What are the responsibilities and job description for the Director, Shopper Marketing position at Wip?
ABOUT WIP
Wip™ delivers a better energy experience. Period. We create smart, portable formats that provide a powerful boost without the baggage of traditional energy products. Our team sits at the intersection of science, design, and consumer culture. We bring together innovation, intention, and scale to unlock new energy rituals and meet people wherever they go - training, creating, commuting, or grinding through a shift.
We are building a brand that moves with people – and fuels their days.
Our Opportunity
The $120B U.S. caffeine market is massive and stagnant – dominated by outdated formats that no longer match how people live. Wip™ is here to change that. Our products offer modern consumers a new way to access energy: easy-to-use pouches, crafted with premium, functional ingredients, at a lower cost. We are building a brand and product platform that expands the category and reshapes habits.
This is not an iteration. It is a redefinition.
Our Team
Wip is on a mission to build a once-in-a-generation energy brand, and we are rapidly assembling the team to do it. We are creators, operators, and builders who move fast, think boldly, and operate with high standards. We work across functions - R&D, brand, sales, operations, people, and more - to create something new and enduring.
If you want to shape a company and a category, we want to meet you.
THE ROLE
As our Director of Shopper Marketing, you’ll be the architect of how Wip shows up in-store and across retail media to convert shoppers at the point of choice. You’ll bridge brand and sales, turning our cultural energy into strategies that drive velocity, trial, and repeat across convenience, grocery, specialty, and digital wholesale. This is a highly cross-functional role that blends strategy, creativity, and commercial rigor—ideal for someone who thrives at the intersection of marketing, retail, and execution.
Key Responsibilities
- Build and lead the annual shopper marketing strategy aligned with brand plans and retailer priorities
- Partner with Sales and Trade Marketing to create integrated joint business plans with key accounts
- Translate shopper insights and missions into actionable activation strategies
- Develop retailer-specific campaigns including POS, shopper toolkits, and digital assets
- Manage retail media investments (apps, retailer networks, geo-targeted digital) and track ROI
- Oversee promotional calendars and align with trade spend and merchandising plans
- Define, track, and report on KPIs such as conversion, basket attach, promo lift, and repeat vs new buyers
- Lead post-program evaluation and optimization
QUALIFICATIONS
- Bachelor’s degree required
- 10 years of experience in shopper marketing with CPG, beverage, or energy category experience
- Proven record of building and executing shopper programs that drove measurable ROI and velocity
- Strong understanding of retail media networks, in-store conversion tactics, and joint business planning
- Skilled at using data and insights to shape strategy and activation
- Creative and resourceful problem-solver with experience developing disruptive shopper campaigns
- Strong cross-functional leadership and communication skills, able to influence senior stakeholders and external partners
- Comfortable in fast-paced, high-growth environments with an entrepreneurial mindset
Compensation: $140,000 - $200,000 base salary plus performance-based bonus
Salary : $140,000 - $200,000