Retail Media Manager | Bentonville

FGF•Bentonville, AR

2d•Remote

About The Position

FGF Brands is seeking an experienced Retail Media Manager to lead commerce media across key retailers in the United States and Canada and help shape how its brands reach households across paid channels. The role works closely with a creative agency partner and the Sales, Brand, and Shopper Marketing teams to improve media efficiency, grow household reach, and demonstrate the effect of media investment on sales. Commerce media is the primary focus, with an opportunity to help develop a broader media strategy as the business evolves. The manager sets the long-term commerce media vision, builds annual and quarterly strategies, owns the budget and measurement framework, and leads strategic conversations with retail media networks and agency partners. Success is measured through business outcomes such as CPA, household penetration, and incrementality. This is a remote role with occasional visits to the Toronto office and approximately 15% travel within Canada and the United States. FGF describes its culture as entrepreneurial and continually growing, with challenging and rewarding work and encouragement for team members to use creativity and out-of-the-box thinking. The company offers accelerated career growth and leadership training.

Requirements

At least 5 years of CPG experience, ideally as a Brand Manager or eCommerce Sales Manager.
Commercial mindset and understanding of P&Ls, trade, and how media drives sales and household growth.
Working knowledge of retail media networks such as Walmart Connect, Kroger Precision Marketing (84.51), Loblaw Advance, and Instacart Ads.
Fluency with CPA, HHP, and incrementality, or a strong appetite to master them quickly.
Experience leading agencies or external partners and holding them accountable to business outcomes.
Ability to turn data into a clear point of view and defend it with senior stakeholders and retail partners.
Degree in Marketing, Business, or a related field, or equivalent experience.
Ability to travel approximately 15% within Canada and the United States.

Nice To Haves

Hands-on retail media campaign experience.

Responsibilities

Set the long-term commerce media vision across Walmart, Kroger, Loblaw, Albertsons, Meijer, Instacart, Sam’s Club, and emerging networks, aligned with household penetration and brand growth goals.
Build annual and quarterly media strategies that connect brand objectives with customer plans, and determine where the portfolio should invest.
Help shape the broader media roadmap, including how media is planned, bought, and measured at FGF as the role expands.
Monitor developments in retail media, AI, and new networks and act on relevant opportunities.
Own the commerce media budget and reallocate investment toward tactics that lower CPA and recruit new households.
Lead strategic discussions with retail media networks, negotiate terms, challenge proposals that cannot demonstrate incremental return, and develop joint business plans to grow the category.
Partner with creative and media agencies so creative, brand media, and commerce media work as one plan.
Align with Sales, Brand, and Shopper Marketing so shoppers receive a consistent story from first impression through checkout.
Own the media measurement framework based on CPA, household penetration (HHP), and incrementality.
Design and run incrementality tests, including holdouts, lift studies, and new-to-brand analysis.
Translate results into clear recommendations for senior leaders and reallocate investment when the data supports doing so.
Raise the standard of media thinking across the team and wider business.