Shopper Marketing Manager

The Shopper Marketing Manager is responsible for defining and executing Red Bull´s Shopper Marketing strategy and programming for the Off-Premise channel customers. This person will comprehensively develop and execute on-Brand retail initiatives that; meet shopper's needs while delivering on both brand and customer priorities. Using insights to turn Shoppers into Buyers, the Shopper Marketing Manager will develop programs that range from turnkey channel initiatives to custom retailer-driven shopper activations, each in a way that strategically aligns brand and retailer objectives and ideally uniquely differentiates Red Bull with retailers and shoppers.

This position requires strong project leadership skills to bring Brand-driven assets, objectives, concepts, and priorities to life in-market, including; generation of sales tools, creation of design and messaging, and definition of targets and look of success.  They are the first point of contact for HQ, Field and Retail stakeholders and are held accountable for quality and timely execution.  They will be the key Retail Marketing representative at top National Account internal and customer meetings and responsible for the development of high value, custom and innovative programs.  

The role sets Red Bull up to win in at the identified Retailer during business planning by expanding Brand impact and generating revenue driving solutions to retail challenges.

TOTAL BUSINESS OWNERSHIP

Lead, track and execute all budget related financials to related to Shopper Marketing programs.

Lead and develop the retail marketing strategy, including activations and programs.

Establish and drive program KPIs and goals and monitor program success and opportunities through post mortem reports.

Quarterly reporting to Senior management on the progress of investment plans, ROI, market share, and on all programming completion.

BUILD THE BRAND AT RETAIL

Development and execution of retail & shopper programming; generic, retailer, and Red Bull voiced.

Consolidates and defines National Retail Programming Calendar for strategic/power partner retailers.

Brief internal and external media teams and agencies and develops all program creative adhering to Red Bull brand standards.

Translates Brand assets and initiatives into winning Retail programs.

Coordinates with POS team for in-store visibility/POS item development and delivery.

Seeks out inputs and support from cross functional stakeholders in guaranteeing that consumers perceive Red Bull as a prevalent, relevant, premium Product & Brand in all off-premise channels.

Supporting national tentpoles and priorities through omnichannel optimization where applicable.

MAXIMIZES THE REACH AND PURCHASE POTENTIAL OF RETAIL PROGRAMS

Provide and develop sales tools for National Accounts team to be utilized at customer meetings and joint business planning meetings.

Creation and deployment of customer specific tools/activation details for the Sales and Distribution team.

Ensure seamless alignment with key internal stakeholders and consistency of messaging across all initiatives.

Intimately familiar with key retailer marketing capabilities and vendor partners best equipped to deliver on joint business objectives.

Delivers retailer specific programming that drives shopper purchase conversion; retailer apps, digital screens, social, loyalty programs etc.

CREATES RETAIL PROGRAMS THAT DIFFERENTIATE RED BULL WITH SHOPPER AND RETAILER VS. COMPETITION

Identify retailer gaps with National Accounts team and create solutions to win vs. competition; ex. SKU assortment, planogram space, secondary placements, promotional activity, innovation.

Leads and develops custom solutions and program development for key retail partners: concept development, POS messaging and distinctive POS tools, and selling materials.

Delivers full suite of programming; from turn-key & scalable to breakthrough & innovative.

Leverages consumer and shopper insights to identify trends and opportunities that will shape the future state of Shopper Marketing.

ENSURES A RETURN ON INVESTMENT OF RESOURCES AND EFFORTS

Key stakeholder in Business Planning process for specified retailers.

Establishes tangible and quantifiable targets to drive and measure performance.

Identify business case and develop rationale to inform programming decisions.

Post-campaign analysis to determine success of programs, analyze performance to deliver actionable conclusions.

CROSS COLLABORATION WITH INTERNAL STAKEHOLDERS

Establishing and sustaining effective and constructive relationships with Marketing and Sales teams to ensure the success of Shopper Marketing objectives and goals.

Build partnerships and synergies with retailers to ensure alignment on top priorities and pillars, resulting in 360 support on programs and activations.

Maintain relationship with creative and media agency for development of creative assets.

5+ years of progressive experience in shopper, trade, or retail marketing, preferably within CPG.

Proven track record of developing and executing shopper marketing strategies that drive measurable sales impact.

Experience managing retailer relationships, agency partners, and cross-functional teams.

Demonstrated success in POS development, in-store activations, and omnichannel campaign execution (digital + physical retail).

Strategic thinker with strong shopper insight and data analysis skills.

Proven ability to manage projects, campaigns, and cross-functional stakeholders.

 Skilled in budget management, ROI analysis, and performance reporting.

Adaptable and resilient in fast-paced, dynamic retail environments.

Must be proficient in Microsoft Excel and PowerPoint.

Bachelor's Degree required.

Red Bull Canada is committed to treating all people in a way that allows them to maintain their dignity and independence. We believe in integration and equal opportunity. Accommodations are available throughout the recruitment process and applicants with a disability may request to be accommodated throughout the recruitment process. We will work with all applicants to accommodate their individual accessibility needs.