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Marketing Manager - Shopper Marketing and Store Experience - Canada
Job ID 2024-269048POSITION PURPOSE:
Our stores are the heart of our business, community hubs in our neighbourhoods and the face of the brand. This critical role creates memorable brand experiences for customers through elevated partnerships, shopper marketing programs and engaging, effective communication that drives sales, traffic and frequency. From driving by, to the forecourt and throughout the store, consistent and effective communication supports customers’ needs and demonstrates the brand personality across print to digital mediums. Shopper marketing activations and partnerships drive high engagement, earned media, attract new customers and drive frequency with existing customers.
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.
SKILLS TO BE EFFECTIVE IN THIS ROLE:
We are looking for someone who is innovative and a big-picture thinker, with strong decision-making and communication skills, as well as problem-solving abilities.
Reading: Individual requires a high level of reading skills to ensure a thorough understanding of correspondence from suppliers and markets as written communication via e-mail is the primary method of communication and often contains detailed information crucial to the accurate and timely execution of Permanent and Monthly POP, vendor partner promotions as well as briefing agencies and approving effective ad copy.
Writing: Individual should possess high level writing skills in order to effectively communicate detailed information to suppliers, markets and the stores with respect to execution of Monthly and Permanent POP.
Data analysis / insights: an individual requires the ability to analyze data, develop insights and plans / tests to continuously measure and improve results.
Math: Individual requires basic math skills as they relate to budget reconciliations and print cost evaluations.
Computer: Individual requires intermediate skills to perform communication elements of position as well as create and utilize spreadsheets and word documents.
Travel: Individual is required to travel when required to train and/or assist markets with POP execution.
Experience:
- 4-year bachelor’s degree
- 5+ years marketing experience required including briefing, managing agencies & contractor teams
- Retail industry and project management experience required
- Budget management experience required
- Experience
The list of requirements, duties, responsibilities is not exhaustive but is merely the most accurate list for the current position. Management reserves the right to revise the job description and to require that other tasks be performed when the circumstances of the job change (for example, emergencies, changes in personnel, workload or technical development
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