In this case study, we discuss how Greg, our Head of Commercial Recruitment, worked with Highland Spring, a long- standing client, to source a Shopper Marketing Manager.
Shopper Marketing Manager
Highland Spring Group is one of the UK’s leading producers of natural source water. Sourced from the Ochil Hills in Perthshire, Scotland, Highland Spring water is naturally filtered through layers of basalt rock, untouched by human activity. For over four decades, the brand has championed healthy hydration and environmental responsibility, growing to become the number one bottled water brand in Scotland and one of the top names nationwide.
The Brief
Highland Spring came to us as they were looking to appoint a Shopper Marketing Manager to lead the development and execution of shopper-focused strategies across major grocery, convenience, and impulse channels. `
The brief called for a commercially savvy individual with a deep understanding of the path-to-purchase, capable of blending consumer insight with retailer-specific strategy. Key responsibilities included building joint business plans with retail partners, leading promotional strategy, optimising in-store visibility, and delivering compelling shopper campaigns that drive conversion.
Critically, the Shopper Marketing Manager needed to operate at the intersection of sales, marketing, and category, translating brand plans into retailer-relevant executions that strengthen Highland Spring’s brand equity while delivering measurable ROI.
Highland Spring were looking for someone who was passionate about sustainability, possessed strong FMCG experience, and was comfortable navigating matrixed teams in a high-performing, values-driven business.
Alexander Steele’s Approach
We began with a session involving Highland Spring’s Head of Marketing and Talent Acquisition Lead. We mapped the needs of the Shopper Marketing function, reviewed the commercial strategy, and clarified the competencies required to succeed in the role. At Alexander Steele, we pride ourselves on taking a personalised approach. We like to fully understand the clien'ts needs first, when we have established this, we get to work, sourcing the best candidates on the market.
Drawing on our specialist FMCG network, we created a shortlist of shopper marketing professionals from across the drinks, snacking, and household categories. Each had proven experience activating brands in-store, building strategic retailer partnerships, and aligning closely with commercial teams to unlock growth.
We conducted interviews focusing on behavioural traits, trade marketing capability, promotional effectiveness, and ability to work cross-functionally. Sustainability alignment and passion for consumer health were also core to the selection process.
Throughout the process, we kept in close contact with the Hiring Manager, ensuring there was clear communication and transparency, which we feel are key to a successful process
Outcome
We found an exceptional candidate who was appointed to the role. The successful candidate had a strong background in category-led shopper marketing and extensive experience working with top UK grocery accounts, they were the perfect cultural and commercial fit.
The candidate came into the organisation, bringing energy, rigour, and a fresh approach to driving Highland Spring’s shopper agenda. The business now benefits from sharper activation, deeper customer engagement, and a renewed focus on delivering growth through purpose-driven marketing.
Clear communication and understanding the needs of the client meant we were able to create a personalised experience for Highland Spring and the candidate. With all parties impressed with our work, we continue to partner with Highland Spring on their recruitment needs.