Shopper Marketing - US Planning & Activation

Job Description/Responsibilities

Ensure the most efficient and effective shopper marketing & guest marketing program planning, budgeting, and measurement to deliver best-in-class ROI with consistent year-over-year improvement. Position the company as #1 at the “Moment of Choice” by leveraging innovative, effective, and timely Trade Support Tools.

Shopper & Guest Marketing Strategy & Execution

• Oversee the planning, budgeting, execution, and measurement of shopper & guest marketing initiatives in collaboration with Off-Premise Channel Managers and the On-Premise Leader.
• Align activation materials and resources with Sales Operations Director to support sales priorities and ensure accurate budgeting and ROI measurement with Sales Finance.
• Lead strategic POS initiatives to enhance in-store visibility, ensure seamless execution, and drive impact using data-driven insights.
• Manage the end-to-end trade marketing POS process, including ideation, development, execution, optimization, and performance measurement.

Sales Activation & Field Support

• Develop monthly Field Sales Activation decks with selling tools for shopper & guest marketing programs across Brand Big/Small Bets, Shopper/Guest Platforms, and Multi-Brand Programs.
• Create conceptual sell decks for shopper & guest marketing initiatives that can be used at scale for Field Sales, Channel-specific, and Account-specific presentations.
• Manage field communications to ensure awareness, clarity on priorities, activation timing, and execution details. Establish a communication cadence and feedback loop to drive collaboration and optimize tools.

Performance Evaluation & Data-Driven Decision Making

• Implement tools and processes to establish metrics for evaluating results, ensuring performance insights drive business decisions.
• Develop analytics connecting commercial, operational, inventory, and sales data to create accurate and timely reports for stakeholders.
• Provide analytical support for the function, including competitive intelligence (pricing & promotion benchmarking) and financial (ROI) analysis.
• Utilize tools and methodologies from Global Manager Commercial Planning & Analytics to develop an annual and quarterly calendar, clearly communicating key dates and expectations for program execution.

Leadership & Budget Management

• Conduct Performance Development System (PDS) reviews with direct reports to enhance skills, evaluate performance, and implement development strategies that align with company culture.
• Promote the widespread use of PDS to drive performance discussions, skill assessments, recommended actions, and measurable progress.
• Lead budget management efforts to deliver efficiencies and maximize ROI in partnership with Global Manager Commercial Planning & Analytics.

Qualifications/Requirements

To be Successful in the role, you’ll need:

• Bachelor's Degree
• 7 years relevant experience in shopper marketing planning and activations
• Experience leading people through influence, where no direct reporting relationship exists
• Exceptional organization, prioritization, & project management skills
• Experience and comfort wiring with stakeholders in Sales, Category Leadership and Brand Marketing across markets
• Customer knowledge and expertise regarding the operational realities of delivering shopper & guest marketing initiatives in retail environments
• Comfortable with change in a fast-moving environment
• Ability to drive results in a complex, high-growth company, and be solution oriented 

Preferred:

• CPG and/or Alcohol Bev (alc-bev) industry experience
• Commercializaton Strategy
• Trade marketing and/or Shopper Marketing experience

Physical Requirements

• Ability to travel (up to 25%)

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