Director of Shopper Marketing

Role Summary We are seeking a Director of Shopper Marketing to serve as the strategic architect and single-threaded owner of retail marketing efforts across key accounts. This is a senior leadership role responsible for owning account-level strategy, calendars, budgets, and overall chain performance, while acting as the central point of alignment between Sales, Marketing, and our retail partners. They will also play a critical role in building a Shopper Marketing Center of Excellence, structured to support different retail formats (Small Format, Large Format, Club), mirroring the evolution of our sales organization. What You’ll Do Account Ownership & Strategy Serve as the primary owner of shopper marketing across key retail accounts Define macro strategy for how marketing drives performance within each chain Align shopper marketing efforts with broader commercial priorities (distribution, velocity, promotions) Budget Stewardship & Investment Strategy Own and manage shopper marketing and trade-related budgets by account and channel Determine how and where to invest to maximize return across: Price / promotion / discounting Retail media and digital programs (in partnership with Growth) Maintain full accountability for ROI and overall performance Account Planning & Calendar Leadership Build and manage annual and quarterly account-specific marketing calendars Ensure alignment with: Retailer priorities and programming windows Brand initiatives and innovation launches Sales objectives Cross-Functional Leadership & Resource Allocation Act as the quarterback across functions, ensuring the right teams are engaged: Growth Team- retail media, search, eCommerce, marketplace activation (execution arm) Creative / Brand- account-specific creative and messaging Category Management- insights, data storytelling, sell-in support Sales Teams- alignment to account priorities Mobilize resources effectively- own the “what” and “why,” while teams execute the “how.” Sales Enablement Partner closely with Commercial teams to translate brand strategy into account-specific programming Support priority customers including Walmart, Kroger, Albertsons, HEB, Sheetz, Circle K, and others Equip sales teams with clear, compelling shopper-driven plans that drive incremental growth Retailer Relationship Leadership Build deep relationships with retailer marketing, retail media, and buying teams Elevate Lucky Energy from vendor to strategic partner Increase marketing penetration and influence within key accounts Performance Ownership Own total chain-level performance from a shopper marketing perspective Continuously evaluate: What’s working What’s not Where to reallocate investment Partner with Growth to stay informed on media and eCommerce performance across platforms like: Walmart Connect, Walmart.com Roundel (Target), Kroger Precision Marketing Other retailer ecosystems Org Building: Shopper Marketing Center of Excellence Build and scale a Shopper Marketing function aligned to retail formats: Small Format (C-store) Large Format (Grocery / Mass) Club, Drug, Value, FSOP, Military, and more! Establish best practices, frameworks, and ways of working that create consistency and scalability What Success Looks Like Clear ownership and accountability for shopper marketing across all key accounts Strong budget discipline and smarter investment allocation driving measurable results Deeper retailer relationships, shifting Lucky Energy into a true strategic partner role Increased marketing penetration and influence within top-tier accounts Seamless cross-functional execution, with clear roles between Shopper and Growth A fully built and scalable Shopper Marketing organization supporting multiple retail formats Measurable impact on chain-level performance and overall revenue growth What We’re Looking For 10+ years of experience in shopper marketing, customer marketing, or retail/account marketing within CPG Proven experience owning account-level strategy, budgets, and performance Strong people leadership experience, including building and scaling teams Deep understanding of the sales-marketing interface and how to drive alignment across functions Experience working with major retailers such as Walmart, Kroger, Target, Circle K, Albertsons, HEB, etc. Strong strategic relationship management skills, with experience navigating retailer marketing ecosystems Ability to operate as both a strategic thinker and operational leader