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About the Role

The Director, Shopper Marketing & E-Commerce is responsible for translating brand strategy into high-impact execution across On Premise, Off Premise Retail, and Digital Commerce. This role owns the below-the-line growth engine, driving shopper conversion, elevating customer partnerships, optimizing the digital shelf, and delivering measurable ROI through omnichannel programming.

Responsibilities

• Lead the national commerce marketing strategy, grounded in consumer, shopper, and customer insights.
• Build and govern omnichannel activation frameworks across grocery, club, on-premise, convenience, and digital commerce.
• Develop annual activation calendars, promotional architecture, seasonal platforms, and execution standards.
• Partner with Sales to build customer-specific activation plans.
• Monitor competitive activity and lead agile response plans.
• Lead the development of shopper-first programming to increase conversion and elevate brand presence.
• Create scalable, insight-driven toolkits that flex by retailer, channel, and market.
• Oversee the full creative development lifecycle for BTL assets.
• Partner with Sales and Category to ensure programs align with shopper missions and retailer strategies.
• Own the end-to-end digital commerce strategy across DTC and retail media platforms.
• Lead partnerships with key e-commerce retailers to optimize search, content, pricing, and promotional performance.
• Oversee digital merchandising, PDP optimization, retail media investments, and omnichannel promotional campaigns.
• Manage e-commerce KPIs including conversion, ROAS, and customer acquisition efficiency.
• Lead development of customer-centric programs including value-added packs and exclusive retailer opportunities.
• Partner cross-functionally with Supply Chain, Finance, and Brand to ensure concepts are feasible and delivered on time.
• Build repeatable frameworks for customer programming that scale nationally.
• Own full P&L responsibility for the function, managing budgets and optimizing investments.
• Establish performance measurement frameworks to evaluate program effectiveness.
• Analyze brand performance, market trends, and competitive dynamics to identify growth levers.
• Lead and develop a high-performing team, fostering a culture of creativity and accountability.
• Serve as the connective tissue between Brand, Sales, Category, and Commercial teams.
• Build scalable processes, templates, guardrails, and playbooks.
• Champion a culture of insight-driven decision making and omnichannel thinking.

Requirements

• Bachelor’s degree in Marketing, Business, or related field; MBA preferred.
• 7–10+ years of Trade Marketing and Digital Commerce experience across wine/spirits, premium CPG, or lifestyle categories.
• Proven ability to build, lead, and optimize shopper programs, trade activations, and strategic brand partnerships.
• Deep expertise in brand strategy, channel planning, innovation pipelines, and integrated campaign development.
• Strong commercial mindset with hands-on experience managing budgets and collaborating cross-functionally.
• Demonstrated ability to translate consumer, shopper, and category insights into actionable trade programs.
• Exceptional communication, leadership, and project management skills.
• High energy, curious, and entrepreneurial operator who thrives in ambiguity.

Skills

• Trade Marketing
• Digital Commerce
• Shopper Marketing
• Omnichannel Activation
• Brand Strategy
• Channel Planning
• Innovation Pipelines
• Integrated Campaign Development
• Commercial Mindset
• Budget Management
• Cross-functional Collaboration
• Consumer Insights
• Shopper Insights
• Category Insights
• Communication Skills
• Leadership Skills
• Project Management Skills

Location

• White Plains, NY

Work Type

• Hybrid

Experience Level

• 7-10+ years

Education Level

• Bachelor's degree in Marketing, Business, or related field
• MBA preferred

Salary/Compensations

• $140,000/yr. - $160,000/yr.

Benefits

• Medical, Dental, Vision plans
• Matching 401(k)
• Generous PTO (Paid Time Off)
• Short and long-term disability

About the Company

• Freixenet Mionetto USA is the U.S. subsidiary of Henkell Freixenet, representing an award-winning portfolio of iconic brands.
• Named one of the Best Places to Work in Westchester, New York State, and America.
• Company culture thrives on collaboration, celebration, and growth.
• Invests in the team with generous benefits and continued learning opportunities.

Equal Opportunity

• Freixenet Mionetto USA is an Equal Employment Opportunity Employer.