Manager, Shopper Marketing

Who We Are       
At JonnyPops, our team is empowered to make an impact at work every day from producing high-quality, innovative frozen novelties to spreading kindness one pop at a time. We look for bright and ambitious individuals who seek out challenges, thrive in fast-paced and high-growth environments, align with our core values, and get fulfilment from seeing their work transform the world around them.  
 
Based in Elk River, MN, JonnyPops develops, manufactures, distributes, and markets frozen novelties. Retailers from coast to coast including Target, Costco, Publix, Kroger, WholeFoods, along with thousands of regional and local grocers make JonnyPops part of their assortment.  
 
Growing from a dorm room start-up in 2012, JonnyPops mission is to make "A Better Pop for a Better World" JonnyPops leads the frozen novelties space in innovation and uses simple ingredients with no artificial dyes. Every pop stick includes a kind deed, spreading kindness every day. 
 
Joining JonnyPops is an exciting opportunity to be part of high-growth brand and have a direct impact on the company’s success. Join our team and help us make “A Better Pop, for a Better World” 

Job Summary
The Manager, Shopper Marketing will be responsible for the development and execution of shopper marketing strategy and go-to-market activities to achieve the brand’s short- and long-term business objective at designated retailers. This role will work with internal and external partners, setting up and managing omni channel consumer-insight led strategies, that drive shopper engagement, brand visibility, and sales velocity across retail customers.

This role requires a strategic and analytic thinker with a deep understanding of shoppers, retailer environments, retail media, and merchandising best practices. The position requires close collaboration with cross-functional teams including sales, trade analytics, marketing, and customer and vendor partners to create and implement effective marketing programs that influence shopper behavior and deliver measurable results.

Essential Duties and Responsibilities

1. Strategic Execution to Drive Velocity at Retailers:
   1. Execute shopper marketing strategies including in-store (example - signage, audio, demos, sampling) and digital tactics (example – retailer media, social media, digital coupons, audio, out of home), that align with JonnyPops brand-building objectives and drive sales velocity at customers/retailers.
   2. Partner with Marketing and Sales partners (internal and external) at customer/retailer to align Shopper strategy to sales/trade promotional calendar and holistic marketing campaigns for the brand.
   3. Build and maintain strong relationships with key customers/retailer partners and be the point of contact to understand
   4. Test retailer-specific marketing capabilities and understand full scope of media opportunities and return on investment.
   5. Manage relationships with external vendors and agencies involved in sales and shopper execution. Negotiate contracts and ensure timely delivery of high-quality media campaigns that exceed goals.
2. Optimize Budget and Return Outcomes:
   1. Execute to Shopper and Digital Media budgets, ensuring efficient allocation of resources to maximize return to drive velocity at shelf and build the JonnyPops brand into a household name.
   2. Track and report on budget performance, identifying areas for cost optimization and scaling opportunities necessary for growth.
3. Analytics:
   1. Monitor, analyze, and report on the effectiveness of shopper marketing and digital media campaigns.
   2. Collaborate with Marketing and Sales partners to deliver insights to internal and customer/retailer leadership on what is working and identify new vehicles for testing.
   3. Stay ahead of industry trends, digital media advancements, and shopper behavior to drive the strongest return for JonnyPops and key customers continuously test and learn what digital and shopper marketing strategies /retailers.

Food Safety Responsibilities

• Clearly reflect food safety and quality as part of the JP brand, when planning and executing projects, and while interacting with relevant external stakeholders. 
• Follow systemwide GMPs when on the manufacturing floor, as required of all JP employees

Minimum Qualifications

• Bachelor's degree in Marketing, Analytics, Business Administration, or a related field.
• 5+ years of experience in shopper marketing or retail marketing within the CPG industry.
• Deep Understanding of Shopper Behavior: thorough knowledge of shopper marketing, behavior patterns, and decision-making processes. This includes understanding what influences purchase decisions, how shoppers interact with different retail environments, and the factors that drive brand loyalty and engagement.
• Experience/familiarity with retail media networks like Roundel, 84.51, Instacart, etc., preferred.
• People management experience is a plus.
• Strong analytical skills with the ability to interpret data and translate insights into actionable strategies.
• Proven project management abilities; capable of prioritizing and handling multiple projects simultaneously under tight time constraints and within budget parameters.
• Proficient in Microsoft Office Suite; experience with retail media platforms and analytics tools is a plus (e.g., Numerator, Spins, Kantar, etc.).
• Travel up to 15% of time (nationwide).

Ideal Candidate Also Has:

• Ability to lead with confidence, gain consensus and influence amongst cross-functional peers, and facilitate critical thinking and problem-solving. 
• Experience in high-growth, entrepreneurial environment. 
• Strong communication and interpersonal skills, with the ability to build relationships and influence stakeholders at all levels.
• Naturally curious, with an appreciation for ambiguity and the ability to embrace the “test and learn” mentality in pursuit of continuous improvement. 
• Alignment to our mission to spread kindness – JonnyPops is a kindness-based company

Expected Pay Range:
$100,000-$120,000
 

 

JonnyPops offers a competitive benefits package which includes the following:

• Medical/Health Insurance
• Dental Insurance
• Vision Insurance
• HSA
• FSA
• DCFSA
• Life & AD&D Insurance
• Short & Long Term Disability
• FTO/PTO
• EAP Programs
• Paid Holidays
• Employee Referral Program
• Sick & Safe Leave
• 401k
• Company Sponsored Meal Plan

* Hired candidates may be eligible to receive additional compensation in the form of bonuses and/or commissions.

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