Senior Manager of Shopper Marketing

About the role

We are seeking a strategic and commercially minded Senior Manager, Shopper Marketing to lead the development and execution of shopper-led growth strategies across Flora Food Group’s portfolio.

Key Responsibilities

• Develop and execute shopper marketing strategies aligned with brand objectives, customer priorities, and commercial goals.
• Translate shopper insights, category trends, and consumer behaviors into actionable activation plans.
• Lead shopper marketing programs across key retail channels, including grocery, club, mass, foodservice, and eCommerce.
• Identify opportunities throughout the shopper journey, from awareness and consideration through purchase and loyalty.
• Partner with Sales and Customer teams to develop retailer-specific activation plans and Joint Business Planning (JBP) initiatives.
• Create shopper marketing solutions that drive category growth and strengthen retailer partnerships.
• Lead development of shopper toolkits, including: In-store displays and merchandising programs, Point-of-sale materials, Retail promotions, Digital shelf content, Retail media activations.
• Ensure activation programs are scalable, measurable, and aligned with commercial priorities.
• Drive shopper marketing excellence across digital and physical retail environments.
• Partner with Brand, Sales, and eCommerce teams to optimize digital shelf performance, including: Product Detail Pages (PDPs), Search optimization, Ratings and reviews, Digital promotions, Retail media opportunities.
• Champion omnichannel thinking to create connected shopper experiences.
• Leverage shopper insights, syndicated data, and retailer analytics to identify growth opportunities.
• Utilize platforms such as Circana (IRI), NielsenIQ, Kantar, Dunnhumby, and retailer-specific data tools to inform strategy.
• Analyze campaign performance and provide recommendations to improve effectiveness and ROI.
• Monitor competitive activity, retail trends, and evolving shopper behaviors.
• Cross-Functional Leadership:
• Serve as the shopper marketing expert across Brand Marketing, Sales, Category Management, and Commercial teams.
• Influence stakeholders through strong strategic thinking, insights, and data-driven recommendations.
• Lead project teams and ensure execution excellence across multiple initiatives.
• Support capability building and best practice sharing across the organization.
• Budget & Performance Management:
• Manage shopper marketing budgets and ensure investments are prioritized effectively.
• Establish measurement frameworks to evaluate activation performance, including: Sales impact, Incremental growth, Shopper engagement, ROI.
• Provide regular updates and recommendations to senior leadership.

Qualifications

• Bachelor's degree in Marketing, Business, or related field.
• 8+ years of progressive experience in Shopper Marketing, Trade Marketing, Category Management, Brand Marketing, or Commercial Marketing within FMCG/CPG.
• Proven experience developing and executing shopper marketing programs that deliver measurable business results.
• Strong understanding of retail channels including grocery, club, mass, and eCommerce.
• Experience partnering with Sales teams and retail customers.
• Strong analytical skills with the ability to translate data into actionable insights.
• Excellent communication, presentation, and stakeholder management skills.
• Able to manage multiple priorities in a fast-paced environment.

PREFERRED EXPERIENCE

• Experience in food, beverage, dairy, plant-based, health & wellness, or sustainability-focused categories.
• Experience supporting major retailers such as Walmart, Target, Costco, Kroger, Amazon, or similar.
• Experience with shopper research and analytics platforms: Circana (IRI), NielsenIQ, Kantar, Dunnhumby.
• Experience with digital shelf analytics platforms: Profitero, CommerceIQ, Salsify.
• MBA or advanced business degree preferred.