Senior Associate, Shopper Marketing & Field Activation - Modern Trade & Club

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.

Key Responsibilities

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