Brand Manager, Shopper Marketing - Emerging Business

Work Shift:

Day

Pay Type:

Salary

Hourly Rate (if applicable):

N/A

Targeted Base Salary Range (if applicable):

$92,800.00 - $120,400.00

JOB OVERVIEW:

The Brand Manager, Shopper Marketing - Emerging Business is responsible for developing and executing strategic shopper marketing initiatives, aimed at driving sales, awareness, and trial for our innovation products and emerging business within new and evolving retail channels.

RESPONSIBILITIES:

ESSENTIAL JOB FUNCTIONS

• Lead the development of comprehensive shopper marketing strategies tailored to emerging business segments, new item launches, and innovative distribution channels.
• Utilize market insights, consumer research, and competitive analysis to inform strategic decision-making.
• Conceptualize, develop, and execute shopper marketing support plans that resonate with target consumers and drive conversion. This includes developing creative assets, implementing promotional activities, and optimizing messaging for maximum impact. This may or may not include displays & merchandising assets development, including management of timelines, and commercialization of all merchandising vehicles.
• Identify and evaluate new channels or markets of distribution and retail formats that present opportunities for growth and expansion. Develop strategies to effectively reach and engage shoppers within these channels, leveraging marketing tactics and partnerships.
• Collaborate closely with internal stakeholders including the innovation team, brand marketing, marketing agencies, sales, category management, finance, and sales operations to ensure alignment and integration of shopper marketing initiatives with overall business objectives. Foster strong relationships and teamwork to drive collective success.
• Establish key performance indicators (KPIs) to measure the effectiveness of shopper marketing campaigns and initiatives. Monitor performance metrics, analyze data, and derive actionable insights to optimize strategies and drive continuous improvement.
• Manage the shopper marketing budget for new item launches and emerging business segments, ensuring resources are allocated effectively to maximize ROI. Track expenses, monitor spending, and provide regular updates on budget utilization.
• Stay abreast of industry trends, shopper behavior, and emerging technologies within the retail and shopper marketing landscape. Leverage insights to identify opportunities for innovation and competitive advantage.
• Rally support behind the vision and exhibits optimism. Translates vision and strategy into explicit plans and action.
• Create an inclusive and creative environment, embracing diverse viewpoints and draws on talents and ideas from all parts of the organization.
• Facilitate open-ended, non-judgmental discussions to find new solutions where everyone has a voice.
• Incorporate novel and seemingly disparate ideas from different industries, cultures, and employees.

MINIMUM REQUIREMENTS:

• Bachelor's Degree in Business Administration or related field
• 5+ years of Shopper or Commerce Marketing, Brand Management, or related roles.
• Experience in CPG, working with Sales Teams & Innovation Teams.
• Experience working with agencies (advertising, shopper, media, PR) and external managing marketing vendors (In-Store Marketing Vendors, Demo Companies, Coupon Distributors, Promotion Vendors).
• Passion for Shopper Marketing.
• Adaptable and Flexible. Commodity business dynamics and retail landscapes are constantly evolving and changing. Must be willing to adapt to changes in budgets, business objectives, consumer behaviors, market trends, and technology.
• Must have outstanding interpersonal skills, and be able to lead cross functional teams, and work collaboratively with multiple internal and external team members.
• Must be able to interact and communicate effectively with a wide and diverse range of audiences, ranging from internal senior level managers to line managers, as well as analytical people.
•  Must develop internal relationships, demonstrate team-building attitude, be cooperative, convey a sense of urgency and show a willingness to listen to suggestions from others.
• Must be organized and able to solve problems systematically.

PHYSICAL DEMANDS - Office demands include extensive use of telephone and computer.  

WORK ENVIRONMENT - Position highly collaborative and at times demanding; time may be spent working outside of office. Travel required 10% of the time. This is a hybrid role based out of Sacramento, CA with at least 2 days per week on-site (in Sacramento).