Omnichannel Strategy & Planning Manager

About the role

The Omnichannel Strategy & Planning Manager at Lactalis US Yogurt, part of the Lactalis family of companies, is responsible for connecting brand strategy with execution across customers and platforms. This role leads the planning and activation process for the Yogurt portfolio, ensuring campaigns are strategically aligned, properly funded, and positioned for strong performance throughout the path to purchase.

Responsibilities

• Develop annual and customer-level omnichannel growth strategies aligned with Lactalis Yogurt's overall strategic vision.
• Translate brand and category objectives into holistic, retailer-specific omnichannel plans inclusive of consumer activation activities.
• Support activation briefings by leveraging shopper and category insights aligned with brand objectives to develop channel tactics that drive penetration, conversion, and growth across customer segments.
• Lead the omnichannel team’s involvement in media impact studies, marketing mix modeling (MMM), and shopper research by coordinating internal data collection efforts, partnering with analytics teams and external agencies, and ensuring insights align with strategic priorities to inform channel planning and customer engagement.
• Forecast incremental omnichannel investment volume and maintain investment risk and opportunity tracking for Demand Review and Monthly Business Reviews.
• Serve as a key point of contact between Brand Marketing, Category Leadership, and Activation teams.
• Lead omnichannel innovation support and activation planning for ad hoc requests in partnership with Brand and Activation teams.
• Ensure activation plans reflect both category priorities and customer-specific needs.
• Lead trade marketing budget allocation and planning across the Yogurt portfolio to support omnichannel investments aligned with brand and retailer objectives.
• Manage budget consolidation, tracking, and reporting by retailer, program, and tactic for mid-month and end-of-month financial reporting.
• Lead annual strategic planning with media agencies, including retailer-specific input for allocation considerations, innovation support, and scaled activation needs.
• Provide strategic direction, campaign briefs, and execution oversight, as needed.
• Participate in ongoing agency touchpoints alongside the Activation team, including Quarterly Agency Activation Briefings and agency-led Quarterly Business Reviews.
• Represent the Yogurt Omnichannel team in retail media network Joint Business Planning (JBP) and commitment negotiations, leveraging Lactalis USA’s scale to maximize investment value through added benefits and strategic partnerships.
• Supervise two Analysts, Omnichannel Planning employees, in accordance with the organization’s policies and applicable laws.

Requirements

• Bachelor’s degree required; degree concentration in Business Administration, Marketing, or a related field preferred.
• 8+ years of experience in brand marketing, shopper marketing, or media agency environments required.
• Proven track record of executing high-impact retail media and omnichannel programs across multiple retailers.
• Strong understanding of digital shelf best practices, ecommerce KPIs, and online channel dynamics.
• Ability to leverage data and insights to inform strategies and optimize performance.
• Experience collaborating with agencies, cross-functional internal teams, and external retail partners.
• Strong organizational, project management, and communication skills.
• Highly self-directed with the ability to manage complexity across multiple customers, priorities, and channels.
• Analytical Thinking: Demonstrated analytical thinking skills with the ability to evaluate data, identify trends and root causes, and make informed business decisions.
• Leadership & Impact: Proven leadership capabilities with the ability to positively influence cross-functional teams and drive alignment toward shared goals.
• People Management: Demonstrated people management capabilities, including identifying and developing talent, setting clear objectives, delegating responsibilities, and fostering a collaborative, high-performing team environment.
• Planning & Organizing: Ability to effectively manage priorities, allocate resources, and execute with strong planning and organizational rigor.
• Strategic Thinking: Strategic thinker with the ability to provide a holistic perspective on business opportunities and contribute to long-term growth strategies.
• Marketing Fundamentals: Strong understanding of marketing fundamentals and the ability to translate insights into effective brand and business recommendations.
• Media Agency Management: Experience managing media agency relationships, including strategic planning, performance evaluation, and execution oversight.
• Media Planning: Knowledge of media planning principles, including budgeting, optimization, campaign execution, and performance measurement.
• Trade Marketing: Ability to translate brand strategies into effective market activation plans that drive profitable growth and support cross-functional collaboration across Sales, Marketing, and Supply Chain.
• Competitive Environment Knowledge: Demonstrated understanding of competitive market dynamics, including the ability to identify risks, opportunities, and strategic actions across short- and long-term horizons.