Shopper Marketing Manager – Nutrition

Unilever Canada Inc

The Shopper Marketing Manager owns and is accountable for the Nutrition Business Unit (BU) end-to-end in-store and online customer marketing programs. Owns the execution of Retailer accounts shopper marketing activity system and contributes to their ROI and sales targets. Is accountable for the development and execution of customer-specific shopper marketing programs that achieve brand business objectives for their assigned customers. Responsible for all aspects of the commerce marketing program life cycle, including gaining cross-functional alignment and managing agency resources. Develop a comprehensive understanding of Unilever Nutrition Brand(s) strategies and their assigned retailers to ensure commerce marketing solutions are aligned to both organizations.

Program Execution and Customer Relationship Management

  • Leads the end-to-end Nutrition Shopper marketing function, from the Business Unit strategy development to customer specific in-store activations, working directly with the Sales team to ensure alignment of plan to Customer Strategies and Brand priorities.
  • Executes shopper marketing programs for Retailer accounts, ensuring a holistic marketing plan for the best ROI.
  • Responsible for retailers and agency partners relationship management to implement the Nutrition Shopper Marketing strategy in-store with success
  • Leads relationships with sales teams, presenting and gaining mutual alignment with them on marketing strategies and programs.
  • Lead customer meetings with the sales team when necessary to provide shopper expertise.
  • Manages agency partners in briefing and planning to execute programs.
  • Ensures all scale initiatives are aligned to broader brand and demand space strategies.
  • Is the “go to” Shopper Marketing expert for their accounts.
  • Conducts regular post-analysis on key shopper marketing programs to ensure the best ROI in future executions.
  • Shares best practices with cross-functional teams to execute stronger shopper programs going forward.
  • Present updates and results as they relate to owned programs within various company meetings.
  • Responsible for budget and fiscal planning for specific accounts.
  • Manages relationships among cross-functional teams while ensuring they are delivering on project timelines. Includes working directly with cross-functional teams – Sales, Brand, agency teams, vendor partners, regulatory, and legal.

Planning and Financial Management

  • Leads the Shopper Marketing planning process by utilizing objectives, strategies and available insights/data to build annual shopper marketing plans for assigned customers.
  • Leverages shopper insights and collaborates with Customer Insights to ensure programs are insight-driven and aligned to category growth strategies.
  • Manages the shopper marketing budget for assigned brands.
  • Assists in the development of the Shopper Marketing three-year strategic plan for assigned brands and customers.
  • Assists in developing shopper insights knowledge base and capabilities for assigned customers.

What You’ll Need to Succeed

  • University Degree, major in marketing preferred (MBA is a strong plus) with 5 years experience in brand marketing and/or shopper and/or digital marketing. CPG experience is required, ideally in the food industry.
  • Good ACNielsen Market Track skills.
  • Proven track record of developing and leading strong shopper marketing plans with analytic capabilities with the ability to easily utilize data to support shopper marketing strategy and decisions
  • Strong competency & in-depth understanding of the customer landscape
  • Strong knowledge and understanding of consumer/Customer data, research & project tracking.
  • Successful prior experience in developing and executing shopper marketing programs, managing agencies, and managing budgets.
  • Successful management and prioritization of multiple projects & initiatives of varying complexity.
  • Strong communication and interpersonal skills to function effectively as a leader and work collaboratively in a team environment.
  • Ability to communicate and influence at various levels of organization.
  • Experience managing and leading within a matrix organization.

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