About the Role
Our client, a fast-growing, healthy CPG brand nationally distributed across natural and mass retail as well as major online marketplaces, is looking for a Shopper Marketing Manager to build and lead the shopper marketing strategy that converts brand awareness into purchase at retail across key accounts. This role designs account-specific programs, manages retail media investment, and partners closely with sales and brand teams to translate digital momentum into in-store performance. The ideal candidate brings 5+ years of shopper marketing experience and has thrived inside a high-growth CPG brand where priorities move fast and ownership matters.
Key Responsibilities
- Develop and lead the shopper marketing strategy and annual account plans for priority retail partners across mass, natural, and specialty channels, translating brand positioning into retailer-specific shopper journeys
- Serve as the internal expert on key retailer shopper ecosystems, including Target Circle/Roundel, Instacart, and Walmart Connect, along with retailer-specific merchandising events
- Design insight-driven shopper programs, in-store, digital, and hybrid, that drive trial, conversion, and repeat purchase across accounts
- Partner with sales, brand marketing, and e-commerce teams to ensure shopper programs align with brand campaigns and national media moments
- Plan, execute, and optimize retail media campaigns across platforms such as Instacart, Walmart Connect, and Roundel/Target to drive measurable sales lift
- Own digital shelf health, including content, ratings/reviews, and search placement, across key retailer.com and marketplace pages
- Collaborate with social, influencer, and e-commerce teams to design campaigns that convert digital audiences into in-store and online purchases
- Define and track KPIs for every shopper program using syndicated and retailer data (SPINS, IRI/Circana, Nielsen, retailer portals) to measure lift and ROI
- Manage the shopper marketing budget and trade spend allocation by account, ensuring investment is tied to performance
- Deliver regular readouts to leadership on program performance, competitive shopper activity, and recommendations for the next planning cycle
- Direct external agencies and vendors supporting shopper creative, retail media buying, and in-store execution
- Build and maintain strong working relationships with retail marketing contacts across accounts to secure premium placements and co-marketing opportunities
- Equip the sales team and brokers with shopper marketing assets, sell sheets, and program calendars to support account-level execution
Qualifications
- 5+ years of shopper marketing, retail marketing, or brand marketing experience within CPG
- Experience at a high-growth or emerging CPG brand, with comfort operating in a fast-paced, resource-lean environment
- Hands-on experience planning and optimizing retail media campaigns (Instacart, Walmart Connect, Roundel, or similar)
- Strong command of syndicated data tools (SPINS, IRI/Circana, Nielsen) and the ability to translate data into actionable recommendations
- Experience managing Target as a retail account is a plus, but not required
- Experience in vitamins/supplements, wellness, or functional food and beverage is a plus
- A self-starter who is highly organized, comfortable with ambiguity, and motivated by ownership over process
Please note: Applicants must be authorized to work for any employer in the U.S. Employment-based visa sponsorship is not available at this time.