Shopper Marketing Manager
Sun-Maid Job Description
Shopper Marketing Manager, Omnichannel
POSITION TITLE: Shopper Marketing Manager, Omnichannel Initiatives
DEPARTMENT: Marketing
Reports to: Director, Integrated Marketing
Direct Reports: 0
Purpose
The Shopper Omnichannel Marketing Manager (SOMM) will lead all shopper marketing programs for Sun-Maid Growers of California’s 2 brands: Sun-Maid and Plum Organics. In partnership with each brand team, he/she will activate across each brands’ most impactful customers and channels. SOMM will sync each brands’ strategies with customer and channel needs. Role leads all pertinent analytics and optimizations.
As the organizations omnichannel subject matter expert, he/she will create each brands’ omnichannel shopper strategy and execute it across full-funnel digital media such as social influencer marketing, and performance marketing (Search (Paid & Organic), Affiliate, Display & Paid Social, eMail). SOMM works directly with brand teams, Sales Leadership, Executive Leadership, and agency partners to drive optimal marketing efficiency and impact for the business at the Gold and Silver Customer levels. The position is the lead owner for all shopper-facing commercialization, communications and content experiences including retail (POS, POP), digital (website content, email, SMS, mobile, internet) and traditional media.
SOMM will lead shopper marketing agency, with support from Integrated Marketing Director.
Essential Duties
• Develop demand generation strategies, and tactics across all shopper-relevant media (online + offline) to achieve annual operating plans at the channel and customer levels.
• Lead the digitization of the retail experience to personalize the shopping experience, drive conversion and activation, and expand the portfolio.
• Lead shopper marketing performance management and optimizations.
• Drive best practices in key areas such as targeted media buying, hyper-personalization, and investment-based attribution/media-mix modeling.
• Manage annual budgets, inclusive of media spend, to deliver financial and business results across all brands and media channels
• Work with agency partners to develop plans that optimize spends, deliver financial results, and strengthen marketing capabilities.
• Leverage non-shopper marketing plans to optimize shopper plans.
• Direct the Retail programs including Retail Brand Marketing, In-Store Merchandising, Packaging Design and Promotion Amplification to delivery sales targets with retail channel partners
• Synchronize all online and offline efforts with Retail Sales team.
• Lead the transformation to a modern, data-driven marketing organization.
Job Qualifications:
• Functional Experience – Marketing experience of 5 or more years, with direct experience with brand, digital and e-commerce marketing. Experience with executing shopper programs in major grocery, mass merchandiser, and club channels.
• Agile Mindset: An agile mindset that can pivot quickly when the situation changes or performance in the marketing plan and business change.
• Category Experience – Experience in CPG products sold through food/drug/mass/club channels. This will almost certainly include work in food, and experience in the health and wellness or snacking sectors is a plus.
• Growth Record – Demonstrated and delivered significant sales and consumer preference growth.
• Marketing Disciplines – capabilities in omnichannel shopper marketing.
• Team Building – Experience leading a team for 3+ years.
• Small Company Experience – A career that started at a major CPG company for its training and discipline, followed by a nimbler small company with fewer resources.
• Culture Fit – The successful candidate will be a passionate, highly collaborative, results-driven self-starter who rolls up his or her sleeves to make things happen in an entrepreneurial environment. Strong interpersonal skills, low-ego leadership, and a real drive to make things happen are required.
Education BA or BS required with applicable industry experience.
Experience 7+ years
