Shopper Marketing Director

Career Guide

A Shopper Marketing Director leads marketing strategies that influence purchase decisions where shopping happens, such as retail stores, online marketplaces, and delivery platforms. The role connects brand goals with retail realities, using customer insights, strong retail partnerships, and measurable programs to grow sales and market share.

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Key Responsibilities

Set shopper marketing strategy aligned to brand and sales goals
Lead retailer-specific marketing plans across priority accounts
Oversee in-store marketing programs and merchandising execution
Partner with Sales to build joint business plans with retail customers
Use shopper insights to shape promotions, messaging, and product visibility
Manage marketing budgets, forecasts, and return on investment tracking
Coordinate cross-functional work with Brand, Product, Sales, Finance, and Supply Chain
Lead agency partners and manage external vendors
Test and scale new retail media and commerce marketing opportunities
Develop and coach a team of shopper marketers and account support roles

Top Skills for Success

Retail Strategy

Shopper Insight

Retail Media Planning

Promotion Strategy

Merchandising Strategy

Category Management

Account Collaboration

Budget Management

Performance Measurement

Negotiation

Project Management

People Leadership

Career Progression

Can Lead To

Senior Shopper Marketing Director

Head of Shopper Marketing

Director of Retail Media Director of Commercial Strategy Director of Customer Marketing

Transition Opportunities

VP of Marketing

VP of Sales Strategy

General Manager Chief Marketing Officer

Common Skill Gaps

Often Missing Skills

Retail Media MeasurementIncrementality TestingFirst Party Data StrategyCommerce AnalyticsOmnichannel PlanningJoint Business PlanningTest and Learn Experimentation

Development SuggestionsBuild stronger measurement skills by owning a quarterly test plan, partnering with analytics, and standardizing how lift is calculated. Strengthen retailer collaboration by leading a joint planning cycle and presenting a clear growth story tied to retailer goals. Expand retail media capability by piloting one or two platforms, documenting learnings, and creating a repeatable playbook.

Market Intelligence Report

Shopper Marketing Director is part of the Marketing Strategy category.Explore our market intelligence report to see how AI and hiring demand are shifting for these roles.

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Salary & Demand

Median Salary Range

Entry Level$120,000 to $155,000

Mid Level$155,000 to $200,000

Senior Level$200,000 to $280,000

Growth Trend

Demand is steady to growing, driven by retail media expansion, stronger retailer data capabilities, and the shift toward measurable commerce marketing outcomes.

Companies Hiring

Major Employers

Procter and GambleUnileverPepsiCoCoca-ColaNestleKraft HeinzGeneral MillsMondelēz InternationalColgate-PalmoliveKimberly-ClarkL'OréalReckitt

Industry Sectors

Consumer packaged goodsFood and beveragePersonal careHousehold productsBeautyHealth productsRetailEcommerce marketplacesRetail media networksMarketing agencies

Recommended Next Steps

Audit your current programs and define three performance metrics you will report consistently

Create a 90-day retail media test plan with clear hypotheses and success criteria

Develop a retailer-specific playbook covering audience, messaging, timing, and measurement

Schedule quarterly business reviews with Sales and retail partners focused on shared growth

Strengthen your portfolio with two case studies showing measurable sales impact

Invest in training on retail media, experimentation, and commerce analytics

Mentor and develop a successor for key responsibilities to demonstrate leadership scale