Director of Retail & Shopper Marketing

Director of Retail & Shopper Marketing

About Levels

Levels exists to cut through the noise in sports nutrition. We build clean, high-quality protein products for real people who care about what goes in their body and why. No hype. No filler. No shortcuts. We are a consumer brand built on trust, product truth, and disciplined execution.

Retail is a critical growth engine for Levels. Winning at retail is not just about showing up. It is about driving conversion at the shelf, influencing shopper behavior, and executing programs that move units.

The Role

The Director of Retail & Shopper Marketing owns how the Levels brand shows up and converts across all retail channels. This role is responsible for retail strategy, shopper marketing programs, in-store execution, retail media, promotions, and omnichannel alignment in partnership with Sales, Brand, Performance, and Product.

This is a senior role for an operator who understands both retail realities and shopper behavior. You know how to translate brand and product into programs that influence purchase decisions and drive sell-through. You will be accountable for velocity, shopper conversion, and ensuring retail marketing investment delivers measurable impact.

What You’ll Own

Retail & Shopper Marketing Strategy

• Own integrated retail and shopper marketing strategy across national, regional, and specialty retail partners
• Build channel-specific plans that reflect how shoppers behave differently across Club, Mass, and Specialty
• Lead go-to-market plans for retail launches, resets, and expansions with clear shopper conversion strategies

Shopper Marketing & Path-to-Purchase

• Own the full path-to-purchase across retail environments, from awareness to shelf conversion
• Develop shopper-first programs that influence decision-making at key moments (in-store, online, and pre-shop)
• Translate insights into messaging, offers, and experiences that drive purchase

In-Store & Physical Execution

• Own in-store execution including displays, signage, shelf messaging, and merchandising assets
• Develop physical media strategies that win attention and drive conversion at shelf (endcaps, secondary placements, signage systems)
• Ensure execution is designed to convert, not just show presence
• Partner with Sales and Operations to align inventory, timing, and execution realities

Retail Media, Digital & Promotions

• Own end-to-end retail media strategy across key platforms (e.g. Criteo, Roundel, Walmart Connect, Amazon Ads where applicable)
• Plan and execute onsite digital programs including sponsored product listings, search, display, and retailer PDP optimization
• Integrate retail media with physical execution to create cohesive shopper journeys across digital and in-store touchpoints
• Manage budget allocation across media, promotions, and trade with clear ROI expectations
• Plan and execute promotions, price events, and trade marketing programs tied to incremental lift
• Partner closely with Sales on promotional calendars and retailer-specific priorities

Omnichannel & Shopper Alignment

• Ensure alignment between retail marketing, shopper marketing, and broader brand and performance efforts
• Connect pre-shop digital touchpoints (retail media, paid social, search) with in-store conversion moments
• Support omnichannel campaigns that bridge retail and DTC experiences
• Maintain brand consistency while adapting execution to shopper context and retail constraints

Measurement & Performance

• Own KPIs across both retail and shopper marketing including velocity, conversion, lift, ROI, and promotional effectiveness
• Track and optimize performance across retail media platforms (ROAS, CAC, incremental lift, share of shelf/search)
• Partner with Analytics and Sales to evaluate performance and optimize investment
• Build a feedback loop from shopper behavior and retail performance into future strategy

Who You Are

• A retail-first operator who also deeply understands shopper behavior and conversion
• Strong commercial instincts with a bias toward measurable outcomes
• Fluent in both physical retail execution and digital retail media ecosystems
• Comfortable working within retailer constraints and timelines
• Highly organized and execution-focused
• Able to balance brand integrity with retail realities
• Energized by seeing products win at shelf and move off shelf

Requirements

Experience

• 8–12 years of experience across retail marketing and/or shopper marketing within consumer goods (food & beverage, supplements, sports nutrition preferred)
• 4+ years operating at a Director level (or equivalent) with ownership of strategy, execution, and performance
• Proven experience owning retail and/or shopper marketing across Club, Mass, Big Box, regional grocery, specialty, and natural channels
• Hands-on experience managing retail media platforms (e.g. Criteo, Roundel, Walmart Connect, Amazon Ads) and integrating them into broader retail strategy
• Demonstrated ownership of programs that drove conversion, velocity, and sell-through
• Experience working closely with Sales, Trade, and Retail Operations teams

Retail & Shopper Expertise

• Deep understanding of both retail marketing mechanics and shopper behavior across channels
• Strong knowledge of in-store execution, physical media, and retail media networks
• Experience influencing path-to-purchase across physical and digital retail environments
• Clear understanding of retailer constraints, calendars, compliance, and measurement
• Strong ability to manage cross-functional execution

Category & Industry Knowledge (Nice to Have)

• Experience in sports nutrition, supplements, food & beverage, or wellness
• Experience supporting club, mass, or specialty retail channels
• Familiarity with omnichannel and retail-to-DTC strategies