This role is responsible for driving the LRB portfolio's shopper marketing activation initiatives that drives brand awareness, engagement, and sales. You will collaborate with the Sr. Manager - Digital, Media & PR, Ecommerce Manager, Agencies, and in-house Alcohol Shopper Marketing team to deliver Retailer and Field Sales focused programs, and over time become part of a larger shopper teams developing and introducing best-in-class tools and execution playbooks that support the Retailer and the Consumer.
Accountabilities:
- Planning: develop & implement comprehensive shopper marketing programs & tactics aligned with overall business objectives.
- Management: Lead brand advocacy with Customers and Sales team that delivers on brand objectives. Partner with stakeholders & agencies, fostering a culture of creativity, collaboration, and excellence.
- Campaign Development: Create & execute best-in-class campaigns to amplify brand messages & drive engagement
- Collaboration: with stakeholders (Sales, CoE, FP&A, etc) for alignment & integration
- Budget Management: Manage budget effectively & efficiently, ensuring maximum ROI for all campaigns and initiatives.
- Data Analysis & Reporting: Utilize data to measure campaign effectiveness and identify opportunities for optimization.
- Retailer & Distributor Relationships: Build & maintain impactful relationships to secure merchandising opportunities.
- Trend Analysis: Stay abreast of industry trends, competitor activities, and shopper behavior to inform marketing strategies.
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Key Metrics & Financial Targets:
- Volume, Sales
- Display & POS Quantity implemented
- Volume Lift on Display
- Brand Health
- Customer Engagement
Own:
- Evaluate, Align, Develop, and Execute National & Regional plans across the Shopper Marketing function
Influence:
- Field Marketing & Trade Marketing Initiatives (Equity POS, Templates, Elements)
Veto:
- Local shopper programs & local POS
Critical Relationships:
- Commercialization (Field Sales & Operations, Global Center of Excellence, Finance & Compliance)
- US LRB Brand Commercialization Team; US LRB E-Commerce Team, Global Brand Management Center of Excellence; National & Regional Marketing Team
- Agency Partners (existing & new)
- Sales deliverables
- Sales & marketing leaders in creating a best-in-class shopper function
Skills Needed To Be Successful:
- Bachelor's Degree & 6+ years of progressive Shopper marketing and POS development experience in CPG
- Strong communication skills and ability to manage partners and stakeholders in a complex organization
- Confident & Personality with ability to influence high performing teams (Sales, Leadership, CoE etc.)
- Hands-on, roll-up-your-sleeve individual with strong focus on execution & growth mindset.
- Negotiations and Project Management skills to develop, execute POS programs, Account Specific Programs and emerging Shopper engagement tools
Extraordinary Leadership Expectations:
- Drives growth & outcomes
- Takes ownership
- Collaborator, works well with others
- Team player, actively partakes in growing Mark Anthony's culture