkiye is responsible for developing and executing customer and shopper strategies across mass market and pharmacy channels, while also owning In‑Store Excellence. This role leads the Shopper & Customer Marketing team and directly manages the Merchandising Team, ensuring flawless execution of brand growth priorities and innovations across discounters, supermarkets, groceries, omnichannel customers, pure players, and pharmacy chains. The position owns the delivery of channel‑ and customer‑tailored Price, Promotion, Shelving, and Distribution (PPSD) strategies in a dynamic and competitive trade environment.

Key Responsibilities

Strategic Leadership

• Lead all categories and brands across mass market and pharmacy channels.
• Develop and execute brand‑specific promotional strategies tailored by channel/customer (discount depth, frequency, maximum promo volumes), in alignment with NRM & SFE team guidance.
• Build and manage Must Stock Lists for each channel/customer, including active mix principles and recommendations.
• Provide strategic direction to the Merchandising Team, ensuring alignment with brand and channel priorities.

In‑Store Excellence & Merchandising Leadership

• Own the In‑Store Excellence agenda across mass market and pharmacy channels.
• Ensure perfect execution of visibility, shelving, planograms, and activation standards, in collaboration with NRM & SFE team guidance where relevant.
• Lead the Merchandising Team, setting KPIs, performance standards, and execution routines.
• Drive continuous improvement in in‑store performance through data, audits, and execution analytics.
• Ensure POSM deployment, visibility materials, and in‑store assets are executed with excellence and deliver ROI.
• Oversee pharmacy‑specific execution, including coordination of medical detailing materials, visibility assets, and pharmacy activation standards.

Trade Execution & Pharmacy Engagement

• Develop customer selling stories and in‑store/pharmacy execution priorities aligned with Brand Growth Strategies, Media plans, and Shopper Strategies.
• Lead deployment of all POSM materials, leveraging marketing assets and optimizing budget allocation.
• Own annual promotional and shopper activation plans, ensuring they deliver the intended market share and channel impact.
• Ensure execution frameworks are aligned with NRM & SFE team recommendations.
• Support pharmacy channel engagement by coordinating with medical and field teams to deliver product demos, educational sessions, and doctor‑facing materials.
• Plan and execute large‑scale pharmacy and HCP‑related activations in collaboration with Medical, Sales, and Marketing teams.

Collaboration & Forecasting

• Collaborate with commercial teams through the IBP process to support accurate brand and customer forecasts.
• Work closely with the NRM & SFE team to ensure customer plans reflect enterprise‑wide strategic guidance.
• Lead development and customization of customer selling stories aligned with financial objectives and delivering a triple win (customer, shopper, HALEON).
• Partner with Medical and Sales teams to ensure compliant and effective communication with healthcare professionals (HCPs).

Budget & Analytics Management

• Manage the shopper marketing budget, including monthly forecasting and phasing.
• Conduct analytics to develop customer strategies, in‑store tools, and execution frameworks, leveraging insights from the NRM & SFE team.
• Track ROI of pharmacy activations, demos, and HCP‑related initiatives.

Performance Accountability

• Drive successful product launches and innovation targets across mass market and pharmacy channels.
• Ensure brands outperform category growth and deliver P&L objectives.
• Elevate in‑store KPIs (availability, visibility, compliance) through strong leadership of the Merchandising Team.
• Ensure pharmacy channel KPIs (recommendation, visibility, activation compliance) are achieved through strong cross‑functional coordination.

Qualifications

Basic Qualifications

• Bachelor’s degree or equivalent.
• Minimum 10 years of experience in Customer/Shopper Marketing, ideally covering both mass market and pharmacy channels.
• Experience leading in‑store execution or merchandising teams is a strong advantage.
• Experience working with pharmacy channels, HCP‑facing materials, or medical–commercial collaboration is a plus.
• Strong analytical and problem‑solving skills with a commercial mindset.
• Excellent communication and interpersonal skills.
• Proven ability to manage budgets and deliver ROI‑driven execution.
• High learning agility and a growth‑oriented mindset.

Preferred Qualifications

• Deep experience in mass market and pharmacy channels.
• Familiarity with Integrated Business Planning (IBP).
• Experience managing agencies, POSM processes, merchandising operations, and pharmacy/HCP activations.

 

 

 

 Job Posting End Date

 

 

2026-05-31

 

 

 

Equal Opportunities

Haleon are 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.

During the application process, we may ask you to share some personal information, which is entirely voluntary. This information ensures we meet certain regulatory and reporting obligations and supports the development, refinement, and execution of our inclusion and belonging programmes that are open to all Haleon employees. 

The personal information you provide will be kept confidential, used only for legitimate business purposes, and will never be used in making any employment decisions, including hiring decisions.

 

 

 

Adjustment or Accommodations Request

If you require a reasonable adjustment or accommodation or other assistance to apply for a job at Haleon at any stage of the application process, please let your recruiter know by providing them with a description of specific adjustments you are requesting. We’ll provide all reasonable adjustments to support you throughout the recruitment process and treat all information you provide us in confidence. 

 

 

 

Note to candidates

The Haleon recruitment team will contact you using a Haleon email account (@haleon.com). If you are not sure whether the email you received is from Haleon, please get in touch.