Senior Manager, Shopper Marketing

Job Description:

The Senior Manager, Shopper Marketing owns how Avaline wins at our national retail accounts, in store and online. This leader sets national account programming strategy, builds and presents retailer presentations to our key accounts, and executes every in-store and online activation. They own the digital shelf and syndication across national accounts. We are seeking a self-starter who is relentless in the pursuit of high-impact, innovative, unexpected, and industry-leading marketing across our retailer network.

How this role works: Avaline is a rapid growth company. This role owns its full vertical, from strategy through execution, with no direct reports. You will set the strategy, then roll up your sleeves to deliver it. You are as comfortable building the plan as you are building the deck and placing the order. This is a fully remote position. Travel is required for key account presentations, retailer meetings, and team gatherings, typically once a month. Reporting to the Sr. DIrector, Trade Marketing.

What You’ll Do

-National account programming strategy: Develop and lead the annual shopper marketing strategy for national and key accounts, including Kroger, Target, Albertsons, and Gopuff, aligned with the Sr. Director. Build it in partnership with National Accounts leads, and ladder it up to the Retail Marketing Plan. Own the shopper marketing promotional calendar.

-Retailer presentations: Own retailer marketing content in presentations, line reviews, display pitches, and new item pitches to key account buyers, from build through delivery.

-Own the marketing story and data narrative in every national account deck. Partner closely with Sales on strategy and content. Presentations are a mix of in person and virtual, with travel to key accounts as needed.

-Category management: Contribute to annual category management directives and stories for distributors and Sales, partnering with Insights and Sales leadership to develop them.

-In-store activation: Bring the brand to life at shelf. Lead and execute in-store programming at national accounts, including retailer-specific displays, POS, demo activation elements, pop-ups, cross-merch partnerships, and retailer programs. Build from the core POS toolkit where it fits. For custom pieces, write the creative briefs, partner with

-Brand on asset development, manage timelines, and drive ordering and fulfillment through delivery to the sales team.

-Online activation and retail media: Lead retailer and platform strategy for retail media (SKU, seasonal, and messaging focus) in partnership with Digital and our retail media agency. Advise on social support strategy for national accounts based on key programs and retailer-specific initiatives.

-Digital shelf strategy: Own Avaline's digital shelf across national accounts and third-party platforms (Syndigo, Vivino, and retailer-owned sites). Develop standards and the refresh cadence, lead AI readiness, so product content, attributes, and imagery are structured to win with both human shoppers and AI shopping assistants. Build this strategy in partnership with the Director of Ecomm & Growth. Own content uploads and updates, and own the digital shelf consultant relationship once engaged.

-Syndication: Own content syndication to national accounts. Every retailer should have accurate, current, on-brand product content and assets.

-Coupons: Own coupon execution, including setup, tracking, and redemption reporting. Lead coupon strategy and propose spend, with clear ROI against each program.

-Data storytelling: Turn syndicated, retailer, and program data into compelling stories that sell. Partner with the Insights manager on retailer and category data, brief them on what national account selling stories need, and turn their output into stories and actions for Sales.

-Recaps and optimization: Be responsible for recaps of every key spend initiative in shopper marketing, using the team's recap template: what we learned, whether it was worth the investment, and its ROAS. Optimize programs in flight and carry learnings into future plans.

-Sales enablement: Own the updating and ongoing management of the annual Retail and Category Management decks. Insights produces the monthly data refresh, and you make sure it is refreshed on time and shared with Sales. Field and route national account requests from the sales team, and build retailer-specific program sheets.

-Budget and project management: Propose the shopper marketing budget, plan project spend, and report spend and phasing to the Sr. Director. Keep reconciliation current and run projects to deadline.

-Partnership: Work closely with the Manager / Sr. Manager, Brand Activation & On-Premise, who owns brand planning, big ideas, and the core POS toolkit, so national programs carry the brand's storytelling.

Experience in the following areas is required:
-5 to 7 years in marketing, with a minimum of 3 years of shopper marketing experience
-Alcohol beverage experience
-Digital shelf strategy and execution
-Coupon setup, management, and reporting
-Data storytelling
-Building national account decks, as a lead or key contributor, and presenting to national accounts, especially Kroger and Target
-Budget tracking and project management
-Managing agency, consultant, or vendor partners
-Ability to work fully remote and travel as needed, typically once a month and occasionally twice

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