Sr. Manager, Demand Generation & Shopper Activation

Reynolds Consumer Products • Bentonville, AR

2d • 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. In close partnership with Customer/Sales teams, Brand, Ecommerce, Retail Media, Insights, and agency partners, this role translates established brand strategies and customer priorities into retailer-specific activation, manages program execution and budgets, and uses shopper and retailer data to improve results and drive profitable growth.

The role plans 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, including Walmart, Amazon, Target, Club, Grocery, and other strategic customers, and contributes shopper insights and ideas to customer conversations and Joint Business Plans.

The position partners with Brand teams to align activation with brand strategies and consumer priorities, and with Retail Media Network and Commerce Media teams to connect programs to retailer-specific conversion opportunities. It works with Analytics & Insights to establish KPIs, evaluate results, optimize programs, and share learnings across teams. This is a remote opportunity reporting to the company's 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.
• 8+ years of progressive experience in shopper marketing, trade marketing, retail activation, category management, ecommerce, or integrated marketing, ideally within CPG or another consumer-led business.
• Demonstrated experience executing shopper marketing programs with Customer/Sales organizations and major retailers.
• Working knowledge of in-store merchandising, displays, promotions, and digital commerce, including 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, 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 direct authority.
• Strong project management, organization, and communication skills, including 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 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 for in-store and online channels.
• Develop and manage connected programs spanning merchandising, displays, seasonal events, promotions, retailer content, digital shelf, and 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 in coordination with Sales, Supply Chain, Packaging, and agency partners.
• Manage assigned shopper marketing budgets and agency relationships, track spending and program ROI, and recommend adjustments to improve return on investment.
• Translate established brand strategies, consumer priorities, and jobs-to-be-done into shopper-relevant activation consistent with the brand proposition across retailers and formats.
• 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 to improve the path to purchase.
• Use retailer and commerce signals to improve program content, targeting, and execution.
• Partner with Analytics & Insights to establish KPIs, hypotheses, and post-event evaluations focused 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.

Benefits

• Eligible for an 18% annual incentive, provided the business meets financial goals and the individual meets performance goals, subject to plan administration guidelines.

What This Job Offers

• Job Type: Full-time
• Career Level: Senior