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10% off Asda Travel insurance
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Lead Manager - Customer Planning and Local MarketingHead Office
The Customer Planning & Local Marketing Lead Manager leads the development and continuous improvement of customer plans that guide Asda's key events, campaigns and customer activity. The role ensures customer insight is at the heart of decision-making and helps translate customer understanding into actions that drive sales, customer satisfaction, market share and brand health.
Working across Marketing, Commercial, Retail Operations and Online teams, the role brings together customer-facing activity into a clear and aligned customer plan, ensuring a consistent and compelling customer experience across Food, George Fashion, Home, General Merchandise as well as adjacent businesses and services such as Asda Money & Mobile and Asda Online Doctor.
The role also leads Asda's local marketing agenda, helping stores maximise performance, supporting stores through refits and protecting sales when competitors open nearby.
Key Responsibilities
Customer Planning
- Lead the development and optimisation of Asda's customer plans, ensuring they support key retail events, campaigns and business priorities.
- Translate customer insights, market trends and performance data into clear commercial and marketing actions.
- Work closely with Commercial, Trade Planning, Marketing, Retail Operations and Online teams to align priorities and deliver customer-focused growth.
- Own and manage the annual, quarterly and weekly customer planning process.
- Ensure all customer-facing activity is aligned, prioritised and communicated effectively across the business.
- Lead governance forums and planning reviews to track progress, resolve issues and ensure delivery against objectives.
Local Marketing
- Lead the development and execution of local marketing strategies that build relevance, engagement and loyalty in local communities.
- Support stores through refits, major changes and competitor openings by delivering targeted local marketing activity.
- Partner with Retail Operations to provide stores with appropriate tools, guidance and support.
- Adapt national campaigns or develop targeted local activity to meet specific customer and market needs.
- Measure effectiveness and optimise investment to maximise sales and customer impact.
- Lead governance and performance reviews to ensure local marketing activity delivers measurable outcomes.
Stakeholder Management
- Build strong partnerships across Marketing, Food and Non-Food Commercial, Retail Operations, Online, Finance and Customer teams.
- Act as a trusted adviser on customer planning priorities and opportunities.
- Influence senior stakeholders and secure alignment across a complex, matrix organisation.
- Ensure customer insight is reflected consistently in business planning and decision-making.
Leadership
- Lead, coach and develop a high-performing team of customer planning professionals.
- Foster a culture of collaboration, accountability and customer focus.
- Build capability across the team and create an environment of continuous improvement.
About You
- Significant experience in customer planning, local marketing, commercial planning or strategy within a large retail or FMCG environment.
- Strong understanding of how marketing, trading and retail operations work together to drive sales and customer engagement.
- Proven ability to translate customer insight into actionable commercial plans.
- Experience leading cross-functional planning processes and governance forums.
- Excellent stakeholder management and influencing skills, including engagement with senior leaders.
- Strong analytical and problem-solving capabilities with a data-led approach to decision-making.
- Excellent communication and presentation skills.
- Demonstrated experience leading and developing teams within a fast-paced, matrix organisation.
- Highly organised, with the ability to manage multiple priorities and drive delivery through others.
What You'll Be Accountable For
- Delivering a clear and aligned customer plan across the business.
- Ensuring customer insight informs key business decisions and priorities.
- Driving effective collaboration across Marketing, Commercial, Retail and Online teams.
- Maximising the effectiveness of local marketing investment.
- Improving customer engagement, satisfaction, sales performance and market share through customer-led planning.
Everything you'll love
To ensure we balance moments where we know we need to collaborate together and the need for flexibility, Asda has a hybrid way of working with a minimum 3 days a week in one of our Home Offices. Over and above this, each area of Asda may have additional requirements which may require spending more days in the office, visiting suppliers, stores or depots.
You will also get an excellent benefits package including:
Discretionary company bonus
Company pension up 1.5 times colleagues' contribution (Max 15%)
Company Car allowance of £8000
15% colleague discount in store and online
Free access to wellbeing services such as Stream, 24/7 virtual GP, counselling, health and dental cash plans and a 24/7 employee assistance helpline, alongside discounts across a range of services and activities, from airport parking, enhanced to theme parks and cinemas.
Asda Allies Inclusion Networks – helping colleagues to make sure everybody is included and that our differences are recognised and celebrated
Excellent parental leave policies, including maternity & adoption leave, paternity leave, shared parental leave, neonatal care leave, and support for those doing fertility treatments.
We want all colleagues to be able to bring their best and true selves to work, every day. Simply put, we want our colleagues to be Proud to be Asda and proud to be themselves
Find your everything
Apply here
Why Asda?
We’re a really values-led organisation. Our mission means we encourage everyone to be open and honest. We work creatively and collaboratively with each other, valuing everyone’s input. We get on with things, we make them happen. As so many people across the UK rely on us, we have to.
Our Creating Change for Better programme tackles the major challenges facing our business and society today and guides our efforts on where we can make the biggest difference by reducing our environmental footprint, creating healthier products and supporting our communities.
Big businesses like ours offer big opportunities. With more than 1,000 stores across the UK, from superstores and Asda Living to petrol stations, as well as depots and Express stores. £60m+ in revenue taken every day. We conduct £300m worth of transactions every week. Our website handles 2 million transactions a month. And 75% of the UK shop in Asda every year.
Be yourself at Asda
We're committed to creating a workplace where everyone feels welcome, valued and able to achieve their potential.
We want every candidate to have a fair opportunity to show us what they can bring to the role. If you need any support or adjustments during the recruitment process, we'll work with you to make sure you have the support you need.
Need support? Visit our Help Page, select the People Services icon and choose Candidate Query. Tell us how we can help.
Rewards and Recognition
Free remote GP service
Available to you, your partner and your children, 24/7, year round.
Pension
Save for retirement with contributions paid into your pension account by you and Asda.
Free physiotherapy consultations
Helping you and your partner take care of yourselves with 8 free sessions per year.
Colleague discounts
15% off at our stores - get discounts on groceries and George all year round.
Car cash allowance
Eligible colleagues will receive a cash allowance as part of their benefits package. In addition, all salaried colleagues can choose to register for the Salary Sacrifice Electric Car scheme*.
(*Conditions apply)
Mortgage advice
Whether you’re a first-time buyer, renewing your mortgage, looking at buy to lets, or simply after some advice in getting a mortgage, get free* unbiased advice through the Mortgage Advice Bureau (MAB), one the UKs largest mortgage brokers.
Confidential support helpline
Find free emotional, practical, and financial support that’s fully confidential, through a helpline that’s available 24/7, year round.
Cycle to work
Buy a bike through this scheme and save on tax and national insurance.
Financial support
Find financial wellbeing tools and support, including the ability to stream your pay.
Free eye tests
Head to our in store opticians for a free checkup and take care of your vision.
Bonus
Sharing our success with a discretionary bonus scheme for salaried colleagues that really rewards your contributions.
Cancer support
Guidance and support for you and your family, from before diagnosis, to treatment and beyond.
Paid time off
From holiday to sick leave and other types of leave, such as parental leave.
Mental health support
Access free mental health support for you and your family.
Support and advice with care
If you’re supporting older family or friends with care and support, find free, confidential information, expert support, and guidance about later life care for your loved ones through the Legal & General Care Concierge service.
Hybrid working
To ensure we balance moments where we know we need to collaborate together and the need for flexibility, Asda has a hybrid way of working with a minimum 3 days a week in one of our Home Offices. Each area of Asda may have additional requirements which may require spending more days in the office, visiting suppliers, stores or depots
Save money on every day spends
Access to hundreds of high-street discounted Vouchers, discounts on days out, gym memberships, airport parking, and more
Setting your loved ones up for the future
As part of the team, you’ll get life assurance.
Guaranteed contracted hours
All colleagues are guaranteed weekly contracted hours / guaranteed weekly shifts via their contract of employment which is agreed with the hiring manager.
Holiday buying
Once a year our salaried colleagues are able to buy up to 5 additional days holiday via salary sacrifice (subject to eligibility).
Everything that makes us different, makes us Asda
Our colleague-led inclusion networks, including our DisAbility, Race & Ethnicity, Women at Asda, LGBTQIA+, and our Wellbeing Network, are all about giving our colleagues a space to share their stories, experiences, and perspective. Supported by our dedicated Executive Ambassadors and led by our ten passionate co-chairs, our Networks help us make changes that make life better for every colleague.
Transforming communities and changing lives
Our stores, distribution centres, and head offices work in local communities across the UK – and we want to be a real part of making a difference for them. From our amazing 400 Community Champions to our charity, The Asda Foundation, we’ve got loads of ways to help local groups and charities. Our outreach programmes, grants, and Community Champions are all about listening to our communities’ needs – to shape projects and initiatives that will make a real impact for local people.
Our commitment to the Armed Forces
Here at Asda, we’re dedicated to helping the Armed Forces rediscover their everything after service. We guarantee interviews for people who have left service and meet the minimum criteria for a role, provide leave for reservists’ training, support for cadet training, and employment opportunities for their partners. And that’s why we have over a thousand new colleagues from the Armed Forces Service Leaver Community join us every year.
Head Office roles
Thinking bigger, looking forwards, and always asking what’s next, Our Head Office teams aren’t afraid to challenge how we think, and embrace fresh perspectives, experiences, and change – all to keep us growing.
Asda House
The heart of everything Asda in the centre of Leeds, Asda House is full of collaborative workspaces and meeting rooms where teams work together to deliver real value for ordinary working people.
It’s home to its own Leon restaurant, where you can get discounted food and drinks, as well as two shops and a staff discount store, where you can sometimes snap up some real end of season bargains. We also have regular atrium events, where you’ll often have a chance to sample new products, and play host to exciting celebrity guests. And you can park your car for free in our onsite parking, with electric charging points just over the road.
If you're looking for a new opportunity and you want a challenge within a fast-paced environment with great culture then a role at Asda would be ideal for you.
Polly,
Commercial and Propositions Lead
The flexibility is great, I can attend school events like sports days and I can go for my morning run when I'm working from home and in the office as they have showers.
Tom,
Seasonal Packaging Design Specialist
The role is really varied and diverse. You get involved in so many different things! Everyone is so supportive and really cares about your personal development.
Hayley,
Buying Manager
Work where it works
Here at Asda, we think that the best way to work is to do it where it works best. That’s why all of our teams who are able to work from home, work with each other to figure out a pattern that works for you all, and the business needs. So you can get the most out of work, whether that’s at home, the office, or both.