Nestle Shopper Insights Marketing Manager in Arlington, Virginia

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POSITION SUMMARY:

The consumer / shopper journey from awareness to conversion has never changed so rapidly as it has in the past 5years. From digitally enabled shopping and delivery to significant advancements in retailer CRM and new media opportunities to reach consumers as they plan their shopping is vital to long term growth in the CPG industry.

The Shopper Insights Marketing Manager is responsible for building Marketing and Sales capabilities to create and leverage shopper insights which inform Category First growth strategies. Their primary goal is to Up-skill entire commercial team within their Category and Division to combine the voice of the shopper into the Divisions planning processes and leverage this competency to the benefit of all stakeholders, defined as brands, retailers consumers and shoppers. This role collaborates with Brand and Sales to build brand and category level (multi-brand) shopper strategies which ensure an optimized Path to Purchase campaign including (digital, promotions, media, and creative agencies). The role combines both consulting efforts at a category level and direct management of multi-brand programing at key accounts with Shopper Activation team in the field.

PRIMARY RESPONSIBILITIES:

Core Responsibilities

Champion Category First mindset and drive education of category and shopper within the Division.

Be the expert on retailer marketing ecosystems for the Division

Be the liaison to Field team on multi brand efforts and facilitate direct Brand engagement on solo activations

Co-create with Shopper Insights, Brand and Shopper Activation teams to generate shopper growth ideas for focus brands and retailers

  • Solo activations

  • Multi-brand activations

  • Scale event activations

Ensure holistic business plans are achieved across the entire path to purchase for key brands within the division and activated at priority customers.

Ensure alignment in media planning and purchasing exists (brand and shopper) through clear communication with Brand, CME, Agency Teams. Manage Shopper budgeting process and strategy for key Division s key brands and customers.

Share shopper best practices across Divisions

Work closely with Director of Shopper COE to develop overall Shopper Practice prioritization

SUPERVISION RECEIVED: Works independently with general supervision is received from the Shopper Center Of Excellence (COE) Director.

SUPERVISION GIVEN: May be responsible for the development and capabilities of cross functional resources in Brand and Sales through influence

FINANCIAL/STRATEGIC IMPACT: Achieving corporate objectives on Market Share, Sales Volume Growth, Category Growth, Brand Equity, Brand Health and Marketing ROI. Aligning corporate and customer objectives to find mutual benefits utilizing roadmaps and CAP. Manages assigned budgets.

Qualifications

REQUIREMENTS AND MINIMUM EDUCATION LEVEL:

o Bachelor degree required.

o MBA or Master degree in Marketing is preferred.

Skill Sets Needed

Strong marketing and promotion experience

Deep understanding of focus retailers and their go-to-market strategies

  • Corporate priorities, merch strategy, strengths, weaknesses and marketing assets

  • Proficient with Nielsen and IRI tools

Ability to influence within and across Divisions

EXPERIENCE:

o Experience partnering with cross-functional teams and or agency partners is required

o Minimum of 3 years previous experience in marketing required.

o Experience leading marketing and shopper communication projects including digital and media strategies is required.

o Experience developing strategic plans, such as communication campaigns or commercialization strategies is required

o Experience leveraging data and trends to generate insights to understand consumer/shopper behavior is required

o Experience in Consumer Packaged Goods Industry (CPG) is preferred

*LI-DE1

The Nestl Companies are equal employment and affirmative action employers and looking for diversity in qualified candidates for employment.

Category: Management, Market Research/Marketing Services, Nestle USA