Senior Manager of Shopper Marketing

Job Description

Job Description

Location: Hackensack, NJ (Hybrid – 2–3 days onsite; shuttle service available from NYC)

Salary: $175,000–$185,000 + Annual Bonus

Reports To: Head of Marketing / VP Marketing

About the Position

We are seeking a strategic and commercially minded Senior Manager, Shopper Marketing to lead the development and execution of shopper-led growth strategies across Flora Food Group's portfolio.

This role will translate consumer and shopper insights into impactful retail activation programs that drive conversion, strengthen retailer partnerships, and accelerate brand growth across grocery, club, mass, eCommerce, and omnichannel environments.

The Senior Manager, Shopper Marketing will partner closely with Brand Marketing, Sales, Category Management, Revenue Growth Management, and Customer teams to develop compelling shopper experiences that win at the point of purchase.

Key Responsibilities

Shopper Marketing Strategy & Execution

• Develop and execute shopper marketing strategies aligned with brand objectives, customer priorities, and commercial goals.
• Translate shopper insights, category trends, and consumer behaviors into actionable activation plans.
• Lead shopper marketing programs across key retail channels, including grocery, club, mass, foodservice, and eCommerce.
• Identify opportunities throughout the shopper journey, from awareness and consideration through purchase and loyalty.

Retailer & Customer Activation

• Partner with Sales and Customer teams to develop retailer-specific activation plans and Joint Business Planning (JBP) initiatives.
• Create shopper marketing solutions that drive category growth and strengthen retailer partnerships.
• Lead development of shopper toolkits, including:
  • In-store displays and merchandising programs
  • Point-of-sale materials
  • Retail promotions
  • Digital shelf content
  • Retail media activations
• Ensure activation programs are scalable, measurable, and aligned with commercial priorities.

eCommerce & Omnichannel Growth

• Drive shopper marketing excellence across digital and physical retail environments.
• Partner with Brand, Sales, and eCommerce teams to optimize digital shelf performance, including:
  • Product Detail Pages (PDPs)
  • Search optimization
  • Ratings and reviews
  • Digital promotions
  • Retail media opportunities
• Champion omnichannel thinking to create connected shopper experiences.

Insights & Analytics

• Leverage shopper insights, syndicated data, and retailer analytics to identify growth opportunities.
• Utilize platforms such as Circana (IRI), NielsenIQ, Kantar, Dunnhumby, and retailer-specific data tools to inform strategy.
• Analyze campaign performance and provide recommendations to improve effectiveness and ROI.
• Monitor competitive activity, retail trends, and evolving shopper behaviors.

Cross-Functional Leadership

• Serve as the shopper marketing expert across Brand Marketing, Sales, Category Management, and Commercial teams.
• Influence stakeholders through strong strategic thinking, insights, and data-driven recommendations.
• Lead project teams and ensure execution excellence across multiple initiatives.
• Support capability building and best practice sharing across the organization.

Budget & Performance Management

• Manage shopper marketing budgets and ensure investments are prioritized effectively.
• Establish measurement frameworks to evaluate activation performance, including:
  • Sales impact
  • Incremental growth
  • Shopper engagement
  • ROI
• Provide regular updates and recommendations to senior leadership.

Qualifications

Required

• Bachelor's degree in Marketing, Business, or related field.
• 8+ years of progressive experience in Shopper Marketing, Trade Marketing, Category Management, Brand Marketing, or Commercial Marketing within FMCG/CPG.
• Proven experience developing and executing shopper marketing programs that deliver measurable business results.
• Strong understanding of retail channels including grocery, club, mass, and eCommerce.
• Experience partnering with Sales teams and retail customers.
• Strong analytical skills with the ability to translate data into actionable insights.
• Excellent communication, presentation, and stakeholder management skills.
• Ability to manage multiple priorities in a fast-paced environment.

Preferred

• Experience in food, beverage, dairy, plant-based, health & wellness, or sustainability-focused categories.
• Experience supporting major retailers such as Walmart, Target, Costco, Kroger, Amazon, or similar.
• Experience with shopper research and analytics platforms:
  • Circana (IRI)
  • NielsenIQ
  • Kantar
  • Dunnhumby
• Experience with digital shelf analytics platforms:
  • Profitero
  • CommerceIQ
  • Salsify
• MBA or advanced business degree preferred.
• Experience working in a high-growth or transformation environment.

What You'll Bring

• Strategic mindset with strong commercial instincts.
• Ability to turn shopper insights into compelling activation strategies.
• Strong ownership mentality and bias toward action.
• Collaborative approach with the ability to influence across functions.
• Passion for consumers, brands, and winning at the shelf.

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We understand your resume might not be up to date and recommend that you apply with what you have or your LinkedIn Profile. Flora Food Group is dedicated to building an inclusive and diverse workplace, we understand that you might not meet all the requirements stated in the description, but we encourage you to apply anyway. You might be the right candidate for this role or other roles. 

Flora Food Group is an employer committed to diversity and inclusion in the workplace and equal opportunities for all. We recruit based only on values, qualifications, performance, skills, behaviours, experience, and knowledge. We ensure job advertisements are free from unintentional bias.

No personal characteristics should be a barrier to joining Flora Food Group. We prohibit discrimination and harassment based on race, color, sex, religion, sexual orientation, national origin, disability, genetic information, pregnancy, or other personal characteristics.