Marketing Manager (Omnichannel Shopper)
Location
Salisbury, MD | United States
Job description
Perdue Foods is part of Perdue Farms, a family-owned company heading into its second century of growth and innovation. With a goal of becoming the most trusted name in premium proteins, we create products for consumers and for retail and foodservice customers around the globe, while changing the way animals are raised for food.
Summary
Our Customer Marketing team is growing! The Manager, Omnichannel Shopper Marketing will work in partnership with the Director of Omnichannel Shopper Marketing and other cross-functional partners to leverage shopper insights, category insights, and data, to develop both in-store and online shopper experiences that deliver against category and brand growth objectives, while meeting the needs of our customer partners. This associate will spend a majority of their time supporting assigned customers, including but not limited to Kroger and Albertsons, and working to enhance the shopper insights strategy at Perdue.
Principal and Essential Duties & Responsibilities
Strategic
- Create a seamless and compelling shopping experience at assigned customers that influences shopper behavior and results in conversion at the case by utilizing search, retail media, digital shelf, and in-store tactics
- Serve as a key member of a cross-functional, customer-centric team including Field Sales, Sales Planners, Revenue Growth Management, and Category Management
- Act as the expert voice of the shopper for assigned customers, bringing insights and behavioral observations back in to the organization to develop insights and influence strategy and tactical execution
- Champion and execute new ways to engage shoppers across the path to purchase, including online and in-store
Tactical
- Plan, execute, and measure tactical plans that combine business and marketing objectives with specific retailer needs and priorities
- Effectively manage the shopper marketing budget for assigned customers and projects
- Demonstrated understanding of the shopper tool kit available at assigned customers
- Collaborate with the Asst. Manager, E-Commerce to ensure Perdue’s digital shelf tactics are best-in-class relative to assigned customers and aligned with the customers’ omnichannel goals; leverage digital shelf analytics to assist in the development of innovative content and conversion strategies that improve content scores, click-through-rate, and overall share of voice/shelf in the digital store
Insights, Analytics, & Measurement
- Collaborate with Shopper Insights leader to develop learning plans that deepen the organization’s understanding of the assigned customer(s) and their shoppers, improves the impact of shopper programs, and supports the development of key customer relationships
- Understand and be able to leverage shopper insights, industry trends, competitive insights, and data to accelerate shopper conversion at assigned customer(s)
- Demonstrate strong understanding of shopper marketing measurement in order to analyze ROAS and other performance metrics to ensure programs are effective and to identify areas for improvement
Project & Team Management
- Provide coaching and mentorship to other Shopper Marketing Managers and the broader organization
- Assist in the development of process and tools designed to improve operations of the Omnichannel Shopper team
Experience Requirements
Bachelor’s degree required; MBA or graduate degree in marketing or business is a bonus. Our ideal candidate will have:
- 5-10+ years experience in shopper or customer marketing, either in retail, agency, or CPG settings
- Deep understanding of the path to purchase for grocery; fresh category is a bonus
- Awareness and understanding of retailer go-to-market strategies and channel fundamentals
- Understanding of sponsored search activation and measurement fundamentals; hands-on-keyboard experience with native and SaaS retail media management platforms desired
- Comprehension of basic syndication and retailer systems needs is beneficial
- Demonstrated analytical, financial, business acumen and problem solving skills
- Strong communication skills, including but not limited to written, verbal, presentation and interpersonal skills
- Strong project management skills, including creative development and review, timeline management, and approval flows
- Highly competent in Microsoft Office suite applications (i.e. Word, Excel, PowerPoint)
- Comfort working with large data sets and be able to manipulate them in analytics tools to uncover actionable insights; experience with syndicated data and trade promotion management is a plus
Environmental Factors and Physical Requirements
Position is mostly sedentary but may require occasional moving to other offices or buildings. May need to move light equipment or supplies from one place to another. May need to access files, supplies and equipment.
Perdue Farms, Inc. is an Equal Opportunity / Affirmative Action employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or protected veteran status.
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