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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 across omnichannel touchpoints.
- Partner with Sales to develop customer-selling stories, retailer-specific programs, and Joint Business Plans (JBPs).
- Leverage shopper, consumer, and category insights to influence path-to-purchase behavior.
- Lead agency partners and activation development for integrated activations.
- Manage retail media and digital commerce integration for shopper campaigns.
- Oversee merchandising and promotional programs to maximize incremental sales.
- Track activation performance using KPIs such as sales lift, ROI, incrementality, conversion, TDP growth, and promotional efficiency.
- Manage shopper marketing budget, including planning, spend tracking, and optimization.
- Collaborate with Brand, Category Management, Sales, and Supply teams.
- Build strong relationships with retailer marketing and commercial teams.
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.
- Strong experience integrating shopper marketing into customer business plans, Joint Business Plans (JBPs), innovation launches, and channel growth strategies.
- Strong commercial acumen, with the ability to connect shopper activations to business outcomes.
- Hands-on experience developing and leading retail media campaigns.
- Strong analytical and shopper insights capabilities, including proficiency in syndicated and retailer data sources.
- Proven ability to lead cross-functional teams.
- Experience working directly with major US retailers and their marketing/commercial teams.
- Experience managing shopper marketing budget.
Skills
- Shopper Marketing
- Customer Marketing
- Brand Marketing
- Trade Marketing
- Omnichannel shopper marketing programs
- In-store activation
- eCommerce activation
- Retail media activation
- 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 data
- Circana data
- 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
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.
- Mars is a family-owned business with more than $35 billion in global sales.
- Mars produces well-loved brands such as M&M’s®, SNICKERS®, TWIX®, MILKY WAY®, DOVE®, PEDIGREE®, ROYAL CANIN®, WHISKAS®, EXTRA®, ORBIT®, 5™, SKITTLES®, BEN’S ORIGINAL®, and COCOAVIA®.
- Mars also cares for half of the world’s pets through its nutrition, health and services businesses such as Banfield Pet Hospitals™, BluePearl®, Linnaeus, AniCura, VCA™ and Pet Partners™.
- Headquartered in McLean, VA, Mars operates in more than 80 countries.
- The Mars Five Principles – Quality, Responsibility, Mutuality, Efficiency and Freedom – inspire its Associates.
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.
- Workplace equality allows for creative ideas to bloom, diverse points of views to be heard, and increases overall happiness.