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.