Responsibilities

• The Director of Shopper Marketing will lead the development and execution of shopper-centric marketing strategies that drive brand growth, category leadership, and in-store conversion across key retail channels.
• This role bridges Brand Marketing, Sales, and Retail Partners to translate consumer insights into actionable programs that influence purchase decisions throughout the shopper journey.
• Develop and lead the overall shopper marketing strategy aligned with brand, sales, and commercial objectives
• Define omnichannel activation plans across grocery, mass, club, dollar, convenience, and e-commerce
• Serve as the internal expert on shopper behavior, retail trends, and path-to-purchase dynamics
• Partner with Sales and Category Management to create retailer-specific marketing programs that drive traffic, basket size, and conversion
• Lead the development of in-store merchandising, displays, seasonal programs (e.g., Halloween, Easter), and promotional campaigns
• Oversee execution of shopper marketing initiatives across digital, in-store, and retail media channels
• Leverage syndicated data (Circana), retailer data, and shopper insights to identify growth opportunities
• Measure and optimize ROI of shopper marketing programs, promotions, and retailer investments

Requirements

• Bachelor’s degree in Marketing, Business, or related field (MBA preferred)
• 8–12+ years of experience in shopper marketing, trade marketing, or customer marketing within CPG (food or confection strongly preferred)
• Proven track record of driving results with major retailers (e.g., Walmart, Target, grocery chains, convenience)
• Strong analytical skills with experience using syndicated and shopper data
• Deep understanding of retail merchandising, promotions, and seasonal selling (especially in candy/confection)
• Excellent leadership, communication, and cross-functional collaboration skills
• Experience managing agencies and external partners
• Highly commercial mindset with strong connection to Sales and revenue growth
• Creative thinker with the ability to translate insights into compelling shopper activations
• Agile and hands-on leader comfortable in a fast-paced, entrepreneurial environment

Benefits

• Comprehensive benefits package, EFFECTIVE DAY 1, Including medical, dental, vision, disability, insurance plans and much more
• Diverse range of benefit choices tailored to support you in making optimal decisions for yourself, your loved ones, and your preferred way of life
• Personal time off, vacation time, floating days and observed holidays
• Business casual dress
• Entrepreneurial and innovative culture offering the opportunity for internal career advancement
• Summer Fridays between Memorial Day weekend and Labor Day weekend