Retail Media Manager | New York

FGF•New York, NY

1d•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 the company’s brands reach households through paid channels. The role works closely with a 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. It focuses on commerce media, with the opportunity to help shape a broader media strategy as the business evolves. The manager will set the long-term vision for commerce media across major retailers and emerging networks, develop annual and quarterly strategies, manage the media budget, and lead strategic discussions and joint business planning with retail media networks. They will own the measurement framework, design incrementality tests, translate results into recommendations for senior leaders, and adjust investment based on performance. The role is remote, 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.
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 campaign experience with retail media networks.

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 connecting brand objectives with customer plans, and determine where the portfolio should invest.
Shape the broader media roadmap with leadership, including how media is planned, bought, and measured as the role expands.
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 conversations and negotiations with retail media networks, challenge proposals that cannot demonstrate incremental return, and build joint business plans that grow the category.
Partner with creative and media agencies so creative, brand media, and commerce media operate as one plan.
Align with Sales, Brand, and Shopper Marketing to provide shoppers with 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.
Turn measurement results into recommendations for senior leaders and reallocate investment based on the data.
Raise the standard of media thinking across the team and wider business.