Meet Ellie, a *shopt Client Services Executive

Today we are chatting to Ellie Geary, Tactical Client Services Executive with *shopt!

Hi Ellie! Please start by telling us: What is your job title, and what does your role involve?

As a Client Services Executive at *shopt, I manage relationships with our Tactical clients on the app, working closely with them to understand their objectives and develop tailored plans that drive product distribution and retailer engagement across our network of 21,000+ retailers.

My role is all about collaborating with clients to help them achieve their goals. I work closely with them to develop strategies that effectively launch their brands and products on the app. Once we have a plan in place, I team up with the Operations team to ensure everything runs smoothly, meeting deadlines and maintaining a high standard of quality for the retailers.

I also keep a close eye on the performance of our campaigns, tracking results and sharing regular insights with our clients. Based on these insights, I provide actionable recommendations to help optimise future campaigns. Another key part of my role is listening to retailer feedback and incorporating it into campaign planning to make sure that all activities are engaging, clear, and relevant for the retailers involved.

What excites you most about working with smaller agile and emerging brands on the platform?

I find the emerging brands on the app exciting as they have some great product launches. I get an insight into the products before they launch, which helps me really understand my client’s needs. It’s also super exciting to see how engaged the retailers are with these products via the app and our social channels once they are launched!

What kinds of support do you provide to clients from onboarding to campaign execution?

From onboarding through to client execution, I focus not only on understanding each client's objectives but also on identifying how I can support their campaigns by driving engagement with brands via our app and social media channels.

We offer a wide variety of promotional tools, such as Visibility Offers, Video Rewards, and ‘Coming Soon’ Images, all designed to build excitement among retailers and highlight what they should look out for in Wholesale. These campaigns are competitively priced and can reach approximately 11,000 retailers within a single month.

I work closely with clients to create a tailored plan that fits their budget and objectives, always aiming for the most cost-effective solutions. We remain flexible and responsive throughout, making adjustments as needed to ensure the best possible results.

In addition, I provide guidance on creating effective and eye-catching artwork for their campaigns, ensuring a clear, compelling message that truly stands out to retailers.

'Quick to Activate' Campaigns

Can you explain what ‘quick to activate’ means in the context of *Shopt and how it benefits clients?

At '*shopt,' we pride ourselves on being fast-paced and always ready to go. We’re eager to collaborate with new products and brands that are determined to drive distribution, spark excitement with retailers, and cultivate long-term loyalty. From the very first meeting with clients, I immerse myself in understanding their brands and products, ensuring I gain a comprehensive understanding of their goals. This allows me to create the most effective and customised plan to achieve their vision.

What’s the fastest turnaround you’ve seen from onboarding a brand to going live on the app?

The fastest turnaround I’ve seen from onboarding a brand to going live on the app was just 4 weeks. We had an initial conversation with the client in February, and by the end of March, their product was live on the app.

To achieve this quick turnaround, it requires careful organisation and effective time management. I prioritise tasks and ensure clear communication throughout the process. Of course, the support from our fantastic internal teams, including Operations, Data Analysis, and Finance, is crucial in making this possible. Their collaborative efforts ensure we stay on track and meet our tight deadlines.

Can you share a success story where a quick-to-activate initiative had a big impact?

We had a new client join us in March, after they had their initial conversation in February. They wanted to drive distribution of Three of the Cider SKU within the Convenience channel. The had a premium variant that was new to Wholesale last year, so they wanted to drive Engagement and distribution growth. Their core Cider wasn’t familiar to consumers within the Convenience channel, but research showed they would buy it if it was available. We launched a ‘Stock both’ distribution driving activity and within the first 20 days it had 2,000 new distribution points and 3,500 retailers had interacted with the activity. So an impressive fast start for this client onto the app.

What’s one thing that surprises new clients about working with *shopt?

I would say the main points that surprise our clients is the reach that we have to retailers, and how we can drive such great levels of engagement and increase distribution on a reasonable budget within a short period of time. Over half of all convenience retailers have used *shopt in the last year, from literally every corner of the UK.

How do you handle last-minute changes or client requests in a fast-moving environment?

I believe regular communication is key when handling last-minute changes or client requests in a fast-paced environment. By having weekly or bi-weekly updates with my clients, I stay informed about any shifts in their business priorities. This proactive approach ensures that I’m always aware of potential changes and allows us to address any amendments or requests in a timely manner.

In cases where issues arise on our end, such as high rejection rates or performance discrepancies, we investigate promptly and report our findings to the client. This enables us to adjust strategies quickly and ensure we’re delivering the results the client expects. By staying in sync and addressing concerns as soon as they arise, we maintain smooth operations and drive the best possible outcomes for our clients.

What kind of feedback do you typically receive from brands after their first live campaign?

After a brand’s first live campaign, I typically receive a lot of positive feedback, which is always rewarding. Clients often highlight the smooth execution and the value we’ve delivered. However, I also welcome constructive feedback, as it provides us with an opportunity to refine our approach and improve our services. Being open to both positive and constructive feedback ensures we can always prioritise our clients and their retailers, keeping their needs at the centre of everything we do.

Mars Petcare 2025

"I have enjoyed working with *shopt for the past two years.  Ellie’s engagement, energy, and clarity on reaching our objectives is brilliant.  Being a pet lover and dealing with convenience retail, she can see what would work within the channel and what would appeal to the retailers.  Ellie is always willing to suggest different activities to get maximum engagement and recent work on visibility, with a visibility offer has got the App users connecting well with the promotions."

Tropicana 2025

"*shopt have been a brilliant partner to work with to ensure we’re engaging independent retailers within our wider activation. Ellie is always on hand to help & support, coming up with great suggestions to embellish our campaigns further. We’re really excited to see our Peel A Deal retailer incentive go live over summer across the App!"

Which teams do you work most closely with to deliver successful campaigns?

To deliver successful campaigns, I work most closely with our Operations team. They play a crucial role in ensuring that activities go live on the app promptly and in line with the client's timeline. They also support with setting up and sending notifications, adjusting imagery, and handling many of the behind-the-scenes tasks that help bring each campaign to life.

In addition, I collaborate regularly with our Marketing & Engagement team and our Data Science team. Marketing helps ensure our campaigns are compelling and well-positioned, while the Data Science team provides valuable insights into how retailers are interacting with the app. Their analysis helps us continuously refine our offers and visuals, making sure each campaign is as clear and engaging as possible for the retailer to redeem.

How do you balance the creative needs of a brand with the data-driven side of campaign management?

Balancing the creative needs of a brand with the data-driven side of campaign management is something I’ve developed significantly during my time at *shopt. Over the past two years, with the support of my team and management, I’ve undertaken a Data Citizens apprenticeship. This has helped me build a strong foundation in data analysis and taught me how to interpret and apply insights in meaningful ways.

By collaborating closely with clients to clearly define their objectives, I can align their creative vision with real-time performance data. This allows me to make informed decisions throughout the campaign — ensuring we remain true to the brand while optimising for results. It’s about bringing data to life in a way that supports creativity rather than limiting it.

Fun Round!

If your job had a slogan, what would it be?

‘Human Support in a digital world’ as it is simple, clear and reminds clients that there are real, reliable connections behind the technology.

What’s your go-to drink or snack when buying from a convenience store?

As a Mum of two young boys, I rarely get to enjoy a drink or snack to myself, but if I was to have that moment, I would choose a nice cold Coca-Cola Original and a Packet of Barbecue Proper Chips.

If your role had a playlist, what three songs would be on it?

‘Don’t stop me Now - Queen’

It has High Energy and its empowering, it reminds me to keep my momentum and confidence up while Helping others.

‘On Top of the World – Imagine Dragons’

Its motivating and has an uplifting theme, its great for starting or resetting a day.

‘Believer – Imagine Dragons’

This is a great ‘Mental Armor’ Song talking about turning pressure into power, and also its one of my son’s favourite songs, so very often always appears on my playlists as I drive to work.

Looking Ahead

What do you think the future holds for small brand activations on *shopt?

I believe the future of small brand activations on *shopt is incredibly exciting. As the platform continues to grow, I see increased distribution and stronger engagement from both retailers and consumers within the convenience channel.

With more clients bringing innovative products to market, *shopt is uniquely positioned to support their launches by driving excitement and making their campaigns visible and rewarding for retailers. The app’s ability to deliver results at a competitive rate makes it an increasingly attractive option for small brands looking to make an impact.

As momentum builds, I expect the platform to become even busier and more influential- helping small brands not only gain distribution but build lasting connections within the channel. The future is full of opportunity, and I’m excited to be part of that growth.

What advice would you give to a small brand thinking about joining *Shopt?

For small brands that may not have the resources for a field team, *shopt is the ideal platform to get started. We offer an affordable and efficient way to generate excitement around your products and increase distribution within the convenience channel.

Because *shopt is digital, we can reach a broad network of retailers that traditional field reps might not be able to connect with — making it easier for your brand to scale quickly. We work closely with you every step of the way, ensuring that your campaign runs smoothly from start to finish.

Our platform is designed to maximize your brand’s visibility, engagement, and ultimately, growth. Whether you're launching a new product or looking to expand your reach, *shopt provides the support and tools to help your brand succeed in a competitive market.

I would also advise new Clients to look at CPM’s new Shared Service. The shared service is designed to help brands drive distribution and sales in the convenience channel without the need for full-time investment.

This offer is built for brands that are ready to grow but need a more agile, cost-effective approach to reach the right stores at the right time. We have a dedicated team visiting 4,000 of the best convenience stores every eight weeks , talking about up to five brands in every visit. Brands can easily step in and out of cycles with no long-term commitment and we use *shopt to ensure that we can influence every store, even if we didn’t see the decision maker on the day.

Thank you to Ellie for taking part! If you have any questions for Ellie, please email us on marketing@shopt.co.uk.

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