Shopper Marketing Manager

Shopper Marketing Manager

Duke Cannon Supply Co. is one of the fastest-growing brands in the men's grooming category. Our mission is to give men the confidence to conquer their day...and smell great doing it. We love what we do, and we are proud to give back a portion of our profits to the Veteran community via our Duke Cannon Veterans Fund.

The Shopper Marketing Manager develops and executes shopper marketing strategies that drive conversion, household penetration, and basket size across Duke Cannon's most strategic customers: Mass (Target, Walmart), Club, and E-commerce(Amazon, retailer.com). This role translates brand strategy into customer-specific in-store and digital experiences - from end-cap displays to A+ Amazon content - partnering closely with Sales, Brand, Creative, and Operations to win the shelf and grow the business at retail.

PRIMARY RESPONSIBILITIES:

Shopper Strategy & Annual Planning

• Develop annual shopper marketing plans aligned to brand, sales, and category objectives across Mass, Club and E-commerce/Amazon.

• Partner with Sales account leads to align shopper activation calendars to key retailer moments (Father's Day, back-to-school, holiday, New year/New you).

• Marketing lead for all retail meeting needs (sizzle reels, surround plans, etc.)

• Input into category narratives and joint business plans to support customer line reviews.

• Lead end-to-end execution of shopper programs including, but not limited to, sampling, in-aisle signage, and POP.

• Manage retailer-specific creative briefs and oversee production with the internal creative team.

• Build and oversee the agency executing digital shopper programs across retailer media networks: Roundel (Target), Walmart Connect and Amazon.

• Initiates & Optimizes the creative for digital shelf: PDP content, A+ / Premium A+ content, brand store content, etc. Collaborating with the marketplace specialist to deploy assets.

• Develop test-and-learn frameworks for new channels, formats, and retailers.

• Own the relationship with key affiliate partners like ibotta & Fetch.

• Own the shopper marketing budget across assigned channels, including forecasting, accruals, invoice management, quarterly reconciliation and work with sales to have line of sight to Vendor income.

• Manage external vendors (sampling partners, retailer media agency, etc.) with clear scopes, timelines, and performance expectations.

• Define program KPIs (incremental lift, ROAS, share gain, velocity, repeat rate) and lead post-program performance reviews.

• Recommend and gain alignment on retail media KPI's and in year optimizations.

• Translate complex data into clear, action-oriented recommendations for cross-functional leadership.

• Serve as the primary marketing liaison to Sales for key accounts; participate in customer line reviews and top-to-tops as needed.

• Collaborate with Brand, Creative, Trade, Sales Operations, and Supply Chain to ensure programs are strategic, on-brand, and operationally feasible.

• Champion the shopper's voice in brand and innovation discussions.

• Bachelor's degree in Marketing, Business, Communications, or related field.

• 5-7 years of CPG shopper marketing or customer marketing experience.

• Direct experience activating with Target and Walmart. Experience with Club and Amazon is a plus.

• Working knowledge of retailer media networks, media KPI's, in-store programming production cycles, and digital shelf optimization.

• Experience overseeing a retail media agency.

• Demonstrated budget management and project management skills with multiple workstreams in flight.

• Strong communication skills - able to influence cross-functional partners and external retailer stakeholders.

• Proficiency in Microsoft Excel and PowerPoint; comfort with syndicated data tools and project management software.

• Experience in personal care, HBA, men's grooming, or another adjacent category.

• Track record with growing or challenger brands in big box or club retail.

• Hands-on experience with Roundel, Walmart Connect, or Amazon Ads.

• Familiarity with Luminate, Amazon Brand Analytics, or Circana / Nielsen.

• Hybrid: Remote on Monday & Friday, In-office Tues - Thursday at Duke Cannon HQ in Minneapolis, MN.

• Travel of approximately 15-20% to retailer headquarters (Minneapolis, Bentonville, Seattle), store visits, and industry events.

• Occasional lifting (up to 25 lbs) for in-store visits and display reviews.