Director, Shopper Marketing - Convenience Retail

Director, Shopper Marketing - Convenience Retail

Reporting to the VP Shopper Marketing, the Director Shopper Marketing Convenience Retail (consisting of Central / West National, Regional & Direct chains) will work closely with the Convenience Commercial leadership team. In addition, this individual will collaborate with cross-functional marketing teams, eCom, Sales, Digital Marketing, and the Category Management / Shopper Insights team to help the Shopper Marketing Managers develop and execute insight-driven, channel / retailer specific marketing solutions rooted in shopper behavior. This role will serve as an expert marketing resource for the Convenience & Independent channels and will have Retailer-facing marketing responsibilities. The ideal candidate will have both a marketing and sales mindset, delivering plans that drive topline growth.

The Director Shopper Marketing CR role will have responsibility for accomplishing / reporting channel-wide goals to the Marketing & Sales leadership team. Planning will include the generation of channel and customer specific annual marketing plans, joint sales & marketing plan, budgets, and pre / post promotional analysis. This individual will provide leadership and guidance to the CR Shopper Marketing Managers in all aspects of traditional shopper marketing functions, retail media, planning, analysis, and execution to meet company goals.

Essential Job Functions

• Channel / Retailer Marketing Strategy
• Serves as the Convenience channel marketing expert across multiple channels with the ability to harmonize channel, retailer and brand goals to gain alignment on strategic programming.
• Provide strong thought leadership that enhances current shopper marketing processes specifically as it relates to the dedicated Convenience Retail Shopping Marketing Managers.
• Demonstrates thought leadership in translating sales and brand goals into strategic retail media / digital marketing activation.
• Continuously strives to grow and build upon existing digital marketing knowledge within department and acts as a resource cross functionally.
• Utilizing Category, Shopper and Retailer specific data, this individual will identify marketing trends and opportunities within the CR channel.
• Identify and leverage customer-specific, and channel marketing opportunities through prioritizing and capitalizing on channel, customer, and shopper insights and linking to brand strategy.
• Develop and execute Channel Specific strategies based on department, Sales and company goals.
• Expertly represent and translate Brand, Retailer, and Sales goals during internal and external meetings.
• Works extensively with CR Sales Leadership to ensure Channel-specific sales goals are met and channel / account-specific marketing expenses are in-line with forecasts.
• Leverage promotional synergies across customers within channels where appropriate.
• Manage and provide full-channel marketing calendars and budgets monthly.
• Coordinate with RGM / Cat Man to complete post-promotional evaluations of top initiatives to gauge success of plans with respect to KPIs and ROI.
• Translates national brand / sales initiatives and shopper insights into retail marketing strategy for the CR business.
• Ensure maximum utilization of contracted assets.
• Leadership / Management
• Leads, develops, and coaches a team of 5+ Shopper Marketing Managers in all aspects of marketing, planning, pre / post promotion analysis.
• Maintains strong working relationships with internal and external stakeholders to influence decision making.
• Helps define and grow the role of Shopper Marketing within the organization.
• Guides Shopper Marketing Managers in the development and execution of annual Shopper marketing plans.
• When applicable, leads creation of account-exclusive promotions and their affiliated marketing plans working with Sales, New Product Development, Graphics, Brand Marketing, and other relevant parties.
• Monitor implementation of customer plans with SMMs.
• Keeps all key stakeholders updated on KPIs for Shopper Marketing in the CR channel.
• Other duties as assigned.

Position Requirements

Base Pay Range : USD $95,040 - USD $126,720 (+)