Impress employers and recruiters.
Choose from hundreds of resume examples.

Impress employers and recruiters.
Choose from hundreds of resume examples.

Target Resume Now

About the Role

Champion Petfoods is seeking a strategic and commercially driven Shopper Marketing Manager to lead the development and execution of customer-specific shopper marketing strategies across key retail partners in the US. This role will translate brand and consumer strategies into impactful omnichannel activations across in-store, eCommerce, retail media, and digital touchpoints to drive conversion.

Responsibilities

• Develop customer-specific shopper marketing strategies.
• Build annual shopper marketing plans aligned to brand priorities, customer strategies, and channel growth objectives.
• Lead retail activation planning and execution.
• Design and execute omnichannel shopper activations across in-store, eCommerce, retail media, and key shopper touchpoints to drive conversion.
• Act as a strategic business partner to Sales, developing customer-selling stories, retailer-specific programs, and Joint Business Plans (JBPs).
• Leverage shopper, consumer, and category insights to identify purchase barriers/opportunities, translating them into impactful programs that influence path-to-purchase behavior.
• Develop strategic briefs and lead external shopper marketing, creative, and retail media partners to build integrated activations that drive shopper conversion.
• Partner with retail media, eCommerce, and merchandising teams to build integrated shopper campaigns across retailer ecosystems, ensuring alignment across the full shopper journey.
• Develop and optimize promotions, display strategies, and merchandising initiatives to maximize incremental sales.
• Track activation performance using KPIs such as sales lift, ROI, incrementality, conversion, TDP growth, and promotional efficiency.
• Own budget planning, spend tracking, and optimization to ensure efficient investment across customers and channels.
• Partner with Brand, Category Management, Sales, and Supply to ensure aligned, scalable, and executable programs.
• Develop strong relationships with retailer marketing and commercial teams to unlock shopper activation opportunities, better placements, and joint growth opportunities.

Requirements

• 10+ years of experience in CPG, preferably across Shopper Marketing, Customer Marketing, Brand Marketing, and/or Trade Marketing.
• Proven experience developing and leading omnichannel shopper marketing programs, integrating in-store, eCommerce, retail media, and digital activation to drive conversion and brand growth.
• Strong experience integrating shopper marketing into customer business plans, Joint Business Plans (JBPs), innovation launches, and channel growth strategies, with the ability to influence customer and internal commercial agendas.
• Strong commercial acumen, with the ability to connect shopper activations to business outcomes including revenue growth, incrementality, ROI, TDP gains, velocity, and promotional efficiency.
• Hands-on experience developing and leading retail media campaigns, with strong understanding of audience strategy, media optimization, attribution, and lower-funnel conversion.
• Strong analytical and shopper insights capabilities, including proficiency in syndicated and retailer data sources such as Nielsen, Circana, panel data, loyalty data, and point-of-sale analytics.
• Proven ability to lead cross-functional teams, partnering effectively across Brand, Sales and Digital teams to drive alignment and execution.
• Experience working directly with major US retailers and their marketing/commercial teams, with strong understanding of customer-specific activation principles.
• Experience managing shopper marketing budget including investment planning, allocation, and management.

Skills

• Shopper Marketing
• Customer Marketing
• Brand Marketing
• Trade Marketing
• Omnichannel shopper marketing programs
• eCommerce
• Retail media
• Digital activation
• Customer business plans
• Joint Business Plans (JBPs)
• Channel growth strategies
• Commercial acumen
• Retail media campaigns
• Audience strategy
• Media optimization
• Attribution
• Lower-funnel conversion
• Analytical skills
• Shopper insights
• Nielsen
• Circana
• Panel data
• Loyalty data
• Point-of-sale analytics
• Cross-functional team leadership
• Retailer relationship management
• Budget management

Location

• US

Work Type

• Full-time

Experience Level

• 10+ years of experience

Salary/Compensations

• USD$105,000 to USD$144,000

Benefits

• 401k with Company match
• Donation matching
• Medical
• Dental
• Vision
• Employee Assistance Programs
• In House & Online Learning & Development
• Education Assistance Program
• Free Bag of Premium Pet Food each month
• Free Parking

About the Company

• Champion Petfoods is an award-winning pet food maker with a reputation of trust spanning 35+ years.
• Founded in a small town in Alberta, Canada, Champion – with its ORIJEN® and ACANA® brands – is a key player in the global premium pet food industry across three major geographic regions.
• We are passionate about personal and professional growth and see ourselves as a key player contributing to our continued success as an award-winning company.
• We’ve been making ORIJEN™ and ACANA™ food for dogs and cats since 1985, and we only make premium pet food.
• We source only the finest WholePrey animal ingredients – the most nourishing parts of the animal – from a carefully curated group of suppliers before our Ph.D.-level nutrition experts and veterinarians craft them into safe, quality foods in our state-of-the-art kitchens.
• This is the best way we know to provide pets with peak nutrition, optimal nourishment and ultimate flavor.
• We sell our ORIJEN™ and ACANA™ pet foods in more than 90 countries and we couldn’t be more proud to see Pet Lovers around the world putting their trust in the high caliber, premium foods we craft.

Equal Opportunity

• Champion is an equal opportunity employer. Regardless of your race, color, religion, sex, national origin, sexual orientation, gender identity, disability, age, veteran status, or any other creed, you are wanted here.