Bel

Senior Director of Shopper Marketing

Bel

full-time

Posted on:

Location Type: Hybrid

Location: New York City • New York • United States

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Salary

💰 $215,000 - $225,000 per year

Job Level

Senior

About the role

  • Lead US shopper marketing strategy and activation planning for both Cheese and GoGo squeeZ, ensuring brand purpose and commercial goals are achieved across all channels and retailers.
  • Translate brand priorities and business needs into integrated shopper strategies that drive household penetration, velocity, and conversion.
  • Build comprehensive annual shopper plans for each brand, including activation calendars, retail priorities, retail media planning/optimization, and measurement frameworks.
  • Champion a test-and-learn culture, embedding agility, rapid experimentation, and continuous learning across the team.
  • Oversee omnichannel activation with Grocery and Mass channels, including in-store merchandising, digital shelf excellence, retail media, and display.
  • Lead the strategy and execution of Ratings & Reviews, ensuring product detail pages (PDPs) across retailer websites are current, optimized, and reflect best-in-class digital engagement.
  • Own the end-to-end process to maintain and elevate brands’ online reputation and shopper influence.
  • Integrate trade and shopper levers into holistic retailer strategies, ensuring strong ROI discipline across all investments.
  • Develop customer-specific programs in partnership with Brand and Sales teams, reinforcing Bel as a growth-driving collaborator.
  • Guide the evolution of Bel’s retail media approach, spanning search, display, offsite, onsite, and full-funnel optimization.
  • Support the e-commerce operations manager in curating and communicating insights and thought leadership to accelerate growth in the e-commerce channel.
  • Drive a performance-driven culture across Commerce using POS, scan data, retailer dashboards, and advanced analytics tools.
  • Lead and develop a team of Shopper Marketing and e-commerce professionals by mentoring, coaching, and empowering team members to grow critical skills in analytics, digital/omnichannel activation, retailer partnership, and organizational leadership.

Requirements

  • 12+ years of experience in CPG shopper marketing, e-com, retail activation, retail media, or related disciplines
  • Strong foundational expertise in traditional shopper marketing (in-store activation, path to purchase, shopper insights)
  • Significant experience with retail media networks (e.g., Walmart Connect, Amazon Ads, Roundel) and digital commerce environments
  • Demonstrated expertise with POS, syndicated data, loyalty ecosystems, and retailer reporting platforms
  • Proven ability to build strong relationships with buyers, customer teams, and category management partners
  • Strong analytics fluency; ability to translate data into actionable strategies
  • Experience leading or influencing cross-functional teams
  • Demonstrated leadership in transformation, organizational change, or capability building
  • Ability to manage budgets, forecast, evaluate ROI, and prioritize investments
Benefits
  • 20 days PTO
  • 4% match on 401k
  • Health care by Blue Cross Blue Shield
  • Dental by Delta Dental
  • Vision by EyeMed
  • HSA’s, Lifestyle Spending, and more!
Applicant Tracking System Keywords

Tip: use these terms in your resume and cover letter to boost ATS matches.

Hard Skills & Tools
shopper marketinge-commerceretail activationretail mediaanalyticsPOSsyndicated dataloyalty ecosystemsdigital commercebudget management
Soft Skills
leadershiprelationship buildingcross-functional team influencementoringcoachingorganizational changecapability buildingcommunicationstrategic thinkingagility