Senior Manager, Integrated Marketing & Activation

Senior Manager, Integrated Marketing & Activation

At LALA U.S., we are building brands that sit at the intersection of culture, quality, and growth. As a leader in Hispanic dairy, we have a unique opportunity to serve one of the fastest-growing and most influential consumer segments in the country.

This role offers the best of both worlds: the opportunity to apply best-in-class CPG marketing fundamentals while operating in a fast-paced, entrepreneurial environment where ideas move quickly and impact is visible. You will lead high-impact initiatives, work across key growth channels, and gain meaningful exposure to senior leadership.

The Manager / Sr. Manager, Integrated Marketing & Activation leads the Commercial Activation & Engagement team and serves as the commercial activation quarterback between Marketing (Brand, Shopper, Digital) and Sales. This role drives integrated marketing strategy and activation planning across Hispanic Specialty Channel (HSC), Modern Trade, and Club, while owning agency governance across creative, media, shopper, and PR partners.

The leader manages Shopper Marketing, Creative and Media spend, ensuring strong linkage between activation, brand strategy, and measurable commercial outcomes. This role also manages a team of three: two Shopper Marketing Associate Managers / Sr. Associates and one Digital Marketing Operations & Activation Specialist.

This leader oversees a team of three and operates as a key partner to Brand, Sales, Finance, and Insights.

Key Responsibilities

Team Leadership & Agency Governance

• Oversee and develop a team of three (two Shopper Marketing team members and one Specialist)

• Lead agency governance across creative, media, shopper, and PR partners, including SOW and contract oversight

• Establish KPI frameworks and performance scorecards for agency partners

• Drive ongoing performance management through regular reviews and optimization

Integrated Marketing Strategy & Activation

• Lead integrated marketing strategy and activation planning across Hispanic Specialty channel, Grocery, and Club

• Translate brand strategy into omnichannel campaign frameworks across retail and digital touchpoints

• Develop and manage the annual activation calendar, investment strategy, and cross-channel priorities

• Drive alignment between brand strategy and customer-specific activation plans

Cross-Functional Partnership

• Serve as strategic liaison between Marketing (Brand, Shopper, Digital) and Sales

• Lead cross-functional planning across Brand, Sales, Insights, and Agency Partners

• Provide strategic input on creative direction, media planning, and activation effectiveness

• Partner with Finance to manage and optimize Shopper Marketing and Creative & Media investments

Experience / Qualifications

• 7–10 years of experience in CPG marketing, brand marketing, or integrated marketing / activation roles

• Experience leading agency relationships across creative, media, and shopper disciplines

• Prior people management experience

• Experience managing multi-million dollar marketing budgets

• Familiarity with the U.S. Hispanic market strongly preferred

• Bilingual (English/Spanish) preferred

Skills & Attributes

• Strong strategic thinking with ability to translate brand strategy into executional plans

• Proven ability to lead and develop high-performing teams

• Strong analytical and problem-solving skills with a performance and KPI-driven mindset

• Ability to influence and align cross-functional leaders without formal authority

• Strong project management and organizational skills

• Proactive, hands-on mindset with a bias for action

Education

• Bachelor's degree required

• MBA preferred

Working Conditions

• Hybrid role based in Dallas, TX (Tuesday–Wednesday–Thursday in office)

• Regular office environment; ability to lift up to 10 pounds

• Travel 15–20% of the time based on business needs