JOB PURPOSE (SUMMARY)

The Associate Manager / Sr. Associate, Shopper Marketing & Field Activation - HSC leads shopper strategy, programs, and field activations for the Hispanic Specialty Channel (HSC). This is a brick-and-mortar-first role with secondary digital shelf and retail media responsibility across HSC retail partners.

This role designs retail activation plans, scalable demos, sampling programs, toolkits, and merchandising solutions that drive sell-through in HSC. The role partners closely with Marketing, Sales, brokers, distributors, vendors and agencies to ensure execution quality, and owns retailer.com content governance and digital shelf standards for HSC partners.

The ideal candidate is a hands-on shopper marketer who knows the Hispanic consumer, is comfortable in retail environments, and brings both creative activation instincts and KPI discipline.

KEY RESPONSIBILITIES

HSC Shopper Strategy & Field Activation
• Lead focused shopper strategy, programs, and field activations for HSC (brick-and-mortar first)
• Set KPIs and measure performance against success metrics
• Design retail activation plans including scalable demos, sampling, toolkits, and merchandising solutions
• Plan and execute in-store demos, activations, and sampling programs
• Develop HSC-specific shopper toolkits for the channel
• Manage merchandising materials and giveaway coordination
• Standardize channel playbooks to increase efficiencies
• Manage, plan, and track program budgets within approved plans, including forecasting and invoicing

Broker, Distributor, Sales & Marketing Partnership
• Partner with brokers, distributors, vendors and agencies to ensure execution quality at retail
• Partner with Sales to align shopper programming with key customer growth priorities
• Partner with Marketing to align on brand voice, look & feel and activation calendar
• Track proof-of-performance and activation results against KPIs

Digital Shelf & Retail Media (HSC)
• Own retailer.com content governance and digital shelf standards for HSC partners
• Support digital retail media integration and optimize product detail pages across key HSC retail partners
• Support retail media optimization, performance tracking, and KPI discipline

EXPERIENCE / QUALIFICATIONS
• 3-5 years of experience in shopper marketing, trade marketing, field marketing, or brand marketing
• Hands-on experience planning and executing in-store demos, sampling, and merchandising programs
• Experience working with brokers, distributors, and retail sales and marketing teams
• Familiarity with digital shelf, retailer.com content, and retail media strongly preferred
• Deep familiarity with the U.S. Hispanic consumer and Hispanic Specialty Channel strongly preferred
• Bilingual (English/Spanish) strongly preferred

SKILLS & ATTRIBUTES
• Strong shopper marketing and activation instincts
• Ability to balance creative execution with performance and KPI discipline
• Strong project management and ability to manage multiple activations simultaneously
• Ability to influence brokers, distributors, and cross-functional partners without formal authority
• High attention to detail and strong follow-through
• Proactive, entrepreneurial spirit, hands-on mindset with a bias for action

EDUCATION
• Bachelor's degree required

WORKING CONDITIONS
• Hybrid role based in Dallas, TX (Tuesday-Wednesday-Thursday in office)
• Regular office environment; ability to lift up to 10 pounds
• Travel 20-30% of the time based on business needs
Skills & Requirements Qualifications