Director, Shopper Marketing - Convenience Retail

The Coca-Cola Company is seeking a Director, Shopper Marketing within our Advanced Hydration category to build innovative shopper marketing strategies and plans that deliver results and foster long-lasting relationships with advanced hydration shoppers.

About the role

As the mastermind behind strategies that drive brand marketing goals across all stages of the path-to-purchase and consumer journey, you will influence shopper purchasing behavior through top retail customers, their shopper segments, and enterprise initiatives. This role is a critical part of the core customer team, collaborating closely with Sales, Corporate Marketing, Field Marketing, and Commercial Teams to develop impactful strategies and tools that maximize results while creating memorable shopper experiences for BODYARMOR, POWERADE, smartwater, and vitaminwater brands.

Responsibilities

• Serve as the marketing lead and counterpart to the respective Customer Team/Retailer by collaborating to build effective Shopper Marketing plans that meet or exceed retailer business goals.
• Lead and collaborate with the Customer Marketing VP, Director of Shopper Strategy, and Category Management Department on developing foundational retailer marketing strategy, tactical implementation, and optimizations.
• Design and execute comprehensive, annualized shopper marketing plans for the U.S. domestic market that deliver on Channel, Retailer, and Brand Marketing objectives.
• Manage the project life cycle for all Retailer Shopper Marketing programs, including initiation, planning, execution, monitoring, controlling, analysis, and reporting.
• Create and maintain a detailed, calendarized marketing plan outlining clear objectives, KPIs, strategies, programs by trimester, including tactical details and budget line items.
• Directly manage a working budget of ~$2M+, including real-time transactional reporting, optimizations, invoice processing, and monthly reconciliations/reviews.
• Oversee the media agency to ensure performance updates, real-time optimizations, and high-performing campaigns.
• Act as the subject matter expert on channels, retailers, shopper segments, insights, trends, competitive landscape, and brand sales/marketing performance.
• Coach and educate relevant teams on retailer marketing policies, IP usage, style guides, media capabilities, guardrails, and marketing strategy to ensure compliance.
• Build and foster genuine relationships with key retailer counterparts and stakeholders to create synergy and identify new opportunities to accelerate business goals.
• Organize and steward joint planning for shopper marketing programs with Corporate Marketing, Field Marketing, and Commercial teams to capitalize on strategic pivots and regional opportunities.
• Ensure seamless execution of shopper programs across the organization and externally through exceptional verbal/written communication and presentation materials.
• Manage all Shopper Marketing communication with internal and external stakeholders, ensuring relevant teams have the information and buy-in needed for success.
• Conduct real-time marketing and shopper metric performance audits, and provide post-program analysis reports identifying insights, learnings, best practices, and optimizations.

Requirements

• Bachelor’s Degree required.
• Minimum 8+ years of experience in Shopper Marketing or a related discipline.
• Expert knowledge and fluency with retail media network partners.
• Residence within the Plano, TX or Atlanta, GA area is required.
• Passion for Shopper Marketing with a high-energy, positive disposition.
• Self-starter with the ability to adapt and work effectively in a decentralized, fast-paced, complex environment.
• Excellent written and verbal communication skills.
• Strong stewardship traits, retail expertise, and relationship management skills.
• Solution-based mentality with professional proficiency in Microsoft Office (PowerPoint, Excel, Word).
• Travel required (25%), including local and neighboring geographic territories by car and plane.
• In-person attendance at all company and business-critical meetings.
• Valid driver’s license with the ability to drive long distances; Motor Vehicle Records must satisfy Company standards.
• Must be currently authorized to work in the United States on a full-time basis without requiring sponsorship.

Pay

Base pay range: $169,000 USD - $200,000 USD, depending on geography, job-related knowledge, skills, and experience. Includes an annual incentive reference value of 30% (market-based competitive value for the role, indicating performance at target).

Benefits

A full range of medical, financial, and other benefits is offered, dependent on the position.