Customer Marketing & Omnichannel Manager

The Customer Marketing & Omnichannel Manager is responsible for translating Sun-Maid’s brand and business priorities and customer strategies into customer-specific marketing and omnichannel plans that drive profitable growth.

Serving as a key marketing partner to the Sales and broker teams, this role leads the development and execution of customer-specific shopper marketing, retail media, and e-commerce programs. The Manager connects brand strategy, customer objectives, shopper insights, promotional activity, and commercial priorities to create integrated programs across in-store and digital touchpoints.

The ideal candidate brings a strong foundation in CPG customer or shopper marketing with meaningful experience in e-commerce, Amazon, retail media, and the digital shelf, as well as the ability to adapt strategies across critical retail channels, including Mass, Grocery, Club, and E-Commerce. This highly cross-functional role partners closely with Brand Marketing, Sales, broker teams, Insights, Finance, and external agency partners to move programs from strategy and brief through execution, optimization, and performance measurement.

Customer & Shopper Marketing

• Serve as a primary  Brand Marketing partner to Sales and broker teams, working closely with them to understand, capture, and translate customer strategies, priorities, and opportunities into actionable customer marketing plans.
• Build strong working relationships with Sales and broker partners to maintain a current understanding of customer objectives, retailer priorities, merchandising plans, innovation opportunities, and evolving business needs.
• Translate Sun-Maid brand and business priorities and customer strategies into differentiated customer marketing plans for key retail partners.
• Develop annual and ongoing customer activation plans in partnership with Sales and cross-functional teams.
• Use customer, shopper, category, and competitive insights to identify growth opportunities and inform activation strategies.
• Partner with Insights to incorporate relevant consumer, shopper, category, and customer learning into customer-specific strategies and plans.
• Ensure customer programs address clearly defined business objectives, including Buy Rate, trial, repeat, conversion, brand relevance, and successful innovation launches.
• Translate national brand campaigns and innovation platforms into relevant customer-specific programs.
• Develop compelling customer activation stories and materials to support Sales in retailer meetings, line reviews, and joint business planning.

Activation & Program Execution

• Lead customer-specific programs from approved strategy and brief through execution, optimization, and post-program analysis.
• Develop clear, insight-based briefs outlining the business opportunity, shopper objective, audience, activation strategy, KPIs, and deliverables.
• Lead external shopper, retail media, creative, e-commerce, and other agency partners in the development and execution of customer programs.
• Coordinate customer activation calendars, timelines, deliverables, budgets, approvals, and cross-functional dependencies.
• Ensure programs connect relevant in-store and digital touchpoints, including merchandising, retailer.com, search, retail media, social commerce, and consumer promotions.
• Evaluate customer and Sales requests for strategic fit, business impact, and alignment with established priorities.
• Independently manage day-to-day program decisions while escalating significant investment decisions, strategic changes, or competing priorities as appropriate.

Customer & Channel Strategy

• Develop customer strategies that reflect the unique shopper, merchandising, and activation dynamics of priority channels, including Mass, Grocery, Club, and E-Commerce.
• Partner closely with Sales to support Club customers, including Costco and Sam’s Club, to identify opportunities to protect and grow the core business and support innovation, including customer-specific and limited-time offerings.
• Translate brand and Innovation priorities into customer-specific activation strategies that reflect each retailer’s business model, shopper expectations, merchandising approach, and path to purchase.

Promotional Integration & Activation

• Partner with Sales and Insights to understand customer promotional plans, performance, and opportunities, incorporating relevant learnings into customer activation strategies.
• Align shopper marketing, retail media, e-commerce, and consumer-facing activation with priority promotional and merchandising windows.
• Leverage Insights-led promotional analysis and historical performance to inform activation timing, tactics, and investment recommendations.
• Identify opportunities to amplify priority promotions through integrated in-store  and digital activation.
• Manage consumer-facing promotional programs, including coupons and other shopper incentives, as appropriate within the broader customer plan.
• Incorporate promotional and activation learnings into post-program reviews and future customer marketing plans.

Omnichannel & E-Commerce

• Lead the integration of e-commerce and digital commerce into customer marketing plans, connecting in-store, retailer.com, and pure-play e-commerce experiences.
• Bring strong  omnichannel expertise across e-commerce and digital commerce, including Amazon and key retailer platforms, while connecting digital capabilities to broader customer and channel strategies.
• Partner with Sales, Brand Marketing, and external partners to improve the discoverability, relevance, and conversion of Sun-Maid products online.
• Support Amazon strategy across product content, retail readiness, search, digital merchandising, media, and promotions.
• Identify opportunities to strengthen Sun-Maid's digital shelf across Amazon, Walmart.com, Target.com, Kroger.com, and other priority platforms.
• Help optimize product detail pages, search relevance, enhanced content, ratings and reviews, online assortment, and conversion.
• Ensure e-commerce best practices are applied to both existing products and new product launches.

Retail Media

• Lead the development of customer retail media strategies aligned to brand, shopper, and commercial objectives.
• Partner with Sales, agencies, and retail media networks to develop integrated retailer media plans.
• Support planning across platforms such as Walmart Connect, Amazon Ads, Roundel, Kroger Precision Marketing, and other priority networks.
• Evaluate agency and retailer recommendations across paid search, onsite and offsite media, display, social commerce, connected TV, and other relevant formats.
• Ensure campaigns have clear objectives, audiences, KPIs, benchmarks, and measurement plans.
• Connect retail media investment to the broader customer strategy rather than managing it as an isolated media tactic.
• Use performance data to recommend optimizations to targeting, tactics, and investment.

Measurement & Optimization

• Partner with Insights, Sales, Finance, and agency partners to establish objectives and KPIs for customer marketing, retail media, e-commerce, and consumer activation programs.
• Leverage Insights-led analyses, customer data, and agency reporting to evaluate program performance and identify business implications.
• Evaluate programs using relevant measures such as sales, Buy Rate, trial and repeat, new-to-brand, incremental sales, ROAS, conversion, digital penetration, and promotional lift.
• Understand and appropriately distinguish between attributed sales and incremental business impact.
• Translate results into clear, actionable recommendations for future customer activation and investment.
• Capture post-program learnings and apply them consistently to future planning and optimization.

Budget & Agency Management

• Manage assigned customer marketing, shopper activation, retail media, e-commerce, and consumer promotion budgets.
• Maintain accurate budget forecasts and manage program spending in partnership with Finance and agency teams.
• Ensure investments align with strategic priorities and expected business impact.
• Recommend opportunities to increase, reduce, or reallocate investment based on performance and business needs.
• Manage agency partners through clear briefs, scopes, timelines, deliverables, and performance expectations.
• Hold partners accountable for strategic quality, execution, timing, budget, and results.

Cross-Functional Leadership

• Build strong partnerships across Brand Marketing, Sales, Insights, Finance, Innovation, Operations, and external partners.
• Work closely with Sales to understand, capture, and apply customer strategy, acting as a key connector between customer objectives, brand strategy, shopper needs, and activation execution.
• Bring the customer and shopper perspective into broader brand, innovation, and business planning.
• Partner with Brand and Innovation leads to translate campaigns, positioning, and innovation priorities into effective customer activation.
• Partner with the Associate Brand Manager on customer-facing assets, innovation launches, and shared executional priorities as appropriate.
• Proactively communicate performance, opportunities, risks, and recommendations to key stakeholders.
• Operate with a high degree of ownership and autonomy while elevating the decisions that require senior leadership direction.

Education and Experience:

• Bachelor’s degree in Marketing, Business, Communications, or related field.
• 5+ years of experience in customer marketing, shopper marketing, omnichannel marketing, e-commerce, trade marketing, or a related CPG discipline.
• Experience developing and executing customer-specific marketing plans for major retailers.
• Demonstrated ability to partner effectively with Sales and/or broker teams to translate customer priorities into actionable marketing strategies.
• Strong understanding of the relationship between Brand Marketing, Sales, shopper marketing, promotions, e-commerce, and retail media.
• Demonstrated experience developing customer marketing strategies across multiple retail channels, with experience in e-commerce/Amazon and/or Club strongly preferred.
• Working knowledge of digital shelf fundamentals, product content, retailer search, digital merchandising, and e-commerce conversion.
• Experience working with retail media networks such as Amazon Ads, Walmart Connect, Roundel, Kroger Precision Marketing, or similar platforms preferred.
• Experience leading external agencies and complex cross-functional projects from strategy through execution and measurement.
• Strong analytical and commercial skills with the ability to translate data into actionable business recommendations.
• Proven ability to manage multiple priorities, budgets, stakeholders, and deadlines in a fast-paced environment.
• Strong written, verbal, presentation, and cross-functional influencing skills.

CPG, food/snacking, Amazon Vendor Central, Club (including Costco and/or Sam’s Club), syndicated data, digital shelf, and new product launch experience are preferred.