Sr. Manager, Demand Generation & Shopper Activation

Reynolds Consumer Products LLC•Bentonville, AR

2d•$127,700 - $185,150•Remote

About The Position

The Sr. Manager, Demand Generation & Shopper Activation is a commercially minded marketing professional responsible for planning and executing shopper marketing programs that improve visibility, engagement and conversion at the shelf, online and in-store. The role works closely with Customer/Sales teams, Brand, Ecommerce, Retail Media, Insights and agency partners to translate established brand strategies and customer priorities into retailer-specific activation, manage program execution and budgets, and use shopper and retailer data to improve results and drive profitable growth. The role develops connected programs across merchandising, displays, seasonal events, promotions, retailer content, digital shelf and in-store and online shopper activation. It builds activation plans for priority retailers, contributes shopper insights and ideas to customer conversations and Joint Business Plans, and coordinates timelines and execution with internal teams and agencies. It also partners with Brand, Retail Media Network and Commerce Media teams to align shopper programs with brand strategy and retailer-specific conversion opportunities. The position establishes program KPIs and post-event evaluations with Analytics & Insights, uses shopper, retailer and sales data to optimize investment and execution, and shares learnings across Brand, Customer and Digital teams. This is a remote opportunity reporting to the Corporate Headquarters in Lake Forest, Illinois.

Requirements

Bachelor's degree in Marketing, Business, Communications or a related field, or an equivalent combination of education and relevant work experience to successfully perform the essential functions of the position.
8+ years of progressive experience in shopper marketing, trade marketing, retail activation, category management, ecommerce or integrated marketing.
Demonstrated experience executing shopper marketing programs with Customer/Sales organizations and major retailers.
Working knowledge of in-store merchandising, displays, promotions and digital commerce, with experience using data to evaluate and improve program performance.
Experience managing budgets and agency or vendor partners.
Strong understanding of shopper behavior, in-store merchandising, retailer programs, retail media, ecommerce and digital shelf, and the relationship between physical and digital retail.
Commercial orientation and ability to connect shopper marketing activity to sales, conversion and profitable growth.
Ability to use shopper, retail and sales data to establish KPIs, frame hypotheses and translate performance into clear decisions.
Ability to influence Brand, Sales, Ecommerce, Insights and agency partners without relying on direct authority.
Strong project management, organization and communication skills, with the ability to manage multiple programs and deadlines.
Comfort operating in a fast-paced, matrixed environment and adapting to retailer and business priorities.

Nice To Haves

Experience in CPG or another consumer-led business.
Experience with retail media and digital shelf optimization and connecting them to shopper marketing programs.
Experience supporting Walmart, Amazon, Target, Club or Grocery customer teams.

Responsibilities

Plan and execute shopper marketing programs with Customer/Sales teams, translating brand and customer priorities into retailer-specific activation.
Develop and manage connected programs spanning merchandising, displays, seasonal events, promotions, retailer content, digital shelf, and in-store and online shopper activation.
Build and maintain activation plans for priority retailers, including Walmart, Amazon, Target, Club, Grocery and other strategic customers.
Contribute shopper insights and activation ideas to customer conversations and Joint Business Plans.
Manage program timelines, retailer deadlines, display and fixture development, and in-market execution, coordinating with Sales, Supply Chain, Packaging and agency partners.
Manage assigned shopper marketing budgets and agency relationships, track spend and program ROI, and recommend adjustments to maximize return on trade and marketing investment.
Partner with Brand teams to translate established brand strategies, consumer priorities and jobs-to-be-done into shopper-relevant activation consistent with the brand proposition.
Use shopper insights, retailer signals and category trends to sharpen program ideas and share activation learnings with Brand teams.
Partner with Retail Media Network and Commerce Media teams to connect shopper marketing programs to retailer-specific conversion opportunities.
Align retailer search, digital shelf, PDP content, merchandising, promotion and availability with shopper programs.
Use retailer and commerce signals to improve program content, targeting and execution.
Partner with Analytics & Insights to establish KPIs, hypotheses and post-event evaluations, focusing on conversion, incrementality and business outcomes.
Use shopper, retailer and sales data to optimize, scale or discontinue programs and improve future planning and execution.
Document and share best practices and learnings across Brand, Customer and Digital teams.