Assistant Manager - Shopper & Customer Marketing, Carol’s Daughter & Softsheen Carson
The Shopper & Customer Marketing Assistant Manager is responsible for maximizing engagement with a select set of “brick and mortar” retailers on behalf of both the Softsheen Carson and Carol’s Daughter brands. They are accountable for the growth of their category/brand at each account.
Under the guidance of the OmniShopper Director, they develop the national retail 360 go to market plans for their category, make sure we have the right consumer/shopper engagement plans, and drive them to maximize our market share through all levers (FSI’s, display, promo, etc) available from a national shopper & account customer marketing perspective. They use shopper insights to develop retailer-specific programs in partnership with Brand Shopper Marketing and Sales. Their goal is to maximize their business at the B&M retailers and truly understand the shopper.
The Shopper/Customer Marketing Assistant Manager works hand-in hand with the other members of the brand squad, such as the Business Brand Developer, the eShopper, social/content, brand marketing and the Sales team National Account Managers to ensure that the national shopper plans and account specific plans are strong and differentiated for each account to maximize brand market share.
· Market share and growth at my retailers
· Performance vs budget
· Sales lift and ROI of account-specific marketing programs
· Shopper penetration by category/brand at my account
· Advantage/Kantar scores (to measure relationship)
REQUIRES IN-DEPTH KNOWLEDGE OF:
· Shopper marketing insights
· Our gaps to target & plan to achieve
· GTM opportunities
· Account strategy
· Sales drivers at account
· Account organizational structure & decision-makers
· Sales fundamentals
· National Shopper plans
· Retailer specific activation plans
· Account grid & plan reporting
· Working closely with
· eShopper to develop omni-shopper plans
· PEP team on display development
· Retailer marketing teams to develop strong account specific plans
· NAM/Retailer support needs
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