- Position: Senior Manager, Omni-Channel Activation
- Department: Commercial Strategy
- Reports To: Director, Omni-Channel Activation
- Salary Type: Exempt
- Location: Philadelphia, PA /Hybrid 4 days in office
Position SummaryWe are seeking an experienced
Senior Manager, Omni-Channel Activation to design and lead integrated media and shopper marketing strategies that deliver seamless consumer and shopper experiences across national, retail, and customer-specific channels.
This role goes beyond traditional funnel planning-it's about orchestrating connected experiences that anticipate consumer needs and guide them through the journey with the next best action thinking. From new product introductions to sustaining brand loyalty, you will identify the right channels, partners, and moments that drive engagement, trial, and retention.
You'll support investment planning, collaborate with agencies, and lead activations that connect brand, shopper, and retailer objectives into one cohesive experience.
Key Responsibilities:Consumer Experience & Journey Design
- Lead the development of omni-channel activation strategies rooted in consumer experience frameworks-integrating paid, owned, earned, and retail touchpoints.
- Map connected journeys across digital, social, in-store, and e-commerce, ensuring activations are designed to meet the consumer where they are with relevant next best actions.
- Identify the most effective channels, partners, and tactics for new item launches, building awareness, encouraging trial, and fostering repeat purchase through engaging experiences.
- Partner with brand marketing and communications teams to plan campaign readiness across all owned and earned touchpoints.
Media & Shopper Experience
- Collaborate on all paid media planning and measurement including retail media networks and national media partners (e.g. Google, TikTok, Meta, Pinterest)
- Build shopper marketing strategies that link brand storytelling with retail execution, ensuring consistency across physical and digital experiences and media-to-shelf planning.
- Partner with retailers and sales teams to create activation plans that deliver value for both the consumer and the customer.
- Develop investment strategy, channels and tactics to build consumer experiences to drive trial, conversion and retention.
Leadership
- Manage agency partners across shopper marketing, national media, and retail media, driving alignment, accountability, and breakthrough ideas.
- Champion a culture of consumer-first thinking, embedding experience frameworks across brand and commercial planning.
Measurement & Continuous Experience Optimization
- Develop next-best-action measurement frameworks, with defined KPIs that measure not just conversion, but quality of experience, engagement, and retention.
- Leverage analytics and insights for continuous optimizations as well as feedback loops to cross-functional teams.
- Pilot innovative formats and test emerging channels to enhance consumer journeys across touchpoints.
Minimum Qualifications- 8+ years of experience in omni-channel media, retail media, or shopper marketing within CPG industry; food industry experience preferred
- Extremely organized with the ability to come up with big picture concepts and manage detailed execution.
- Expertise in designing consumer experience frameworks that integrates media, shopper, and retailer activations into unified journeys.
- Strong knowledge of retail media platforms and customer marketing practices (Walmart Connect, Albertson's Media Collective, DoorDash, Amazon, Instacart, KPM, Citrus Ads, Criteo, The Trade Desk).
- Experience developing media partnerships with key national players (Google, Meta, TikTok, etc)
- Demonstrated success in identifying channels and tactics to drive awareness, trial, and retention for new product launches.
- Experience managing agencies.
- Exceptional cross-functional collaboration and influencing skills.
