Senior Manager - Shopper Activation

Beiersdorf; Montreal; On-site; CAD 90,000 - 140,000; Full time

Job summary

Beiersdorf Canada is seeking a senior Shopper Marketing leader to drive annual programs, optimize the shopper journey and accelerate sales across in-store and online touchpoints. You will collaborate with Marketing and Commercial Strategy to translate brand priorities into actionable S&CM initiatives and set activation guidelines.

You will own budgets, forecast and report on S&CM activities, work with agencies, and lead ROI post-mortems to continuously improve programs for flagship brands like

Qualifications

• BS/BA in business or related field required.
• 8+ years in shopper marketing, Commercial Strategy or Sales in CPG.
• Deep understanding of shopper journey and retail environment.

Responsibilities

• Build and lead shopper marketing plans to enhance the shopper journey and accelerate sales across in-store and online touchpoints.
• Develop and execute annual shopper programs to drive conversion at POS with demos, coupons and in-store media.
• Collaborate with Marketing and Commercial Strategy to translate brand priorities into S&CM initiatives.
• Define activation framework, guidelines, and timelines for all activities.
• Manage annual display strategy and execution guidelines aligned with brand and retailer priorities.
• Drive 360-degree S&CM support for launches to maximize retailer exposure.
• Collaborate with digital to deliver integrated omnichannel shopper experience.
• Own retailer ASP and S&CM budgets (including VAS); forecasting, invoicing and reporting to Finance.
• Gatekeeper for Display financials (RCE process) and ROI post-mortems.
• Co-develop National programs with Commercial Strategy and Marketing; represent Sales to retailers.

Skills

Shopper marketing

Budget management

Cross-functional leadership

SAP

MS Office

Financial acumen

Communication skills

Education

BS/BA Business Administration

Job description

• Build and lead shopper marketing plans that enhance the shopper journey, strengthen visibility and accelerate sales across in-store and online touchpoints,
• Develop and execute annual shopper programs that drive conversion at POS through secondary placements, signage, demos, coupons, contests, in-store media and other tactics,
• Collaborate cross-functionally with Marketing and Commercial Strategy to translate brand priorities into actionable S&CM initiatives that optimize sales,
• Define the activation framework, guidelines, calendar and timelines for all activities,
• Develop an annual display strategy and clear execution guidelines aligned with brand and retailer priorities,
• Drive a 360-degree S&CM support approach for core business and launches to maximize retailer exposure
• Collaborate with the performance digital manager to deliver integrated omnichannel shopper experience,
• Own retailer ASP and S&CM program budgets (including VAS) forecasting & management: responsible for PO creation, invoicing, budget forecasting and reporting to Finance,
• Provide guidance & act as gatekeeper for the Display financials (RCE process),
• Co-Develop National programs with Commercial Strategy and Marketing, while representing Sales function to maximize impact with retailers,
• Establish and lead an annual post-mortem process to evaluate S&CM program performance and ROI, including ASP and Displays, using data and insights to optimize future programs,
• Future-fitting: identify emerging trends, shopper activation capabilities and new technologies to test and learn from,
• Collaborate with CBMs and Commercial Strategy team for Risks and Opportunities on an ongoing basis,
• Coordinate with procurement to proactively manage the reduction of cost for displays and on-packs ex: tendering,
• Manage relationships with agency partners (Neptune, Walmart Connect, Advanced, etc),
• Champion NA synergies whenever feasible.
  
  

Your Tasks

• Build and lead shopper marketing plans that enhance the shopper journey, strengthen visibility and accelerate sales across in-store and online touchpoints,
• Develop and execute annual shopper programs that drive conversion at POS through secondary placements, signage, demos, coupons, contests, in-store media and other tactics,
• Collaborate cross-functionally with Marketing and Commercial Strategy to translate brand priorities into actionable S&CM initiatives that optimize sales,
• Define the activation framework, guidelines, calendar and timelines for all activities,
• Develop an annual display strategy and clear execution guidelines aligned with brand and retailer priorities,
• Drive a 360-degree S&CM support approach for core business and launches to maximize retailer exposure
• Collaborate with the performance digital manager to deliver integrated omnichannel shopper experience,
• Own retailer ASP and S&CM program budgets (including VAS) forecasting & management: responsible for PO creation, invoicing, budget forecasting and reporting to Finance,
• Provide guidance & act as gatekeeper for the Display financials (RCE process),
• Co-Develop National programs with Commercial Strategy and Marketing, while representing Sales function to maximize impact with retailers,
• Establish and lead an annual post-mortem process to evaluate S&CM program performance and ROI, including ASP and Displays, using data and insights to optimize future programs,
• Future-fitting: identify emerging trends, shopper activation capabilities and new technologies to test and learn from,
• Collaborate with CBMs and Commercial Strategy team for Risks and Opportunities on an ongoing basis,
• Coordinate with procurement to proactively manage the reduction of cost for displays and on-packs ex: tendering,
• Manage relationships with agency partners (Neptune, Walmart Connect, Advanced, etc),
• Champion NA synergies whenever feasible.
  
  

Your Profile

• BS/BA Business Administration
• 8+ years of similar experience at a Consumer Products Company in Shopper Marketing, Commercial Strategy, Sales and/or marketing
• Deep understanding of the shopper journey and strong knowledge of CPG retail environment
• Strong business & financial acumen with a strategic mindset and analytical skills
• Excellent planning and project management skills
• Proven experience with business partnerships and effectively building relationships amongst cross-functional teams of Supply Chain, Finance, Marketing, Sales and the Leadership Team
• Strong communication skills both written and verbally
• Must be proficient in MS Office suite and SAP
  
  

At Beiersdorf, we want to help people feel good about their skin – and our commitment goes far beyond caring for skin. For 140 years, we have developed innovative skin and body care products for well-known brands such as NIVEA, Eucerin, Coppertone, Elastoplast, and Aquaphor. We act according to our purpose, WE CARE BEYOND SKIN, and take responsibility for our consumers, our employees, the environment and society.

Behind every brand, every product and every accomplishment are our more than 20,000 employees. It is for them that we live a culture of inclusion, respect and trust that is strongly aligned with our values – CARE, COURAGE, SIMPLICITY and TRUST. We embrace diversity by valuing the uniqueness of each individual and being committed to equal opportunities for all

Additional Information

WHAT YOU CAN EXPECT FROM BEIERSDORF CANADA

You will join an entrepreneurial, innovative, and fast paced culture where every employee’s contributions make a big impact. Our teams act with Care, Simplicity, Courage, and Trust to continuously improve as leaders and deliver superior skin care products.

At Beiersdorf, we don’t just accept difference - we celebrate it. We’re committed to fostering an inclusive, equitable, and accessible workplace where every team member feels valued, respected, and supported, and has the opportunity to reach their full potential.