Senior Director - Shopper Marketing - Perpetual Insights - New York

Job description
Looking for a Senior Director, Shopper Marketing- National CPG Accounts

Purpose:
Create demand for the brand portfolio through channel & national account specific shopper propositions executed at scale. Voice of the brand for sales.

Key Responsibilities:
• Oversight of the development of channel / national account specific growth drivers
• Oversight of the co-development of occasion based channel / customer specific shopper marketing programs (one execution idea for Strategic or Channel Focused National Accounts)
• Participation in national account owned category activity planning
• Adaptation of global brand programs at channel /national account that are fit for purpose

Key Tasks:
• Develops and executes channel / national account strategies and category growth drivers through brand & portfolio activation
• Determines ‘channel blueprint’ capturing key growth opportunities, optimal path to purchase program activation & ‘perfect store’ standards by channel
• Provides channel & national account input into brand strategies and plans
•Determines channel & national account priorities and implications to execute growth drivers
• Orchestrates – as channel expert - shopper insights generation and consumption occasion by channel & national account
• Assess size of the prize of each growth driver and oversight over exploitation of those opportunities through activation across channels
• Works with brand marketing, commercial marketing and sales leaders on channel & national account –specific marketing strategy & plan

Key Measurements:
• Brand portfolio sales and value share growth
• Channel and national account (cluster) specific profitable category growth (upscale segment)
• Effectiveness & efficiency of shopper marketing programs (ROI on shopper marketing spend)
• Rankings by customers/distributors as measured by CM Profit Group and Tamarron
• People development

Desired Skills and Experience
Skill Profile:
• Detailed experience of how sales and marketing operate to develop and execute against consumer- and shopper-centric strategies
• Direct experience and ability to coach others in shopper marketing capabilities with depth in insights, sales drivers, channel dynamics, outlet segmentation, targeted trade investment and customer profitability.
• Deep understanding of channels and National Account strategies and operations
• Knowledge of US retailing and on & off premise National Accounts
• Great at building relationships and knows how to collaborate with US National Accounts
• Experience of leading and coaching people
• Experience of working with Sales, Commercial and Brand Marketing as well as Insights and Category Management teams
• In-depth involvement in strategy development as well as linking strategy to implementation

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