Manager, Shopper Marketing

Job ID: 11741 

Newell Brands is a leading consumer products company with a portfolio of iconic brands like Graco®, Coleman®, Oster®, Rubbermaid®, Sharpie® and Yankee Candle® - and 24,000 talented teammates around the world. Our culture is built on values in action: Integrity, Teamwork, Passion for Winning, Ownership, and Leadership. We work together to win, grow, and make a real impact—supported by a high-performing, inclusive, and collaborative environment where you can be your best, every day. 

Location: Bentonville, AR 

Reports To: Director, Customer Initiatives – Walmart  

Position Overview 

The Shopper Marketing Manager serves as the strategic connector between brand marketing, sales, digital marketing, and retail execution—driving conversion and engagement throughout the shopper journey. This role transforms brand strategies and assets into compelling, customer-tailored activations that inspire purchase and build brand equity, while ensuring alignment with retailer objectives and standards. 

For Walmart, this position partners closely with Walmart Connect (WMC), Site Merchandising, Omni Category and Account Teams, and internal digital media partners to shape impactful, insight-driven marketing programs that elevate brand presence across the Walmart ecosystem. The role also manages the relationship and executional excellence of our third-party (3P) merchandising partner, ensuring operational rigor, reporting accuracy, logistics coordination, and ongoing performance optimization. 

The ideal candidate is a creative, data-driven marketer with deep expertise in shopper insights, retail media, and omnichannel activation within the CPG industry. 

Key Responsibilities 

1. Shopper Marketing Strategy & Planning 

• Translate brand strategies into customer-specific shopper marketing plans aligned to category and retailer priorities. 

• Develop annual marketing calendars in partnership with brand, category, digital marketing, and sales teams to support integrated business plans. 

• Leverage shopper insights and category teams, Walmart Scintilla, and syndicated data tools (such as Nielsen and IRI) to identify opportunities for traffic, conversion, and basket growth. 

• Define clear objectives, KPIs, and post-campaign analyses for all shopper marketing activations. 

• Lead joint business planning sessions with retailer partners, including Walmart Connect and Site Merch, to align on shared goals and initiatives. 

2. Program Development & Execution 

• Design and execute omnichannel activations across in-store, ecommerce, retail media networks, experiential, and retailer-owned platforms. 

• Manage creative development, agency/vendor relationships, and execution timelines. 

• Oversee campaign setup, optimization, and reporting across retail media networks, including Walmart Connect, etc. 

• Ensure all programs reflect brand equity and retailer compliance guidelines, including digital shelf optimization. 

3P Merchandising Ownership 

• Manage the strategy, planning, and day-to-day execution of the 3P merchandising partner, including reporting, logistics, operational alignment, COE adoption, touchbases, and in-store execution quality. 

• Serve as the primary point of contact for issue resolution, performance tracking, and continuous improvement with the 3P partner. 

Walmart-Specific Activation Leadership 

• Support Omni NAMs and the Digital Marketing team to maximize WMC investments and strengthen full-funnel activation. 

• Collaborate with Site Merch and Omni NAMs to execute drive-period initiatives such as branding moments, digital bundles, and curated omni merchandising experiences (exclusive of search). 

• Partner with WMC to plan and execute high-impact Retailtainment events. 

• Partner with vendor experts to explore emerging capabilities and build business cases for test-and-learn funding opportunities. 

• Support the Director of Customer Initiatives on key customer priorities as needed. 

3. Cross-Functional & External Collaboration 

• Partner closely with Digital Media Managers to plan and prioritize investments across full-funnel media strategies. 

• Collaborate with Insights & Analytics teams to evaluate program impact on sales lift, ROI, and shopper engagement. 

• Align with Finance on budget management, contracts, and agency scopes of work. 

• Foster strong relationships with retailer marketing/media teams, Walmart Connect, and external agencies to deliver best-in-class execution. 

4. Performance Measurement & Continuous Improvement 

• Establish and manage key performance indicators (KPIs) including sales lift, ROI, engagement, conversion, and share of voice. 

• Deliver post-event analyses and actionable recommendations to improve future campaigns. 

• Maintain accurate tracking of shopper marketing budgets, 3P merchandising spend, and overall spend efficiency. 

• Develop learning plans to optimize campaign performance, merchandising execution, and investment returns. 

Qualifications 

Education & Experience 

• Bachelor’s degree in Marketing, Business, Communications, or related field; MBA preferred.
• 5–8 years of experience in Shopper Marketing, Trade Marketing, or Brand Management within the CPG industry (can include agency experience). 

• Experience managing retailer-specific marketing programs (e.g., Walmart, Sam’s, BJ’s) and omnichannel campaigns.
• Strong understanding of category management, consumer/shopper insights, and retail media ecosystems. 

• Experience with syndicated data tools (Nielsen, IRI) and retail media metrics (CTR, CPC, ROAS) preferred.
• Certifications such as PMP, CPM, or digital marketing credentials are a plus. 

Skills & Competencies 

• Strong project management and organizational skills; able to manage multiple priorities and campaigns. 

• Excellent communication and presentation skills for internal and external audiences.
• Analytical thinker with the ability to interpret data and translate insights into action. 

• Proficient in Microsoft Office Suite; experience with data visualization and ROI tools a plus. 

• Collaborative, proactive, and detail-oriented mindset. 

• Ability to work effectively in cross-functional and cross-cultural teams. 

Success Metrics 

• Incremental sales and category share growth from shopper marketing initiatives.
• ROI on retailer and media investments, including retail media network performance. 

• Strength of retail partnerships and execution excellence. 

Newell Brands (NASDAQ: NWL) is a leading global consumer goods company with a strong portfolio of well-known brands, including Rubbermaid, Sharpie, Graco, Coleman, Rubbermaid Commercial Products, Yankee Candle, Paper Mate, FoodSaver, Dymo, EXPO, Elmer’s, Oster, NUK, Spontex and Campingaz. We are focused on delighting consumers by lighting up everyday moments. Newell Brands and its subsidiaries are Equal Opportunity Employers and comply with applicable employment laws. EOE/M/F/Vet/Disabled are encouraged to apply.