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Dole Packaged Foods · 6 hours ago

Manager, Shopper Marketing

Westlake Village, CA

Full-time

Hybrid

Mid, Senior Level

$115K/yr - $135K/yr

5+ years exp

Dole Packaged Foods is a purpose-led organization that champions accessible fruit nutrition. The Manager of Shopper Marketing will support the development and execution of shopper marketing strategies aimed at driving consumer engagement and increasing sales at retail, collaborating with various teams to create impactful campaigns.

Food and Beverage

Responsibilities

Support the development and execution of shopper marketing strategies for key retail partners, driving alignment and collaboration across Marketing, Sales, and the Center of Excellence. Align plans with business goals, retailer-specific needs, and broader marketing strategies

Ensure shopper marketing initiatives are tailored to meet retailer requirements and drive sales at the point of purchase

Manage and maintain the shopper marketing program calendar, ensuring alignment with the broader marketing communications calendar

Support the development of innovative strategies for shopper activations that create engaging, in-store experiences that align to overall consumer journey

Select appropriate media and tactics to create impactful campaigns that resonate with shoppers and drive conversion

Continuously improve and innovate activation strategies to stay ahead of retail and shopper trends

Collaborate with retailer marketing teams to understand business objectives and tailor shopper marketing plans to meet those needs

Assist in managing the execution of campaigns in partnership with retailers, ensuring alignment with timelines, budgets, and shopper experience goals

Foster strong relationships with key retailers to enhance partnership opportunities and drive campaign success

Assist in managing Statements of Work (SOWs) and ensure timely delivery of external agencies and vendors supporting shopper marketing initiatives

Oversee agency and vendor relationships, ensuring quality of work and adherence to campaign deadlines

Coordinate with IAT (integrated agency team) and external partners to ensure smooth execution and alignment with overall marketing objectives and

Conduct analysis of past campaigns, gathering key learnings and insights from internal and external sources to inform future planning

Perform ROI calculations for executed shopper marketing programs, measuring success and identifying opportunities for improvement

Support test & learn initiatives across shopper marketing tactics and channels, developing hypotheses, tracking performance, and translating results into actionable recommendations for future programs

Manage full ownership of the shopper marketing budget, ensuring accurate tracking, reporting, and reconciliation, while maintaining compliance with financial policies and audit requirements

Serve as the primary liaison with Finance and Accounting, providing timely updates, variance explanations, and ensuring alignment on budget status, changes, and forecasts

Proactively manage and maintain budget documentation, partnering with internal stakeholders to ensure strategic alignment and accessibility of financial data

Partner with the shopper marketing agency to build and maintain a centralized database of campaign results and key insights, ensuring learnings are documented, accessible, and actionable

Create and manage pre- and post-ROI evaluation systems to assess program effectiveness and guide strategic decision-making

Deliver post-campaign performance analyses and recommendations, driving continuous optimization through data-driven insights and test & learn initiatives

Other duties as assigned

Qualification

Shopper marketing experienceROI managementProject managementRetail dynamics understandingAgency managementAnalytical skillsInnovative mindsetPassion for marketingCommunication skillsCollaboration skillsDetail-oriented

Required

5+ years of experience in shopper marketing, trade marketing, or related roles, preferably within the CPG industry

Proven ability to support the development and execution of shopper marketing plans that align with business goals and drive sales

Experience working with external agencies and vendors, including assisting in managing budgets, timelines, and deliverables

Strong understanding of in-store shopper behavior and retail dynamics

Demonstrates a passion for delivering best-in-class shopper marketing programs and continuously seeks innovative approaches to elevate impact

Experience with mining and leveraging category, consumer, and shopper insights to effectively influence and modify shopper behavior

Expertise in supporting the development and execution of shopper activations that drive engagement and sales

Strong project management capabilities with meticulous attention to detail

Analytical skills with experience in ROI management, including pre- and post-campaign analysis

Excellent communication and collaboration skills, with the ability to work effectively across internal teams and with external partners

Bachelor's degree in Marketing, Business, or a related field

Ability to sit and use the computer for extended periods of time; ability to answer phones and use a variety of office equipment; ability to lift 15 pounds and reach overhead

Occasional travel may be required