About Nonni's
Founded in 1988 as a homage to an Italian grandmother, Nonni's Food Group is the leading Biscotti maker in the world and a recognized producer, marketer, and distributor of branded premium specialty cookies and healthier baked goods in North America. Our brands include Nonni's®, THINaddictives®, and La Dolce Vita®, which are found in grocery, mass, club, and online retailers everywhere.
The Shopper Marketing Manager is responsible for:
Developing national shopper marketing initiatives and campaigns to improve the shopper experience, and to engage and convert the shopper.
Reviewing and approving Customer Marketing team proposals for retailer-specific activation of shopper marketing programs or other retailer-specific initiatives.
Major Responsibilities
- The Shopper Marketing Manager will collaborate with shopper marketing agencies, Marketing Services, Brand and Sales teams to create unique and compelling shopper marketing campaigns
- Lead the development of an insight-based shopper marketing strategy for Ferrara’s non-chocolate and Seasonal businesses
- Lead the development of shopper marketing initiatives and campaigns across the path to purchase, based on shopper insight and strong understanding of retailer strategy
- Gain alignment with key internal stakeholders (Brand Management, Customer Marketing and more) by defining and sharing vison, strategy and paths to execution
- Lead the creative and/or agency teams in designing and reviewing messaging on shopper facing assets such as shippers, display fixtures, in-store point-of-scale, and digital tactics to ensure goals are met
- Develop turnkey shopper marketing programs that can be leveraged by Sales for smaller scale customers
- Approve customer-specific marketing activation to ensure it aligns with brand strategy
- Use shopper research, consumer insights, and an understanding of the retailer strategies/ objectives to define insight-based shopper marketing programs that achieve customer, brand and company goals within the specified class of trade
- Manage and report on the shopper marketing budget, ensuring programs achieve benchmark ROIs
- Manage and develop one direct report
Competencies/Skills/Knowledge Required
- 3-7 years of experience in marketing; shopper or customer marketing/insights role is strongly preferred
- CPG experience desired, but not required
- Experience working with national retailer teams (e.g., category managers, merchants, marketing managers, insight managers, etc..) and marketing agencies
- Knowledge of brand/category portfolio and retail category dynamics; confection experience is a plus
- Ability to tell and sell the story to internal and external customers and agencies.
- Reports to: Marketing Insights and Creative Execution Senior Director
Education and Experience
- BS/BA in Marketing/Business Administration or related field, MBA a plus
- Minimum 3 years of marketing, sales, or business experience, or equivalent combination of education and experience in the CPG industry required
- Relevant project management or consulting work is preferred
- Experience and skill presenting concepts to multiple audiences, including senior leadership