Director of Shopper Marketing

Role Summary

We are seeking a Director of Shopper Marketing to serve as the strategic architect and single-threaded owner of retail marketing efforts across key accounts.

This is a senior leadership role responsible for owning account-level strategy, calendars, budgets, and overall chain performance, while acting as the central point of alignment between Sales, Marketing, and our retail partners.

They will also play a critical role in building a Shopper Marketing Center of Excellence, structured to support different retail formats (Small Format, Large Format, Club), mirroring the evolution of our sales organization.

What You’ll Do

Account Ownership & Strategy

Serve as the primary owner of shopper marketing across key retail accounts

Define macro strategy for how marketing drives performance within each chain

Align shopper marketing efforts with broader commercial priorities (distribution, velocity, promotions)

Budget Stewardship & Investment Strategy

Own and manage shopper marketing and trade-related budgets by account and channel

Determine how and where to invest to maximize return across:

Price / promotion / discounting

Retail media and digital programs (in partnership with Growth)

Maintain full accountability for ROI and overall performance

Account Planning & Calendar Leadership

Build and manage annual and quarterly account-specific marketing calendars

Ensure alignment with:

Retailer priorities and programming windows

Brand initiatives and innovation launches

Sales objectives

Cross-Functional Leadership & Resource Allocation

Act as the quarterback across functions, ensuring the right teams are engaged:

Growth Team- retail media, search, eCommerce, marketplace activation (execution arm)

Creative / Brand- account-specific creative and messaging

Category Management- insights, data storytelling, sell-in support

Sales Teams- alignment to account priorities

Mobilize resources effectively- own the “what” and “why,” while teams execute the “how.”

Sales Enablement

Partner closely with Commercial teams to translate brand strategy into account-specific programming

Support priority customers including Walmart, Kroger, Albertsons, HEB, Sheetz, Circle K, and others

Equip sales teams with clear, compelling shopper-driven plans that drive incremental growth

Retailer Relationship Leadership

Build deep relationships with retailer marketing, retail media, and buying teams

Elevate Lucky Energy from vendor to strategic partner

Increase marketing penetration and influence within key accounts

Performance Ownership

Own total chain-level performance from a shopper marketing perspective

Continuously evaluate:

What’s working

What’s not

Where to reallocate investment

Partner with Growth to stay informed on media and eCommerce performance across platforms like:

Walmart Connect, Walmart.com

Roundel (Target), Kroger Precision Marketing

Other retailer ecosystems

Org Building: Shopper Marketing Center of Excellence

Build and scale a Shopper Marketing function aligned to retail formats:

Small Format (C-store)

Large Format (Grocery / Mass)

Club, Drug, Value, FSOP, Military, and more!

Establish best practices, frameworks, and ways of working that create consistency and scalability

What Success Looks Like

Clear ownership and accountability for shopper marketing across all key accounts

Strong budget discipline and smarter investment allocation driving measurable results

Deeper retailer relationships, shifting Lucky Energy into a true strategic partner role

Increased marketing penetration and influence within top-tier accounts

Seamless cross-functional execution, with clear roles between Shopper and Growth

A fully built and scalable Shopper Marketing organization supporting multiple retail formats

Measurable impact on chain-level performance and overall revenue growth

What We’re Looking For

10+ years of experience in shopper marketing, customer marketing, or retail/account marketing within CPG

Proven experience owning account-level strategy, budgets, and performance

Strong people leadership experience, including building and scaling teams

Deep understanding of the sales-marketing interface and how to drive alignment across functions

Experience working with major retailers such as Walmart, Kroger, Target, Circle K, Albertsons, HEB, etc.

Strong strategic relationship management skills, with experience navigating retailer marketing ecosystems

Ability to operate as both a strategic thinker and operational leader