Shopper Marketing Manager / Category Manager

Columbus, Ohio

Brand Management:

Be the voice of the Shopper in all Brand meetings.
Responsible for bringing shopper strategy and retail marketing ideas to the brand teams. Bring perspective that will help shape the brands initiatives and go to market strategies
Responsible for integrating Shopper into all brand planning session and potentially innovation/ideation meetings
Lead the development of Shopper insights, barriers and communication strategies and gain alignment with the Brand team. Provide early in their planning process (and to be included in briefs)
Responsible for involving the Shopper agency with the Brand agency at the point of Briefing.
Responsible for provide the Brand team your Shopper Campaign / messaging recommendation
Go-to person for the Brand for any/all Shopper Marketing requests or questions

Shopper Management:

Work with the Field Shopper Marketing teams and Shopper & Category Development to identify high level shopper insights (what behaviors do we need to address to accomplish growth plan)
Lead the development of the Shopper brief (integrated into Brand brief) to lead the agency development in National Shopper Marketing campaigns (based off Consumer Campaign). Hand-off to the Field Shopper Marketing teams for further development.
Collaborate with the Field and agency to develop Shopper claims/messaging and gain approval via MLR
Lead and manage Shopper claims/messaging document and ensure Field team is utilizing
Lead the discussion with the Field Shopper teams on: marketing plan revisions and incremental asks. Work with Brand and Sales development to review the incremental asks and provide revisions, approval, or denials to the Field teams
Own the Brand Shopper Marketing calendar
Point person for the Field Shopper Marketing team on any Brand questions or needs

Agency:

Integrate the Shopper Marketing agency with the IAT and the Brand team in the initial planning phase
Responsible for Shopper agency to provide Shopper campaign/concept ideas to lead brand agency
Initiative and review agency creative and provide Brand a recommendation
Manage agency relationship with the Brand agencies and Field Shopper Marketing team

EDUCATION AND EXPERIENCE YOU’LL BRING

Required

Bachelor's Degree required with 5+ years in marketing or shopper marketing role (client side or agency) in CPG industry
Knowledge of Brand Management, Sales and Retail Marketing
Demonstrates strong leadership and communication skills
Ability to present and influence others, including Brand and Field Sales leaders
An understanding of Consumer/Shopper, using analytical skills and insights