Director of Shopper Marketing

Role Summary

We are seeking a Director of Shopper Marketing to serve as the strategic architect and single-threaded owner of retail marketing efforts across key accounts.

This is a senior leadership role responsible for owning account-level strategy, calendars, budgets, and overall chain performance, while acting as the central point of alignment between Sales, Marketing, and our retail partners.

They will also play a critical role in building a Shopper Marketing Center of Excellence, structured to support different retail formats (Small Format, Large Format, Club), mirroring the evolution of our sales organization.

 

What You’ll Do

Account Ownership & Strategy

• Serve as the primary owner of shopper marketing across key retail accounts
• Define macro strategy for how marketing drives performance within each chain
• Align shopper marketing efforts with broader commercial priorities (distribution, velocity, promotions)

Budget Stewardship & Investment Strategy

• Own and manage shopper marketing and trade-related budgets by account and channel
• Determine how and where to invest to maximize return across:
• Price / promotion / discounting
• Retail media and digital programs (in partnership with Growth)
• Maintain full accountability for ROI and overall performance

Account Planning & Calendar Leadership

• Build and manage annual and quarterly account-specific marketing calendars
• Ensure alignment with:
• Retailer priorities and programming windows
• Brand initiatives and innovation launches
• Sales objectives

Cross-Functional Leadership & Resource Allocation

• Act as the quarterback across functions, ensuring the right teams are engaged:
• Growth Team- retail media, search, eCommerce, marketplace activation (execution arm)
• Creative / Brand- account-specific creative and messaging
• Category Management- insights, data storytelling, sell-in support
• Sales Teams- alignment to account priorities
• Mobilize resources effectively- own the “what” and “why,” while teams execute the “how.”

Sales Enablement

• Partner closely with Commercial teams to translate brand strategy into account-specific programming
• Support priority customers including Walmart, Kroger, Albertsons, HEB, Sheetz, Circle K, and others
• Equip sales teams with clear, compelling shopper-driven plans that drive incremental growth

Retailer Relationship Leadership

• Build deep relationships with retailer marketing, retail media, and buying teams
• Elevate Lucky Energy from vendor to strategic partner
• Increase marketing penetration and influence within key accounts

Performance Ownership

• Own total chain-level performance from a shopper marketing perspective
• Continuously evaluate:
• What’s working
• What’s not
• Where to reallocate investment
• Partner with Growth to stay informed on media and eCommerce performance across platforms like:
• Walmart Connect, Walmart.com
• Roundel (Target), Kroger Precision Marketing
• Other retailer ecosystems

Org Building: Shopper Marketing Center of Excellence

• Build and scale a Shopper Marketing function aligned to retail formats:
• Small Format (C-store)
• Large Format (Grocery / Mass)
• Club, Drug, Value, FSOP, Military, and more!
• Establish best practices, frameworks, and ways of working that create consistency and scalability

 

What Success Looks Like

• Clear ownership and accountability for shopper marketing across all key accounts
• Strong budget discipline and smarter investment allocation driving measurable results
• Deeper retailer relationships, shifting Lucky Energy into a true strategic partner role
• Increased marketing penetration and influence within top-tier accounts
• Seamless cross-functional execution, with clear roles between Shopper and Growth
• A fully built and scalable Shopper Marketing organization supporting multiple retail formats
• Measurable impact on chain-level performance and overall revenue growth

What We’re Looking For

• 10+ years of experience in shopper marketing, customer marketing, or retail/account marketing within CPG
• Proven experience owning account-level strategy, budgets, and performance
• Strong people leadership experience, including building and scaling teams
• Deep understanding of the sales-marketing interface and how to drive alignment across functions
• Experience working with major retailers such as Walmart, Kroger, Target, Circle K, Albertsons, HEB, etc.
• Strong strategic relationship management skills, with experience navigating retailer marketing ecosystems
• Ability to operate as both a strategic thinker and operational leader