Associate Manager, Shopper Marketing

Love ice cream? Come join the #1 ice cream company in the US, Dreyer’s Grand Ice Cream (DGIC)!DGIC is part of the global pure-play ice cream leader, Froneri, and we have begun a new chapter of accelerated growth. With nearly 100 years of winning experience in the U.S, a robust portfolio of powerhouse brands that consumers know and love such as Häagen-Dazs, Drumstick, Dreyer’s, OREO®, and Outshine, and the backing and coaching of European-based ice cream experts, we know we have the winning recipe.

Headquartered in Walnut Creek, the Bay Area’s hub for up-and-coming food trends, our teams across our offices and factories are raising the bar on all things ice cream. We are investing in significant capital expansions to grow our Operations and Supply Chain and are transforming how we work at every level to become agile, accelerate growth and elevate our quality. With a renewed focus on frozen treats, our tight-knit team of ambitious innovators are fully immersed in the business and encouraged to flex and make decisions quickly. We are committed to pursuing every great idea and delivering the best ice cream experience for our consumers, when and where they want it.

Unleash your potential at Dreyer’s Grand Ice Cream and discover what a sweet career we have in store for you!

Position Summary:

The consumer journey from awareness to conversion is experiencing unprecedented change. From eCommerce shopping platforms (grocery pick-up and delivery) to significant advancements in retailer digital media, the CPG retail marketing landscape has changed forever. Winning in this environment requires new capabilities in, eCommerce/Omni-Commerce, Consumer Marketing, Technology and Media.

Our Shopper Marketing team is looking for a new Associate Manager to lead the strategy, planning, and execution in alignment with the US Shopper Channel Manager. Our retailer partners play a significant role in driving growth for Dreyer’s Grand Ice Cream Brands. As the Omni Associate Marketing Manager, you will lean in with retail (shopper/omni) marketing for the company and will be responsible for working with the Omni Marketing manager to strategically plan retailer annual plans, work with the AOR on development, execution, and reporting of key customer plans. Align brand retail marketing plans (in store and online) to meet Retailer and DGIC KPI’s. This role will allow you to gain valuable experience working in a highly visible and meaningful role. You will be the lead on some accounts and be accountable for planning and executing omnichannel shopper marketing programs that leverage full 360 surround inclusive of digital media, video, in-store, experiential, PR/influencer, and search. You will be the main point of contact for our external agencies and retail teams and represent our team internally across all levels of the organization.

This role works closely with the field sales teams and brand teams and collaborates with the insights group (on shopper-related insights) and sales finance team (omni investment planning & tracking).

Key Job responsibilities:

Performance: Achieve performance objectives by leveraging a category strategy to win at accounts. Work with our category & customer management team (CCM) to champion a ‘Category First’ mindset and develop clear investment strategy & plans to drive demand and conversion in the OMNI Space - including identifying and recommending eBusiness & Omni priorities.

• Lead retail marketing planning at priority accounts collaboration with category & customer management team, field sales and Brand Teams.
• Ensure holistic business plans are achieved across the entire path to purchase for key brands and activated at priority accounts (connecting above the line brand communication tactics, retailer trade and retailer marketing tactics).

Customer Strategy: Drive sales performance targets through effective retail plans and strategic resource allocation. Achieve sales targets/return KPI related to the omni marketing investment KPIs (channel growth, sales, marketing $ ROAS) through effective retail marketing plans.

• Continuous refinement of retail plans during activation to ensure we hit forecast/ROAS as described within the annual performance goals.
• Support account teams in customer interactions (account media groups & buyer) with relevant shopper insights.
• Manage omni marketing budgeting process and strategy for our key brands and accounts.
• Lead annual review of omni spend for category/accounts.

Win at Retail: Improving execution. Create insight-based Promotional Drive Period Campaigns and Tool Kits for National & Customer Specific Retail Marketing that deliver against company and account must win battles.

• Drive execution of account retail marketing plans.
• Continually adjust/refine retailer marketing programming during season to ensure we are meeting our business objectives
• Own the e-content & ecommerce infrastructure necessary to drive digital sales at our priority e-business (digital sales) accounts.

Develop Valued Capabilities: Improving selling capabilities and value-add to accounts through understanding and leveraging of relevant omni channel/shopper insights and best practices.

Integrated Approach: Cross-functional communication. Serve as sales group support for omni-channel strategy & insights; help field questions and concerns from field sales, customer & category management team and marketing as it pertains to omni marketing

• Ensure alignment in media planning and purchasing (between brand and retail marketing) through clear communication with Brand and Agency Teams.

Drive Quality: Become a quality agent by continuously monitoring our brand in-store and online to ensure these channels accurately represent our current product. Provide feedback and challenge as necessary to help the organization understand the retail experience.

Key Experiences:

• 1-3 years of experience in a retail/shopper/omni marketing role; previous field sales or brand marketing experience a plus
• Preferred experience working with retail partners and agencies (marketing experience)
• Omni-channel go-to-market strategy background: Experience working or leading both trade and marketing activations for accounts.
• Experience in Strategic Planning required. Securing direct manager alignment and validation across multiple cross-functional business units plus external stakeholders.
• Financial knowledge - P&L and vendor / brand financials.
• Strong Project Management skills.
• Strong Analytical skills - Ability to work with numbers: generate reports and statistical data, ability to interpret that data and in turn identify problems, opportunities, trends and develop solutions required.
• Strong Technical skills - Ability to fluently navigate within customer portals / dashboards as well as internal
• Background in data management (IRI, Nielsen, ThoughtSpot, PowerBI, and other data sources) and insight building. Proven ability to develop sound insights and strategies across multiple data points.
• Commercial experience, high developed collaboration and influencing skills, self-starter, results driven, entrepreneurial

SUPERVISION RECEIVED: Works independently with general supervision received from the US Omni Channel Manager.

The pay scale for this role takes into account the wide range of factors that are considered in making compensation decisions including but not limited to skill sets; experience and training; licensure and certifications; and other business and organizational needs. The pay scale disclosed below has not been adjusted for the applicable geographic differential associated with the location at which the position may be filled. At Dreyer’s Grand Ice Cream, it is not typical for an individual to be hired at or near the top of the range for their role, and compensation decisions are dependent on the facts and circumstances of each case. The pay range for prospective employees in this role is between $100,000 and $115,000 per year.

We are an equal opportunity employer and value diversity at our company. We do not discriminate on the basis of race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, or disability status.