Position Summary
We are seeking a highly strategic and results-driven Senior Shopper Marketing
Manager to lead our shopper marketing efforts across both digital and in-store
platforms. The individual will oversee the full shopper marketing ecosystem,
managing agency/vendor partners, optimizing retailer media investments, and
building a best -in – class shopper journey that drives trial, conversion, and
loyalty.
In this role, you’ll own the shopper marketing budget and work hand-in-hand
with Sales and Finance to build annual account-specific plans, submit and
manage retailer tactics, and align on investment levels that drive growth. You’ll
be responsible for bringing our plans to life across both digital and in-store
tactics, ensuring smooth execution, clear monthly reporting, and actionable
learnings we can use to fuel what’s next.
While highly strategic, this is also a hands-on role. The Senior Shopper Marketing
Manager will dig into the daily execution, performing ongoing optimizations,
monitoring campaign performance, and ensuring incredible implementation
across platforms.
Essential Job Responsibilities
Shopper Marketing Strategy & Execution
• Lead our company's national shopper marketing strategy across both digital and
in-store channels, ensuring every program ladders up to brand priorities
and sales goals.
• Drive the annual planning process, creating a full calendar of shopper
marketing activities and tactics for all key national and retail accounts.
• Partner closely with Sales to build account-specific plans, secure retailer
approvals where needed, and manage submissions for all tactics.
• Oversee relationships with agency and vendor partners across retailer
platforms including Instacart, GoPuff, DoorDash, Criteo, 8451, Citrus,
Roundel, and others.
• Take ownership of digital shopper tactics such as sponsored search, onsite
display, retargeting, optimizations, click-to-cart experiences, and
many others
• Roll up your sleeves with day-to-day campaign management — adjusting
bids, creative, targeting, and placements to drive stronger performance.
• Lead in-store activations including shelf talkers, digital coupons, floor
talkers, and display programs that bring the brand to life at shelf.
• Stay ahead of emerging retailer media tools and shopper marketing
trends to ensure our company is always at the forefront of best practices.
Budget & Performance Management
• Own the shopper marketing budget across both digital and in-store
programs, making sure spend is efficient and aligned with Finance and
Sales.
• Recommend account-level investments based on performance data,
ROAS, and attributed sales.
• Consistently review results to spot opportunities, fine-tune strategies, and
maximize return.
Measurement & Reporting
• Deliver regular KPI reporting across retailer programs, tracking attributed
sales, ROAS, retail velocity, and other key metrics.
• Surface month-over-month growth opportunities and provide clear
learnings and next steps when goals aren’t met.
• Turn insights into action, continuously refining shopper programs for
stronger impact.
Cross Functional Collaboration
Partner with Sales and Finance to ensure shopper marketing plans align
with overall company priorities.
• Work closely with Creative to develop retailer-ready assets that also
reflect our brand standards.
• Support Sales with compelling, data-driven retailer presentations that
showcase plans, calendars, and results.
Additional Responsibilities
• Serve as our in-house expert on retailer media networks and in-store
marketing tactics.
• Bring agility and adaptability to a fast-paced environment where
priorities can shift quickly.
Requirements
• Bachelor’s degree in Marketing, Business, or related field.
• 7+ years of experience in shopper marketing, ideally within Food &
Beverage or CPG.
• Strong knowledge of retailer media platforms such as Instacart, 8451,
Criteo, Citrus, Roundel, and more, along with in-store marketing tactics
• Proven experience leading agencies, managing vendors, and owning
significant budgets.
• Analytical mindset with the ability to evaluate data, measure
performance, and make smart optimizations.
• Demonstrated experience developing annual shopper marketing
calendars and aligning with Sales and Finance.
• Equally comfortable setting strategy and digging into the details of daily
campaign execution.
• Exceptional organizational and project management skills, with the
ability to balance multiple priorities at once.
• Strong collaborator who can build relationships across Marketing, Sales,
Finance, and external partners.
• Genuine passion for better-for-you brands and enthusiasm for driving
growth in a mission-led company.