Shopper Marketing Manager - Full-time

Description

The role demands a results oriented, analytical thinker with strong strategic project management skills. They must bring solution-based thinking, analytical rigor and an extraordinary level of drive to this position. Creative promotion development management is also a key demand of this position.

This individual must proactively identify potential business risks and deliver solutions that will address the business need. They must have a proven track record of results for the business they manage and the ability to analyze results to prove ROI on the projects they lead.

Critical to the success of this role is the partnership they must create with the broader organization. The ability to work with and influence cross-functional partners is critical as this role will interact will various departments in the organization including insights, brand marketing, legal, agencies, category management and sales.

Shopper Marketing Mission: Improve business results, brand equity, and loyalty for DPSG and retailer partners through insights-driven marketing and merchandising initiatives to satisfy the needs of targeted shoppers while enhancing the shopping experience.

Shopper Marketing Roles:

1. Collaborating with capable retailer partners to convert shopper insights into account-specific shopper marketing plans with the intent to inspire purchasing habits of specific shopper groups.
2. Collaborating with cross functional partners such as Shopper Insights, Category Management, Sales and Brand to ensure programs meet shopper, retailer, and business need.
3. Bolstering DPSG brand equity and creating loyalty through the development of innovative pre-store, in-store, and post store programs that are aligned with DPSG’s broader commercial objectives and cross functional capabilities.
4. Fortifying the thought leadership to strategically design a retailer / manufacturer shopper marketing process that will drive profitable business results for DPSGs total brand portfolio in priority categories.

• Analytics (20% of Time): Lead implementation of Shopper Insights working with Market Research through internal, external, primary and secondary data streams. Analyze and translate insights into actionable Shopper driven marketing plans. Programs will include a pre and post analysis of ROI that can be validated through the RMM team.
• Assessment (40% of Time): Lead strategy development of retailer programs across Total Portfolio between internal cross functional departments using Brand Plans, Channel/Category Strategy, and Retailer Goals/Objectives. Utilize higher level of persuasion and influence with top level retailer management to deliver Shopper capabilities. Cultivate underdeveloped priority categories to drive results through new business opportunities.
• Activation (20% of Time): Manage all programs to include, but not limited to ideation, creative, activation and fulfillment. Lead development of creative briefs grounded in shopper insights and give focused direction to program teams/agencies to develop world class programs that build equity and deliver results. Ensure integration of all elements of marketing mix, driving cohesive and impactful messaging, and trademark consistency in all communications.
• Budgeting (5% of Time): Own and actively manage brand marketing and trade budgets, cross-functional alignment, and end-of-year budget performance. Manage T&E expenses within guidelines. Coordinate with Finance to research and adjust inappropriate budget entries.
• Coaching and Development of People (15% of Time): Develop, train, and oversee Associate Manager and assist in their development, program execution and analysis.

Qualifications

• Bachelor’s Degree in business, or related area
• 5 years of combined Shopper Marketing, category management, key account sales, or brand marketing within a leading Consumer Packaged Goods company.
• 3 years analytics experience, including ability to analyze Syndicated Data (IRI/Neilson/Loyalty Programs, etc.) and internal business reports, and 3 years’ experience with Excel and PowerPoint.
• 3 years Sales and Marketing project management experience – executing a project from start to finish.

Dr Pepper Snapple Group, Inc. (NYSE: DPS) is the leading producer of flavored beverages in North America and the Caribbean. Our success is fueled by more than 50 brands that are synonymous with refreshment, fun and flavor. We have 6 of the top 10 non-cola soft drinks, and 11 of our 14 leading brands are No. 1 in their flavor categories. In addition to our flagship Dr Pepper and Snapple brands, our portfolio includes Sunkist soda, 7UP, A&W, Canada Dry, Crush, Mott's, Squirt, Hawaiian Punch, Penafiel, Clamato, Schweppes, Rose's and Mr & Mrs T mixers.

Dr Pepper Snapple Group is an equal opportunity employer and affirmatively seeks diversity in its workforce. Dr Pepper Snapple Group recruits qualified applicants and advances in employment its employees without regard to race, color, religion, gender, sexual orientation, gender identity, gender expression, age, disability, genetic information, ethnic or national origin, marital status, veteran status, or any other status protected by law. EOE Minorities/ Females/ Protected Veterans/ Disabled