Shopper Marketing & E-commerce Manager

Description:

The Shopper Marketing Manager owns and is accountable for specific accounts related to in-store and online customer marketing programs. Owns the execution of shopper marketing/e-commerce and digital programs for specific Retailer accounts. Contributes to ROI and sales targets for specific Retailer accounts (e-commerce and in-store). Is accountable for the development and execution of customer-specific shopper marketing programs that achieve brand business objectives for their assigned customers. Responsible for all aspects of the commerce marketing program life cycle, including gaining cross-functional alignment and managing agency resources. Develop a comprehensive understanding of Conagra Brand(s) strategies and their assigned retailers to ensure commerce marketing solutions are aligned to both organizations.

Job Responsibilities:

60% Program Execution and Customer Relationship Management

• Leads overall Shopper marketing strategy/e-commerce program development for specified customer(s), working directly with the Sales team to ensure alignment of plan to Customer Strategies and Brand priorities.

• Executes in-store and online (e-commerce/Digital) marketing programs for specific Retailer accounts, ensuring a holistic marketing plan for the best ROI.

• Leads relationships with sales teams for specific accounts, presenting and gaining mutual alignment with them on account-specific marketing strategies and programs.

• Attends customer meetings with the sales team when necessary to provide shopper/e-commerce expertise.

• Manages agency partners in briefing and planning to execute programs.

• Ensures all scale initiatives are aligned to broader brand and demand space strategies.

• Is the “go to” Commerce Marketing expert for their specific accounts in-store and e-commerce/Digital.

• Conducts regular post-analysis on key commerce marketing programs to ensure the best ROI in future executions.

• Present updates and results as they relate to owned programs within various company meetings.

• Owns e-commerce strategy for specific accounts.

• Responsible for budget and fiscal planning for specific accounts (for E-commerce/Digital/Shopper/Commerce Marketing).

• Lead Post Analysis on all Commerce Marketing programs no later than 6 months post-launch and share best practices with peers to execute stronger in-store and digital programs going forward.

• Manages relationships among cross-functional teams while ensuring they are delivering on project timelines. Includes working directly with cross-functional teams - Sales, Brand, agency teams, vendor partners, regulatory, legal, and Demand Sciences.

40% Planning and Financial Management

• Leads the Commerce Marketing planning process by utilizing objectives, strategies and available insights/data to build annual shopper marketing plans for assigned customers.

• Collaborates with Brand Management, Brand Development, Sales, Supply, and Finance teams to ensure Commerce Marketing programs are aligned with strategy and business objectives related to net sales and gross margin.

• Leverages shopper insights and collaborates with Customer Insights to ensure programs are insight-driven and aligned to category growth strategies.

• Manages the commerce marketing budget for assigned customers.

• Assists in the development of the Commerce Marketing three-year strategic plan for assigned customers.

• Assists in developing shopper insights knowledge base and capabilities for assigned customers.

Potential Career Progression:

• Promotional opportunities within the Marketing organization.

• Lateral career opportunities to Demand Sciences, Brand Management and Innovation or Sales roles.

Qualifications, Education & Experience:

• University Degree, major in marketing preferred (MBA is a strong plus).

• Minimum 5 years experience in brand marketing and/or shopper and/or digital marketing. CPG experience is required, ideally in the food industry.

• Good ACNielsen Market Track skills.

• Proven track record of developing and leading strong shopper marketing/eCommerce plans.

• Strong competency & in-depth understanding of the digital and eCommerce space.

• Strong strategic and analytic capabilities with the ability to easily utilize data to support shopper marketing strategy and decisions.

• Strong knowledge and understanding of consumer/Customer data, research & project tracking.

• Successful prior experience in developing and executing shopper marketing programs, managing agencies, and managing budgets.

• Successful management and prioritization of multiple projects & initiatives of varying complexity.

• Strong communication and interpersonal skills to function effectively as a leader and work collaboratively in a team environment.

• Ability to communicate and influence at various levels of organization.

• Experience managing and leading within a matrix organization.