Shopper Marketing Manager

Mars•New York, NY

13d•$105,000 - $144,000

About The Position

Champion Petfoods is expanding and seeking a strategic and commercially driven Shopper Marketing Manager to join their team. This role will lead the development and execution of customer-specific shopper marketing strategies across key retail partners in the US. The position is responsible for translating brand and consumer strategies into impactful omnichannel activations across in-store, eCommerce, retail media, and digital touchpoints to drive conversion. The ideal candidate will have deep CPG experience, strong commercial acumen, retail media expertise, and a proven ability to partner cross-functionally. This is a collaborative leadership role requiring strong retailer understanding, agency management experience, and a passion for building best-in-class shopper programs that deliver measurable business results.

Requirements

10+ years of experience in CPG, preferably across Shopper Marketing, Customer Marketing, Brand Marketing, and/or Trade Marketing.
Proven experience developing and leading omnichannel shopper marketing programs, integrating in-store, eCommerce, retail media, and digital activation to drive conversion and brand growth.
Strong experience integrating shopper marketing into customer business plans, Joint Business Plans (JBPs), innovation launches, and channel growth strategies, with the ability to influence customer and internal commercial agendas.
Strong commercial acumen, with the ability to connect shopper activations to business outcomes including revenue growth, incrementality, ROI, TDP gains, velocity, and promotional efficiency.
Hands-on experience developing and leading retail media campaigns, with strong understanding of audience strategy, media optimization, attribution, and lower-funnel conversion.
Strong analytical and shopper insights capabilities, including proficiency in syndicated and retailer data sources such as Nielsen, Circana, panel data, loyalty data, and point-of-sale analytics.
Proven ability to lead cross-functional teams, partnering effectively across Brand, Sales and Digital teams to drive alignment and execution.
Experience working directly with major US retailers and their marketing/commercial teams, with strong understanding of customer-specific activation principles.
Experience managing shopper marketing budget including investment planning, allocation, and management.

Responsibilities

Develop Customer-Specific Shopper Marketing Strategies, building annual plans aligned to brand priorities, customer strategies, and channel growth objectives.
Lead Retail Activation Planning & Execution, designing and executing omnichannel shopper activations across in-store, eCommerce, retail media, and key shopper touchpoints to drive conversion.
Partner Closely with Sales / Key Account Teams, acting as a strategic business partner to develop customer-selling stories, retailer-specific programs, and Joint Business Plans (JBPs).
Translate Consumer Insights into Shopper Activations by leveraging shopper, consumer, and category insights to identify purchase barriers/opportunities and translate them into impactful programs that influence path-to-purchase behavior.
Lead agency partners & Activation Development by developing strategic briefs and leading external shopper marketing, creative, and retail media partners to build integrated activations that drive shopper conversion.
Manage Retail Media & Digital Commerce Integration by partnering with retail media, eCommerce, and merchandising teams to build integrated shopper campaigns across retailer ecosystems, ensuring alignment across the full shopper journey.
Oversee Merchandising & Promotional Programs, developing and optimizing promotions, display strategies, and merchandising initiatives to maximize incremental sales.
Measure ROI and Performance Effectiveness by tracking activation performance using KPIs such as sales lift, ROI, incrementality, conversion, TDP growth, and promotional efficiency.
Manage Shopper Marketing Budget & Investment Allocation, owning budget planning, spend tracking, and optimization to ensure efficient investment across customers and channels.
Collaborate Cross-Functionally with Brand, Category Management, Sales, and Supply to ensure aligned, scalable, and executable programs.
Build Best-in-Class Retailer Relationships by developing strong relationships with retailer marketing and commercial teams to unlock shopper activation opportunities, better placements, and joint growth opportunities.