Nestle Marketing Manager - Shopper Engagement in Arlington, Virginia
Defines, leads and executes short and long term Shopper Engagement Strategy including category and customer specific shopper marketing, e-comm shopper marketing and product content, national promotions and couponing.
OVERALLSHOPPER ENGAGEMENT STRATEGY:
Establish GERBER leadership in the shopper engagement space by driving the MBS, Customer needs and Masterbrand and Segment specific strategies.
Develop holistic strategy to drive shopper engagement and advocacy for GERBER through the various shopper touchpoints: off-line and on-line – maximizing lifetime value of target segments including national promotions and couponing programs.
Pioneer new ways of thinking and continually seek innovative and breakthrough ideas, approaches and solutions by staying current with shopper habits, "first-to-market" opportunities, best practices and emerging technologies.
Own and drive shopper engagement metrics to maximize ROI.
Integrate Consumer Communication strategy and content into Shopper Marketing, E-comm shopper marketing and national promotions strategies.
Input into the long-term integrated communication strategies for GERBER.
IMPLEMENTATION OF NATIONAL PROMOTIONS AND COUPON PLANS:
Successfully plan and execute national baby month programs, and develop customized programs for key retailers that include strategic partners, that deliver a strong ROI as measured by MMA and drive volume for the baby food category.
Identify key strategic partners for Gerber and develop ongoing process for partnerships including: strategic alignments, retailer relevancy, and negotiating promotion agreements to leverage partners as part of Baby Month events and as part of the broader Shopper engagement strategy.
Ideate, develop, implement, track and analyze coupon coupon plans to maximize performance and test and learn new incentive tactics to reach our core consumer.
Integrate Consumer Communication content into National Promotions implementation.
AGENCY & BUDGET MANAGEMENT:
Selection, coaching, development and relationship management of specialized agencies to ensure excellence in ideation & development and flawless execution.
Consolidate agencies for better synergies.
Shopper Engagement budget (including national promotions and partnership) definition and management with the support of the Sales organization, Brand teams and Finance co-pilots.
REQUIREMENTS AND MINIMUM EDUCATION LEVEL:
• Bachelors degree required
• MBA in relevant Marketing discipline preferred
More than 10 years experience in Sales or Marketing roles with proven success developing shopper like strategies.
Proven experience in guiding, supporting and influencing sales organizations and leading and developing cross-functional teams to ensure excellence in execution.
Works extremely well in leading and participating in matrix organization and multi-disciplinary teams.
Experience in leveraging overall brand objectives to design and deliver impactful sales executions.
Experience in developing and managing data strategies, data reporting/KPI’s, shopper insights, and best practices.
Has demonstrated success in challenging and fluid business situations
Demonstrate ability to motivate and develop people.
Job: Market Research/Marketing Services
Organization: Nestle Nutrition
Title: Marketing Manager - Shopper Engagement
Requisition ID: 18008527
The Nestlé Companies are equal opportunity and affirmative action employers and are looking for diversity in qualified candidates for employment: Minority/Female/Disabled/Protected Veteran.