Shopper Marketing Manager

Career Guide

A Shopper Marketing Manager builds and runs marketing programs that influence shoppers at the moment they are choosing what to buy. The role connects brand strategy with retail execution across online and in-store channels, working closely with sales, retail partners, and creative teams to drive sales, visibility, and shopper loyalty.

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Key Responsibilities

Create shopper marketing plans that support business and sales goals
Develop retailer-specific campaigns and promotional calendars
Plan and execute in-store marketing such as displays and signage
Plan and execute ecommerce marketing such as product page content and retail media placements
Partner with Sales teams to align on retailer priorities and joint business plans
Coordinate with retailers on campaign requirements, timelines, and approvals
Manage budgets and track spending against plans
Lead creative development with agencies and internal teams
Measure performance using sales data and campaign reporting
Run post-campaign reviews and apply learnings to future plans
Coordinate product launches with retail-ready messaging and assets
Ensure brand consistency across all shopper touchpoints

Top Skills for Success

Retail Partner Management

Campaign Planning

Promotional Strategy

Budget Management

Project Management

Creative Briefing

Performance Measurement

Sales Data Analysis

Ecommerce Merchandising

Retail Media Planning

Cross Functional Collaboration

Negotiation

Career Progression

Can Lead To

Senior Shopper Marketing Manager

Omnichannel Marketing Manager

Retail Media Manager

Category Marketing Manager

Trade Marketing Manager

Transition Opportunities

Brand Marketing Manager

Growth Marketing Manager

Sales Enablement Lead

Customer Marketing Manager

Commercial Strategy Manager

Common Skill Gaps

Often Missing Skills

Retail Media MeasurementIncrementality TestingEcommerce Content OptimizationFirst Party Data StrategyAdvanced Forecasting

Development SuggestionsBuild stronger measurement skills by learning retail media reporting, running simple test and learn experiments, and improving ecommerce fundamentals such as product page content quality. Pair this with tighter forecasting and clearer definitions of success metrics for each campaign.

Market Intelligence Report

Shopper Marketing Manager 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 LevelUSD 70,000 to 90,000

Mid LevelUSD 90,000 to 120,000

Senior LevelUSD 120,000 to 160,000

Growth Trend

Steady demand, with stronger growth in roles tied to ecommerce and retail media as brands invest more in measurable, retailer-based marketing.

Companies Hiring

Major Employers

Procter and GambleUnileverPepsiCoThe Coca Cola CompanyNestleKraft HeinzL OrealJohnson and JohnsonDiageoNikeColgate PalmoliveKimberly Clark

Industry Sectors

Consumer Packaged GoodsBeauty and Personal CareFood and BeverageHousehold ProductsApparel and FootwearHealth and WellnessPet CareConsumer Electronics

Recommended Next Steps

Create a portfolio of three to five campaigns with goals, tactics, budgets, and results

Strengthen ecommerce and retail media skills through hands-on platform experience and short courses

Build a retailer playbook that outlines key shoppers, top missions, and recommended tactics by channel

Practice writing clear creative briefs and running timeline-based project plans

Set up a simple measurement framework that includes baseline, target, and post-campaign review templates

Partner closely with Sales to join retailer meetings and learn joint planning and negotiation basics