Senior Associate, Shopper Marketing & Field Activation - HSC

Senior Associate, Shopper Marketing & Field Activation - HSC

Dallas, TX

Full Time

WHY LALA?

At LALA U.S., we are building brands at the intersection of culture, quality, and growth. As a leader in Hispanic dairy, the Hispanic Specialty Channel is a critical part of our business, and a key driver for future growth. This role sits at the center of that opportunity, shaping how our brands show up where it matters most with our core consumers.

You will lead the execution of best-in-class shopper marketing in a fast-moving, entrepreneurial environment, working closely with Sales and cross-functional partners to lead high-impact initiatives across customers. This is a highly visible role where your work will directly impact in-store execution, strengthen customer relationships, and accelerate growth in one of our most strategic channels.

JOB PURPOSE (SUMMARY)

The Associate Manager / Sr. Associate, Shopper Marketing & Field Activation - HSC leads shopper strategy, programs, and field activations for the Hispanic Specialty Channel (HSC). This is a brick-and-mortar-first role with secondary digital shelf and retail media responsibility across HSC retail partners.

This role designs retail activation plans, scalable demos, sampling programs, toolkits, and merchandising solutions that drive sell-through in HSC. The role partners closely with Marketing, Sales, brokers, distributors, vendors and agencies to ensure execution quality, and owns retailer.com content governance and digital shelf standards for HSC partners.

The ideal candidate is a hands-on shopper marketer who knows the Hispanic consumer, is comfortable in retail environments, and brings both creative activation instincts and KPI discipline.

KEY RESPONSIBILITIES

HSC Shopper Strategy & Field Activation

Lead focused shopper strategy, programs, and field activations for HSC (brick-and-mortar first)

Set KPIs and measure performance against success metrics

Design retail activation plans including scalable demos, sampling, toolkits, and merchandising solutions

Plan and execute in-store demos, activations, and sampling programs

Develop HSC-specific shopper toolkits for the channel

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 & Marketing Partnership

Partner with brokers, distributors, vendors and agencies to ensure execution quality at retail

Partner with Sales to align shopper programming with key customer growth priorities

Partner with Marketing to align on brand voice, look & feel and activation calendar

Track proof-of-performance and activation results against KPIs

Digital Shelf & Retail Media (HSC)

Own retailer.com content governance and digital shelf standards for HSC partners

Support digital retail media integration and optimize product detail pages across key HSC retail partners

Support retail media optimization, performance tracking, and KPI discipline

EXPERIENCE / QUALIFICATIONS

35 years of experience in shopper marketing, trade marketing, field marketing, or brand marketing

Hands-on experience planning and executing in-store demos, sampling, and merchandising programs

Experience working with brokers, distributors, and retail sales and marketing teams

Familiarity with digital shelf, retailer.com content, and retail media strongly preferred

Deep familiarity with the U.S. Hispanic consumer and Hispanic Specialty Channel strongly preferred

Bilingual (English/Spanish) strongly preferred

SKILLS & ATTRIBUTES

Strong shopper marketing and activation instincts

Ability to balance creative execution with performance and KPI discipline

Strong project management and ability to manage multiple activations simultaneously

Ability to influence brokers, distributors, and 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 2030% of the time based on business needs