We’re here to mass produce positive energy for positive change and our philosophy is simple: BE A COACH! Compassionate. Optimistic. Ambitious. Curious and Humble. 

TRADE STRATEGY’S ROLE IS TO PUT OUR CONSUMER INSIGHTS AND DATA  INTO ACTION BY CREATING FOCUSED SALES AND MARKETING STRATEGIES, TACTICS, AND TOOLS FOR OUR SALES AND TRADE DEVELOPMENT TEAMS TO EXECUTE! 

Job Description As Manager of Shopper Marketing you will be responsible for running all national, digital and regional shopper marketing programs that drive trial, awareness and repurchase. You will work with the sales and national accounts team to find and negotiate the best programs and offers, track them and then analyze the results to unlock trends and actionable insights that will help us further refine our strategy. The goal of this role is to support all 9 Super Regions to help optimize their in-store efforts with increased pull-through via coupons and special offers.

Responsibilities 

• Oversee the Shopper Marketing program and budget for the entire company

• Select programs with highest ROI and brand value

• Decide on appropriate offers within each program

• Handle all logistics related to launching and maintaining programs 

• Track the metrics of all programs

• Provide analysis of all program results

• Keep the field team informed with one-sheets and email updates of all active and up-coming programming

• Manage and reconcile budgets to ensure we stay within our cost limits and keep a master budget tracker active on our intranet for weekly review

• Propose ways to improve shopper marketing execution and then lead the charge to implement those learnings

• Analyze and track one-off Shopper Marketing proposals from the field 

• Assess potential effectiveness

• Review with manager for approval

• Assist in execution and tracking logistics

• Provide post-program analysis to decide on future participation

• Assist Trade Strategy in other aspects of execution - POCM, Programming & Strategy as needed

• Be a utility player that helps the department achieve greatness and drive the business forward

• Provide detailed Monthly & Quarterly key learnings with the company leadership to help benefit other Divisions of the company. 

• Continue to look for ways to elevate the company with creative thinking and innovative executions

• Work with Business Insights to understand how Shopper Marketing is impacting the company and what you can do to continue to drive the business forward.

• Survey retail outlets monthly to determine and track competing brands and wholesalers. Also to familiarize yourself with competition and remain apprised of market trends and development within specific product categories, geographic regions, and accounts

• Attract, retain, and motivate team in order to maintain an engaging work environment and ensuring sound policies and procedures adhered to

• Cross functionally manages the implementation of these strategies with Sales Directors and Regional Sales Managers through weekly huddles, blitz’s and other tactics that allow us to execute and track our progress.

• Work closely against promo plans to maximize our time on promotion.

• Actively communicate expectations and provide regular feedback against those expectations through working with each team member to evaluate performance, provide feedback and training. 

• Achieving corporate objectives on Market Share, Sales Volume Growth, Brand Equity, Brand Health and Marketing ROI. 

• Be the best possible teammate you can be and never stop being the best COACH you can be. 

• Work hard and be nice to all people, always. 

• Provide honest and transparent feedback at all times. 

• Never stop evolving. 

Qualifications

• 2-4 years experience in Retail Marketing, Shopper Marketing or a related field

• A love for organization, spreadsheets, tracking and planning

• Experience analyzing the effectiveness of Shopper Marketing programs

• Experience with FMCG, coffee or beverage

• Preferred experience with Anheuser Busch wholesalers or other DSD systems

• Strong understanding of accounting and budgeting fundamentals 

• Excited to work long hours and build something great

Team Dynamic 

• Department: Trade Strategy

• Manager: VP of Consumer Insights

• Key teammates: Business Insights, Sales and Trade Development