About The Job
Be the omni-channel scale expert, driving national scale activation and the right customization across retailers. Develop and execute annual scaled portfolio plans across brands and key time periods to drive shopper conversion, customer penetration, diminish shopper leakage, and drive loyalty across Danone NA brands.
Senior manager owns strategy and execution (including administrative and budget management) across portfolio activation managing national CP activation and designing portfolio programs that can be customized by retailer. This person has experience activating scale programs and understand unique retailer capabilities.
This role requires a blend of strategic thinking and practical execution, with a focus on understanding the shopper’s journey and leveraging insights to create effective marketing campaigns.
This role is hybrid to our Denver, NY or Minneapolis offices.
Key Responsibilities
- Establish a foundation for omni-activation expertise in the field
- Develop and execute national scaled omnichannel programs based on the shopper, the retailer, and the brand using consumer insights and shopper insights.
- Own budget management process from budget requests tied to programming, budget deployment, finance system management, contracts, coupon process and invoice payment across BUs.
- Link with marketing organization, category management, customer planning, to uncover insights and define objectives for scale events and bring to life unique activation windows.
- Bridge this understanding to create key shopper and customer insights and in-store and online conversion/trial drivers that can influence brand strategies and shape design and activation.
- Read, understand, and interpret shopper and consumer research (e.g., household buying information, in-store shopper behaviors, etc.)
- Understand shopper segmentation, profiles and drivers at customers covered
- Have experience running national CP programs with actionable customer takedowns.
- Collaborate with central eCommerce team and digital customer experience team to drive digital execution and inform digital scale activation strategy.
- Maintain scale event budget responsibilities
- Own budget management, input budget data into trade system, generate POs and pay invoices
- Work to maximize impact of scale marketing events leveraging learnings from previous programs
- Establish ROI thresholds and measure consistently
- Lead omni-channel scale marketing strategy and execution
- Identify, develop and execution of scaled shopper solutions/initiatives to engage the shopper along the path to purchase, which includes
- Merchandising solutions
- Point of Sale materials
- Couponing vehicles – (opening coupon codes, tracking coupon performance, and managing coupon spend)
- Digital Media- via retailer media networks, and through third party vendors
- Influencer marketing
- Educate organizational stakeholders and drive activation based on specific retailer capabilities and where brand marketing plans can be optimized and where custom programming is required for all scaled events.
- Translate insights into scale event strategies activating omni channel programming aligning with customer capabilities and brand goals
- Manage omni-activation agency to concept and develop scaled execution selling them internally to drive alignment.
- Explore/coordinate themed events with third parties (i.e., other CPG’s), as appropriate.
- Provide best-practice insights back to Category Commercial function/broader team
- Share success stories as well as opportunities with Category Commercial and Omni-activation Center and Brands
- Complete a post-mortem for scale events (e.g., ROI) encompassing both online and in-store sales and provide report to relevant teams, keeping a scorecard on all events.
Key performance metrics
- Drive business financial impact of shopper marketing activities
- Budget management/allocation/invoice processing
- ROI on scale events
- Shopper conversion KPIs (leakage, conversion, brand share)
Scope Of Managerial And Leadership Responsibilities
- 0-2 direct reports Shopper marketing manager and/or analysts
About You
- 4 year college degree in Business or related field
- 7+ years previous experience within CPG industry
- Progressive sales, marketing, and/or shopper marketing experience
- Budget management and excel skills
- Can handle a fast-paced environment with many quick turn requests
- Has experience executing scale events across customers and selling programs internally
- Prior experience managing people and relationships with retailer partners
- Ability to read and interpret consumer and shopper research
- Excellent planning and organizational skills, including superior communication skills (written and verbal)
About us
At Danone North America, you’ll work with some of the best-known food and beverage brands in the world like
Activia, Silk, Two Good, Oikos, evian, and Happy Family. You’ll be part of the largest Certified B Corp
™ in the world, working together to make sure our brands create real benefits for people, communities, and the planet. We have 6,000+ employees across the U.S. and Canada. Come join our movement for a healthier world
One Planet. One Health BY YOU.
The base compensation range for this position is $125,000-170,000 commensurate with experience. Danone North America additionally offers a performance-based bonus and has a strong benefits package including Medical, Dental, Vision, Prescription Drug Coverage, 401k Plan, Wellness Program, Life Insurance, Tuition Reimbursement, Flexible Time Off, and Paid Parental Bonding Leave, among other benefit plan options. To give our employees flexibility, Danone is a hybrid work environment with opportunities to work both remotely and in office when desired.
Danone North America doesn’t just welcome what makes you unique, we value it. We’re proud to be an equal opportunity and affirmative action employer. All hires to our team are based on qualifications, merit and business needs. We recruit, employ, train and promote regardless of race, color, religion, disability, sex, sexual orientation, gender identity, national origin, age, veteran status, genetic characteristic or any other protected status. Faithful to our values of openness and humanism, all of our employees share in the commitment to engage one another with dignity and respect.
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