Senior Manager - Shopper Marketing & Customer Planning

Responsibilities

• Lead annual and quarterly shopper marketing planning in alignment with brand objectives, customer joint business plans, and commercial priorities.
• Develop retailer-specific strategies that address key shopper barriers and conversion opportunities across brick-and-mortar and digital shelf environments.
• Translate brand positioning into tailored customer messaging, value propositions, and retail activation platforms.
• Build full-funnel shopper marketing campaigns including in-store signage, sampling, digital shelf content, paid search, onsite and offsite media, influencer programs, and promotional offers.
• Manage end-to-end campaign execution across retailer media networks.
• Partner with Sales to develop compelling retailer presentations and joint business plans.
• Ensure creative assets reflect brand identity while meeting customer requirements and retailer specifications.
• Partner closely with Brand Marketing, Sales, Category Management, eCommerce, Analytics & Insights, Legal, Procurement, and agency partners.
• Support Sales teams in customer line reviews, sell-in presentations, and promotional planning activities.
• Align marketing programs with assortment, pricing, promotion, seasonal priorities, and innovation launch plans.

Requirements

• Bachelor's degree in Marketing, Business, or related field.
• Minimum 6-8+ years of experience in Shopper Marketing, Brand Management, Customer Marketing, eCommerce, Retail Media, or related Consumer Packaged Goods commercial roles.
• Strong understanding of omnichannel retail environments.
• Demonstrated ability to convert data and insights into actionable business recommendations and commercialization strategies.
• Experience working with retailer media networks and customer activation programs.
• Strong understanding of shopper marketing, customer marketing, retail media, and omnichannel activation.
• Knowledge of retailer media networks and digital commerce marketing strategies.
• Strong ability to translate consumer and shopper insights into commercial strategies.
• Experience managing marketing budgets and investment performance.
• Strong analytical and problem-solving skills.

Preferred

• MBA preferred.
• Consumer Packaged Goods (CPG), food, beverage, dairy, or related industry experience.
• Experience managing campaigns across major retailer media networks.
• Experience supporting customer joint business planning processes.
• Experience with digital shelf, eCommerce, and retail media analytics.
• Experience leading agency relationships and integrated marketing programs.
• Experience supporting innovation launches and customer-specific activation strategies.