What are the responsibilities and job description for the Shopper Marketing Manager position at Duke Cannon Supply Co.?
Shopper Marketing Manager
Duke Cannon Supply Co. is one of the fastest-growing brands in the men’s grooming category. Our mission is to give men the confidence to conquer their day…and smell great doing it. We love what we do, and we are proud to give back a portion of our profits to the Veteran community via our Duke Cannon Veterans Fund.
The Shopper Marketing Manager develops and executes shopper marketing strategies that drive conversion, household penetration, and basket size across Duke Cannon’s most strategic customers: Mass (Target, Walmart), Club, and E-commerce (Amazon, retailer.com). This role translates brand strategy into customer-specific in-store and digital experiences — from end-cap displays to A Amazon content — partnering closely with Sales, Brand, Creative, and Operations to win the shelf and grow the business at retail.
PRIMARY RESPONSIBILITIES:
Shopper Strategy & Annual Planning
Develop annual shopper marketing plans aligned to brand, sales, and category objectives across Mass, Club and E-commerce/Amazon.
Partner with Sales account leads to align shopper activation calendars to key retailer moments (Father’s Day, back-to-school, holiday, New year/New you).
Marketing lead for all retail meeting needs (sizzle reels, surround plans, etc.)
Input into category narratives and joint business plans to support customer line reviews.
Program Development & Execution
Lead end-to-end execution of shopper programs including, but not limited to, sampling, in-aisle signage, and POP.
Manage retailer-specific creative briefs and oversee production with the internal creative team.
Build and oversee the agency executing digital shopper programs across retailer media networks: Roundel (Target), Walmart Connect and Amazon.
Initiates & Optimizes the creative for digital shelf: PDP content, A / Premium A content, brand store content, etc. Collaborating with the marketplace specialist to deploy assets.
Develop test-and-learn frameworks for new channels, formats, and retailers.
Own the relationship with key affiliate partners like ibotta & Fetch.
Budget & Vendor Management
Own the shopper marketing budget across assigned channels, including forecasting, accruals, invoice management, quarterly reconciliation and work with sales to have line of sight to Vendor income.
Manage external vendors (sampling partners, retailer media agency, etc.) with clear scopes, timelines, and performance expectations.
Insights & Performance
Define program KPIs (incremental lift, ROAS, share gain, velocity, repeat rate) and lead post-program performance reviews.
Recommend and gain alignment on retail media KPI’s and in year optimizations.
Translate complex data into clear, action-oriented recommendations for cross-functional leadership.
Cross-Functional Leadership
Serve as the primary marketing liaison to Sales for key accounts; participate in customer line reviews and top-to-tops as needed.
Collaborate with Brand, Creative, Trade, Sales Operations, and Supply Chain to ensure programs are strategic, on-brand, and operationally feasible.
Champion the shopper's voice in brand and innovation discussions.
QUALIFICATIONS:
Required
Bachelor’s degree in Marketing, Business, Communications, or related field.
5-7 years of CPG shopper marketing or customer marketing experience.
Direct experience activating with Target and Walmart. Experience with Club and Amazon is a plus.
Working knowledge of retailer media networks, media KPI’s, in-store programming production cycles, and digital shelf optimization.
Experience overseeing a retail media agency.
Demonstrated budget management and project management skills with multiple workstreams in flight.
Strong communication skills — able to influence cross-functional partners and external retailer stakeholders.
Proficiency in Microsoft Excel and PowerPoint; comfort with syndicated data tools and project management software.
Preferred
Experience in personal care, HBA, men’s grooming, or another adjacent category.
Track record with growing or challenger brands in big box or club retail.
Hands-on experience with Roundel, Walmart Connect, or Amazon Ads.
Familiarity with Luminate, Amazon Brand Analytics, or Circana / Nielsen.
Work Environment & Physical Requirements
Hybrid: Remote on Monday & Friday, In-office Tues – Thursday at Duke Cannon HQ in Minneapolis, MN.
Travel of approximately 15–20% to retailer headquarters (Minneapolis, Bentonville, Seattle), store visits, and industry events.
Occasional lifting (up to 25 lbs) for in-store visits and display reviews.
COMPANY CULTURE
Duke Cannon Supply Co. offers a fast-paced environment where decisions are vetted quickly, and opportunities are relentlessly pursued. We work hard, but we value flexibility as well. We have an informal culture with an emphasis on having fun (its’ just soap), though we have the most fun when we win (who doesn’t?!) The company’s leaders are dedicated to the growth and development of the team; as such, we want to ensure that our people have a rich and rewarding experience with unique opportunities to grow.
Duke Cannon Supply Co.’s Main Lodge (aka the office) is in Minneapolis’ North Loop, one of the city’s most vibrant and walkable neighborhoods, with award-winning restaurants, fashionable boutiques, live music and Major League Baseball just steps away. Our building is proud to have a decent gym with showers and towels, bike storage, plenty of coffee, and mediocre heating.
SALARY AND BENEFITS
Duke Cannon offers a competitive market salary and bonus based on role and professional experience. The salary range for this position is $95,000-105,000. Our benefits are top-notch and include health & dental insurance, HSA and 401k programs supported by regular company contributions, a tuition reimbursement program, and monthly parking stipend. We also host monthly Team camaraderie events ranging from community service events to Lunch & Learns covering business, team, and industry topics….there are also plenty of impromptu happy hours if you don’t have to rush home to get the kids ready for hockey practice.
Duke Cannon provides equal access to and opportunity in employment without regard to race, color, creed, religion, national origin, gender, age, marital status, disability, public assistance status, veteran status, sexual orientation, gender identity, or gender expression.