Senior Associate, Shopper Marketing & Field Activation - Modern Trade & Club

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 Sr. Associate, Shopper Marketing & Field Activation - Modern Trade & Club leads shopper strategy, programs, and field activations for Modern Trade and Club channels. This is a digital‑first role with secondary brick‑and‑mortar activation responsibility.

This role owns retailer.com content governance and digital shelf standards for Modern Trade and Club retail partners, and leads retail media optimization, performance tracking, and KPI discipline. The role also designs retail activation plans including demos, sampling, toolkits, and merchandising solutions, and partners with brokers and distributors to ensure execution quality.

The ideal candidate is a shopper marketer with strong digital shelf and retail media fluency, KPI discipline, and the ability to translate brand strategy into customer‑specific activation across major Modern Trade and Club retailers.

KEY RESPONSIBILITIES

Digital Shelf & Retail Media Leadership (MT / Club)

•  Own retailer.com content governance and digital shelf standards for Modern Trade and Club retail partners

•  Lead digital retail media integration and optimize product detail pages across key Modern Trade and Club retail partners

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

Shopper Strategy & Field Activation

•  Lead focused shopper strategy, programs, and field activations for Modern Trade and Club

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

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

•  Develop channel‑specific shopper toolkits for Modern Trade and Club

•  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

Cross‑Channel Support

•  Support targeted programs across HSC as needed

EXPERIENCE / QUALIFICATIONS

• 3–5 years of experience in shopper marketing, e‑commerce, digital shelf, or brand marketing in CPG

• Strong experience with retailer.com content, digital shelf optimization, and retail media (Amazon Ads, Walmart Connect, Instacart, Kroger, etc.)

• Experience planning and executing in‑store activations, demos, and sampling programs

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

• Familiarity with the U.S. Hispanic consumer preferred

• Bilingual (English/Spanish) preferred

SKILLS & ATTRIBUTES

• Strong digital shelf, retail media, and e‑commerce fluency

• Analytical and KPI‑driven, with ability to translate performance data into action

• Strong project management and ability to manage multiple activations and retailers 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 15–25% of the time based on business needs