Senior Associate, Shopper Marketing & Field Activation - HSC

WHY LALA?

At LALA U.S., we are building brands that sit at the intersection of culture, quality, and growth. As a leader in Hispanic dairy, we have a unique opportunity to serve one of the fastest‑growing and most influential consumer segments in the country. This role offers the best of both worlds: the opportunity to apply best‑in‑class CPG marketing fundamentals while operating in a fast‑paced, entrepreneurial environment where ideas move quickly and impact is visible.

You will have the opportunity to work on high‑growth categories, lead meaningful initiatives, and gain exposure to senior leadership, all while helping shape the future of our business in the U.S.

JOB PURPOSE (SUMMARY)

The Senior Associate, Shopper Marketing & Field Activation - HSC leads shopper strategy, programs, and field activations for the Hispanic Specialty Channel (HSC). This is a brick‑and‑mortar‑first role with secondary digital shelf and retail media responsibility across HSC retail partners.

This role designs retail activation plans, scalable demos, sampling programs, toolkits, and merchandising solutions that drive sell‑through in HSC. The role partners closely with Sales, brokers, and distributors to ensure execution quality, and owns retailer.com content governance and digital shelf standards for HSC partners.

The ideal candidate is a hands‑on shopper marketer who knows the Hispanic consumer, is comfortable in retail environments, and brings both creative activation instincts and KPI discipline.

KEY RESPONSIBILITIES

HSC Shopper Strategy & Field Activation

•  Lead focused shopper strategy, programs, and field activations for HSC (brick‑and‑mortar first)

•  Design retail activation plans including scalable demos, sampling, toolkits, and merchandising solutions

•  Plan and execute in‑store demos, activations, and sampling programs

•  Develop HSC‑specific shopper toolkits for the channel

•  Manage merchandising materials and giveaway coordination

•  Standardize channel playbooks to increase efficiencies

Broker, Distributor & Sales Partnership

•  Partner with brokers and distributors to ensure execution quality at retail

•  Partner with Sales to align shopper programming with key customer growth priorities

•  Track proof‑of‑performance and activation results against KPIs

Digital Shelf & Retail Media (HSC)

•  Own retailer.com content governance and digital shelf standards for HSC partners

•  Support digital retail media integration and optimize product detail pages across key HSC retail partners

•  Support retail media optimization, performance tracking, and KPI discipline

Cross‑Channel Support

•  Support targeted programs across Modern Trade and Club as needed

EXPERIENCE / QUALIFICATIONS

• 3–5 years of experience in shopper marketing, trade marketing, field marketing, or brand marketing

• Hands‑on experience planning and executing in‑store demos, sampling, and merchandising programs

• Experience working with brokers, distributors, and retail sales teams

• Familiarity with digital shelf, retailer.com content, and retail media strongly preferred

• Deep familiarity with the U.S. Hispanic consumer and Hispanic Specialty Channel strongly preferred

• Bilingual (English/Spanish) strongly preferred

SKILLS & ATTRIBUTES

• Strong shopper marketing and activation instincts

• Ability to balance creative execution with performance and KPI discipline

• Strong project management and ability to manage multiple activations simultaneously

• Ability to influence brokers, distributors, and cross‑functional partners without formal authority

• High attention to detail and strong follow‑through

• Proactive, hands‑on mindset with a bias for action

EDUCATION

• Bachelor’s degree required

WORKING CONDITIONS

• Hybrid role based in Dallas, TX (Tuesday–Wednesday–Thursday in office)

• Regular office environment; ability to lift up to 10 pounds

• Travel 20–30% of the time based on business needs