The Manager Shopper Marketing Kroger & Target leads the strategy development, execution and results of shopper marketing programs for assigned Retail Partners. The role will be responsible for driving brand/portfolio growth and shopper engagement by translating Marketing Strategies & Shopper Insights into compelling and differentiated retail activation initiatives. To be successful, this role requires depth and breath understanding of retailer dynamics, omnichannel and shopper behavior; cross functional collaboration with Marketing, Commerce & Media, Catman, Sales & Retail Execution and externally with Retail Partners.
Responsibilities:
1.Strategic Planning & Execution: Develop and execute annual shopper marketing plans aligned with brand/portfolio and customer strategies for assigned Retail Partners (Target & Korger). Collaborate with Marketing, Sales, Category Management and Retail to ensure cohesive go to market strategies that delight the Shopper, ensuring commercial excellence and flawless execution. Partner with Consumer Connections, leading the development of integrated campaign across in-store, digital and social platforms.
2.Retail Partnership: serve as the primary shopper marketing liaison with Customer Teams (Target and Kroger), identifying common goals to drive business results. Build strong relationships with retailer buyers and marketing contacts to co-create program that drive mutual growth, leveraging both Hershey Shopper Insights and retailer-specific insights to tailor programs and activation.
3.Insights & Analytics: utilize shopper and category insights to inform strategy and optimize program performance. Measure initiatives effectiveness, ROI, and key learnings, translating into continuously refined tactics based on performance and evolving shopper trends.
Skills:
•Excellent team collaboration, influence, negotiation and interpersonal skills
•Creates linkages between internal/external, global/local, brand/portfolio, risk/opportunity to drive business results and long-term shopper loyalty.
•Passion for driving shopper engagement and business results; experience in translating data into insights into winning strategies. Familiarity with retailer strategies, shopper and priorities. Creative problem solving and strong marketing levers understanding.
Qualifications:
Experience: 6+ year of work experience in Shopper Marketing or Customer Marketing with Omnichannel Marketing within the CPG Industry.
•Education: Bachelor's Degree in Marketing, Business or related field.
•Experience working with Target and/or Kroger (desired); program management, communication and analytical skills
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