Retail Media Manager | New York

fgf brands•New York, NY

3d•$100,000 - $130,000•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 focuses on commerce media, with the opportunity to contribute to a broader media strategy as the business evolves. The manager will work with the creative agency partner and Sales, Brand, and Shopper Marketing teams to improve media efficiency, grow household reach, and demonstrate the impact of media investment on sales. The position owns the long-term commerce media vision, annual and quarterly strategies, budget, retail media network relationships, and measurement framework. It requires a commercial approach that connects media decisions to household penetration, brand growth, and sales outcomes. The manager will also shape media planning, buying, and measurement practices with leadership, lead incrementality testing, and communicate recommendations to senior stakeholders. This is a remote role with occasional visits to the Toronto office and approximately 15% travel within Canada and the United States.

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.
Ability to understand 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.
Willingness 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, tied to 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.
Work with leadership to shape the broader media roadmap, including how media is planned, bought, and measured at FGF.
Monitor developments in retail media, AI, and new networks and act on relevant opportunities.
Own the commerce media budget and shift investment toward tactics that lower CPA and recruit new households.
Lead strategic discussions and negotiations with retail media networks, challenge proposals that cannot demonstrate incremental return, and develop joint business plans that grow the category.
Partner with creative and media agencies to coordinate creative, brand media, and commerce media.
Align with Sales, Brand, and Shopper Marketing so shoppers experience a consistent story from first impression to 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 recommendations for senior leaders and reallocate investment based on performance data.
Raise the standard of media thinking across the team and business.
Travel within Canada and the United States as required, approximately 15%.