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Director, Shopper Marketing (Center)


Date: May 3, 2019

Location: Broomfield, CO, US

Company: DANONE

Danone North America is the largest Benefit Corporation in the world. Our mission is to bring health through food to as many people as possible. Danone North America is looking for a Director, Shopper Marketing (Center) in Broomfield, CO.


Vision of the role
Responsible for developing the strategic vision of shopper marketing sub-function and managing its execution. Develop standard shopper marketing tools and offerings and cascade throughout the field organization. Serve as the shopper expert to define the right customization, selling, and shopper activation of Danone North America's corporate priorities and plans to grow the business with customers around the country. Oversee the development of shopper marketing plans that grow shopper conversion, customer penetration, diminish shopper leakage, and drive loyalty.


Key responsibilities
■ Build shopper marketing center of excellence
- Lead the Shopper Marketing CoE and establish best-in-class processes that bring together the Shopper Marketing CoE, Shopper Marketing teams, Consumer Engagement, BU's, Retail and cross-functional partners
- Determine the key shopper and customer insights that support shopper marketing initiative delivery and ensure team members have knowledge and access to these insights
- Oversee communication between shopper insights and shopper marketing to ensure shopper insights are applied to specific strategies and programming
- Review shopper marketing post-mortems and share learnings across categories and customers
- Bring field and center Shopper Marketing teams together for best-practice and knowledge sharing (e.g., monthly meetings, training, virtual team space, etc.)
- Be the expert in digital, point-of-sales material development
- Understand how to use eCommerce within shopper marketing and connect to the central eCommerce team and Brand Digital groups to drive this forward
- Connect with the broader Groupe Danone (central shopper activation function) in order to implement best practices, materials, trainings, etc. that have been conceived world-wide and be reapplied in the US
■ Support center and field Shopper Marketers as they bring initiatives to life
- Review and support the development of national activation plans and programs to build brand equity in store and communicate offerings to the field
- Provide guidance and oversight to customer-facing shopper marketers as they develop point of sales materials and in-store tools (e.g., display artwork, store signage, pre-pack displays, etc.)
- Transfer knowledge and best practices to the customer-facing shopper marketers regarding ecommerce and digital marketing shopper activation
- Serve as expert in display and merchandising principles
- Be accountable for which shopper marketing programs are executed/participated in
■ Drive customer penetration and build rapport with customer marketing groups
- Interact with customer marketing organizations to co-develop plans that grow shopper conversion and diminish leakage
- Coordinate with field shopper marketing teams on when to engage customer marketing teams
■ Oversee shopper marketing budget
- Review and monitor shopper marketing budgets quarterly
- Problem-solve any budgetary issues (e.g., over-budget, under-budget, how to use, etc.) with shopper marketers and raise to sales finance when appropriate
■ Support third party relationships
- Manage Shopper Agencies
- Participate in top-to-top discussions with shopper marketing promotional agencies
- Connect with third party leadership to support coordinated events (i.e. other CPG's)
■ Manage the team
- Build and maintain strong culture within team
- Set and communicate clear objectives for the team and individual team members
- Deploy Shopper Marketing resources appropriately to deliver on team's goals and objectives
- Create connection points for Shopper Marketing org with Marketing Center of Excellence, Category Management, Trade Marketing, and key account teams
■ Grow your people
- Identify, recruit, and retain a balanced and diverse team based on member/candidate strengths and role fit supported by relevant knowledge, skills, and experience
- Work with Sales Training team to identify and address individual development needs of the field Shopper Marketing teams across functional (analytical and marketing) skills
- Provide the foundation for team effectiveness by creating and maintaining team processes
- Apply training and coaching effectively for individual and team development
- Complete performance evaluations for direct reports


Ideal candidate will have:
■ 4 year business degree
■ 8-10+ years of progressive experience with a combination in sales/marketing roles within CPG industry
■ 5+ years Shopper Marketing experience in CPG industry
■ 3 years minimum in a team leadership role
■ Demonstrated ability to achieve breakthrough results through the course of work
■ Strong team leadership and management skills - demonstrated ability to attract, develop, and maintain high performers
■ Expert in understanding and interpreting shopper research
■ Experience in e-commerce, digital, point-of-sale material development
■ 15-25% travel




Danone North America is a Certified B Corporation business unit of Danone and operates in the U.S. from headquarter offices in White Plains, NY and Broomfield, CO. For more information, please visit Danone North America is an equal employment and affirmative action employer. All qualified applicants will receive consideration without regard to race, color, religion, disability, sex, sexual orientation, gender identity, national origin, age, veteran status, genetic characteristic or any other unlawful criterion.

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