Responsibilities

• Lead the development of omni-channel activation strategies rooted in consumer experience frameworks—integrating paid, owned, earned, and retail touchpoints.
• Map connected journeys across digital, social, in-store, and e-commerce, ensuring activations are designed to meet the consumer where they are with relevant next best actions.
• Identify the most effective channels, partners, and tactics for new item launches, building awareness, encouraging trial, and fostering repeat purchase through engaging experiences.
• Partner with brand marketing and communications teams to plan campaign readiness across all owned and earned touchpoints.
• Collaborate on all paid media planning and measurement including retail media networks and national media partners (e.g. Google, TikTok, Meta, Pinterest)
• Build shopper marketing strategies that link brand storytelling with retail execution, ensuring consistency across physical and digital experiences and media-to-shelf planning.
• Partner with retailers and sales teams to create activation plans that deliver value for both the consumer and the customer.
• Develop investment strategy, channels and tactics to build consumer experiences to drive trial, conversion and retention.
• Manage agency partners across shopper marketing, national media, and retail media, driving alignment, accountability, and breakthrough ideas.
• Champion a culture of consumer-first thinking, embedding experience frameworks across brand and commercial planning.
• Develop next-best-action measurement frameworks, with defined KPIs that measure not just conversion, but quality of experience, engagement, and retention.
• Leverage analytics and insights for continuous optimizations as well as feedback loops to cross-functional teams.
• Pilot innovative formats and test emerging channels to enhance consumer journeys across touchpoints.

Requirements

• 8+ years of experience in omni-channel media, retail media, or shopper marketing within CPG industry; food industry experience preferred
• Extremely organized with the ability to come up with big picture concepts and manage detailed execution.
• Expertise in designing consumer experience frameworks that integrates media, shopper, and retailer activations into unified journeys.
• Strong knowledge of retail media platforms and customer marketing practices (Walmart Connect, Albertson’s Media Collective, DoorDash, Amazon, Instacart, KPM, Citrus Ads, Criteo, The Trade Desk).
• Experience developing media partnerships with key national players (Google, Meta, TikTok, etc)
• Demonstrated success in identifying channels and tactics to drive awareness, trial, and retention for new product launches.
• Experience managing agencies.
• Exceptional cross-functional collaboration and influencing skills.