Shopper Marketing Manager

Shopper Marketing Manager

Established in 2017, tru fru rapidly ascended the "permissible indulgence" space as a Utah-based company selling one-of-a-kind "better for you" hyper-chilled and hyper-dried real fruit immersed in premium chocolate to retail outlets nationwide. Winning most innovative new product in 2019 and 2022 in the sweets and snacks categories and climbing the fruit-based snack industry chart at an astounding growth rate, tru fru joined the Mars family of brands in February 2023. We are on a mission to build a legacy with truly remarkable people who can create something special for generations to come!

As the shopper marketing manager, you will be the expert on retail media and eCommerce marketing strategies. You will be responsible for setting and executing strategies to accelerate tru fru's online and omnichannel growth. This role involves developing programs to drive brand awareness, demand, and conversion, managing relationships with external partners, and collaborating with the sales and marketing team to grow digital sales and maintain continuity in tru fru's brand messaging. You will also oversee media spend allocation across retail media platforms, manage campaign setups, and execute strategies to maximize ROI and ROAS. Additional responsibilities include leading retailer paid search, digital shelf content optimization, and tracking e-commerce activities to enhance our marketing efforts and drive sales. This role requires a deep understanding of retail media networks, Amazon marketing programs, and the ability to work closely with external agencies, vendors, and internal cross-functional partners.

What you'll do:

• Own the strategy, execution, and optimization of retail media and shopper marketing programs to drive awareness, demand, conversion, and online share growth for tru fru across Amazon, Instacart, Target.com, Walmart.com, and Kroger.com.
• Manage agencies and vendors, ensuring retail media strategies align with overall business objectives and deliver strong ROI.
• Oversee media spend allocation across Amazon and retail media networks to maximize efficiency and return.
• Serve as the subject matter expert on retail media platforms, including Amazon, Walmart Connect, Roundel, and Kroger Precision Marketing.
• Partner closely with sales to prioritize key retailers, recommend growth tactics, and support broader eBusiness objectives.
• Identify, test, and scale new omni-channel tactics that enhance the shopper journey and improve retail velocity.
• Manage coupon and cashback programs (e.g., Ibotta) to drive trial, velocity, and incremental sales.
• Lead paid search strategy, execution, and performance tracking across key retail platforms to grow share of search and conversion.
• Own digital shelf excellence, including ongoing PDP audits, content optimization, and asset management, in collaboration with sales and cross-functional teams.
• Track and analyze eCommerce and retail media performance, including ROAS, share of search, keyword effectiveness, and sales impact.
• Define, monitor, and report on key eBusiness and retail media KPIs with clear, actionable insights.
• Synthesize performance learnings and deliver recommendations to stakeholders to drive continuous optimization and...

At Trü Frü we are committed to an inclusive workplace where diversity in all its forms is championed. TRÜ FRÜ is proud to be an equal opportunity workplace and we are an affirmative action employer. We are committed to equal employment opportunity regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, citizenship, marital status, disability, gender identity or veteran status. We also consider qualified applicants with criminal histories, consistent with legal requirements. If you require special accommodation, please let us know.