Himalaya Herbal Healthcare is seeking an experienced and highly driven Shopper Marketing Manager to lead the Shopper Marketing function and drive rapid growth on a young brand with significant new distribution in FDM retail. In this role, you will bring your experience to bare and chart a course for the organization’s approach to Shopper marketing. The proper candidate will have the breadth of experience and the confidence to work in high exposure situations with limited oversight.
The Shopper Marketing Manager will lead the successful development, coordination, execution, and evaluation of account-specific plans that meet the specific needs of the brand, the customer and the shopper. The successful candidate will possess the leadership and communication skills necessary to work in intense collaboration with sales to develop and execute plans to achieve revenue and profit goals via strong ROI. You will work in strong collaboration with the Brand team, Sales, and Insights and Analytics to deliver on corporate objectives
In this role, you will establish and champion the Shopper marketing function in a fast growth, highly dynamic season and be a catalyst for the future direction of the business.
The Shopper Marketing Manager will report to the Senior Brand Manager North America.
Duties and Responsibilities
- Develop and execute account specific marketing programs that enhance the equity of the brand and grow baseline sales.
- Build and enhance strategic relationships with key customers and broker partners to facilitate the advancement of Shopper marketing programs and capabilities supporting company growth strategies.
- Ensure resources and brand strategies are properly aligned for achieving customer business objectives and the organization’s stated goals.
- Align planning process to meet retail planning needs with an eye towards critical milestones - line reviews, top to top meetings, etc.
- Understand customer strategies and retail trends to identify and recommend key opportunities for the brand.
- Work closely with the Brand team to establish a feedback loop to help them better understand the customer situation and identify opportunities to incorporate top customer needs into brand planning.
- Act as a conduit of tactical knowledge between the sales and marketing organizations and represent the marketing organization in cross-functional meetings.
- Work closely with Sales and Analytics to prepare customer specific presentations to support Shopper marketing planning as part of annual brand reviews and new item submissions.
- Manage customer specific marketing budgets, forecast spending and adjust plans, programs and activities as necessary to deliver on profit and volume targets.
- Track and report on program effectiveness and develop insights and actions to adjust plans to increase ROI.
- Monitor competitive activity and develop plans to protect market position and mitigate threats.
- Translate syndicated data into insights to identify opportunities and selling stories.
- Proactively act as a champion of Shopper Marketing and build organizational energy, understanding and enthusiasm behind the power and capabilities of the function.
Competencies
- CPG Shopper marketing experience is required.
- FDM experience is required. Drug channel experience is strongly preferred.
- Ability to develop omni-channel marketing solutions.
- Proven ability to translate data into selling stories for internal and external audiences. Experience using and interpreting syndicated data a must.
- Experience working with a sales force and an understanding of the inter-dynamics of the sales and marketing functions specifically in a CPG and FDM environment.
- Experience working directly with customers and the demonstrated ability to present to customers.
- Experience defending plans and making the case for resources with data.
- Ability to maintain excellence and be highly effective working with a remote team and having only periodic in-person contact with leadership.
- Ability to work with ambiguity, navigate and add value to business situations and organizational challenges with no existing process or solution.
- Ability to manage projects, develop timelines, articulate critical paths and deliver outcomes on time.
- Demonstrated excellence in written and verbal communication.
- Demonstrated customer-centric mindset.
- A bias for action and the ability to chart a course vs. follow one.
Required Qualifications:
- Bachelor’s degree required, with MBA or Master’s degree in Marketing a plus.
- Experience working with a CPG sales force, calling on FDM retailers.
- Proven ability to leverage digital tools to drive business growth. Experience using digital techniques to reach highly targeted audiences.
- Demonstratable working knowledge of and experience using legacy and emerging Shopper marketing tools to deliver results.
- A progression of marketing or sales experience in a CPG setting including a Shopper marketing position on a key brand or portfolio within a CPG company.
- Experience using syndicated data sources (e.g. SPINS, Nielsen, IRI) and digital analytics (e.g. Google Analytics, Shopify).
- Experience preparing customer presentations and presenting to customers.
- Significant analytical and critical thinking skills with experience analyzing data & translating it into action.
- Demonstrated success in challenging and ambiguous business situations.
- Consistent record of posting strong results in a customer marketing role.
- Highly collaborative and capable of receiving direction from peers and leaders across functions.
- Willingness to travel regularly to headquarters in Sugarland, TX, attend trade shows and support customer meetings (All corporate travel is currently restricted due to COVID-19 precautions).
- Computer skills including MS Office programs such as Outlook, Word, Excel, PowerPoint.
- Above average excel and power point skills are required to be effective in this role.
- Excellent organizational skills and the ability to discern priorities without supervision.
- Strong attention to detail balanced with a sense of urgency and a commitment to excellence.
- Demonstrated excellent written and communication skills.
- Examples of prior customer marketing work will be requested, along with references.
Preferred Qualifications
- Knowledge of and personal involvement with natural products and a healthy lifestyle.
- CPG sales experience a plus.
Compensation and Benefits
- Competitive base salary and bonus, commensurate with experience
- Company benefits including medical, dental, vision, life, disability & 401(k)
Experience
- Minimum 5 years experience with at least 3 in customer or shopper marketing function.
This position description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the role. Other duties, responsibilities and activities may change or be assigned at any time with or without notice.