Senior Director of Shopper Marketing - Bel US

At Bel, we are not just a company—we are a company on a Mission, built on 160 years of bold innovation, family values, and a commitment to social purpose. With beloved brands like Babybel®, GoGo squeeZ®, The Laughing Cow®, and Boursin®, our snacking solutions bring more than joy; they want to serve as a force for good. Our U.S. Mission? To help close the critical 80% nutrition gap by making it easier for Americans to eat more fruits, veggies, and dairy as part of their daily lives.  #IWorkForAllForGood

Job Description Summary

The Senior Director of Shopper Marketing is a pivotal strategic leader at Bel US, responsible for connecting brand strategies with comprehensive omni-channel shopper marketing initiatives across both traditional retail and e-commerce platforms. This role is accountable for developing and executing end-to-end holistic shopper strategies, driving impactful retail activations, overseeing trade conversion processes, and influencing retail media plans. The ultimate goal is to ensure that Bel US brands win at the moments of shopper consideration and purchase across all channels: retail, e-commerce and out-of-home. 

 

As the senior-most leader in the function, this person will help define the future vision of Shopper Marketing at Bel—balancing the fundamentals of traditional shopper marketing with the rapidly evolving needs of e-commerce, digital retail, AI-enabled MarTech that now shape the shopper journey. 

 

This leader will guide teams, agency partners, and cross-functional stakeholders through a meaningful transformation—shifting the organization toward more data-driven, tech-fluent, agile ways of working. They will establish a clear calendar of activations, best-in-class content and activations, and be responsible for translating brand strategies into shopper programs and content that drives growth.

 

This position has dual reporting lines to the Chief Marketing Officers for both the US Cheese and US squeeZ business units and as this role will support both categories, travel is required about once a month or as needed to the other location. This leader must be data-driven and demonstrate agility to adapt in a fast-moving context and be able to determine priorities and build alignment among stakeholders.

 

Key Responsibilities:

 

Shopper Strategy Leadership

• Lead US shopper marketing strategy and activation planning for both Cheese and GoGo squeeZ, ensuring brand purpose and commercial goals are achieved across all channels and retailers.
• Translate brand priorities and business needs into integrated shopper strategies that drive household penetration, velocity, and conversion.
• Build comprehensive annual shopper plans for each brand, including activation calendars, retail priorities, retail media planning/optimization, and measurement frameworks.
• Serve as the strategic lead for shopper programs, category narratives, and customer-facing communications.
• Champion a test-and-learn culture, embedding agility, rapid experimentation, and continuous learning across the team.

 

Retailer Activation & Trade Integration

• Oversee omnichannel activation with Grocery and Mass channels, including in-store merchandising, digital shelf excellence, retail media, and display.
• Lead the strategy and execution of Ratings & Reviews, ensuring product detail pages (PDPs) across retailer websites are current, optimized, and reflect best-in-class digital engagement.
• Own the end-to-end process to maintain and elevate brands’ online reputation and shopper influence.
• Integrate trade and shopper levers into holistic retailer strategies, ensuring strong ROI discipline across all investments.
• Develop customer-specific programs in partnership with Brand and Sales teams, reinforcing Bel as a growth-driving collaborator.
• Leverage scan data, POS insights, loyalty ecosystems, and category dynamics to shape brand presence at retail and joint business plans.

 

Retail Media & MarTech Leadership

• Guide the evolution of Bel’s retail media approach, spanning search, display, offsite, onsite, and full-funnel optimization.
• Partner with shopper marketing agency, Brand, and Sales teams to create unified media plans that maximize efficiency and conversion.
• Foster a culture of experimentation, using emerging technologies, MarTech tools, and customer insights to evolve approaches and maintain a competitive edge.

 

E-commerce Thought Leadership

• Support the e-commerce operations manager in curating and communicating insights and thought