Shopper Marketing Manager

GoMacro•Minneapolis, MN

1d•Onsite

About The Position

This Shopper Marketing Manager drives brand growth at the point of purchase by developing and executing retailer-specific marketing programs that convert shoppers into buyers. This role bridges brand strategy and retail execution, integrating brand marketing, eCommerce, and omnichannel activation to win at the shelf — both in-store and online. This role partners closely with Sales, Brand Marketing, and Category Management to deliver compelling, insight-driven programs while owning key retailer relationships and leading cross-functional initiatives.

Requirements

Proficiency with eCommerce and digital shelf platforms (e.g. Amazon Seller/Vendor Central, retailer portals).
Hands-on experience with retail media platforms (e.g. Walmart Connect, Roundel, Kroger Precision Marketing).
Working knowledge of shopper and consumer insights tools such as IRI, SPINS, and/or 84.51°.
Strong command of SEO best practices and PDP optimization.
Advanced proficiency in Microsoft Excel and PowerPoint, with experience in analytics and reporting tools.
Demonstrated ability to manage complex, multi-stakeholder projects and competing priorities simultaneously.
Bachelor's degree in Marketing, Business, Communications, or a related field, with 4+ years of experience in shopper marketing, eCommerce, or trade marketing.
Food/CPG experience strongly preferred.
Proven track record of independently leading programs from strategy through execution and building persuasive, insight-driven retailer presentations.

Responsibilities

Lead annual shopper marketing planning, translating strategic context into clear priorities aligned to brand and customer business goals.
Apply shopper insights, category data, and retailer intelligence to shape strategies that influence the path to purchase.
Anticipate operational needs, adjust plans accordingly, and escalate risks appropriately to ensure programs stay on track and on budget.
Develop and execute integrated in-store and omnichannel programs spanning displays, digital coupons, circulars, and retailer media networks.
Lead development and execution of POS materials, promotional toolkits, and merchandising solutions from creative brief through in-store delivery, managing retailer deadlines, compliance requirements, and cross-functional handoffs to ensure flawless activation.
Lead sampling programs, seasonal promotions, and experiential events in close partnership with sales and field teams, driving incremental trial and awareness.
Build compelling retailer presentations and sell-in materials that tell a clear, data-driven story and secure retailer support for programs and placements.
Ensure brand consistency and messaging integrity across all shopper touchpoints.
Own retail media strategy and execution across key platforms (Amazon DSP, Walmart Connect, Kroger Precision Marketing, Target Roundel, and others), partnering with sales and retail media networks to maximize visibility and ROI.
Develop and manage sponsored product, display, and video campaigns in alignment with promotional calendars and brand priorities.
Continuously evaluate retail media performance, optimizing campaign tactics and budget allocation based on traffic, ROAS, and conversion data.
Own and continuously optimize product detail page (PDP) content strategy across major retailer platforms (Amazon, Walmart.com, Target.com, Instacart, and others).
Drive digital shelf optimization for SEO, discoverability, and conversion — including titles, bullets, imagery, and enhanced/A+ content — while establishing best practices and standards across the portfolio.
Lead regular audits of retailer sites to identify content gaps, errors, and competitive opportunities, prioritizing and actioning findings with urgency.
Manage relationships with internal teams and external eCommerce agencies to ensure accurate, compelling, and consistently up-to-date product content at scale.
Serve as the primary liaison between Sales, Brand Marketing, Category Management, Finance, and agency partners — influencing peers through clear communication and collaboration.
Present program proposals and post-event recaps to retail buyers and senior leadership.
Reinforce a results-oriented team culture and represent team needs within the broader organization.
Manage the shopper marketing budget, ensuring spend is tied to measurable outcomes.
Track ROI using retailer data, loyalty metrics, and syndicated tools (IRI/SPINS, 84.51°); apply a test-and-learn approach to continuously improve results.
Own shopper marketing and eCommerce performance reporting, including traffic, conversion, search rank, and retail media ROAS, with a focus on surfacing actionable insights for leadership.
Identify operational issues early, propose practical solutions, and use data to drive business impact.