Job Description: :
The Shopper Marketing Manager guides strategic & creative deployment of brands across several key National Account customers. The role develops and executes customer specific retail programs intended to drive traffic, increase basket, and/ or increase conversion.
In addition to working hand-in-hand with the National Accounts Sales teams, this role will also work closely with the CP&A (Commercial Planning & Activation) and brand teams to 1) establish a feedback loop; to help them better understand the customer situation with national accounts so that they can develop programming that can be used by national accounts and 2) to take the programming and assets that they develop for their respective brands/categories and find a home for them with the national accounts customers.
Additionally, you will work closely with our many agency resources and finance, legal, and our distributor partners.
This role reports into and provides critical input to the Director of Shopper Marketing.
Complexity of Role:
This role requires someone who can juggle numerous projects at one time and is able to flex their style based on the stakeholder/function they are interacting with. There must be an understanding of data and insights and a preexisting knowledge of key national customers and shoppers.
Clear communication is essential, as is strong project management. There must be an ability to manage not only many projects and stakeholders, but agency relationships too. While this role does not have any direct reports, the ability to lead and influence decisions and decision makers is critical.
1.Ability to build adapt and/ or build big, creative programs. To develop & translate customer & shopper insights into customer specific activities and programs.
2.Collaborative spirit. This position interfaces with many different parts of the organization.
You will work with sales, CP&A, brand, legal, agencies, and some of our distributor partners. The collaborative spirit is also critical to build the much-needed relationships with our customers; both on the buying side and even better, on the marketing side.
3.Flexibility. As is often the case with this business, plans and direction will change from time to time.
Multiple projects will present themselves at once, and sometimes all of your key customers will have a major deliverable at the same time. Being able to prioritize and self-manage will be essential to the success in this position.
4 A relentless curiosity for the retail environment, our brands and path to purchase, working with retail partners to identify shopper marketing opportunities.
4.Strong presentation skills. Having a good data driven story is critical, but you must be able to deliver it internally and externally to persuade our customers.
5.Creativity. Creativity comes in many shapes and forms, but the ability to solve complex problems with creative solutions and the willingness to find new ways to grow the business is critical in order to flourish in this role.
6.Accountability for performance. Leveraging data driven insights to continuously enable the sales team to have dialogue about performance of shopper marketing activities at the account level
7 + years of experience CPG environment with a track record of success in: shopper/consumer insight development, brand activation, and joint customer business planning.
Strong previous experience with customers preferably Kroger & Meijer.
Ability to switch seamlessly between ideation and commercial execution
Agency experience (first-hand or managing of agencies) a plus.
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