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About the role
- Senior Director of Shopper Marketing leading strategies across retail and e-commerce for Bel Brands. Driving innovative shopper marketing initiatives and overseeing brand activations in the market.
Responsibilities
- Lead US shopper marketing strategy and activation planning for both Cheese and GoGo squeeZ, ensuring brand purpose and commercial goals are achieved across all channels and retailers.
- Translate brand priorities and business needs into integrated shopper strategies that drive household penetration, velocity, and conversion.
- Build comprehensive annual shopper plans for each brand, including activation calendars, retail priorities, retail media planning/optimization, and measurement frameworks.
- Champion a test-and-learn culture, embedding agility, rapid experimentation, and continuous learning across the team.
- Oversee omnichannel activation with Grocery and Mass channels, including in-store merchandising, digital shelf excellence, retail media, and display.
- Lead the strategy and execution of Ratings & Reviews, ensuring product detail pages (PDPs) across retailer websites are current, optimized, and reflect best-in-class digital engagement.
- Own the end-to-end process to maintain and elevate brands’ online reputation and shopper influence.
- Integrate trade and shopper levers into holistic retailer strategies, ensuring strong ROI discipline across all investments.
- Develop customer-specific programs in partnership with Brand and Sales teams, reinforcing Bel as a growth-driving collaborator.
- Guide the evolution of Bel’s retail media approach, spanning search, display, offsite, onsite, and full-funnel optimization.
- Support the e-commerce operations manager in curating and communicating insights and thought leadership to accelerate growth in the e-commerce channel.
- Drive a performance-driven culture across Commerce using POS, scan data, retailer dashboards, and advanced analytics tools.
- Lead and develop a team of Shopper Marketing and e-commerce professionals by mentoring, coaching, and empowering team members to grow critical skills in analytics, digital/omnichannel activation, retailer partnership, and organizational leadership.
Requirements
- 12+ years of experience in CPG shopper marketing, e-com, retail activation, retail media, or related disciplines
- Strong foundational expertise in traditional shopper marketing (in-store activation, path to purchase, shopper insights)
- Significant experience with retail media networks (e.g., Walmart Connect, Amazon Ads, Roundel) and digital commerce environments
- Demonstrated expertise with POS, syndicated data, loyalty ecosystems, and retailer reporting platforms
- Proven ability to build strong relationships with buyers, customer teams, and category management partners
- Strong analytics fluency; ability to translate data into actionable strategies
- Experience leading or influencing cross-functional teams
- Demonstrated leadership in transformation, organizational change, or capability building
- Ability to manage budgets, forecast, evaluate ROI, and prioritize investments
Benefits
- 20 days PTO
- 4% match on 401k
- Health care by Blue Cross Blue Shield
- Dental by Delta Dental
- Vision by EyeMed
- HSA’s, Lifestyle Spending, and more!
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