Director, Customer Marketing – Mass Job ID 2023-01450

Conair•Stamford, CT

13d•Hybrid

About The Position

The Director, Customer Marketing – Mass is responsible for leading retailer-specific activation strategy and execution across major Mass accounts, including Walmart and Target. This role translates brand, product, and category strategies into customized customer plans - ensuring new products, seasonal programs, and core initiatives show up in ways that align with the unique shopper behavior, merchandising approaches, and marketing ecosystems of high-volume Mass retailers. As a senior leader overseeing a small team, this role serves as a critical connector between Sales, Marketing, Product, RGM, Category/Insights, Supply/Operations, and Performance Marketing. The Director will ensure all customer plans are insight-led, commercially strong, and fully executable across in-store, digital, and omnichannel touchpoints. Responsibilities include customer sell-in strategy, annual and seasonal planning, asset and content needs, creative briefing, and end-to-end program development for assigned Mass accounts. This position requires deep customer fluency, strong analytical capabilities, cross-functional leadership, and the ability to turn data and insights into compelling narratives and activation plans that deliver measurable impact at scale.

Requirements

Bachelor’s degree in Marketing, Business, or related field; MBA preferred.
10–12+ years of progressive experience in Customer Marketing, Shopper Marketing, Category/Brand Management, or related CPG commercial roles.
Deep experience supporting Mass retailers - Walmart and/or Target strongly preferred.
Proven leadership experience with a track record of coaching, mentoring, and developing high-performing teams.
Strong strategic thinking skills with the ability to set long-term retailer strategies and influence cross-functional direction.
Exceptional storytelling and communication skills with experience presenting to senior-level internal teams and retail partners.
Expert at translating insights and data into clear customer strategies, selling stories, and activation recommendations.
Highly skilled in cross-functional influence across Sales, Marketing, Product, RGM, Finance, and Supply/Operations.
Strong understanding of omnichannel activation, digital shelf fundamentals, and partnership with RMN/performance marketing teams.
Highly organized, proactive, and effective operating in a fast-paced, matrixed environment managing multiple priorities and stakeholders.

Responsibilities

Retailer Strategy & Leadership Set the long-term marketing and activation strategy for Walmart and Target, defining growth priorities, investment focus areas, and strategic bets.
Lead, coach, and develop a high-performing Mass Customer Marketing team; set clear priorities, elevate capability, and drive operating excellence.
Customer Sell-In & Senior Influence Shape customer-facing narratives and strategic selling stories that influence senior buyers and support joint business planning with Sales leadership.
Translate brand, product, and category strategies into high-impact customer plans that guide Sales and unlock incremental merchandising, programs, and support.
Program & Investment Leadership Oversee all Mass programs across in-store, digital, and omnichannel—setting strategic direction and ensuring alignment to brand and customer priorities.
Partner with Performance Marketing to align Mass investment strategy across RMN, paid media, and digital activations, with a focus on ROI and scalability.
Cross-Functional Partnership & Alignment Influence senior partners across Marketing, Product, RGM, Finance, Supply Chain, and Insights to ensure Mass needs shape upstream planning and resourcing.
Lead cross-functional alignment and decision-making for new product launches, seasonal programs, and customer-specific initiatives.
Insights, Performance & Optimization Own the business learning agenda for Walmart and Target - leveraging shopper, category, and performance insights to guide strategy and investment decisions.
Drive post-program and post-launch performance reviews at a strategic level, delivering recommendations that shape broader Mass plans and future-year strategies.
Operational Leadership & Excellence Oversee timelines, processes, team workflows, and cross-functional coordination to ensure flawless execution and strategic prioritization across all Mass accounts.
Drive operational discipline across the Mass Customer Marketing team - establishing clear ways of working, improving efficiency, and ensuring retailer needs are met with excellence and consistency.