Position Description: As Calbee America expands its digital footprint, we are looking for an expert to lead our “bottom-of-funnel” growth. The Retail Media/Shopper Marketing Manager will play a pivotal role in shaping how our brands win at the point of purchase. You will lead the strategy and execution of retail media and shopper marketing, ensuring our investment translates into measurable ROI and increased market share.
Key Responsibilities:
Retail Media Strategy & Optimization
- Media Leadership: Lead the retail media strategy across all retail networks, focusing on improving efficiency and driving measurable ROI. Includes Walmart Connect, Target Roundel, Kroger Precision Marketing, and Albertsons Media Collective.
- Investment Strategy: Establish clear performance benchmarks and continuously optimize media investments to maximize visibility and conversion.
- Performance Marketing: Deep dive into performance data to optimize ROAS and revenue growth across various retail platforms.
Shopper Marketing & Conversion
- Funnel Integration: Ensure performance marketing efforts are seamlessly connected to brand-building initiatives to elevate our digital presence.
- KPI Management: Partner with external agencies to deliver performance against defined KPIs, ensuring every dollar is working toward growth.
- Platform Performance: Drive strong performance across key digital commerce platforms including Instacart, Ibotta, DoorDash, Uber Eats, and similar emerging channels.
Agency Management & Execution
- Accountability: Manage external agencies across retail media platforms, establishing clear scopes, KPIs, and rigorous accountability.
- Efficiency: Audit and refine agency workflows to ensure strong delivery and financial efficiency.
Shopper Activation, In‑Store Demos & Retailer Engagement
- Lead shopper activation and in‑store demo strategy: planning, execution, measurement, and integration with retail media and broader shopper marketing programs, ensuring demos drive trial, conversion, and compelling retailer-facing activation narratives across key customers and events.
- Business Planning Support: Provide retail media and shopper marketing inputs for customer presentations, and strategic sell-in conversations.
- Narrative Development: Help translate performance results and learnings into clear, compelling stories for internal and external audiences. Lead the planning and execution of shopper marketing programs that drive trial, conversion, and brand engagement at the point of sale—both in‑store and online.
Required Competencies:
- Analytical
- Attention to Detail
- Communication
- Constantly learning about latest industry developments
- Learns New Platforms quickly and assesses strategic fit
Required Qualifications & Skills:
- Expertise: 5-8 years in performance marketing, retail media networks (RMNs), and marketplace optimization.
- Analytical Rigor: Demonstrated impact on improving conversion, ROAS, and top-line revenue growth through media optimization.
- CPG Background: Experience within the CPG industry or high-growth consumer brands, focusing on shopper-centric digital marketing.
- Education: Bachelor’s degree required.
- Northern California, hybrid role (2-3 days per week onsite at our Fairfield, CA office). Open to remote.
Calbee North America is an equal opportunity employer dedicated to a policy of non-discrimination in employment on the basis of race, color, age, sex, religion, national origin, disability, veteran status, citizenship, ancestry, genetic information, sexual orientation, gender identity, marital or familial status or any other legally protected status.