Shopper Marketing Manager

Role Overview

• Develop Customer-Specific Shopper Marketing Strategies.
• Build annual shopper marketing plans aligned to brand priorities, customer strategies, and channel growth objectives.
• Lead Retail Activation Planning & Execution.
• Design and execute omnichannel shopper activations across in-store, eCommerce, retail media, and key shopper touchpoints to drive conversion.
• Partner Closely with Sales / Key Account Teams.
• Act as a strategic business partner to Sales, developing customer-selling stories, retailer-specific programs, and Joint Business Plans (JBPs).
• Translate Consumer Insights into Shopper Activations.
• Leverage shopper, consumer, and category insights to identify purchase barriers/opportunities, translating them into impactful programs that influence path-to-purchase behavior.
• Lead agency partners & Activation Development.
• Develop strategic briefs and lead external shopper marketing, creative, and retail media partners to build integrated activations that drive shopper conversion.
• Manage Retail Media & Digital Commerce Integration.
• Partner with retail media, eCommerce, and merchandising teams to build integrated shopper campaigns across retailer ecosystems, ensuring alignment across the full shopper journey.
• Oversee Merchandising & Promotional Programs.
• Develop and optimize promotions, display strategies, and merchandising initiatives to maximize incremental sales.
• Measure ROI and Performance Effectiveness.
• Track activation performance using KPIs such as sales lift, ROI, incrementality, conversion, TDP growth, and promotional efficiency.
• Manage Shopper Marketing Budget & Investment Allocation.
• Own budget planning, spend tracking, and optimization to ensure efficient investment across customers and channels.
• Collaborate Cross-Functionally.
• Partner with Brand, Category Management, Sales, and Supply to ensure aligned, scalable, and executable programs.
• Build Best-in-Class Retailer Relationships.
• Develop strong relationships with retailer marketing and commercial teams to unlock shopper activation opportunities, better placements, and joint growth opportunities.

Requirements

• 10+ years of experience in CPG, preferably across Shopper Marketing, Customer Marketing, Brand Marketing, and/or Trade Marketing.
• Proven experience developing and leading omnichannel shopper marketing programs, integrating in-store, eCommerce, retail media, and digital activation to drive conversion and brand growth.
• Strong experience integrating shopper marketing into customer business plans, Joint Business Plans (JBPs), innovation launches, and channel growth strategies, with the ability to influence customer and internal commercial agendas.
• Strong commercial acumen, with the ability to connect shopper activations to business outcomes including revenue growth, incrementality, ROI, TDP gains, velocity, and promotional efficiency.
• Hands-on experience developing and leading retail media campaigns, with strong understanding of audience strategy, media optimization, attribution, and lower-funnel conversion.
• Strong analytical and shopper insights capabilities, including proficiency in syndicated and retailer data sources such as Nielsen, Circana, panel data, loyalty data, and point-of-sale analytics.
• Proven ability to lead cross-functional teams, partnering effectively across Brand, Sales and Digital teams to drive alignment and execution.
• Experience working directly with major US retailers and their marketing/commercial teams, with strong understanding of customer-specific activation principles.
• Experience managing shopper marketing budget including investment planning, allocation, and management.

Benefits

• Medical, Dental, Vision and Employee Assistance Programs to meet your individual or family needs.
• 401k with Company matching.
• Donation matching.
• Continuing Education: In House & Online Learning & Development, as well as an Education Assistance Program.
• Free Bag of Premium Pet Food each month.
• Free Parking and more!