Director, Shopper Marketing (Small Format)

Celsius • Boca Raton, FL

4d • Onsite

About The Position

The Director of Shopper Marketing Small Format will lead the development and execution of shopper marketing strategy across the company’s strategic convenience customers. The role translates portfolio, brand, channel, and customer priorities into insight-led programs that create demand, convert shoppers, and improve in-store execution across convenience. The Director serves as a key connection point among Shopper Marketing, Key Accounts, Brand Marketing, Commercial Strategy, Sales, Revenue Growth Management, Category Management, Insights and Analytics, and external customer partners.

The position is based in Boca Raton, Florida. It encompasses strategy and customer planning, integrated activation across convenience touchpoints, cross-functional and customer leadership, program measurement, budget and agency management, and development of scalable tools and processes to strengthen small-format shopper marketing capability.

Requirements

• Bachelor’s degree in Marketing, Business, Communications, or a related field.
• 10 or more years of progressive experience in shopper marketing, customer marketing, brand marketing, category management, sales strategy, or a related commercial discipline.
• Demonstrated experience developing and executing integrated customer programs in convenience, beverage, CPG, retail, or another high-velocity consumer category.
• Strong understanding of the convenience channel, including customer economics, shopper missions, store-level execution, distribution, display, cold availability, and the role of the field organization.
• Experience managing strategic customer relationships and influencing cross-functional teams without relying solely on formal authority.
• Ability to connect strategy to execution and use data to make investment choices, prioritize opportunities, and evaluate results.
• Strong communication and presentation skills, including the ability to develop executive-level strategy, customer-ready storytelling, and detailed activation plans.
• Experience managing agencies, budgets, production partners, and multiple workstreams in a fast-paced environment.

Nice To Haves

• Advanced degree.

Responsibilities

• Build and lead the small-format shopper marketing strategy across strategic convenience customers, aligning annual priorities, customer plans, brand objectives, and channel growth opportunities.
• Develop customer-specific shopper platforms and activation plans based on shopper behavior, occasions, missions, retailer dynamics, and the portfolio’s role in convenience.
• Lead customer programs end to end, from brief development and agency management through production, activation, measurement, and post-program learning.
• Create an activation calendar connecting innovation, core portfolio priorities, retail moments, sports and cultural occasions, and customer-specific opportunities.
• Partner with Key Accounts and customer teams on joint business plans, customer presentations, line reviews, and activation negotiations.
• Establish measurement frameworks and performance readouts connecting shopper marketing investment to sales, distribution, display, availability, conversion, and other agreed business outcomes.
• Develop scalable toolkits, playbooks, and best practices to improve execution consistency while meeting individual account needs.
• Manage shopper marketing budgets, agency relationships, production partners, and program governance to support return on investment and quality execution.
• Define the small-format shopper marketing point of view, the role of convenience in portfolio growth, and the occasions where the portfolio can win.
• Turn shopper, category, customer, and brand insights into actionable strategies, briefs, and activation recommendations.
• Integrate shopper marketing into the annual operating plan, customer planning cadence, innovation calendar, promotional strategy, and commercial planning process.
• Prioritize opportunities based on expected business impact, shopper relevance, customer alignment, feasibility, and available resources.
• Build trusted relationships with strategic convenience customers and internal Key Account teams, and contribute to customer growth plans.
• Lead cross-functional working teams and align Brand Marketing, Sales, Commercial Planning, Revenue Growth Management, Category Management, Insights and Analytics, and Operations.
• Identify opportunities to increase total portfolio productivity, improve visibility, unlock incremental displays, and strengthen execution across formats.
• Influence senior stakeholders with concise, fact-based recommendations and clear explanations of investment choices and expected returns.
• Develop integrated programs across in-store, display, cold vault, foodservice, digital, mobile, loyalty, experiential, and other relevant convenience touchpoints.
• Ensure programs are operationally executable, commercially sound, customer-ready, and aligned with brand standards and legal or regulatory requirements.
• Create execution standards, activation toolkits, and field communication materials to support consistent implementation across customers and locations.
• Build post-program learning agendas and apply results to improve future planning, customer recommendations, and investment decisions.
• Define program objectives, KPIs, and measurement plans before activation, and establish a repeatable approach to evaluating effectiveness and return on investment.
• Use performance data, shopper insights, customer reporting, and field feedback to identify successes, execution improvements, and opportunities to scale investment.
• Strengthen small-format shopper marketing capability through disciplined processes, clear ways of working, standardized templates, and continuous learning.
• Track budget, accruals, commitments, and program economics with rigor and transparency.

Benefits

• Comprehensive medical, dental, and vision benefits
• Long- and short-term disability
• Life insurance
• Paid time off
• Company-paid holidays
• 401(k) with company match
• Identity theft and legal services
• Position may be eligible for bonuses and Restricted Stock Units, subject to company plans

What This Job Offers

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