POSITION: Shopper Marketing Manager (14-month contract)
COMPANY: Nestlé Purina PetCare Canada BUSINESS UNIT: PetCare DEPARTMENT: Market Development Organization (MDO) LOCATION: Mississauga, Ontario REPORTS TO: Lead, Shopper Marketing Position Summary Lead account specific path to purchase programs for major customers, and develop national Shopper Marketing plans for Dog and Cat widely distributed brands. Major Responsibilities Responsible for developing fully integrated category building events to drive shopper demand and retailer support for NPP portfolio and engage the shopper based on shopper drivers and path to purchase drivers by segment.
Align across MDO, Marketing, Sales and Supply Chain to ensure integration.
Responsible for the identification of key insights to build NPP portfolio events that tie into Integrated Customer Business Plan (ICBP) strategies and initiatives with major retailers. Provides input and recommendations into the ICP process.
Works with Shopper Insights, Marketing and Sales to understand key Pet Category Shopper Drivers and has a deep understanding of the category shopper to develop programs that target shopper needs.
Guide development & activation of differentiated retailer plans on the portfolio events for major customers.
Lead on-going optimization of Portfolio including participating brands, communication, activation vehicles & partners.
Lead the strategy, development and execution of in-store retail promotion plans for all widely distributed categories, including speed to market and evergreen initiatives.
Ensure initiatives are aligned with brand strategy and ICBP, drive volume lift, attract new Shoppers, incent trial, and/or disrupt competitive Shopping behavior.
Identify Retail Promotion Best Practices/solutions that can be utilized by broad organization.
Translate Shopper drivers by channel and path to purchase drivers by segment to synergistic retail initiatives and in-store plans through various merchandising vehicles, resulting in the annual calendar of events by segment with particular attention to innovation.
Coordinate and communicate across Shopper Marketing, Category Development, Marketing, Sales and cross functionally with Ops planning, Purchasing and Tech packaging with regular meetings to ensure alignment/integration.
Manage agency brief, creative development & execution.
Work with PR, Promotional, Web ad Social Media agencies to develop 360 degree campaigns.
Manage a significant budget to drive positive returns for Nestle Purina.
Develop and present initiatives to customers as well as to key decision makers internally
Ensure evaluation and measurement of program results for continual improvement.
Completion of a University Degree in Business Administration with a focus on sales and marketing.
4-5 years' experience in Shopper Marketing, Marketing or Sales with direct exposure to retailers and agency interface preferred.
Experience developing customer or brand business plans.
Ability to develop strategic promotions and execute via the Retailer.
Understanding of brand positioning and how to appropriately translate it to retail programs.
Understanding of consumer and shopper insights.
Candidate with future potential that will use MDO experience and development to enable broader organizational responsibility.
Advanced Microsoft applications skills including PowerPoint, Intermediate skills in Word and Excel.
Experience with AC Nielsen.
Nestlé Purina PetCare is an equal opportunity employer committed to diversity and inclusion. If you are selected to participate in the recruitment process, please inform Human Resources of any accommodations you may require. Purina will work with you in an effort to ensure that you are able to fully participate in the process. For further insight on our culture, values and principles, please visit http://www.purina.ca/.
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