Manager, Retail Activation

Wella

11d•$90,000 - $100,000•Hybrid

About The Position

The Manager, Retail Activation is responsible for developing, executing, and optimizing shopper marketing and retail activation programs that drive brand growth, shopper conversion, and market share across Wella's U.S. Hair and Nail portfolio. This role leads activation planning across displays, couponing, merchandising, shelf navigation, and retail media, while partnering with Sales, Channel Trade Marketing, Brand Marketing, Finance, and external agencies to ensure strong execution, measurable results, and continuous optimization through actionable learnings.

Requirements

Bachelor's degree required.
5+ years of experience in Shopper Marketing, Retail Activation, Trade Marketing, Customer Marketing, or related CPG functions.
Experience managing shopper marketing, retail media, merchandising, display, or coupon programs.
Experience developing and executing retail activation and promotional programs.
Strong analytical skills with the ability to evaluate program effectiveness and translate insights into action.
Experience managing agencies, vendors, budgets, and cross-functional stakeholders.
Strong project management, communication, and organizational skills.
Advanced Excel and PowerPoint capabilities.

Responsibilities

Lead planning and execution of retail activation programs, including displays, couponing, merchandising, shelf navigation, retail media, and shopper marketing initiatives.
Develop customer-specific activation plans that align with brand strategies, retailer priorities, and commercial objectives.
Translate annual business plans into activation calendars, agency deliverables, and execution milestones.
Partner cross-functionally to deliver best-in-class activation programs that drive growth and shopper engagement.
Establish KPIs and measure promotional and activation effectiveness using syndicated, retailer, and performance data.
Manage activation and promotional budgets, including annual planning, investment allocation, forecast tracking, and in-year optimization to ensure spending aligns with business objectives and delivers maximum ROI.
Conduct post-event and post-promotion analyses to evaluate ROI, identify learnings, and recommend future actions.
Optimize promotional investments, activation strategies, and shopper engagement programs based on performance insights.
Manage agency and vendor relationships, ensuring deliverables, timelines, budgets, and performance expectations are met.
Coordinate execution across Sales, Brand Marketing, Category Management, Finance, Supply Chain, and external partners.
Identify executional risks, improve processes, and establish tools that enable operational excellence.