SUMMARY: 

The Manager, Shopper Marketing is responsible for driving consumer demand through shopper marketing. and omnichannel programs. This role will serve as the internal expert on retail media and shopper activation, guiding the sales organization on best practices that improve conversion and drive measurable growth.

In this highly collaborative role, you’ll be responsible for building a strategic shopper marketing plan to drive awareness, conversion, and loyalty. Additionally, you will develop and manage the annual shopper planning calendar and budget, ensuring that all marketing activities are aligned with our growth objectives. 

KEY RESPONSIBILITIES:

Shopper Marketing Strategy & Planning

·     Lead the development and execution of Shopper marketing programs for our business, translating brand strategies, shopper insights, retailer data and category trends into actionable plans

·     Serve as the company expert in retailer media networks and eCommerce platforms (e.g., Walmart Connect, Kroger Precision Marketing, Amazon, etc) driving strategy, process & best practices

·     Drive a path-to-purchase strategy, mapping how shoppers engage across digital, in-store and omnichannel touchpoints

Execution & Program Management

·     Partner closely with Sales on annual joint business planning, retail media funding allocations and customer activation calendars

·     Tailor brand messaging to meet each retailer’s unique shopper ecosystem, digital platforms, and media networks.

·     Lead the management of partners and vendors that includes briefing, evaluating strategy and creative, and alignment with key stakeholders

Strategic Analysis & ROI Discipline

·     Establish clear KPIs and success metrics for all shopper marketing initiatives to drive ROI; regular measurement and evaluation of program success

·     Optimize spend across tactics and channels to improve conversion and efficiency

·     Partner with finance/analytics to build post-program performance reviews, attribution models and continuous improvement frameworks

QUALIFICATIONS & EDUCATION: 

·     Bachelors degree required, MBA preferred

·     5+ years minimum CPG shopper marketing; must have experience with managing retail media networks (RMNs) and omnichannel retail media platforms

·     Strong analytical skills with ability to turn consumer and shopper insights into recommendations; proficient with syndicated data (e.g., Circana, Nielsen) and retailer analytics platforms (e.g., Walmart Luminate, Kroger 84.51)

·     Excellent communication and presentation skills; ability to influence internal and external stakeholders

·     Proactive, energetic self-starter and team player who excels in fast-paced environments and is adaptable and resourceful

·     Financial acumen related to managing a budget, ROI analysis and budget optimization

·     Strong PC proficiency to include Microsoft Office Word, Excel, PowerPoint

·     Experience marketing to Hispanic or Multi-Cultural consumers a plus

PHYSICAL DEMANDS AND WORK ENVIORNMENT: 

·     Frequently required to walk, to sit, required to talk or hear 

·     Continually required to utilize hand and finger dexterity

·     Occasionally required to stand, climb, balance, bend, stoop, kneel

·     Office Environment usually quiet 

·     Travel may be required up to 15-20%