Shopper Marketing Manager

Tru Fru • United States, United States • 1h ago

Who are we?

Established in 2017, trü frü rapidly ascended the "permissible indulgence" space as a Utah-based company selling one-of-a-kind "better for you" Hyper-Chilled and Hyper-Dried real fruit immersed in premium chocolate to retail outlets nationwide. Winning Most Innovative New Product in 2019 and 2022 in the sweets and snacks categories and climbing the fruit-based snack industry chart at an astounding growth rate, trü frü joined the Mars family of brands in February 2023. We are on a mission to build a legacy with trüly remarkable people who can create something special for generations to come!

As the Shopper Marketing Manager , you will be the expert on Retail Media and eCommerce marketing strategies. You will be responsible for setting and executing strategies to accelerate trü frü's online and omnichannel growth. This role involves developing programs to drive brand awareness, demand, and conversion, managing relationships with external partners, and collaborating with the sales & marketing team to grow digital sales and maintain continuity in trü frü's brand messaging. You will also oversee media spend allocation across retail media platforms, manage campaign setups, and execute strategies to maximize ROI & ROAS. Additional responsibilities include leading retailer paid search, digital shelf content optimization, and tracking e-commerce activities to enhance our marketing efforts and drive sales.

This role requires a deep understanding of retail media networks, Amazon marketing programs, and the ability to work closely with external agencies, vendors, and internal cross-functional partners.

What you'll do

Own the strategy, execution, and optimization of retail media and shopper marketing programs to drive awareness, demand, conversion, and online share growth for trü frü across Amazon, Instacart, Target.com, Walmart.com, and Kroger.com.

Manage agencies and vendors, ensuring retail media strategies align with overall business objectives and deliver strong ROI.

Oversee media spend allocation across Amazon and retail media networks to maximize efficiency and return.

Serve as the subject matter expert on retail media platforms, including Amazon, Walmart Connect, Roundel, and Kroger Precision Marketing.

Partner closely with sales to prioritize key retailers, recommend growth tactics, and support broader eBusiness objectives.

Identify, test, and scale new omni-channel tactics that enhance the shopper journey and improve retail velocity.

Manage coupon and cashback programs (e.g., Ibotta) to drive trial, velocity, and incremental sales.

Lead paid search strategy, execution, and performance tracking across key retail platforms to grow share of search and conversion.

Own digital shelf excellence, including ongoing PDP audits, content optimization, and asset management, in collaboration with sales and cross-functional teams.

Track and analyze eCommerce and retail media performance, including ROAS, share of search, keyword effectiveness, and sales impact.

Define, monitor, and report on key eBusiness and retail media KPIs with clear, actionable insights.

Synthesize performance learnings and deliver recommendations to stakeholders to drive continuous optimization and growth.

What you'll bring to trü frü

You are...

A hands-on, growth-minded marketer excited about retail media and eCommerce.

Comfortable working across retail media platforms and eager to keep learning and testing.

A strong collaborator who partners well with Sales, Marketing, and agency teams.

Organized and adaptable, able to manage multiple priorities in a fast-paced environment.

Data-curious, using performance insights to improve and optimize campaigns.

Proactive, scrappy, and ready to jump in where needed.

A clear communicator who helps keep trü frü's brand voice consistent across digital channels.

You have...

Bachelor's Degree in Marketing, Business or related area of study.

3+ years of CPG experience in shopper marketing or digital commerce.

Proven track record of working cross-functionally.

Experience working with agencies, Amazon, US retailers, and managing product campaigns on platforms like Kroger.com and Instacart.

Microsoft Suite proficiency.

Ability to travel between 10-15% of the time while in role.

Certain states and localities require employers to post a reasonable estimate of salary range. Actual salary will be based on a variety of factors, including location, experience, skill set, performance, licensure and certification, and business needs. The range for this position in other geographic locations may differ.

What trü frü offers -

Competitive salary, including a target bonus and an impressive benefits package!

Flexible Paid Time Off

Excellent health, dental & vision insurance, with options to fit you and your family's needs.

Long-term disability and short-term disability insurance

Employee Assistance Program (EAP)

401K retirement saving opportunity.

Casual office dress code

A dynamic, ambitious, indulgently fun work environment!

EEO

At trü frü, we are committed to an inclusive workplace where diversity in all its forms is championed. trü frü is proud to be an equal opportunity workplace and we are an affirmative action employer. We are committed to equal employment opportunity regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, citizenship, marital status, disability, gender identity or Veteran status. We also consider qualified applicants with criminal histories, consistent with legal requirements. If you require special accommodation, please let us know.

Mars and its family of brands is committed to transparency and responsibility in how we handle the personal data entrusted to us by our customers and consumers. To learn more about our privacy policy please follow this link (https://www.mars.com/privacy) .

Tru Fru

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