Director, Shopper Marketing (Small Format)

Celsius • Boca Raton, FL

5d

About The Position

The Director of Shopper Marketing, Small Format will lead the development and execution of shopper marketing strategy across Celsius Holdings’ 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. It connects Shopper Marketing with Key Accounts, Brand Marketing, Commercial Strategy, Sales, Revenue Growth Management, Category Management, Insights and Analytics, Operations, agencies, and customer partners.

The director will develop customer-specific strategies and activation plans, lead programs from briefing through measurement, and build activation calendars connecting portfolio priorities, innovation, retail moments, and customer opportunities. The role also strengthens customer plans and presentations, sets measurement frameworks, develops scalable execution tools, and manages budgets, agencies, production partners, and program governance. The position is based in Boca Raton, Florida.

Requirements

• Bachelor’s degree in Marketing, Business, Communications, or a related field.
• At least 10 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 present 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

• An 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 linking shopper marketing investment to sales, distribution, display, availability, conversion, and other agreed business outcomes.
• Develop scalable toolkits, playbooks, execution standards, and best practices for consistent execution while accommodating individual customer needs.
• Manage shopper marketing budgets, agencies, production partners, program governance, accruals, commitments, and program economics.
• Define the small-format shopper marketing point of view and the role of convenience in the broader portfolio growth strategy.
• Convert shopper, category, customer, and brand insights into strategies, briefs, and activation recommendations.
• Integrate shopper marketing into annual operating plans, customer planning, innovation calendars, promotional strategy, and commercial planning.
• Prioritize opportunities based on expected business impact, shopper relevance, customer alignment, feasibility, and available resources.
• Build relationships with strategic convenience customers and internal Key Account teams to support customer growth plans.
• Lead cross-functional teams and align Brand Marketing, Sales, Commercial Planning, Revenue Growth Management, Category Management, Insights and Analytics, and Operations.
• Identify portfolio opportunities to improve productivity, visibility, incremental displays, and 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 field communication materials that support consistent implementation across customers and locations.
• Define program objectives, KPIs, and measurement plans before activation, and establish repeatable effectiveness and ROI evaluation.
• Use performance data, shopper insights, customer reporting, and field feedback to improve execution and guide future investment.
• Build small-format shopper marketing capabilities through disciplined processes, clear ways of working, standardized templates, and continuous learning.

Benefits

• Comprehensive medical, dental, and vision benefits.
• Long- and short-term disability coverage.
• 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