Responsibilities

• 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.

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

• Safety: a strong commitment to ensure all people are provided with a safe, healthy and respectful environment.
• Industry Competitive Benefits: Medical, Dental, Vision and Employee Assistance Programs to meet your individual or family needs.
• Continuing Education: In House & Online Learning & Development, as well as an Education Assistance Program.
• Quality: a dedication to uphold the highest standards of authenticity, nutritional integrity, and food safety, to earn the trust of Pet Lovers everywhere.
• Other Perks: Free Bag of Premium Pet Food each month, Free Parking and more!