Firestone Walker Brewing Company – Manager of Shopper Marketing – BevNET.com Beverage Industry Job Listing
Job Summary:
The Manager of Shopper Marketing is responsible for developing and managing all Shopper efforts for critical national and regional channels, including on and off-premises, DTC, and e-comm delivery channels. This role will cultivate and analyze shopper marketing strategies that effectively drive consumer awareness and purchase behavior across our product portfolio. They will possess a detailed understanding of shopper marketing strategies, experience with key retail partners, wholesalers, and external vendor platforms to maximize effectiveness and return on investment. Key focus includes driving collaboration across business divisions (marketing, sales, POS, media), to identify programs, develop tools, and measure execution, while creating brand fame and engagement between Firestone products and consumers.
Essential Job Duties and Responsibilities:
Specifically, the responsibilities of the position include, but are not limited to, the following activities:
• Develop and lead a comprehensive shopper marketing strategy and execute plans aligned with brand and sales objectives in all off and on-premises national and regional account channels.
• Create, plan communicate, execute, and measure programs that help our customers drive traffic, loyalty, and conversion. This comes through the scheduling of campaigns and digital offers through 3rd party partners and delivering weekly, monthly, and quarterly recaps.
• Support sales and marketing needs through Retail / Trade POS, key brand initiatives, inventory management, and alignment to in-store activation of campaign and shopper POS. This includes a variety of strategic planning cycles, and alignment with sales and marketing leadership, to ensure the impact of campaigns at the appropriate milestones.
• Leverage the Company’s marketing properties against key brand initiatives to drive customers’ excitement, leading to incremental growth.
• Collaborate with cross-functional channel teams to accomplish specific channel objectives. Team members include sales, national accounts, POS + Retail Marketing, brand marketing, Experiential, 3rd party vendors, and media buying.
• Be immersed in consumer, shopper, and channel insights, and create customer-specific annual marketing plans. Segment strategies and plans into channels designed to accomplish key company objectives, including share growth, consumer experience, and revenue maximization. Transform insights into added value by creating solutions that convert shoppers into buyers. This omni approach includes management and collaboration with Sales & Marketing on Loyalty, Web Digital, Print Ads, and varying staying legalities.
• Develop and communicate sales and execution channel standards for each shopper marketing program. Detail the merchandising points of interruption necessary to activate the designated shopper marketing program and include program duration.
• Build strong customer connections by providing proprietary marketing solutions that contribute to becoming our customer’s most valued supplier. This includes KAM newsletters, online content, reset scheduling, and asset planning.
• Analyze, manage, and support tracking National Accounts budget across all verticals (Scan, Promotion, Donations). Provide monthly updates to the team. Ensure spending is measured across the organization to sales and marketing leadership.
• Understand significant retail objectives through collaboration with customers. Align Firestone Walker’s goals with customer objectives to create mutually beneficial programming.
• Create and manage pre and post-ROI systems for all executed shopper marketing programs to drive continuous improvement for future programming.
• Participate in meetings with the sales team and retail customers to communicate marketing strategy, assist in selling-in shopper marketing programs, and report back post-program performance metrics to build retail relationships and unlock further trade support.
• Manage set-up and execution of all shopper marketing programs, coordinating with the internal creative team, sales team, and managing relationships with third-party vendors as primary Firestone contact.
• Manage set-up and execution of on & off-premises national consumer promotions, including text-to-redeems, available to National Accounts and general sales team to secure account support, drive volume, and encourage consumer engagement.
• Create sales tools for the general sales team to educate and communicate chain shopper marketing programs to accounts and wholesalers.
• Report chain programming ROI to the Marketing and Sales leadership team for review of optimization measures at retail.
• Manage e-commerce platforms, including relationships as primary Firestone contact, including identifying & qualifying advertising opportunities with media agencies, maintaining Firestone e-commerce brand presence, and staying on top of business segment growth.
• Other related duties as assigned.
Required Qualifications:
- Bachelor’s degree in marketing, branding, retail, or similar
- 3 years’ experience in shopper marketing, creating planning, and executing consumer trade programs
- Prior experience in chain grocery and retail partnerships/execution
- Budget creation and management experience
- Ability to operate and use a computer, proficient in Microsoft Office suite of programs with advanced skills in PowerPoint and Excel
- Strong team management, mentoring, project management, organizational, team building, and interpersonal skills
- Ability to manage the diverse needs of the retail environment
- Strong attention to detail
- Ability to handle multiple deadlines and priorities by multi-tasking in a fast-paced environment
- Positive attitude, outgoing, and personable to handle daily interactions with internal and external customers
- Ambitious, energetic, and proven basis for winning
What Firestone Walker Offers:
- Competitive pay rate for an experienced individual with the right skills
- Base Salary Range: $75,000-90,000/year
- An excellent benefits package including:
- 100% paid premiums for employees including medical, dental, vision, & life insurance
- Accrued PTO (rate of 13 days per year)
- 48 hours max sick leave usage per year
- 401(k) retirement plan including company paid profit sharing & 4% matching
- 10 paid holidays per year
Please submit your cover letter and resume with your work experience when applying.
Firestone Walker is an Equal Opportunity Employer.
