Senior Manager, Shopper Marketing & E-Commerce

Oatly AB; United States; On-site; USD 122,000 - 149,000; Full time

Benefits offered by this job

Flexible vacation

Pet insurance

Paid volunteer days

Free oatmilk

Great coworkers

Job summary

Oatly is seeking a Senior Manager, Shopper Marketing & Omnichannel to lead the next evolution of our US shopper marketing and e‑commerce efforts, blending sales, marketing, and customer strategy. The ideal candidate has 8+ years in CPG with direct ownership of shopper and omnichannel programs, plus a track record delivering measurable retail results across Amazon, Instacart, and other platforms.

This role drives growth through integrated promotions, digital shelf optimization, and active agency

Qualifications

• 8+ years of CPG experience, with direct ownership of Shopper/Omni-Channel Marketing or E-commerce function.
• Proven track record planning and executing retailer-specific marketing programs that delivered measurable sales results.
• Experience partnering directly with retail sales teams and major national retailers.
• Strong understanding of shopper behavior, path-to-purchase strategy, and retail media ecosystems.
• Experience managing agency relationships and marketing budgets.
• Demonstrated analytical skills with the ability to turn performance data into actionable recommendations.
• Experience supporting Amazon, Instacart, Walmart Connect, Kroger Precision Marketing, or similar retail media platforms.
• Exposure to emerging commerce channels, including social commerce and TikTok Shop.

Responsibilities

• Lead development and execution of customer-specific shopper marketing strategies across Oatly US Retail.
• Build annual customer marketing plans that align brand objectives with retailer priorities and growth opportunities.
• Create and execute integrated promotional programs across in-store, digital, loyalty, retail media, and experiential channels.
• Partner closely with Sales and Category Management teams to support customer line reviews, new item launches, seasonal programs, and growth initiatives.
• Manage shopper marketing budgets and evaluate program effectiveness through sales, incremental volume, ROI, and conversion metrics.
• Collaborate with Brand Marketing to ensure national campaigns are translated into effective retailer activation plans.
• Develop compelling sales materials and retailer growth stories rooted in shopper insights and category trends.
• Manage agency partners responsible for retail media, shopper activation, and creative development.
• Build a scalable omnichannel growth strategy that expands consumer reach and drives incremental sales.
• Own commercial performance and growth strategy across Amazon, Instacart, TikTok Shop, and emerging digital commerce platforms.
• Partner with the Brand team, agencies, and retail media partners to develop and optimize digital advertising programs that drive traffic, conversion, and repeat purchase.
• Identify opportunities to improve digital shelf performance, content, ratings and reviews, search visibility, and conversion.
• Work cross-functionally to establish and optimize routes-to-consumer, fulfillment processes, and operational capabilities required to support growth.
• Monitor and report on e-commerce sales performance, profitability, and key marketing metrics.
• Develop annual omnichannel growth plans and provide recommendations for future investment opportunities.

Skills

CPG experience

Shopper marketing

Omnichannel marketing

E-commerce

Retail partnerships

Data analytics

Social commerce

Retail media platforms

Education

Bachelor’s Degree

Job description

Hello potential future Oatly employee. It’s us, the original oatmilk company that started in Sweden back 25 or so years ago and has since expanded to the U.S. where we’ve continued growing at a rate such that we need more brilliant minds to come work with us to keep the momentum going and the oatmilk flowing.

Sustainability, health, and transparency are the core values that guide everything we do. Basically, we exist to help people live a healthier life without recklessly taxing the planet’s resources in the process, and to change the food system for the better. We drive that change through the power of oats and through a significant reduction in cow’s milk consumption. If any of this resonates with you, then maybe you’d like to work for Oatly, too. Now onto the formal stuff.

We are looking for a unique talent to lead the next stage of Oatly's evolution in Shopper Marketing and Omnichannel as our Senior Manager, Shopper Marketing & E-Commerce. This role sits at the intersection of Sales, Marketing, E-Commerce, and Customer Strategy. The ideal candidate brings deep shopper marketing experience from a major consumer packaged goods company and has a passion for turning insights into impactful programs that influence shoppers across physical and digital touchpoints.

In addition to leading lower-funnel retail marketing initiatives, this individual will own the company's omnichannel growth agenda across platforms such as Amazon, Instacart, and TikTok Shop, helping build scalable routes-to-consumer while driving measurable business results.

Shopper Marketing (50%)

• Lead development and execution of customer-specific shopper marketing strategies across Oatly US Retail
• Build annual customer marketing plans that align brand objectives with retailer priorities and growth opportunities
• Create and execute integrated promotional programs across in-store, digital, loyalty, retail media, and experiential channels
• Partner closely with Sales and Category Management teams to support customer line reviews, new item launches, seasonal programs, and growth initiatives
• Manage shopper marketing budgets and evaluate program effectiveness through sales, incremental volume, ROI, and conversion metrics
• Collaborate with Brand Marketing to ensure national campaigns are translated into effective retailer activation plans
• Develop compelling sales materials and retailer growth stories rooted in shopper insights and category trends
• Manage agency partners responsible for retail media, shopper activation, and creative development

Omni-Channel & E-Commerce (50%)

• Build a scalable omnichannel growth strategy that expands consumer reach and drives incremental sales
• Own commercial performance and growth strategy across Amazon, Instacart, TikTok Shop, and emerging digital commerce platforms
• Partner with the Brand team, agencies, and retail media partners to develop and optimize digital advertising programs that drive traffic, conversion, and repeat purchase
• Identify opportunities to improve digital shelf performance, content, ratings and reviews, search visibility, and conversion
• Work cross-functionally to establish and optimize routes-to-consumer, fulfillment processes, and operational capabilities required to support growth
• Monitor and report on e-commerce sales performance, profitability, and key marketing metrics
• Develop annual omnichannel growth plans and provide recommendations for future investment opportunities

Here are the things we think you need:

• Bachelor’s Degree Required
• 8+ years of CPG experience, with direct ownership of Shopper/Omni-Channel Marketing or E-commerce function
• Proven track record planning and executing retailer-specific marketing programs that delivered measurable sales results
• Experience partnering directly with retail sales teams and major national retailers
• Strong understanding of shopper behavior, path-to-purchase strategy, and retail media ecosystems
• Experience managing agency relationships and marketing budgets
• Demonstrated analytical skills with the ability to turn performance data into actionable recommendations
• Experience supporting Amazon, Instacart, Walmart Connect, Kroger Precision Marketing, or similar retail media platforms
• Exposure to emerging commerce channels, including social commerce and TikTok Shop

And here’s another list of qualities we think make a good Oatly team member:

• You feel connected to our mission of encouraging health, sustainability, and transparency
• You are a self-starter who doesn’t need direct supervision to motivate you for success – we believe strongly in building a culture of individual accountability and ownership and need partners that can embrace that mentality
• You are ready to make your mark in a smaller, growing brand, leveraging your experience to deliver amazing results and build an outstanding company
• You have an entrepreneurial spirit in that you’re comfortable with ambiguity and are energized by the process of building something lasting from the ground up
• You enjoy sharing your quirkiness and talents with your coworkers

Another bulleted list felt a bit too…bullet-y. So we wrote this long, awkward sentence to let you know all the ways we sweeten the deal when you work with us, like flexible vacation (take it when you need it), really great benefits (yes, pet insurance is in there), paid volunteer days off throughout the year (doing good is fun), free six-packs of oatmilk, and you’ll also get genuinely great coworkers who are rooting for each other and the company to thrive. Oh, one more short but very important sentence: We are nimble and agile (not chaotic) in how we work, and we’re grounded in a long company history dating way back to the last century.

The salary for this role will be based on a variety of factors, including but not limited to geographic location, internal equity, experience, education, specialty, and training. Actual compensation is influenced by a wide array of factors, including but not limited to skill set, level of experience, and specific location. Compensation may also include bonus, commission, or equity as applicable. Our good-faith estimate for base salary is$135,000.

Our team is available to support you through the hiring process with reasonable accommodations to enable a barrier-free interview experience. We will maintain candidate privacy and confidentiality to enable an unbiased and equitable experience. If you need assistance applying for a role due to a disability or special need, please contact [e-mail].

Oatly is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or veteran status.