DUTIES AND RESPONSIBILITIES:

• Responsible for shopper marketing effectiveness with instore communications – from print to digital mediums to field execution communication and education. This role brings the brand to life in store through strategic customer centric communications that engage, sell, and improve perceptions.
• The output is POP kits and store activations with effective, creative and messaging that enhances the brand – led end to end from the creative brief, design, distribution, production and execution across Canadian stores on time, on budget.
• Responsible for developing shopper marketing campaigns and calendar, to engage customers, drive earned media, visit frequency and sales value for vendor partners.
• Track, measure and communicate results to organization and vendor partners, with plans to adjust and pivot plans as required to meet goals.                            
• Through customer insights and research, source key shopper marketing partnerships and activations to drive store traffic and customer frequency.
• Research and resource organically, through vendor partners and US shopper teams to develop an annual shopper marketing calendar.              
• Manage process and systems internally with team members, contractors, externally with agencies, to enable accurate communication and simplification for stores leading to excellent execution. Stay current and conversant with new advertising, creative, print technologies and processes to ensure cost effectiveness and efficiency.
• Plan placement of effective communication across print and digital mediums throughout store and site overall to ensure a memorable and helpful customer experience. Test, learn, repeat frequently to measure results, pivot plans and actions ongoingly.
• Ensure effective communication through fixtures, placement and smallware’s across a variety of products and complexities. Continually source, test and learn to optimize communications.
• Maintain and manage a marketing budget of $2-3M’
• Ensure stores printed permanent inventory needs are effectively provided – including right inventory levels at warehouse, ordering catalogue, timely distribution, cost management.
• Create awareness and drive traffic to new stores during launch and ongoingly – responsible for new store communications and campaigns that drive traffic and frequency, welcoming the community, initiating relationship and creating a memorable brand presence.
• Manage agency, POP and Shopper budgets to ensure most effective use of dollars, technology and process to maximize return on investment.                
• Subject Matter Expert for communication, instore communication and shopper marketing customer insights and processes.