Director of Shopper Marketing

<h3><strong>Role Summary</strong></h3> <p>We are seeking a Director of Shopper Marketing to serve as the strategic architect and single-threaded owner of retail marketing efforts across key accounts.</p> <p>This is a senior leadership role responsible for owning account-level strategy, calendars, budgets, and overall chain performance, while acting as the central point of alignment between Sales, Marketing, and our retail partners.</p> <p>They will also play a critical role in building a Shopper Marketing Center of Excellence, structured to support different retail formats (Small Format, Large Format, Club), mirroring the evolution of our sales organization.</p> <p>&nbsp;</p> <h3><span style="text-decoration: underline;"><strong>What You’ll Do</strong></span></h3> <h4><strong>Account Ownership &amp; Strategy</strong></h4> <ul> <li>Serve as the primary owner of shopper marketing across key retail accounts</li> <li>Define macro strategy for how marketing drives performance within each chain</li> <li>Align shopper marketing efforts with broader commercial priorities (distribution, velocity, promotions)</li> </ul> <h4><strong>Budget Stewardship &amp; Investment Strategy</strong></h4> <ul> <li>Own and manage shopper marketing and trade-related budgets by account and channel</li> <li>Determine how and where to invest to maximize return across:</li> <ul> <li>Price / promotion / discounting</li> <li>Retail media and digital programs (in partnership with Growth)</li> </ul> <li>Maintain full accountability for ROI and overall performance</li> </ul> <h4><strong>Account Planning &amp; Calendar Leadership</strong></h4> <ul> <li>Build and manage annual and quarterly account-specific marketing calendars</li> <li>Ensure alignment with:</li> <ul> <li>Retailer priorities and programming windows</li> <li>Brand initiatives and innovation launches</li> <li>Sales objectives</li> </ul> </ul> <h4><strong>Cross-Functional Leadership &amp; Resource Allocation</strong></h4> <ul> <li>Act as the quarterback across functions, ensuring the right teams are engaged:</li> <ul> <li>Growth Team- retail media, search, eCommerce, marketplace activation (execution arm)</li> <li>Creative / Brand- account-specific creative and messaging</li> <li>Category Management- insights, data storytelling, sell-in support</li> <li>Sales Teams- alignment to account priorities</li> </ul> <li>Mobilize resources effectively- own the “what” and “why,” while teams execute the “how.”</li> </ul> <h4><strong>Sales Enablement</strong></h4> <ul> <li>Partner closely with Commercial teams to translate brand strategy into account-specific programming</li> <li>Support priority customers including Walmart, Kroger, Albertsons, HEB, Sheetz, Circle K, and others</li> <li>Equip sales teams with clear, compelling shopper-driven plans that drive incremental growth</li> </ul> <h4><strong>Retailer Relationship Leadership</strong></h4> <ul> <li>Build deep relationships with retailer marketing, retail media, and buying teams</li> <li>Elevate Lucky Energy from vendor to strategic partner</li> <li>Increase marketing penetration and influence within key accounts</li> </ul> <h4><strong>Performance Ownership</strong></h4> <ul> <li>Own total chain-level performance from a shopper marketing perspective</li> <li>Continuously evaluate:</li> <ul> <li>What’s working</li> <li>What’s not</li> <li>Where to reallocate investment</li> </ul> <li>Partner with Growth to stay informed on media and eCommerce performance across platforms like:</li> <ul> <li>Walmart Connect, Walmart.com</li> <li>Roundel (Target), Kroger Precision Marketing</li> <li>Other retailer ecosystems</li> </ul> </ul> <h4><strong>Org Building: Shopper Marketing Center of Excellence</strong></h4> <ul> <li>Build and scale a Shopper Marketing function aligned to retail formats:</li> <ul> <li>Small Format (C-store)</li> <li>Large Format (Grocery / Mass)</li> <li>Club, Drug, Value, FSOP, Military, and more!</li> </ul> <li>Establish best practices, frameworks, and ways of working that create consistency and scalability</li> </ul> <p>&nbsp;</p> <h3><span style="text-decoration: underline;"><strong>What Success Looks Like</strong></span></h3> <ul> <li>Clear ownership and accountability for shopper marketing across all key accounts</li> <li>Strong budget discipline and smarter investment allocation driving measurable results</li> <li>Deeper retailer relationships, shifting Lucky Energy into a true strategic partner role</li> <li>Increased marketing penetration and influence within top-tier accounts</li> <li>Seamless cross-functional execution, with clear roles between Shopper and Growth</li> <li>A fully built and scalable Shopper Marketing organization supporting multiple retail formats</li> <li>Measurable impact on chain-level performance and overall revenue growth</li> </ul> <p><strong>What We’re Looking For</strong></p> <ul> <li>10+ years of experience in shopper marketing, customer marketing, or retail/account marketing within CPG</li> <li>Proven experience owning account-level strategy, budgets, and performance</li> <li>Strong people leadership experience, including building and scaling teams</li> <li>Deep understanding of the sales-marketing interface and how to drive alignment across functions</li> <li>Experience working with major retailers such as Walmart, Kroger, Target, Circle K, Albertsons, HEB, etc.</li> <li>Strong strategic relationship management skills, with experience navigating retailer marketing ecosystems</li> <li>Ability to operate as both a strategic thinker and operational leader</li> </ul>