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Senior Manager, Shopper Marketing

  • Posted: 5 Oct 2021
  • Marketing
  • Broomfield, CO
  • United States

About the job



Danone North America is looking for a Senior Manager of Shopper Marketing in Broomfield, CO or White Plains, NY.

Be the Shopper Marketing expert to drive the right customization and shopper activation programs for given categories/BU. Create a suite of national offerings that can be easily executed in the field. Build relationships with external third parties, customer-facing shopper marketing leads and cross-functional partners in Marketing to ensure corporate initiatives are brought to life. Develop shopper marketing national strategies and manage shopper budgets to grow shopper conversion, customer penetration, diminish shopper leakage, and drive loyalty across Danone North America brands in our Coffee House Creations portfolio.

 Key responsibilities
■ Create a foundation for shopper marketing knowledge
- Read, understand, and interpret shopper and consumer research for given brands/BU (e.g., HH buying information, in-store shopper behaviors, etc.)
- Bridge this understanding to create key shopper and customer insights and in-store conversion/trial drivers that can influence brand strategies and shape design and delivery initiatives
- Coordinate with Shopper Insights team to integrate insights into SM strategies
- Complete a post-mortem for national shopper marketing events (e.g., ROI)
- Collect post-mortem reports from customer-specific shopper marketing events and build best-practices to guide future shopper marketing plans
- Serve as a subject-matter expert and support customer-specific shopper marketing development and execution
- Direct and teach field Shopper Marketing Managers how to use and interpret shopper and consumer research
- Be the expert in digital, point-of-sales material development
- Understand how to use eCommerce within shopper marketing and connect to the central eCommerce team and Brand Digital groups to drive this forward
■ Create national plan to build brand equity in stores
- Develop national activation strategy and programs to build brand equity in store
- Translate brand assets into point of sale materials and in-store tools (e.g., display artwork, store signage, pre-pack displays, etc.)
- Obtain shopper marketing creative sign-off from BU/CMO
- Review promotion plans developed and anticipate issues or obstacles to execute and, as needed, identify potential alternatives
- Track compliance and volume of national offerings
■ Drive customer penetration and build rapport with customer marketing groups
- Interact with customer marketing organizations to co-develop plans that grow shopper conversion and diminish leakage
- Coordinate with field shopper marketing teams on when to engage customer marketing teams
■ Coordinate with third parties to maximize value of promotions
- Manage relationship with shopper marketing promotional agency
- Support field teams in working with agency to ensure flawless executions of program (budgeting, briefing, etc.)
- Establish relationships with other third parties (i.e., other CPGs, etc.) to create coordinated themed events
■ Manage shopper marketing budget
- Roll up category (brand) shopper marketing plans to influence BU creation of the shopper marketing budget
- Manage the total shopper marketing budget that comes from the BUs
- Monitor how category (brand) shopper marketing budget is used in the field

About you


■ 4-year college degree in Business or related field
■ MBA preferred
■ 6+ years previous experience within CPG industry or Agency (can be combined)
■ 3+ years experience within CPG industry
■ 3+ years experience in Marketing
■ Progressive sales, marketing, and/or shopper marketing experience
■ Prior experience managing budgets, people and relationships with retailer partners
■ Ability to read and interpret consumer and shopper research
■ Be well versed in digital and point-of-sale material development
■ Excellent planning and organizational skills, including superior communication skills (written and verbal)
■ Occasional travel

About us



At Danone North America, you’ll work with some of the best-known food and beverage brands in the world like Activia, Silk, Horizon Organic, Two Good, Oikos, evian, and Happy Family. You’ll be part of one of the largest Certified B Corps™ in the world, working together to make sure our brands create real benefits for people, communities, and the planet. We have 6,000+ employees across the U.S. and Canada. Come join our movement for a healthier world: One Planet. One Health BY YOU.  


Danone North America doesn’t just welcome what makes you unique, we value it. We’re proud to be an equal opportunity and affirmative action employer. All hires to our team are based on qualifications, merit and business needs. We recruit, employ, train and promote regardless of race, color, religion, disability, sex, sexual orientation, gender identity, national origin, age, veteran status, genetic characteristic or any other protected status. Faithful to our values of openness and humanism, all of our employees share in the commitment to engage one another with dignity and respect. http://www.dol.gov/ofccp/regs/compliance/posters/pdf/eeopost.pdf 



The base compensation range for this position is $120-140K. Danone North America additionally offers a performance-based bonus and has a strong benefits package including Medical, Dental, Vision, Prescription Drug Coverage, 401k Plan, Wellness Program, Life Insurance, Tuition Reimbursement, Flexible Time Off, and Paid Parental Bonding Leave, among other benefit plan options.