Shopper Marketing Manager

The Shopper Marketing Manager develops and executes shopper marketing strategies that drive conversion, household penetration, and basket size across Duke Cannon's most strategic customers: Mass (Target, Walmart), Club, and E-commerce (Amazon, retailer.com). This role translates brand strategy into customer-specific in-store and digital experiences - from end-cap displays to A+ Amazon content - partnering closely with Sales, Brand, Creative, and Operations to win the shelf and grow the business at retail.

PRIMARY RESPONSIBILITIES:

Shopper Strategy & Annual Planning

• Develop annual shopper marketing plans aligned to brand, sales, and category objectives across Mass, Club and E-commerce/Amazon.

• Partner with Sales account leads to align shopper activation calendars to key retailer moments (Father's Day, back-to-school, holiday, New year/New you).

• Marketing lead for all retail meeting needs (sizzle reels, surround plans, etc.)

• Input into category narratives and joint business plans to support customer line reviews.

Program Development & Execution

• Lead end-to-end execution of shopper programs including, but not limited to, sampling, in-aisle signage, and POP.

• Manage retailer-specific creative briefs and oversee production with the internal creative team.

• Build and oversee the agency executing digital shopper programs across retailer media networks: Roundel (Target), Walmart Connect and Amazon.

• Initiates & Optimizes the creative for digital shelf: PDP content, A+ / Premium A+ content, brand store content, etc. Collaborating with the marketplace specialist to deploy assets.

• Develop test-and-learn frameworks for new channels, formats, and retailers.

• Own the relationship with key affiliate partners like ibotta & Fetch.

Budget & Vendor Management

• Own the shopper marketing budget across assigned channels, including forecasting, accruals, invoice management, quarterly reconciliation and work with sales to have line of sight to Vendor income.

• Manage external vendors (sampling partners, retailer media agency, etc.) with clear scopes, timelines, and performance expectations.

Insights & Performance

• Define program KPIs (incremental lift, ROAS, share gain, velocity, repeat rate) and lead post-program performance reviews.

• Recommend and gain alignment on retail media KPI's and in year optimizations.

• Translate complex data into clear, action-oriented recommendations for cross-functional leadership.

Cross-Functional Leadership

• Serve as the primary marketing liaison to Sales for key accounts; participate in customer line reviews and top-to-tops as needed.

• Collaborate with Brand, Creative, Trade, Sales Operations, and Supply Chain to ensure programs are strategic, on-brand, and operationally feasible.

• Champion the shopper's voice in brand and innovation discussions.

QUALIFICATIONS:

Required

• Bachelor's degree in Marketing, Business, Communications, or related field.

• 5-7 years of CPG shopper marketing or customer marketing experience.

• Direct experience activating with Target and Walmart. Experience with Club and Amazon is a plus.

• Working knowledge of retailer media networks, media KPI's, in-store programming production cycles, and digital shelf optimization.

• Experience overseeing a retail media agency.

• Demonstrated budget management and project management skills with multiple workstreams in flight.

• Strong communication skills - able to influence cross-functional partners and external retailer stakeholders.

• Proficiency in Microsoft Excel and PowerPoint; comfort with syndicated data tools and project management software.

Preferred

• Experience in personal care, HBA, men's grooming, or another adjacent category.

• Track record with growing or challenger brands in big box or club retail.

• Hands-on experience with Roundel, Walmart Connect, or Amazon Ads.

• Familiarity with Luminate, Amazon Brand Analytics, or Circana / Nielsen.

Work Environment & Physical Requirements

• Hybrid: Remote on Monday & Friday, In-office Tues - Thursday at Duke Cannon HQ in Minneapolis, MN.

• Travel of approximately 15-20% to retailer headquarters (Minneapolis, Bentonville, Seattle), store visits, and industry events.

• Occasional lifting (up to 25 lbs) for in-store visits and display reviews.

SALARY AND BENEFITS

Duke Cannon offers a competitive market salary and bonus based on role and professional experience. The salary range for this position is $95,000-105,000. Our benefits are top-notch and include health & dental insurance, HSA and 401k programs supported by regular company contributions, a tuition reimbursement program, and monthly parking stipend. We also host monthly Team camaraderie events ranging from community service events to Lunch & Learns covering business, team, and industry topics....there are also plenty of impromptu happy hours if you don't have to rush home to get the kids ready for hockey practice.