Senior Associate, Shopper Marketing & Field Activation - Modern Trade & Club
Lala
Senior Associate, Shopper Marketing & Field Activation - Modern Trade & Club
Dallas, TX
Full Time
At LALA U.S., we are building brands at the intersection of culture, quality, and growth. As we continue to expand our presence in the Grocery & Club, these channels play a critical role in scaling our business and reaching new consumers. This role sits at the center of that growth, helping translate brand strategy into best-in-class execution across both physical and digital touchpoints.
You will have the opportunity to lead impactful shopper marketing and field activation initiatives in an entrepreneurial and collaborative environment where speed and execution matter. From in-store activation to retailer media and digital programs, your work will directly influence how our brands show up, strengthen customer partnerships, and accelerate growth across these important channels.
The Associate Manager / Sr. Associate, Shopper Marketing & Field Activation Grocery and Club channels leads shopper strategy, programs, and field activations for these channels. This is a digital-first role with secondary brick-and-mortar activation responsibility.
This role owns retailer.com content governance and digital shelf standards for Grocery and Club retail partners, and leads retail media optimization, performance tracking, and KPI discipline. The role also designs retail activation plans including demos, sampling, toolkits, and merchandising solutions, and partners with marketing, sales, vendors and agencies to ensure execution quality.
The ideal candidate is a shopper marketer with strong digital shelf and retail media fluency, KPI discipline, and the ability to translate brand strategy into customer-specific activation across major Grocery and Club retailers.
Digital Shelf & Retail Media Leadership (MT / Club)
Own retailer.com content governance and digital shelf standards for Grocery and Club retail partners
Lead digital retail media integration and optimize product detail pages across key Grocery and Club retail partners
Lead retail media optimization, performance tracking, and KPI discipline
Shopper Strategy & Field Activation
Lead focused shopper strategy, programs, and field activations for Grocery and Club channels
Set KPIs and measure performance against success metrics
Design and execute retail activation plans including scalable demos, activation, sampling, toolkits, and merchandising solutions
Contribute to channel-specific shopper toolkits for Grocery and Club channels
Manage merchandising materials and giveaway coordination
Standardize channel playbooks to increase efficiencies
Manage, plan, and track program budgets within approved plans, including forecasting and invoicing
Broker, Distributor & Sales Partnership
Partner with Marketing, Sales, Customers, Vendors and Agency Partners to ensure execution quality at retail
Partner with Sales to align shopper programming with key customer growth priorities
Track proof-of-performance and activation results against KPIs
Experience / Qualifications
35 years of experience in shopper marketing, e-commerce, digital shelf, or brand marketing in CPG
Strong experience with retailer.com content, digital shelf optimization, and retail media (Amazon Ads, Walmart Connect, Instacart, Kroger, etc.)
Experience planning and executing in-store activations, demos, and sampling programs
Experience working with brokers, distributors, agencies, and retail sales teams
Familiarity with the U.S. Hispanic consumer preferred
Bilingual (English/Spanish) preferred
Skills & Attributes
Strong digital shelf, retail media, and e-commerce fluency
Analytical and KPI-driven, with ability to translate performance data into action
Strong project management and ability to manage multiple activations and retailers simultaneously
Ability to influence cross-functional partners without formal authority
High attention to detail and strong follow-through
Proactive, entrepreneurial spirit, hands-on mindset with a bias for action
Education
Bachelor's degree required
Working Conditions
Hybrid role based in Dallas, TX (TuesdayWednesdayThursday in office)
Regular office environment; ability to lift up to 10 pounds
Travel 1525% of the time based on business needs
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