Senior Manager, Omnichannel Marketing

WaterWipes, inc.; Mobile (AL); On-site; USD 120,000 - 180,000; Full time

Job summary

WaterWipes is seeking an experienced omnichannel marketer to turn brand strategy and shopper insights into growth across North America. You will connect brand priorities with retailer and shopper needs, shaping connected plans that drive household penetration and market share.

You’ll build activation programmes, lead eCommerce content strategy, and implement measurement frameworks while collaborating with Sales, Brand Marketing, and media partners. This role remote within the Americas.

Qualifications

• Experience leading omnichannel marketing across shopper marketing, eCommerce and retail media.
• At least 10 years in relevant roles with demonstrated retail activation success.
• Experience with major US retailers and complex retail environments.
• Ability to translate insights into integrated customer plans and performance metrics.

Responsibilities

• Lead the development and execution of integrated omnichannel strategies across shopper marketing, eCommerce, digital shelf and retail media.
• Create annual customer marketing plans that connect commercial objectives with retailer strategies.
• Develop retailer-specific activation programmes informed by shopper insights and category trends.
• Lead eCommerce content strategy across retailer websites and marketplaces with global collaboration.
• Improve digital shelf performance through content, search, ratings and online assortment.
• Integrate platforms like Amazon Ads, Walmart Connect, Roundel and Instacart into marketing plans.
• Establish scorecards, KPIs and measurement frameworks to track impact and guide investments.
• Manage omnichannel marketing budgets with focus on return and sustainable growth.
• Represent WaterWipes in customer meetings and annual planning sessions.

Skills

Omnichannel marketing

Retail activation

eCommerce strategy

Consumer goods experience

Job description

We’re looking for an experienced omnichannel marketer who knows how to turn brand strategy, shopper insight and customer priorities into commercial growth.

The Opportunity

WaterWipes is strengthening its omnichannel capability across North America, and this newly created role will be central to that work.

You’ll develop integrated activation strategies that connect our brand priorities with the needs of our customers and shoppers. Working closely with Sales, Brand Marketing, Sales Strategy and Operations, eCommerce and media partners, you’ll turn insights into clear customer plans that drive household penetration, sales and market share.

This is an opportunity to establish stronger ways of working, sharpen our approach to measurement and help define what excellent omnichannel execution looks like at WaterWipes.

You’ll have the scope to build, influence and improve, rather than simply maintain an established process.

What You’ll Be Accountable For

• You’ll lead the development and execution of integrated omnichannel strategies across shopper marketing, eCommerce, digital shelf and retail media.
• You’ll create annual customer marketing plans that connect WaterWipes’ commercial objectives and brand priorities with retailer strategies.
• You’ll develop retailer-specific activation programmes informed by shopper insights, category trends and customer opportunities.
• You’ll lead our eCommerce content strategy across retailer websites and marketplaces, working with global colleagues to apply and strengthen best practice.
• You’ll improve digital shelf performance across product detail pages, enhanced content, search, ratings and reviews, content syndication and online assortment.
• You’ll integrate platforms such as Amazon Ads, Walmart Connect, Roundel and Instacart into customer marketing plans, working in partnership with media and performance marketing leads.
• You’ll establish practical scorecards, KPIs and measurement frameworks that show what is working and where investment should be adjusted.
• You’ll manage omnichannel marketing budgets with a clear focus on return, profitability and sustainable brand growth.
• You’ll represent WaterWipes in customer meetings, annual planning sessions and strategic growth discussions.

Who This Role Is For

• This role is for an experienced omnichannel, shopper, customer, eCommerce or retail media leader who understands both brand building and commercial delivery.
• You’ll bring at least 10 years of relevant experience and a strong track record of leading customer activation programmes.
• You’ll have worked directly with major US retailers such as Walmart, Target, Amazon, Kroger, CVS or Walgreens, or within similarly complex retail environments.
• You understand how content, commerce, shopper activity and retail media work together. You can move comfortably between strategy, detailed execution and performance analysis.
• Experience within a consumer packaged goods business is preferred. Experience with Amazon, Walmart or Target ecosystems would be particularly relevant.
• Familiarity with platforms and data sources such as Circana, Nielsen, Numerator, Profitero, Salsify or Syndigo would also be beneficial.

What Will Make You Successful Here

• You think strategically but remain close to execution.
• You understand the customer and shopper, while keeping commercial outcomes firmly in view.
• You use data to make decisions and can explain complex information clearly to senior leaders, commercial teams and retail customers.
• You build credibility quickly and know how to influence across functions without relying on hierarchy.
• You are comfortable creating structure where it does not yet exist, including processes, scorecards, content standards and ways of measuring performance.
• You can operate effectively in a fast-moving environment where priorities and retail platforms continue to evolve.
• Above all, you take ownership. You identify what needs to happen, bring the right people together and follow through.

Why Join WaterWipes

WaterWipes is a fast-growing, PE-backed FMCG business with an ambitious brand and a clear opportunity to strengthen how we connect with customers and shoppers across North America.

This is a newly created role with meaningful scope. You’ll have the opportunity to shape our omnichannel approach, introduce stronger operating practices and influence investment decisions across the customer journey.

You’ll work across brand, sales, eCommerce, media and customer teams, with direct exposure to important retail partners and business priorities.

If you’re looking for a role where you can build as well as lead, this offers both the ownership and the platform to make an impact.

Location & Practicalities

This is a remote role based within the Americas.

The geographic remit is North America.

Travel is expected to be limited, although occasional travel may be required for customer meetings, planning sessions or important team activity.

If you have built omnichannel programmes within a complex customer environment and want the opportunity to shape the next stage of WaterWipes’ growth in North America, we’d like to hear from you.

WaterWipes® was created by our founder Edward McCloskey after his newborn daughter developed a nappy rash on her sensitive skin. After an extensive search he couldn’t find a baby wipe that didn’t contain numerous ingredients, so he decided to make his own. Many years later and after a lot of hard work, testing, and scientific research, WaterWipes® was born. Pure and gentle for the most delicate skin but in the convenience of a baby wipe, WaterWipes® are purer than cotton wool and water. Every day, parents around the world are discovering the benefits of our gentle and effective WaterWipes® for their baby’s skin. We hope you like them too.