Senior Manager, Integrated Marketing & Activation

LALA US, Inc • Dallas, TX • 3h ago

WHY LALA?

At LALA U.S., we are building brands that sit at the intersection of culture, quality, and growth. As a leader in Hispanic dairy, we have a unique opportunity to serve one of the fastest-growing and most influential consumer segments in the country. This role offers the best of both worlds: the opportunity to apply best-in-class CPG marketing fundamentals while operating in a fast-paced, entrepreneurial environment where ideas move quickly and impact is visible.

You will have the opportunity to work on high-growth categories, lead meaningful initiatives, and gain exposure to senior leadership, all while helping shape the future of our business in the U.S.

JOB PURPOSE (SUMMARY)

The Senior Manager, Integrated Marketing & Activation leads the Commercial Activation & Engagement team and serves as the commercial activation quarterback between Marketing (Brand, Shopper, Digital) and Sales. This role drives integrated marketing strategy and activation planning across Hispanic Specialty Channel (HSC), Modern Trade, and Club, while owning agency governance across creative, media, shopper, and PR partners.

The leader manages approximately $3.2MM in Shopper Marketing investment and $4.5MM in Creative and Media spend, ensuring strong linkage between activation, brand strategy, and measurable commercial outcomes. This role also manages a team of three: two Shopper Marketing Associate Managers / Sr. Associates and one Digital Marketing Operations & Activation Specialist.

This is a high-visibility leadership role with direct exposure to the CMO and cross-functional leadership across Brand, Sales, Finance, and Insights.

KEY RESPONSIBILITIES

Team Leadership & Agency Governance

Oversee and develop a team of two Associate Managers / Sr. Associates and one Specialist

Own agency governance across creative, media, shopper, and PR partners, including contract management and SOW oversight

Establish KPI frameworks and performance scorecards for agency partners

Lead monthly agency performance reviews and ensure continuous optimization

Integrated Marketing Strategy & Activation

Lead integrated marketing strategy and activation planning across HSC, Modern Trade, and Club

Translate brand strategy into omnichannel campaign frameworks across retail and digital touchpoints

Develop and manage the annual activation calendar, investment strategy, and cross-channel priorities

Drive alignment between brand strategy and customer-specific activation plans

Cross-Functional Partnership

Serve as strategic liaison between Marketing (Brand, Shopper, Digital) and Sales

Lead cross-functional planning across Brand, Sales, Insights, and Agency Partners

Support Brand Managers by providing strategic feedback on creative direction and media plans

Partner with Finance to manage $3.2MM Shopper Marketing and $4.5MM Creative & Media budgets

EXPERIENCE / QUALIFICATIONS

7-10 years of experience in CPG marketing, brand marketing, or integrated marketing / activation roles

Experience leading agency relationships across creative, media, and shopper disciplines

Prior people management experience

Experience managing multi-million dollar marketing budgets

Familiarity with the U.S. Hispanic market strongly preferred

Bilingual (English/Spanish) preferred

SKILLS & ATTRIBUTES

Strong strategic thinking with ability to translate brand strategy into executional plans

Proven ability to lead and develop high-performing teams

Strong analytical and problem-solving skills with a performance and KPI-driven mindset

Ability to influence and align cross-functional leaders without formal authority

Strong project management and organizational skills

Proactive, hands-on mindset with a bias for action

EDUCATION

Bachelor's degree required

MBA preferred

WORKING CONDITIONS

Hybrid role based in Dallas, TX (Tuesday-Wednesday-Thursday in office)

Regular office environment; ability to lift up to 10 pounds

Travel 15-20% of the time based on business needs

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