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Senior Manager, Omni Shopper Marketing

2 months ago

Irving, United States Avocados from Mexico Full time
Job DescriptionJob Description

At Avocados From Mexico, we nurture hearts to live life deliciously. We are curious-minded and have a relentless passion for disruption that delivers results. Avocados From Mexico is looking to hire a dynamic Senior Manager, Omni Shopper Marketing that will help build brand equity, accelerate avocado demand, and transform the avocado category. This person is responsible for driving the strategy, development, and flawless execution of best-in-class omni-channel national shopper marketing campaigns and account-specific programming. The ideal candidate is a strategic thinker that will help turn the ordinary path-to-purchase to an extraordinary shopper journey across grocery, mass and e-com channels and craft strategies to drive conversion and loyalty at both the physical and digital shelf. This includes cross-functional collaboration, shopper digital/social activation support, development of key shopper elements, thematic packaging designs, and insightful campaign post-analysis. Reporting to the Director, Omni Shopper Marketing, the Senior Manager, Omni Shopper Marketing will hold a critical role in fiscal Planning process, identify innovative opportunities, and develop rationale to inform future campaign decisions for both General Market and Hispanic Shopper initiatives. They will embody Avocados From Mexico’s commitment for breaking the produce mold.

Responsibilities

· Champions the omni-channel Shopper strategy including managing the development and execution of the national omni-channel campaigns, key retail/account-specific programs and initiatives that build brand equity and drive positive business results along the path to purchase. Sets and measures KPIs/metrics for success.

· Leads and manages key strategic partnerships, negotiates agreements, and fosters ongoing partner relationships in support of the shopper marketing agenda and plan.

· Drive future-focused innovative thinking by staying informed of emerging trends, shopper insights, and technologies to identify new go-to-market opportunities that move the needle.

· Lead activation and implementation of sales/marketing materials, in-store signage/displays, print & digital coupons. redemptions/analysis, digital/social and e-com / retail media tactics, consumer sweepstakes, etc.

· Deliver insightful selling stories with actionable recommendations by translating various data sources (Circana, Numerator, etc.) and primary/secondary research.

· Partners with the Digital and Media teams to activate digital campaigns that drive engagement & purchase.

· Supports Manager in new fiscal/annual planning process and shopper marketing plans, presentation development, innovation development, and sharing of best practice to support short-term category growth

· Identifies customer/channel opportunities with fact-based strategic recommendations in designated accounts that result in program buy-in and marketplace success.

· Leads the AFM coupon/value-offering strategy, national plan and post-analysis

· Manage multiple projects simultaneously while overseeing on-going timelines/workflow and execution of shopper marketing campaigns aligned with goals and objectives throughout fiscal year.

· Manage key agency partners and vendors to ensure high quality deliverables.

· Primary driver of the strategy, plan and implementation of AFM national packaging initiatives managing multiple complex seasonal/promotional packaging change-outs throughout the year working together with the participating supplier base

· Acts as a liaison with AFM’s Trade Marketing team to develop and align plans in designated customer accounts while participating in key retailer presentations and meetings as needed.

· Performs additional duties or special projects as assigned

Skills/Qualifications

· Understanding of U.S. and Hispanic market and retail landscape

· Strategic thought leadership with strong ability to influence and collaborate across functions

· Solution-oriented with the ability to find creative solutions and can think innovatively

· Social, digital, and e-commerce experience required. Strong knowledge of omnichannel marketing and how to effectively drive sales both in store and online

· Proactive self-starter and team player with a passion for executing with excellence and thrives in a fast-paced environment while being adaptable, resilient, and resourceful

· Ability to convert fact-based shopper data (Circana/Nielsen/IRI, Numerator, etc.) and qualitative data to actionable insights that inform key business decisions and support program sell-in.

· Outstanding communication (written & oral) and presentation skills

· Outstanding project management skills with a keen focus on meticulous detail, and a strong commitment to completing tasks to achieve goals in a timely manner

· Ability to influence and build relationships while managing multiple agencies and cross-functional stakeholders

· Strong proficiency in Excel and PowerPoint

· High proficiency level managing budgets

· Proficiency in coupon management and knowledge of key vehicles/technologies

· Knowledge of syndicated data sources including IRI, Nielsen, and Numerator.

· Retail/Trade marketing knowledge of top tier grocery and mass accounts a plus.

· Bilingual (English/Spanish) a plus.

· May travel up to 20%

· Commitment to company’s values

Education/Experience Requirements

· Bachelor's Degree required and in related field preferred (Business and/or Marketing etc.). MBA preferred.

· 7+ years of experience in shopper marketing, brand marketing, category management, sales/marketing analytics, or retail trade.

· Produce and/or CPG food and beverage preferred. Retail/Trade marketing knowledge of top tier grocery and mass accounts a plus.