Senior Manager, Omni-Channel & Shopper Marketing

The Senior Omni-Channel & Shopper Marketing Manager will architect and execute integrated, full-funnel marketing strategies that drive product conversion across retail and digital ecosystems. This role sits at the intersection of brand strategy, field sales, and retail media. You will be responsible for building a seamless shopper journey and maximizing the return on investment (ROI) for Retail Media Networks (RMNs) like Walmart Connect, Target Roundel, and Amazon Advertising.

• Refine StarKist’s Omni-Channel and Shopper Marketing Go-To-Market Strategy
  • Identify appropriate strategies and KPIs to drive transformative growth for selling StarKist products in both online and brick & mortar store environments 
  • Identify new channel opportunities based on current market trends and articulate the pros and cons of these channels to key stakeholders
  • Collaborate with Sales Teams to grow e-commerce retail sales and gain access to appropriate data to shift the sales mix to higher margin sales
  • Optimization of StarKist Omni-Channel Marketing Spending across e-commerce and shopper marketing for key retailers 
  • Analyze point-of-sale (POS) metrics, primary shopper insights, and syndicated database platforms (e.g., Circana, Numerator) to measure program ROAS and present clear optimization stories to senior leadership.
• Retail Media Network Management
  • Lead Joint Business Planning (JBP) with major retailers by collaborating with sales and retail merchants to pitch, secure, and evaluate high-impact merchandising events, endcaps, and custom digital shelf experiences.
  • Track and optimize key campaign metrics, including Return on Ad Spend (ROAS), Share of Voice (SOV), and incremental sales growth.
  • Manage Digital Marketing Plans both on e-commerce retailer sites and off-site (e.g. paid social and digital advertising at consumer sites) to drive e-commerce sales and conversion
  • Work with brand marketing team and agencies to optimize larger programmatic buys based on objectives
  • Evaluate media mix, engage in ROI analysis, and report using quantitative metrics
• Full-Funnel Campaign Integration
  • Translate high-level brand strategies into tailored, account-specific shopper marketing plans that drive category trial, conversion, and brand loyalty across brick-and-mortar and digital ecosystems.
  • Seamlessly blend physical in-store activations (displays, coupons) with digital activations like Buy Online, Pick Up In-Store (BOPIS) campaigns.
  • Manage external agency partners to ensure timely and creative execution of retail-specific campaigns.
  • Act as the internal champion for digital growth, educating the traditional sales team on shifting e-commerce trends.