Manager, Shopper Marketing & eCommerce

FreshPet•Bedminster, NJ

22h•$135,000 - $155,000

About The Position

As our Manager, Shopper Marketing & eCommerce, you will be the strategic force that makes Freshpet impossible to miss on screen and on shelf. This role is equal parts brand steward and digital operator: you will own the narrative framework for how Freshpet shows up at retail, curate how our portfolio is presented by channel and customer, and develop the creative briefs that guide everything built for the shopper path to purchase. You will own the digital shelf presence that drives discovery and conversion, and activate shopper marketing programs that bring the brand to life in store. Critically, you will be a true partner to our retail sales organization. You will be embedded in customer planning, co-creating retailer-specific activation strategies, and serving as the connective link between what Freshpet stands for as a brand and what actually gets executed at the retailer level. You will show up in customer conversations, bring creative energy to joint business planning, and be the person our sales team trusts to turn strategy into programs that move product off shelf. This is a high-visibility role at the intersection of brand, eCommerce, and retail sales, and the person who fills it will leave a clear mark on how shoppers find, experience, and fall in love with Freshpet.

Requirements

8+ years of experience spanning eCommerce, digital shelf, shopper marketing, brand strategy, or omnichannel retail. CPG background strongly preferred.
Proven ability to develop brand narrative frameworks and translate brand strategy into retail-ready storytelling across digital and physical channels.
Experience writing creative briefs and directing content or creative development. You know what great looks like and can articulate it clearly to partners.
Fluency in digital shelf fundamentals: content syndication, SEO, PDP optimization, search rank, and content health analytics.
Natural collaborator with retail sales teams, comfortable in customer meetings, joint business planning, and retailer-facing conversations where brand and eCommerce expertise can unlock activation opportunities.
Familiarity with shopper marketing mechanics: promotional programs, in-store activations, digital coupons, and retailer-specific marketing vehicles.
Hands-on experience with platforms like Salsify, Syndigo, Profitero, Bazaarvoice, or similar tools.
Advanced Excel, PowerPoint, and Power BI skills with strong comfort in data storytelling.
A passion for mission-driven brands, pets, and making the world a better place through pets, people, and planet.

Responsibilities

Digital Shelf Health: Lead the end-to-end PDP experience across all retail platforms, including images, copy, bullets, enhanced content, SEO metadata, videos, and brand storytelling.
Own the analytics (content health scores, on-shelf availability, share of search) that drive decisions and influence action across the organization.
Optimize Freshpet’s visibility within retailer search engines (Walmart, Kroger, Petco, PetSmart, and more) and track priority keywords.
Lead efforts to ensure strong visibility on external search engines and emerging agentic AI shopping companions.
Partner with Brand, Sales, and Creative to build and refresh content that tells a compelling Freshpet story, from baseline brand narratives to seasonal moments, deployed consistently across all retailer platforms.
Own syndication of updated content via tools like Syndigo and Salsify.
Maintain accurate retailer mappings and ensure content integrity across channels.
Partner with vendors (e.g. Bazaarvoice) and internal teams to drive volume and quality of consumer reviews on PDPs, including ownership of review campaigns for new and existing items.
Ensure products are indexed and categorized correctly to surface in all relevant browsing and search experiences.
Track and communicate Content Health Scores, Findability, PDP conversion rates, and other digital shelf KPIs to senior stakeholders.
Partner with retail contacts to unlock enhanced brand pages, A/B testing opportunities, and search improvements.
Stay ahead of emerging technologies shaping the digital path to purchase, including generative AI and agentic shopping experiences, and recommend pilot opportunities that give Freshpet a first-mover edge.
Own the brand narrative framework that defines how Freshpet shows up at retail, including the story, tone, hierarchy, and visual language that governs our presence on shelf and on screen.
Serve as the strategic voice that ensures every retailer touchpoint ladders back to a coherent, compelling Freshpet brand story.
Determine which SKUs lead by retailer and channel, how the range is sequenced and presented, and how assortment decisions connect to a portfolio story that drives trial, trade-up, and basket building.
Be the eCommerce and brand voice in joint business planning sessions, partnering closely with Customer Business Teams to align curation strategy with account-specific goals.
Author the strategic briefs that guide content and creative development, from PDP copy direction to endcap concepting, ensuring that everything built starts from a sharp, insight-led POV rather than executional habit.
Define how key moments, including new product launches, seasonal windows, and brand campaigns, translate into consistent and emotionally resonant activations across PDPs, display units, endcaps, and in-store fixtures.
Build the storytelling calendar that keeps Freshpet fresh and culturally relevant at retail year-round.
Serve as a dedicated partner to the retail sales organization by attending customer meetings, contributing to joint business planning, and co-creating account-specific activation plans that connect brand strategy to in-store execution.
Execute shopper marketing plans in partnership with the retail sales team, including digital coupons, retailer newsletters, in-store displays, and flyers, all aligned to the broader omnichannel playbook by retailer.
Ensure that Freshpet’s physical shelf presence is consistent with and complementary to our digital presence, from shelf signage and FSDU creative to promotional mechanics that drive trial and repeat.
Act as the connective tissue between eCommerce, Brand, Creative, Retail Media, and Sales to ensure seamless, integrated programs that show up powerfully for shoppers wherever they engage with Freshpet.