Shopper and Product Marketing Manager

Shopper and Product Marketing Manager

THE ROLE

Gotham Greens is seeking a strategic Shopper and Product Marketing Manager to drive growth by creating strong demand and brand loyalty for the Gotham Greens brand. In this role, you’ll lead and implement the shopper marketing strategy and program execution along the entire path to purchase for national, regional and ecommerce accounts that align our brand and retailer business goals, including increasing household penetration, trial and repeat purchase. This person will also help support new product commercialization and go-to-market launch. This role reports to the Vice President of Marketing and will partner with the broader Marketing, Sales and Innovation teams.

Gotham Greens is creating new ways to farm, produce local food, revitalize communities, and innovate for a sustainable future. As we grow our brand, we want to find synergies between our brand marketing and customer strategies, translating insights into retailer programs that deliver wins for the customer and the Gotham Greens brand.

WHAT YOU’LL DO

• Develop account-specific shopper marketing strategy with the appropriate vehicles to create best-in-class shopper marketing campaigns. Manage end-to-end execution, including in-store and digital merchandising, promotions, POS, sampling, coupons and other events
• Manage shopper marketing asset creation and execution timeline, including writing creative briefs for shopper marketing campaigns, POS and collateral
• Lead in-store demo and field marketing strategies, including brand ambassador staffing, logistics and results reporting. Periodically staff in-store demos and high-profile sampling events
• Own coupon management, including creating and tracking all manufacturer offers, as well as updating data in clearinghouse database to ensure accuracy, including family code maintenance
• Assemble and ship promotional product and point-of-sale collateral mailers to retailers and other third parties
• Maintain a consistent, robust understanding of the businesses, competitors and the trends shaping our categories. Analyze business performance via syndicated market data and consumer insights research to monitor business health, competitive activity and category dynamics to inform shopper marketing programs
• Leverage consumer and shopper insights to develop shopper-centric selling stories and presentations. Help to identify compelling innovation opportunities across existing and new categories
• Collaborate closely with Sales and Innovation teams on sell-in and go-to-market strategies to secure business objectives, distribution, trial and repeat, ensuring successful new product launches
• Provide project management and activation support for a variety of marketing projects, including new product development, new product launches, field marketing events, trade shows, greenhouse tours, etc.
• Manage day-to-day consumer experiences via our customer care platforms, including email and phone. Compile monthly consumer experience reports and distribute coupons as needed

WHO YOU ARE

• 3-5 years of experience in CPG marketing, shopper marketing and/or sales, including the development of shopper marketing or consumer engagement programs with retailers across Grocery, Mass, Club and/or Natural channels)
• Proficiency with syndicated data (e.g., Nielsen, IRI or SPINS), consumer research, analytical tools and concept testing. Experience with customer loyalty card data a plus
• Deep understanding of consumers and current and emerging trends, curiosity and an insights-led approach to innovation
• Ability to analyze performance data, present insights and modify strategies as needed
• Strong leadership skills, exceptional collaboration skills and high ability to influence
• Well organized and detail oriented. Self-starter with ability to manage multiple projects and deadlines in a fast-paced environment while maintaining a positive approach to problem-solving.
• Excellent communication skills (writing, speaking and presenting)
• Passion for food, wellness and sustainability