Customer Marketing & Omnichannel Manager

Description

The Customer Marketing & Omnichannel Manager is responsible for translating Sun-Maid’s brand and business priorities and customer strategies into customer-specific marketing and omnichannel plans that drive profitable growth.

Serving as a key marketing partner to the Sales and broker teams, this role leads the development and execution of customer-specific shopper marketing, retail media, and e-commerce programs. The Manager connects brand strategy, customer objectives, shopper insights, promotional activity, and commercial priorities to create integrated programs across in-store and digital touchpoints.

The ideal candidate brings a strong foundation in CPG customer or shopper marketing with meaningful experience in e-commerce, Amazon, retail media, and the digital shelf, as well as the ability to adapt strategies across critical retail channels, including Mass, Grocery, Club, and E-Commerce. This highly cross-functional role partners closely with Brand Marketing, Sales, broker teams, Insights, Finance, and external agency partners to move programs from strategy and brief through execution, optimization, and performance measurement.

Requirements

Customer & Shopper Marketing

• Serve as a primary  Brand Marketing partner to Sales and broker teams, working closely with them to understand, capture, and translate customer strategies, priorities, and opportunities into actionable customer marketing plans.
• Build strong working relationships with Sales and broker partners to maintain a current understanding of customer objectives, retailer priorities, merchandising plans, innovation opportunities, and evolving business needs.
• Translate Sun-Maid brand and business priorities and customer strategies into differentiated customer marketing plans for key retail partners.
• Develop annual and ongoing customer activation plans in partnership with Sales and cross-functional teams.
• Use customer, shopper, category, and competitive insights to identify growth opportunities and inform activation strategies.
• Partner with Insights to incorporate relevant consumer, shopper, category, and customer learning into customer-specific strategies and plans.
• Ensure customer programs address clearly defined business objectives, including Buy Rate, trial, repeat, conversion, brand relevance, and successful innovation launches.
• Translate national brand campaigns and innovation platforms into relevant customer-specific programs.
• Develop compelling customer activation stories and materials to support Sales in retailer meetings, line reviews, and joint business planning.

Activation & Program Execution

• Lead customer-specific programs from approved strategy and brief through execution, optimization, and post-program analysis.
• Develop clear, insight-based briefs outlining the business opportunity, shopper objective, audience, activation strategy, KPIs, and deliverables.
• Lead external shopper, retail media, creative, e-commerce, and other agency partners in the development and execution of customer programs.
• Coordinate customer activation calendars, timelines, deliverables, budgets, approvals, and cross-functional dependencies.
• Ensure programs connect relevant in-store and digital touchpoints, including merchandising, retailer.com, search, retail media, social commerce, and consumer promotions.
• Evaluate customer and Sales requests for strategic fit, business impact, and alignment with established priorities.
• Independently manage day-to-day program decisions while escalating significant investment decisions, strategic changes, or competing priorities as appropriate.

Customer & Channel Strategy

• Develop customer strategies that reflect the unique shopper, merchandising, and activation dynamics of priority channels, including Mass, Grocery, Club, and E-Commerce.
• Partner closely with Sales to support Club customers, including Costco and Sam’s Club, to identify opportunities to protect and grow the core business and support innovation, including customer-specific and limited-time offerings.
• Translate brand and Innovation priorities into customer-specific activation strategies that reflect each retailer’s business model, shopper expectations, merchandising approach, and path to purchase.

Promotional Integration & Activation

• Partner with Sales and Insights to understand customer promotional plans, performance, and opportunities, incorporating relevant learnings into customer activation strategies.
• Align shopper marketing, retail media, e-commerce, and consumer-facing activation with priority promotional and merchandising windows.
• Leverage Insights-led promotional analysis and historical performance to inform activation timing, tactics, and investment recommendations.
• Identify opportunities to amplify priority promotions through integrated in-store  and digital activation.
• Manage consumer-facing promotional programs, including coupons and other shopper incentives, as appropriate within the broader customer plan.
• Incorporate promotional and activation learnings into post-program reviews and future customer marketing plans.

Omnichannel & E-Commerce

• Lead the integration of e-commerce and digital commerce into customer marketing plans, connecting in-store, retailer.com, and pure-play e-commerce experiences.
• Bring strong  omnichannel expertise across e-commerce and digital commerce, including Amazon and key retailer platforms, while connecting digital capabilities to broader customer and channel strategies.
• Partner with Sales, Brand Marketing, and external partners to improve the discoverability, relevance, and conversion of Sun-Maid products online.
• Support Amazon strategy across product content, retail readiness, search, digital merchandising, media, and promotions.
• Identify opportunities to strengthen Sun-Maid's digital shelf across Amazon, Walmart.com, Target.com, Kroger.com, and other priority platforms.
• Help optimize product detail pages, search relevance, enhanced content, ratings and reviews, online assortment, and conversion.
• Ensure e-commerce best practices are applied to both existing products and new product launches.

Retail Media

• Lead the development of customer retail media strategies aligned to brand, shopper, and commercial objectives.
• Partner with Sales, agencies, and retail media networks to develop integrated retailer media plans.
• Support planning across platforms such as Walmart Connect, Amazon Ads, Roundel, Kroger Precision Marketing, and other priority networks.
• Evaluate agency and retailer recommendations across paid search, onsite and offsite media, display, social commerce, connected TV, and other relevant formats.
• Ensure campaigns have clear objectives, audiences, KPIs, benchmarks, and measurement plans.
• Connect retail media investment to the broader customer strategy rather than managing it as an isolated media tactic.
• Use performance data to recommend optimizations to targeting, tactics, and investment.

Measurement & Optimization

• Partner with Insights, Sales, Finance, and agency partners to establish objectives and KPIs for customer marketing, retail media, e-commerce, and consumer activation programs.
• Leverage Insights-led analyses, customer data, and agency reporting to evaluate program performance and identify business implications.
• Evaluate programs using relevant measures such as sales, Buy Rate, trial and repeat, new-to-brand, incremental sales, ROAS, conversion, digital penetration, and promotional lift.
• Understand and appropriately distinguish between attributed sales and incremental business impact.
• Translate results into clear, actionable recommendations for future customer activation and investment.
• Capture post-program learnings and apply them consistently to future planning and optimization.

Budget & Agency Management

• Manage assigned customer marketing, shopper activation, retail media, e-commerce, and consumer promotion budgets.
• Maintain accurate budget forecasts and manage program spending in partnership with Finance and agency teams.
• Ensure investments align with strategic priorities and expected business impact.
• Recommend opportunities to increase, reduce, or reallocate investment based on performance and business needs.
• Manage agency partners through clear briefs, scopes, timelines, deliverables, and performance expectations.
• Hold partners accountable for strategic quality, execution, timing, budget, and results.

Cross-Functional Leadership

• Build strong partnerships across Brand Marketing, Sales, Insights, Finance, Innovation, Operations, and external partners.
• Work closely with Sales to understand, capture, and apply customer strategy, acting as a key connector between customer objectives, brand strategy, shopper needs, and activation execution.
• Bring the customer and shopper perspective into broader brand, innovation, and business planning.
• Partner with Brand and Innovation leads to translate campaigns, positioning, and innovation priorities into effective customer activation.
• Partner with the Associate Brand Manager on customer-facing assets, innovation launches, and shared executional priorities as appropriate.
• Proactively communicate performance, opportunities, risks, and recommendations to key stakeholders.
• Operate with a high degree of ownership and autonomy while elevating the decisions that require senior leadership direction.

Education and Experience:

• Bachelor’s degree in Marketing, Business, Communications, or related field.
• 5+ years of experience in customer marketing, shopper marketing, omnichannel marketing, e-commerce, trade marketing, or a related CPG discipline.
• Experience developing and executing customer-specific marketing plans for major retailers.
• Demonstrated ability to partner effectively with Sales and/or broker teams to translate customer priorities into actionable marketing strategies.
• Strong understanding of the relationship between Brand Marketing, Sales, shopper marketing, promotions, e-commerce, and retail media.
• Demonstrated experience developing customer marketing strategies across multiple retail channels, with experience in e-commerce/Amazon and/or Club strongly preferred.
• Working knowledge of digital shelf fundamentals, product content, retailer search, digital merchandising, and e-commerce conversion.
• Experience working with retail media networks such as Amazon Ads, Walmart Connect, Roundel, Kroger Precision Marketing, or similar platforms preferred.
• Experience leading external agencies and complex cross-functional projects from strategy through execution and measurement.
• Strong analytical and commercial skills with the ability to translate data into actionable business recommendations.
• Proven ability to manage multiple priorities, budgets, stakeholders, and deadlines in a fast-paced environment.
• Strong written, verbal, presentation, and cross-functional influencing skills.

CPG, food/snacking, Amazon Vendor Central, Club (including Costco and/or Sam’s Club), syndicated data, digital shelf, and new product launch experience are preferred.