Director of Shopper Marketing

Kinder's • Walnut Creek, CA

9d

About The Position

As Director, Shopper Marketing, you will lead the development and execution of shopper-first, omni-channel strategies that influence consumer behavior and accelerate sales across national and regional retailers (not limited to one account). You’ll partner closely with Sales, Sales Strategy, Brand, and Operations—as well as key retail partners—to deliver high-impact programs across in-store, digital, and retailer media ecosystems. Periodic travel is required for customer meetings, store walks, and industry conferences.

Requirements

• Bachelor’s degree in Marketing, Business, or related field.
• 7+ years of experience in shopper marketing, retail marketing, and/or customer marketing, with material experience across retailers (national and/or regional). High-growth company and/or innovation experience a plus.
• Strong understanding of shopping behavior, promotional mechanics, merchandising, and retailer marketing ecosystems (including retailer media where applicable).
• Proven ability to lead cross-functional stakeholders and external partners to deliver programs that translate into measurable business results.
• Strong analytical and quantitative skills; deep knowledge of key syndicated data (e.g., Circana/IRI, NielsenIQ) and retailer performance reporting.
• Data-driven decision maker with experience developing and communicating business cases and post-event analyses.
• Excellent project management and organizational skills; able to manage multiple retailer workstreams simultaneously.
• Budget management skills and strong financial acumen.

Responsibilities

• Shopper marketing strategy (multi-retailer): Own and evolve a comprehensive shopper marketing strategy for all channels (national + regional) aligned to brand priorities, category growth, and sales objectives.
• Integrated campaign development & execution: Lead the planning and delivery of omni-channel shopper campaigns, including in-store promotions, seasonal programs, retailer.com content, digital coupons, and retailer media—ensuring excellence from concept through post-analysis.
• Retailer collaboration & joint business planning support: Build and maintain senior relationships with retail partners, collaborating on joint calendars, activation plans, and co-marketing opportunities that drive traffic, conversion, and basket growth.
• Merchandising & in-store excellence: Direct development and deployment of merchandising programs (displays, POS/POP, signage, shippers, secondary placements), ensuring strong executional standards and alignment to retailer requirements.
• Shopper insights & audience strategy: Translate shopper, category, and retailer insights into actionable strategies—leveraging syndicated data, retailer loyalty insights (where available), and primary research to inform targeting and messaging.
• Performance measurement & ROI: Define KPIs and measurement frameworks across retailers and tactics (lift, velocity, incrementality, ROAS where applicable). Deliver clear readouts and optimization recommendations.
• Budget ownership & investment optimization: Own the shopper marketing budget for all channels, making disciplined allocation decisions across retailers, tactics, and time horizons to maximize ROI and impact.
• Cross-functional leadership: Lead alignment across Sales, Brand Marketing, Ecommerce, RGM, Ops, Finance, and Agencies to ensure integrated planning, flawless activation, and strong forecasting inputs.
• Team leadership, training & development: Coach and develop customer/shopper marketing talent; help onboard new team members and elevate capabilities through best practices, tools, and playbooks.
• Process improvement & capability building: Build scalable processes (briefs, toolkits, retailer activation templates, measurement standards, agency ways of working) to increase agility, consistency, and performance.

Benefits

• We offer a range of total rewards that may include paid time off, 401k, bonus / incentive eligibility, equity grants, competitive health benefits, and other family-friendly benefits, including parental leave.
• Kinder’s benefits vary based on eligibility and can be reviewed in more detail during the interview process.

What This Job Offers

• Job Type: Full-time
• Career Level: Director