Responsibilities

As our Manager, Shopper Marketing & eCommerce , you will be the strategic force that makes Freshpet impossible to miss on screen and on shelf. This role is equal parts brand steward and digital operator: you will own the narrative framework for how Freshpet shows up at retail, curate how our portfolio is presented by channel and customer, and develop the creative briefs that guide everything built for the shopper path to purchase. You will own the digital shelf presence that drives discovery and conversion, and activate shopper marketing programs that bring the brand to life in store.

Critically, you will be a true partner to our retail sales organization. You will be embedded in customer planning, co-creating retailer-specific activation strategies, and serving as the connective link between what Freshpet stands for as a brand and what actually gets executed at the retailer level. You will show up in customer conversations, bring creative energy to joint business planning, and be the person our sales team trusts to turn strategy into programs that move product off shelf. This is a high-visibility role at the intersection of brand, eCommerce, and retail sales, and the person who fills it will leave a clear mark on how shoppers find, experience, and fall in love with Freshpet.

• Digital Shelf Excellence (Primary Focus)
• Digital Shelf Health: Lead the end-to-end PDP experience across all retail platforms, including images, copy, bullets, enhanced content, SEO metadata, videos, and brand storytelling. Own the analytics (content health scores, on-shelf availability, share of search) that drive decisions and influence action across the organization.
• Findability & Search Rank: Optimize Freshpet’s visibility within retailer search engines (Walmart, Kroger, Petco, PetSmart, and more) and track priority keywords. Lead efforts to ensure strong visibility on external search engines and emerging agentic AI shopping companions.
• Content Development: Partner with Brand, Sales, and Creative to build and refresh content that tells a compelling Freshpet story, from baseline brand narratives to seasonal moments, deployed consistently across all retailer platforms.
• Content Syndication: Own syndication of updated content via tools like Syndigo and Salsify. Maintain accurate retailer mappings and ensure content integrity across channels.
• Ratings & Reviews: Partner with vendors (e.g. Bazaarvoice) and internal teams to drive volume and quality of consumer reviews on PDPs, including ownership of review campaigns for new and existing items.
• Taxonomy & Categorization: Ensure products are indexed and categorized correctly to surface in all relevant browsing and search experiences.
• Content Analytics & Reporting: Track and communicate Content Health Scores, Findability, PDP conversion rates, and other digital shelf KPIs to senior stakeholders. Be the single source of truth for digital shelf performance.
• Retail Collaboration: Partner with retail contacts to unlock enhanced brand pages, A/B testing opportunities, and search improvements. Be seen as a strategic digital partner by our customers.
• Innovation Mindset: Stay ahead of emerging technologies shaping the digital path to purchase, including generative AI and agentic shopping experiences, and recommend pilot opportunities that give Freshpet a first-mover edge.
• Brand Storytelling & Retail Curation (Strategic Lens)
• Brand Narrative Framework: Own the brand narrative framework that defines how Freshpet shows up at retail, including the story, tone, hierarchy, and visual language that governs our presence on shelf and on screen. Serve as the strategic voice that ensures every retailer touchpoint ladders back to a coherent, compelling Freshpet brand story.
• Portfolio Curation by Retailer: Determine which SKUs lead by retailer and channel, how the range is sequenced and presented, and how assortment decisions connect to a portfolio story that drives trial, trade-up, and basket building. Be the eCommerce and brand voice in joint business planning sessions, partnering closely with Customer Business Teams to align curation strategy with account-specific goals.
• Content & Creative Brief Development: Author the strategic briefs that guide content and creative development, from PDP copy direction to endcap concepting, ensuring that everything built starts from a sharp, insight-led POV rather than executional habit. Partner with Brand and Creative to translate strategy into assets.
• Seasonal & Campaign Storytelling: Define how key moments, including new product launches, seasonal windows, and brand campaigns, translate into consistent and emotionally resonant activations across PDPs, display units, endcaps, and in-store fixtures. Build the storytelling calendar that keeps Freshpet fresh and culturally relevant at retail year-round.
• Shopper Marketing Activation (Supporting Focus)
• Retail Sales Partnership: Serve as a dedicated partner to the retail sales organization by attending customer meetings, contributing to joint business planning, and co-creating account-specific activation plans that connect brand strategy to in-store execution. Be the person sales teams bring into the room when they need eCommerce and brand firepower behind a customer pitch.
• In-Store & Digital Shopper Programs: Execute shopper marketing plans in partnership with the retail sales team, including digital coupons, retailer newsletters, in-store displays, and flyers, all aligned to the broader omnichannel playbook by retailer.