Director- Shopper Marketing, Large Store + Emerging Channels

Reporting to the Sr. Director Shopper Marketing Large Store + Emerging Channels, the Shopper Marketing Director will work closely with the LS + EC Sales Leadership team, cross-functional marketing teams, eCom sales, digital marketing, and the category management/shopper insights team to help the Shopper Marketing Managers develop and execute insight-driven, channel/retailer specific marketing solutions rooted in shopper behavior. This role will serve as an expert marketing resource for the Large Store + Emerging Channels channel and will have Retailer-facing marketing responsibilities. The ideal candidate will have both a marketing and sales mindset, delivering plans that drive topline growth.

The Director Shopper Marketing Large Store + Emerging Channels role will have responsibility for accomplishing/reporting channel-wide goals to the marketing leadership team. Planning will include the generation of channel and customer specific annual marketing plans, eCom joint sales & marketing plan, budgets, and pre/post promotional analysis. This individual will provide leadership and guidance to the LS + EC Shopper Marketing Managers in all aspects of traditional shopper marketing functions, retail media, planning, analysis, and execution to meet company goals.

Essential Job Functions:

• Channel/Retailer Marketing Strategy

o Ability to harmonize channel, retailer and brand goals to gain alignment on strategic programming.

o Provide strong thought leadership that enhances current shopper marketing processes specifically as it relates to the dedicated Large Store + Emerging channel shopper marketing managers.

o Demonstrates thought leadership in translating sales and brand goals into strategic retail media/digital marketing activation.

o Continuously strives to grow and build upon existing digital marketing knowledge within department and acts as a resource cross-functionally.

o Using Category, Shopper and Retailer specific data will identify marketing trends and opportunities within the LS + EC channels.

o Identify and leverage customer-specific, and channel marketing opportunities through prioritizing and capitalizing on channel, customer, and shopper insights and linking to brand strategy.

o Develop and execute Channel Specific strategies based on department, sales and company goals.

o Expertly represent and translate Brand, Retailer, and Sales goals during internal and external meetings.

o Works extensively with LS + EC Sales Leadership to ensure sales goals are met and channel/account-specific marketing expenses are in-line with forecasts.

o Leverage promotional synergies across customers within channels where appropriate.

o Oversee and provide full-channel marketing calendars and budgets monthly.

o Coordinate with RGM/Cat Man to complete post-promotional evaluations of top initiatives to gauge success of plans with respect to KPIs and ROI.

o Translates national brand/sales initiatives and shopper insights into retail marketing strategy for the large store & emerging channels business.

o Ensure maximum utilization of contracted assets.

• Leadership/Management

o Leads, develops, and coaches a team of 3+ Shopper Marketing Managers in all aspects of marketing, planning, pre/post promotion analysis.

o Maintains strong working relationships with internal and external stakeholders to influence decision making.

o Helps grow the role of Shopper Marketing within the organization.

o Guides Shopper Marketing Managers in the development and execution of annual Shopper marketing plans.

o When applicable, leads creation of account-exclusive promotions and their affiliated marketing plans working with Sales, New Product Development, Graphics, Brand Marketing, and other relevant parties.

o Monitor implementation of customer plans with SMMs.

o Keeps all key stakeholders updated on KPIs for Shopper Marketing in the LS + EC channel.

o Other duties as assigned.

Position Requirements:

• The ideal candidate will have 5+ years of combined experience in the areas of Shopper Marketing, Key Account Sales, Digital Marketing and Brand Management in the beverage/packaged goods industry.
• Bachelor’s degree in business or marketing preferred, MBA a plus.
• Demonstrated ability to lead people and manage results with others.
• Direct team leadership/management required.
• Knowledge of Brand Marketing, Shopper Marketing, Digital Marketing, Retail Media & eCommerce.
• Previous Large Store + Emerging Channels Channel/Customer experience strongly desired.
• Strong ability to build solid relationships both internally and externally.
• Must be decisive and able to enforce brand standards internally and externally.
• Must have a strong skill set in the use of Microsoft Office with proven advanced knowledge of Excel, PowerPoint, and SharePoint.
• Experience with syndicated data, Amazon + Walmart DSP, Amazon Marketing Cloud, top retail media vendor portals strongly desired.
• Previous experience driving top retail customer annual media JBPs a plus.
• Excellent interpersonal and communication skills, both written and oral.
• Ability to work independently and be a self-starter within a team setting.
• Ability to handle a variety of tasks and situations in a calm and effective manner.
• Excellent organizational skills.
• Problem analysis and problem resolution at a functional level.
• Commitment to company values.
• Ability to travel 50% of the time.

Salary Range from USD 125,230.00 to USD 147,300.00

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