4 weeks ago
Shopper Marketing Manager
Champion Petfoods
Louisville, CO (On-site)Full time$105K/yr – $144K/yr
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Shopper Marketing Manager
Louisville, CO (On-site)
$105K/yr – $144K/yrSenior Level10+ years expFull time
Posted 4 weeks ago
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Job Summary
Own omnichannel shopper activations that translate insights into retailer programs and measurable sales impact.
- Shopper activation ownership: convert consumer insights into programs that shift path to purchase.
- Omnichannel execution: lead in-store, eCommerce, retail media, and promotions with cross-functional teams.
- ROI discipline: tie activations to sales lift, incrementality, and overall ROI while managing budget.
Job Description
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.
- Build Best-in-Class Retailer Relationships. Develop strong relationships with retailer marketing and commercial teams to unlock shopper activation opportunities, better placements, and joint growth opportunities.
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.
- Earnings: Salary range from USD$105,000 to USD$144,000, 401k with Company, and donation matching.
- 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!
Champion Petfoods
3.7 Glassdoor
Champion Petfoods is an award-winning, independent pet food maker with a reputation of trust spanning more than a quarter century. At Champion, our mission is clear and strong: we make Biologically AppropriateTM dog and cat foods from fresh regional ingredients. Leading the industry in innovation and quality control, Champion is known as the maker of ACANA and ORIJEN foods. Prepared exclusively in our own kitchens, our foods have earned an international reputation of trust, offering peace-of-mind to Pet Lovers when feeding their cherished companions. Champion employs team members dedicated to creating only the world’s best petfood.At Champion Petfoods we’re committed to making significant investments in people – and we believe in carefully selecting passionate Pet Lovers to join our growing teams.
Founded in 1985
Edmonton, Alberta, CAN
611 employees (40 in marketing)
63% recommend to a friend
80% CEO approval
Traffic Signals
Monthly Visitors
10.5K
Monthly Google Ads Budget
$16
Traffic Source Mix
Search
38.5%
Direct
43%
Referral
6.5%
Social
10.6%
Paid
1.2%
Headcount Trend
Current headcount: ~611
Marketing Team
Marketing Team Size
32 (5% of company)
Marketing Roles Posted (Last 30 Days)
2