E-commerce & Shopper Marketing Manager
2 months ago
Conagra Brands is one of North America's leading branded food companies. We have a rich heritage of making great food, and a team that’s passionate about innovation and growth. Conagra offers choices for every occasion through iconic brands, such as Hunts, Aylmer, Marie Callender's, Healthy Choice, Slim Jim, VH Sauces, Pogo and Vlasic, and emerging brands, including Angie's BOOMCHICKAPOP, Duke's, Earth Balance, Gardein, and Frontera.
Conagra Brands est une des principales entreprises d’aliments de marque en Amérique du Nord. Son histoire est jalonnée de grands succès alimentaires qui sont le fruit du travail d’une équipe passionnée par l’innovation et la croissance. Conagra offre des choix pour toute occasion grâce a des marques réputées comme Hunt’s, Aylmer, Marie Callender's, Healthy Choice, Slim Jim, les sauces VH, Pogo, Vlasic et des marques émergentes, dont Angie's BOOMCHICKAPOP, Duke's, Earth Balance, Gardein et Frontera.
**Position Summary**:
The Commerce Marketing Manager owns and is accountable for specific accounts related to instore and online customer marketing programs. Owns the execution of shopper marketing/ecommerce and digital programs for specific Retailer accounts. Contributes to ROI and sales targets for specific Retailer accounts (eCom and in store). Is accountable for the development and execution of customer-specific shopper marketing programs that achieve brand business objectives for their assigned customers. Responsible for all aspects of the commerce marketing program life-cycle including gaining cross-functional alignment and managing agency resources. Develops a comprehensive understanding of Conagra Brand(s) strategies and their assigned retailers to ensure commerce marketing solutions are aligned to both organizations.
**Responsibilities**:
**60% Program Execution and Customer Relationship Management**
- Leads overall Shopper marketing strategy/eCommerceprogram development for specified customer(s) such as Loblaw, and Metro etc., working directly with Sales team to ensure alignment of plan to Customer Strategies and Brand priorities
- Executes in-store and online (ecommerce/Digital) marketing programs for specific Retailer accounts, ensuring wholistic marketing plan for best ROI
- Leads relationship with sales teams for specific accounts presenting and gaining mutual alignment with them on account specific marketing strategies and programs. Attends customer meetings with sales team when necessary to provide shopper eCom expertise.
- Manages agency partners in briefing and planning to execute programs
- Ensures all scale initiatives are aligned to broader brand and demand space strategies
- Is the “go to” Commerce Marketing expert for their specific accounts in store and eCommerce/Digital
- Conducts regular post-analysis on key commerce marketing programs to ensure best ROI in future executions
- Present updates and results as it relates to owned programs within various company meetings
- Owns eCommerce strategy for their specific accounts
- Responsible for budget and fiscal planning for specific accounts (for eCommerce/Digital/Shopper/Commerce Marketing)
- Lead Post Analysis on all Commerce Marketing programs no later than 6 months post launch and share best practices with peers to execute stronger in store and ditigal programs going forward
- Manages relationship among cross-functional teams while ensuring they are delivering on project timelines. Includes working directly with cross functional teams - Sales, Brand, agency teams, vendor partners, regulatory, legal, and Demand Sciences.
**40% Planning and Financial Management**
- Leads the Commerce Marketing planning process by utilizing objectives, strategies and available insights/data to build annual shopper marketing plans for assigned customers.
- Collaborates with Brand Management, Brand Development, Sales, Supply, and Finance teams to ensure Commerce Marketing programs are aligned to strategy and business objectives related to net sales, gross margin.
- Leverages shopper insights and collaborates with Customer Insights to ensure programs are insight-driven and aligned to category growth strategies.
- Manages the commerce marketing budget for assigned customers
- Assists in the development of the Commerce Marketing three-year strategic plan for assigned customers.
- Assists in developing shopper insights knowledge base and capabilities for assigned customers.
**Qualifications, Education & Experience**:
- University Degree, major in marketing preferred. MBA a strong plus
- Minimum 5 years’ experience in brand marketing and/or shopper and/or digital marketing. CPG experience required, ideally in food industry
- Good ACNielsen Market Track skills
- Proven track record of developing and leading strong shopper marketing/eCommerce plans.
- Strong competency & in depth understanding of the digital and eCommerce space.
- Strong strategic and analytic capabilities with the ability to easily utilize
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