Shopper Marketing Support Manager

About the Role

We are looking for a Shopper Marketing Support Manager to lead the development and execution of shopper-centric strategies and activation plans across key Modern Trade customers, including Lotus's, Tops, and SSPM. This role will drive category growth, brand penetration, and conversion across both in-store and omnichannel environments while serving as the key link between Brand, Sales, and Customers.

Key Responsibilities

• Develop channel-specific shopper strategies based on shopper insights, purchase behavior, shopping missions, and path-to-purchase analysis.
• Define category roles and growth drivers for key retail customers.
• Translate brand campaigns into customer-relevant activation plans that drive shopper engagement and conversion.
• Drive omni-channel integration across offline and online touchpoints.
• Lead the design and execution of Modern Trade activation plans, including promotional mechanics, displays, and in-store media.
• Drive best-in-class in-store visibility and share of shelf.
• Develop customer-specific commercialization plans for key events, mega campaigns, seasonal activities, and Joint Business Plans (JBPs).
• Ensure strong in-store execution through effective POSM deployment and secondary placements.
• Define promotional strategies and mechanics including discounts, bundles, loyalty programs, and shopper incentives.
• Optimize trade spend investment (TSI) and maximize return on investment across customers.
• Partner with Sales Finance and Key Account Management teams to drive profitable growth.
• Lead test-and-learn initiatives for new activation mechanics, including O2O programs, gamification, and loyalty campaigns.
• Partner closely with Brand and Marketing teams to ensure consistent consumer messaging.
• Collaborate with Key Account Managers and Sales teams to align customer strategies and execution priorities.
• Work cross-functionally with Customer Development Operations and Activation teams to ensure execution excellence.
• Align with eCommerce and Digital Commerce teams to deliver integrated omnichannel strategies.
• Track and evaluate activation performance through sell-out analysis, sales uplift, and ROI measurement.
• Leverage Nielsen data, shopper insights, market research, and internal analytics to drive decision-making.
• Build post-campaign evaluations and actionable recommendations for continuous improvement.
• Identify and scale best practices across customers and channels.
• Drive innovation in shopper marketing, including in-store experiences, digital shopper engagement, retail media, and CRM integration.

Omni-Channel (O2O) Strategy & Integration

• Lead the development of end-to-end omni-channel shopper strategies across physical stores, digital commerce platforms, marketplaces, and retailer applications.
• Define the role of each shopper touchpoint, including in-store, search, product detail pages, CRM, and media, throughout the shopper journey.
• Drive seamless online-to-offline and offline-to-online activation programs that improve conversion and shopper engagement.
• Integrate retail media solutions such as CPAS, sponsored search, and banner advertising into shopper marketing plans.
• Partner with eCommerce and Digital Commerce teams to align assortment, pricing, promotional activities, and campaign amplification strategies.
• Develop customer-specific omni-channel playbooks for key retail partners.
• Leverage first-party data and CRM capabilities to deliver targeted shopper engagement initiatives.
• Monitor and optimize full-funnel performance from awareness and engagement through conversion and repeat purchase.

What We're Looking For

• Strong experience in Shopper Marketing, Trade Marketing, Category Management, Customer Marketing, or related Commercial functions.
• Proven experience working with Modern Trade customers and managing customer-specific activation programs.
• Strong understanding of shopper behavior, category management, retail execution, and omnichannel marketing.
• Experience managing promotional investments and evaluating ROI.
• Strong analytical skills with the ability to translate insights into actionable business recommendations.
• Experience working cross-functionally with Sales, Marketing, Finance, eCommerce, and external partners.
• Excellent project management, stakeholder management, and communication skills.
• Strong understanding of retail media, digital commerce, CRM, and O2O activation strategies is highly preferred.