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
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