Marketing Manager, Walmart Omnichannel

The Marketing Manager, Walmart Omnichannel within the Wells ShopCom team, will be responsible for owning the development and execution of the strategy and activation.  This role will develop customized, Walmart-specific marketing initiatives that drive awareness, engagement, and conversion with Walmart shoppers, both in-store and online, adhering to Walmart approved tactics and guidelines as well as communicated priorities. This person will have an intimate understanding of Walmart’s marketing opportunities across WMC, omni-merchandising, and Walmart store level and corporate events. This person will create and execute plans tailoring national activation to fit Walmart approved tactics and guidelines and meet WMT specific objectives. The ideal candidate is highly collaborative, detail-oriented and driven for results. This role will be physically based out of the Wells Bentonville Walmart Customer Team office, while officially reporting through the Omnichannel Marketing team in Chicago while maintaining a strong dotted-line relationship with the Wells Walmart Customer team. 

Responsibilities Include:

Omnichannel Shopper Marketing Strategy & Execution

• In partnership with cross functional team members, own the development, internal approvals, customer approvals, results and execution of annual shopper marketing plans, including:
  • Collaborate with WMT customer team and other cross functional partners to develop and gain cross-functional alignment on WMT marketing strategies that deliver on WMT’s corporate and category objectives and Wells business objectives 
  • Lead agency partners to develop omni shopper marketing plans in partnership with sales team that support customer objectives that integrate in-store tactics, digital, social and retail media/ecomm across key retailers.
  • Develop, socialize, and keep updated a channel specific omni-shopper playbook and best practices to activate based on customer and Wells’ brands business objectives. 
  • Lead agency partners to develop omni shopper marketing plans in partnership with Walmart Sales Team that support customer business objectives and priorities. 
  • Partner with customer retail media networks and shopper teams to collaborate on WMC media plans and ensure plans will achieve stated key KPI’s. 
  • Ensure flawless execution of marketing plans, delivered on time and on budget, achieving aligned targets and objectives
  • Track program timelines and budgets by brand and retailer, manage invoice processing and coding and ensure compliance with internal guidelines.
  • Leverage shopper insights and retailer data to inform programming and channel strategies.

Omnichannel Performance and Insights

• Develop measurement plans and recurring reporting across all WMT marketing activity, including KPIs, relevant benchmarks reflecting both Wells and Walmart priorities. Regularly provide updates on program performance including analysis of results and key callouts and recommend optimizations to improve future programs based on learning. 
• Partner with category management and Walmart Sales team, develop and maintain reporting and provide regular updates with key insights into the analysis to track OPD sales and penetration, ensure Wells brands are meeting OPD benchmarks and identify areas of success and opportunity. 
• Provide category and competitive performance insights to benchmark Wells performance against category and competition. 
• Partnering with Digital Shelf Lead, ensure WMT content scores meet or exceed required benchmarks and partner with Digital Team members to identify digital shelf excellence content requirements. 
• Create and share post program analysis including ROI and key KPI’s, identify lessons learned and inform future initiatives.

Strong Collaboration with Customer Sales Teams & Cross Functional Partners

• Demonstrate ability to engage and lead appropriate cross functional team members across Brand, Shopper, Digital and other teams to create actionable strategies considering all cross-functional implications and objectives to deliver resulst.
• Gain required internal alignment and approvals, maintain regular cadence of cross-functional communication and updates on progress for planning, execution, and program results, and ensure approved plan is executed successfully delivering budgeted results.
• Own development, creation, and approval of Walmart-specific strategy and tactics with Walmart customer sales team’s alignment.
• Help to create omni shopper materials needed for customer planning meetings, Top-to-Tops, and joint planning sessions, RMN meetings as well as materials needed for grand opening events, and customer corporate events, etc.  
• Demonstrate intimate knowledge of and staying ahead of the latest marketing opportunities for activation across in-store, online, and Corporate events to deepen our customer partnership and drive accelerated results. 

Budget Management

• Manage WMT omni-shopper budget; reviewing frequently with Director of Shopper and Walmart Sales Team during initial plan creation and throughout planning 
• Partner with cross functional teams to align to channel investment. 
• Partner with finance team to ensure monthly budgets are delivered in full. 

Thought Leadership

• Be the internal champion and resource for all things Walmart marketing and customer activation. Keep stakeholders informed of key competitive activities, best in class activation, and new opportunities and/or changes in requirements for WMT activation. 

Qualifications:

• Knowledge: 
  • Walmart marketing expertise with proven track record of planning and executing omnichannel marketing programs specific to Walmart. 
  • Experience within marketing for CPG and / or Food & Bev industry.
  • Familiarity with Walmart Connect; comfortably with sponsored search and paid media fundamentals. 
  • Familiarity with Walmart Digital Shelf strategies and content score assessment. 
• Skills 
• Proven agency leadership (either within agency or on client side).
• Ability to translate brand objectives into clear marketing plans. 
• Ability to translate complex data into data driven insights and storytelling. 
  • - Strong cross functional leadership capabilities.
• Abilities 
  • Strategic thinker with a passion for innovative marketing strategies that move consumers to actions. 
  • Strong business communication skills and ability to provide clear, concise communication to leadership team members. 

Wells Enterprises is an EEO/AA employer M/F/Vet/Dis

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