Sr. Manager, Demand Generation & Shopper Activation

Responsibilities

• The Sr. Manager, Demand Generation & Shopper Activation is a commercially minded marketing professional responsible for planning and executing shopper marketing programs that improve visibility, engagement and conversion at the shelf, online and in-store. Working in close partnership with Customer/Sales teams, Brand, Ecommerce, Retail Media, Insights and agency partners, this role translates established brand strategies and customer priorities into retailer-specific activation, manages program execution and budgets, and uses shopper and retailer data to continuously improve results and drive profitable growth.
• Shopper Marketing & Retail Activation - Plans and executes shopper marketing programs in partnership with Customer/Sales teams, translating brand and customer priorities into retailer-specific activation that improves visibility, engagement and conversion in-store and online. - Develops and manages connected programs spanning merchandising, displays, seasonal events, promotions, retailer content, digital shelf and in-store and online shopper activation. - Builds and maintains activation plans for priority retailers, including Walmart, Amazon, Target, Club, Grocery and other strategic customers, and contributes shopper insights and activation ideas to customer conversations and Joint Business Plans. - Manages program timelines, retailer deadlines, display and fixture development, and in-market execution, coordinating with Sales, Supply Chain, Packaging and agency partners to deliver on time and within budget. - Manages assigned shopper marketing budgets and agency relationships, tracking spend and program ROI and recommending adjustments to maximize return on trade and marketing investment.
• Brand-to-Shelf Alignment - Partners with Brand teams to translate established brand strategies, consumer priorities and jobs-to-be-done into shopper-relevant activation that stays consistent with the brand proposition across retailers and formats. - Uses shopper insights, retailer signals and category trends to sharpen program ideas, and shares activation learnings with Brand teams to inform future planning.
• Consumer-to-Commerce Connection - Partners with Retail Media Network and Commerce Media teams to connect shopper marketing programs to retailer-specific conversion opportunities and ensure retail media supports in-store and online activation. - Aligns retailer search, digital shelf, PDP content, merchandising, promotion and availability with shopper programs to improve the path from the shelf or search results through purchase. - Uses retailer and commerce signals to continuously improve program content, targeting and execution.
• Performance, Analytics & Optimization - Partners with Analytics & Insights to establish KPIs, hypotheses and post-event evaluations for shopper programs, with a focus on conversion, incrementality and business outcomes. - Uses shopper, retailer and sales data to optimize, scale or discontinue programs, and applies learnings to improve future planning and execution. - Documents and shares best practices and learnings across Brand, Customer and Digital teams to improve execution quality and speed.
• You Will Love It Here If… - You listen, learn, and evolve - You thrive in a fast-paced environment - You put safety first, always - You are passionate about collaboration, teamwork, and achieving shared goals - You believe in treating all people with respect, operating ethically, and growing a diverse, equitable, and inclusive workplace - You are committed to improving our impact on local communities and creating positive experiences

Requirements

• Bachelor's degree in Marketing, Business, Communications or a related field; or an equivalent combination of education and relevant work experience to successfully perform the essential functions of the position.
• 8+ years of progressive experience in shopper marketing, trade marketing, retail activation, category management, ecommerce or integrated marketing, ideally within CPG or another consumer-led business.
• Demonstrated experience executing shopper marketing programs with Customer/Sales organizations and major retailers.
• Working knowledge of in-store merchandising, displays, promotions and digital commerce, with experience using data to evaluate and improve program performance.
• Experience managing budgets and agency or vendor partners.
• Strong understanding of shopper behavior, in-store merchandising, retailer programs, retail media, ecommerce and digital shelf, and the relationship between physical and digital retail.
• Commercial orientation with the ability to connect shopper marketing activity to sales, conversion and profitable growth.
• Ability to use shopper, retail and sales data to establish KPIs, frame hypotheses and translate performance into clear decisions.
• Ability to influence Brand, Sales, Ecommerce, Insights and agency partners without relying on direct authority.
• Strong project management, organization and communication skills, with the ability to manage multiple programs and deadlines.

Preferred

• Experience with retail media and digital shelf optimization and connecting them to shopper marketing programs.
• Experience supporting Walmart, Amazon, Target, Club or Grocery customer teams.