Manager, Shopper Marketing - Target

Newell Brands • Minneapolis, MN • 3h ago

Job ID: 10808

Alternate Locations:

Newell Brands is a leading consumer products company with a portfolio of iconic brands like Graco®, Coleman®, Oster®, Rubbermaid®, Sharpie® and Yankee Candle® - and 24,000 talented teammates around the world. Our culture is built on values in action: Integrity, Teamwork, Passion for Winning, Ownership, and Leadership. We work together to win, grow, and make a real impact-supported by a high-performing, inclusive, and collaborative environment where you can be your best, every day.

Position Overview:

The Shopper Marketing Manager serves as the strategic connector between brand marketing, sales, and retail execution, driving conversion and engagement throughout the shopper journey. This role transforms brand strategies and assets into compelling, customer-tailored activations that inspire purchase and build brand equity, while ensuring alignment with retailer objectives and standards. As the primary liaison with Target's RBX (Retail Branded Experience) and Site Merchant teams, this position shapes impactful, insight-driven marketing programs that elevate the brand within Target's ecosystem. The ideal candidate is a creative, data-driven marketer with deep expertise in shopper insights, retail media, and omnichannel activation within the CPG industry.

Key Responsibilities

Shopper Marketing Strategy & Planning

Translate brand strategies into customer-specific shopper marketing plans aligned to category and retailer priorities.

Develop annual marketing calendars in partnership with brand, category, and sales teams, supporting both brand and customer business plans.

Leverage shopper, category, and syndicated data insights (e.g., Nielsen, IRI) to identify opportunities for traffic, conversion, and basket growth.

Define clear objectives, KPIs, and post-campaign analyses for all shopper marketing activations.

Lead joint business planning sessions with retailer partners to align on shared goals and initiatives.
Program Development & Execution

Design and execute omnichannel activations (in-store, ecommerce, retail media networks, and experiential).

Manage creative development, agency/vendor relationships, and execution timelines.

Oversee campaign setup, optimization, and reporting across retail media networks.

Ensure all programs reflect brand equity and retailer compliance guidelines, including digital shelf optimization.
Cross-Functional & External Collaboration

Partner closely with Digital Media Managers to plan and prioritize investments across full-funnel media strategies.

Collaborate with Insights & Analytics teams to evaluate program impact on sales lift, ROI, and engagement.

Align with Commercial Finance and Brand Finance on budgets, contracts, and agency scope of work.

Foster strong relationships with retailer marketing/media teams and external agencies.
Performance Measurement & Continuous Improvement

Establish and manage key performance indicators (KPIs) including sales lift, ROI, engagement, conversion, and share-of-voice.

Deliver post-event analysis and actionable recommendations to improve future campaigns.

Maintain accurate tracking of shopper marketing budgets and spend efficiency.

Develop learning plans to optimize campaign performance and maximize investment returns.

Qualifications

Education & Experience:

Bachelor's degree in Marketing, Business, Communications, or related field; MBA preferred.

5-8 years of experience in Shopper Marketing, Trade Marketing, or Brand Management within the CPG industry.

Proven experience managing retailer-specific marketing programs (e.g., Walmart, Target, Kroger, Amazon) and omni-channel campaigns.

Strong understanding of category management, consumer/shopper insights, and retail media ecosystems.

Experience with syndicated data tools (Nielsen, IRI) and retail media metrics (CTR, CPC, ROAS) preferred.

Certifications such as PMP, CPM, or digital marketing credentials are a plus.

Skills & Competencies:

Strong project management and organizational skills; able to manage multiple priorities and campaigns.

Excellent communication and presentation skills for internal and external audiences.

Analytical thinker with ability to interpret data and translate into actionable insights.

Proficient in Microsoft Office Suite; experience with data visualization and ROI tools a plus.

Collaborative, proactive, and detail-oriented mindset.

Ability to work effectively in cross-functional and cross-cultural teams

Success Metrics:

Incremental sales and category share growth from shopper marketing initiatives.

ROI on retailer and media investments, including retail media network performance.

Strength of retail partnerships and execution excellence.

Program delivery on time and within budget.

Retailer feedback, campaign innovation, and process improvement.

The Minnesota base pay range for this position is from $138,375 to $169,125. Salary will be based on prior experience related to the skills required for this position.

LI-KG1

Newell Brands (NASDAQ: NWL) is a leading global consumer goods company with a strong portfolio of well-known brands, including Rubbermaid, Sharpie, Graco, Coleman, Rubbermaid Commercial Products, Yankee Candle, Paper Mate, FoodSaver, Dymo, EXPO, Elmer's, Oster, NUK, Spontex and Campingaz. We are focused on delighting consumers by lighting up everyday moments. Newell Brands and its subsidiaries are Equal Opportunity Employers and comply with applicable employment laws. EOE/M/F/Vet/Disabled are encouraged to apply.

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