Senior Manager, Shopper Marketing

Role Summary:

The Shopper Marketing Senior Manager serves as the critical link between brand strategy and retail execution, bringing the brand to life in-store and driving consumer conversion at the point of purchase. This role is responsible for translating brand campaigns, creative assets, and marketing initiatives into impactful shopper-facing programs across retail environments. By partnering closely with Sales, Brand Marketing, Creative, and Retail Partners, the Shopper Marketing Manager develops and executes strategies that enhance brand visibility, support revenue growth, and create exceptional shopper experiences.

This role requires a highly collaborative, sales-oriented marketer who can balance strategic planning with flawless execution across retailer activations, customer programs, trade marketing initiatives, and industry events.

Role Responsibilities and Essential Functions:

Shopper Marketing Strategy & Planning

• Develop and execute the annual shopper marketing strategy aligned with brand positioning, retailer priorities, category trends, and sales objectives.
• Translate brand campaigns into retailer-specific activation plans that drive awareness, trial, and conversion.
• Build and maintain retailer-specific activation calendars across strategic accounts, distributors, and independent retailers.
• Serve as the liaison between Brand Marketing and Sales, ensuring alignment and providing solutions that support revenue growth.
• Proactively identify and develop programs, tools, and tactics that help sales teams convert strategy into results.
• Partner with Brand Strategy and Insights teams to leverage consumer, category, and retailer data in the development of shopper marketing initiatives.
• Own and manage the shopper marketing budget, including forecasting, allocation by retailer and activation type, invoice management, and financial reconciliation.

Retailer Activation & Execution

• Develop shopper-focused retail marketing materials including brand stores, in-store signage, shelf talkers, displays, endcaps, FSIs, seasonal programs, and digital retail assets.
• Lead execution of promotional programs, point-of-sale materials, retail events, and activation plans in partnership with Sales and Creative teams.
• Collaborate with retailers and sales leadership on joint business planning, co-op marketing programs, and customized promotional initiatives.
• Manage all retailer activation projects from concept through execution, coordinating timelines, deliverables, and stakeholder communication.
• Lead retailer and distributor communications through sales tools, presentations, activation materials, and ongoing correspondence.
• Ensure all retail activations are delivered on time, on budget, and aligned with brand standards.

Trade & Customer Program Development

• Develop customer-specific programs that educate and engage retail employees, including training materials, launch kits, reset support programs, and retailer education tools.
• Lead development of sell-in materials for new product launches, assortment reviews, and category resets.
• Create category insights, selling tools, and brand value proposition materials that support sales growth and retailer engagement.
• Own the retailer education platform, including content development, program participation, engagement, and performance measurement.
• Partner with Sales and Trade Management teams to develop promotional and ROI-focused programs that drive growth.

Trade Show, Distributor & Consumer Event Leadership

• Manage all aspects of trade and consumer show participation, including budgeting, contracts, logistics, shipping, booth planning, and event execution.
• Bring brand strategy to life through compelling event experiences, creative assets, promotional materials, and storytelling.
• Coordinate event planning and execution with internal stakeholders and external vendors to maximize brand impact and return on investment.
• Cross-Functional Collaboration
• Partner closely with Brand Marketing, Creative, Supply Chain, Sales, and Operations teams to ensure seamless execution of shopper marketing initiatives.
• Serve as the internal subject matter expert on retailer expectations, shopper marketing best practices, and pet industry retail trends.
• Foster strong cross-functional relationships that drive alignment, communication, and successful program execution.

Education and Experience:

• Bachelor's degree in Marketing, Business, Communications, or related field.
• 5 years of experience in shopper marketing, trade marketing, brand marketing, retail marketing, or a related discipline.
• Experience supporting retail sales organizations and customer-facing marketing initiatives.
• Experience within the pet food, consumer packaged goods (CPG), retail, or related industries, preferred.
• Experience managing retailer-specific marketing programs and joint business planning initiatives.
• Experience coordinating trade shows, distributor events, and consumer-facing activations.

Skills and Abilities:

• Strong project management and organizational skills with the ability to manage multiple priorities simultaneously.
• Demonstrated ability to develop and execute marketing programs that drive measurable business results.
• Strong communication, presentation, and relationship-building skills.
• Proficiency in Microsoft Office Suite and marketing project management tools.
• Excellent organizational and prioritization abilities.
• Strategic thinker with strong execution capabilities.
• Sales-minded approach with a passion for supporting revenue growth.
• Strong understanding of retail marketing, shopper behavior, and consumer conversion strategies.
• Ability to influence and collaborate across multiple functions and organizational levels.
• Strong analytical mindset with the ability to evaluate program effectiveness and ROI.
• Creative problem solver with the ability to develop innovative retailer-specific solutions.

This role requires approximately one trip per month and includes travel to Joint Business Planning meetings with strategic retailers twice per year, attendance at two national trade shows and one consumer event annually, and quarterly ride-alongs with field sales representatives. The position also involves regular travel to the Green Bay office and is a remote role with the outlined travel expectations.