The Senior Manager, Shopper Creative plays a pivotal role in shaping the visual and strategic direction of our shopper marketing initiatives. This position demands a dynamic SME with a keen eye for great creative, a deep understanding of consumer behavior, and the ability to translate brand strategies into compelling in-outlet experiences. Responsible for overseeing the development and execution of creative campaigns that drive shopper engagement and transactions across various retail channels and customer, this role is an opportunity to be both a strategic thought leader and a detailed tactician. The ideal candidate will have extensive experience in shopper marketing, a proven track record of managing creative agencies, and the ability to collaborate cross-functionally with Brand, Marketing, Merchandising and other Integrated Marketing Experience teams. This role requires a self-organized project manager, with a well-tuned creative vocabulary and acumen.
Function Related Activities/Key Responsibilities:
Represent Shopper Creative as Lead SME on assigned project cross-functional teams to deliver integrated work that drives results
Develop and deliver highly effective Shopper Creative briefs that clearly communicate the goals and expectations of the project while providing all essential and necessary input to begin the work with clarity
Lead agency partners to providing comprehensive strategy and creative feedback, guidance and collaboration
Provide strategic SME thought leadership within Connected Commerce and other cross-functional team disciplines to inform retail strategy
Provide creative guidance to agency and cross-functional team to deliver highly effective Shopper tools that adhere to guiding principals and drive transactions.
Successfully manage multiple ongoing projects simultaneously, balancing demands and delivering on time, meeting critical deadlines
Collaborate with Merchandising team to create effective Look of Success and required shopper tools for priority channels
Ultimately deliver V1 of the project Shopper Playbook, which provided all essential Shopper strategy and creative elements to our system, enabling customer sell-in, executional planning, adaption for merchandising and POS production and execution
Education Requirements:
Bachelor's degree in marketing, design or related field
Related Work Experience:
7+ years of experience in a client-side or agency role within the Shopper Creative field for a CPG brand or retailer
Functional Skills:
Creative Development and Design : Expertise in developing and designing shopper marketing materials, including point-of-sale displays, packaging, promotional signage, and digital assets, ensuring alignment with brand guidelines and marketing objectives.
Consumer Insight Analysis : Ability to analyze consumer behavior and insights to inform creative strategies and develop targeted marketing campaigns that resonate with shoppers and drive engagement.
Campaign Management : Proficiency in planning, executing, and managing integrated marketing campaigns across various retail channels, ensuring consistency and effectiveness in delivering the brand message
Digital and E-commerce Integration : Familiarity with digital marketing and e-commerce platforms, enabling the integration of online and offline shopper marketing strategies to create a seamless customer journey.
Retail Environment Understanding : In-depth knowledge of the retail landscape, including store layouts, shopper behavior, and merchandising techniques, to create impactful in-store experiences.
Performance Measurement and Optimization : Ability to measure the effectiveness of shopper marketing initiatives using key performance indicators (KPIs) and analytics, and to optimize strategies based on data-driven insights.
Nice to Have: Bilingual
Skills:
Creativity; Advertising; Design; Innovation; Integrated Marketing; Campaign Development; Marketing; Creative Briefs; Data Driven; Concept Development; Merchandising; Communication; Brand Guidelines; Consumer Behavior; Brand Marketing; Brand Storytelling; Brand Design; Conceptualization; Consumer Packaged Goods (CPG); Collaboration; Cross-Functional Teamwork
Pay Range:$130,000 - $147,000
Base pay offered may vary depending on geography, job-related knowledge, skills, and experience. A full range of medical, financial, and/or other benefits, dependent on the position, is offered.
Annual Incentive Reference Value Percentage:15
Annual Incentive reference value is a market-based competitive value for your role. It falls in the middle of the range for your role, indicating performance at target.
We are an Equal Opportunity Employer and do not discriminate against any employee or applicant for employment because of race, color, sex, age, national origin, religion, sexual orientation, gender identity and/or expression, status as a veteran, and basis of disability or any other federal, state or local protected class.