Manager, Shopper Marketing, Home Entertainment

This is a Full Time Job

Providing tailored retail promotions based on shopper insights is key to improving account profitability and growth. Reporting to the Director, Retail Marketing, this job is responsible for translating customer and shopper insights into effective retail promotion programs (per agreed service levels) at the account and store levels for the assigned channel, consistent with the commercial framework, retail drivers, and go-to-market strategy. This role acts as the bridge between Marketing and Commercial, translating marketing insights and strategies into retail execution and providing the “voice of the customer” within Marketing.

SCOPE:
This job is part of the SPHE team operating in the US and Canada and a key member of the Channel team it supports. It has overall responsibility for retail program planning and execution for new releases and catalog titles at the account, and store level for the assigned channel. Success will be measured by retail program ROI and support for account growth, profitability, and customer satisfaction. In this role the incumbent will liaise with the Commercial team, Marketing Insights, Marketing (Product Marketing, Creative, Added Value and Media/Promotions/Online), and Operations.
Retail Promotion Planning
Develop a retail marketing approach for the channel prioritizing support to key accounts consistent with overall promotion portfolio objectives
Understand detailed retail drivers for key accounts and partner with Marketing Insights to synthesize shopper insights at the store level
Develop insights-driven promotion plans that meet Commercial objectives consistent with the overall retail marketing approach (includes themes, promoted products, trade spend, merchandising vehicles, vendors, pricing and timing)
Actively contribute to commercial strategies through actionable insights
Track competitor activity and adjust strategies/plans when needed

Retail Program Design and Execution
Design insight-driven in-store programs consistent with the promotion plan
Develop end-to-end in-store programs for new releases tied to national campaigns
Develop retail executions to national programs for catalog titles
Analyze and pull all the marketing and media levers (whether national or retail specific) to drive sales and profitability in the channel and accounts
Partner with Marketing (Product Marketing, Creative, Media/Promotions/Online and Added Value) and where appropriate, external vendors to develop in-store marketing materials
Partner with Operations to enable demand planning, inventory management, special packaging, and fulfillment of promotional merchandise at the account / store levels
Partner with Commercial on in-store execution of promotional programs and ensure follow through on commercialization of insights
Ensure follow through on all aspects of retail execution and ensure retail compliance
Coach Commercial on using shopper insights in fact-based selling
Partner with Marketing Insights to provide decision support and actionable insights to key accounts to grow their revenue and profitability on SPHE categories through innovative promotion strategies
Develop peer-to-peer relationships at key accounts to expand SPHE influence at the retailer
Act as the point person for retail marketing escalations for the channel

Retail Program Measurement
Achieve retail program ROI objectives while balancing value creation vs. cost of complexity
Support of account growth, profitability, customer satisfaction, and preferred partner stratus
Conduct robust post-mortems to improve efficiency and effectiveness of future programs
Provide ongoing updates on key metrics to Marketing and Commercial teams
Function as lead Project Manager on specific Shopper Marketing Department objectives and tasks including Title Development / Analysis, Sony United Programs, and Special Projects.REQUIRED SKILLS

Analytical problem solving skills (quantitative and qualitative)
Experience in developing and executing strategic plans
Strong planning and project management skills
Excellent oral and written communication skills
Experience leading and working cross-functionally
REQUIRED EXPERIENCE

5-8 years overall experience (Retail / CPG preferred especially at key SPHE accounts)
Web based physical products and digital products experience a plus
3-5 years experience in a Retail / CPG Sales or or Brand/Product Marketing role
Full lifecycle promotional marketing experience is required
Proven experience in working collaboratively with Sales teams and external customers