Shopper Marketing Manager in Westminster, Colorado

Company: LEADING CONSUMER GOODS COMPANY


Be the Shopper Marketing expert driving the right customization, selling, and shopper activation of our corporate priorities and plans that will grow our business with assigned customer(s).Develop and execute shopper marketing plans with assigned customer(s) in order to grow shopper conversion, customer penetration, diminish shopper leakage, and drive loyalty across Danone-WhiteWave brands.Key responsibilitiesEstablish a foundation for shopper marketing expertise in the fieldRead, understand, and interpret shopper and consumer research (e.g., household buying information, in-store shopper behaviors, etc.)Bridge this understanding to create key shopper and customer insights and in-store conversion/trial drivers that can influence brand strategies and shape design and delivery initiativesUnderstand the best shopper marketing visuals based on the shopper, the customer, and the brand using consumer insights and shopper insightsUnderstand shopper segmentation, profiles and drivers at customers coveredLink with marketing organization, category management, customer planning, and customer team to share insights and define objectives for shopper marketing planSupport shopper activation through eCommerce at customer and connect to the central eCommerce team and Brand Digital groups to drive this forwardBuild brand equity in storesTranslate insights into customer specific strategies and in-store programmingLeverage national activation plans as starting point to create customer-specific plans and programsManage shopper marketing agency to translate brand assets into customer-specific, in-store programming (e.g., display artwork, store signage, etc.)Customize brand plans and commercial guidelines to meet the objectives of the divisionServe as the shopper marketing expert on the sales team and support event planning and executionReview promotion plans and anticipate issues or obstacles to execute and, as needed, identify potential alternativesDrive promotional effectiveness by using in-store resources, securing best location and ensuring retailer complianceCoordinate themed events with third parties (i.e., other CPG s), as appropriateObtain shopper marketing creative sign-off from BU and sales leadership team ensuring the executional guardrails are considered and shopper marketing budget metDrive customer penetration and build rapport with customer marketing groupsInteract with customer marketing organizations to co-develop plans that grow shopper conversion and diminish leakageCoordinate with center shopper marketing teams on when to bring them in to engage with the customer marketing teamsMaintain shopper marketing budget responsibilitiesOversee shopper marketing budget that has been provided to region/customer from BUs/central shopper marketing and allocate across projects appropriately (e.g., displays, sampling, TPRs, categories)Invest Shopper Marketing budget responsibly by focusing on event results and ROIProvide best-practice insights back to Center of ExcellenceShare success stories as well as opportunities with Center of ExcellenceComplete a post-mortem for customer shopper marketing events (e.g., ROI) and provide report to relevant brand Shopper Marketing Managers (center)Provide feedback to Sr.

Shopper Marketing Director on category, customer, or region specific needsKey performance metricsSales fundamentals growth at customer, category, or region (Assortment, Merchandising, and Shelf)Adherence to shopper marketing budget for customersROI on shopper marketing eventsShopper conversion KPIs (leakage, conversion)Scope of managerial and leadership responsibilities0-2 direct reports:
Shopper marketing analystsCareer planningEstimated time spent in role: 2 3 yearsPotential future roles:Director, Shopper MarketingShopper Marketing Manager of a larger strategic customer or in the centerCustomer Business ManagerBrand ManagerOther core sales sub-function (Trade Marketing Manager, etc.

)QualificationsIdeal candidate will have:
4 year college degree in Business or related field5+ years previous experience within CPG industryProgressive sales, marketing, and/or shopper marketing experiencePrior experience managing people and relationships with retailer partnersAbility to read and interpret consumer and shopper researchExcellent planning and organizational skills, including superior communication skills (written and verbal)25% travel

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