Shopper Marketing Manager

Champion Petfoods is an award-winning pet food maker with a reputation of trust spanning 35+ years. Founded in a small town in Alberta, Canada, Champion – with its ORIJEN® and ACANA® brands – is a key player in the global premium pet food industry across three major geographic regions.

About the role

We are seeking a strategic and commercially driven Shopper Marketing Manager to lead the development and execution of customer-specific shopper marketing strategies across key retail partners in the US. This role will be responsible for translating brand and consumer strategies into impactful omnichannel activations across in-store, eCommerce, retail media, and digital touchpoints to drive conversion. The ideal candidate brings deep CPG experience, strong commercial acumen, retail media expertise, and a proven ability to partner cross-functionally across Sales, Brand, Category, and Digital teams.

Responsibilities

• Develop customer-specific shopper marketing strategies and build annual shopper marketing plans aligned to brand priorities, customer strategies, and channel growth objectives.
• Lead retail activation planning and execution, designing and executing omnichannel shopper activations across in-store, eCommerce, retail media, and key shopper touchpoints to drive conversion.
• Partner closely with Sales and Key Account teams, acting as a strategic business partner to develop customer-selling stories, retailer-specific programs, and Joint Business Plans (JBPs).
• Translate consumer insights into shopper activations by leveraging shopper, consumer, and category insights to identify purchase barriers and opportunities.
• Lead agency partners and activation development by creating strategic briefs and managing external shopper marketing, creative, and retail media partners to build integrated activations.
• Manage retail media and digital commerce integration, partnering with retail media, eCommerce, and merchandising teams to build integrated shopper campaigns across retailer ecosystems.
• Oversee merchandising and promotional programs, developing and optimizing promotions, display strategies, and merchandising initiatives to maximize incremental sales.
• Measure ROI and performance effectiveness using KPIs such as sales lift, ROI, incrementality, conversion, TDP growth, and promotional efficiency.
• Manage shopper marketing budget and investment allocation, including budget planning, spend tracking, and optimization.
• Collaborate cross-functionally with Brand, Category Management, Sales, and Supply teams to ensure aligned, scalable, and executable programs.
• Build best-in-class retailer relationships by developing strong partnerships with retailer marketing and commercial teams to unlock shopper activation opportunities.

Requirements

• 10+ years of experience in CPG, preferably across Shopper Marketing, Customer Marketing, Brand Marketing, and/or Trade Marketing.
• Proven experience developing and leading omnichannel shopper marketing programs, integrating in-store, eCommerce, retail media, and digital activation to drive conversion and brand growth.
• Strong experience integrating shopper marketing into customer business plans, Joint Business Plans (JBPs), innovation launches, and channel growth strategies.
• Ability to influence customer and internal commercial agendas with a focus on business outcomes including revenue growth, incrementality, ROI, TDP gains, velocity, and promotional efficiency.
• Hands-on experience developing and leading retail media campaigns, with a strong understanding of audience strategy, media optimization, attribution, and lower-funnel conversion.
• Strong analytical and shopper insights capabilities, including proficiency in syndicated and retailer data sources such as Nielsen, Circana, panel data, loyalty data, and point-of-sale analytics.
• Proven ability to lead cross-functional teams and partner effectively across Brand, Sales, and Digital teams.
• Experience working directly with major US retailers and their marketing/commercial teams, with a strong understanding of customer-specific activation principles.
• Experience managing shopper marketing budgets, including investment planning, allocation, and management.

Benefits

• Salary range from USD $105,000 to USD $144,000.
• 401k with company match and donation matching.
• Medical, dental, and vision insurance, plus Employee Assistance Programs.
• In-house and online learning & development, as well as an Education Assistance Program.
• Free bag of premium pet food each month.
• Free parking and other perks.