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.

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.

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

1
Create a portfolio of three to five campaigns with goals, tactics, budgets, and results
2
Strengthen ecommerce and retail media skills through hands-on platform experience and short courses
3
Build a retailer playbook that outlines key shoppers, top missions, and recommended tactics by channel
4
Practice writing clear creative briefs and running timeline-based project plans
5
Set up a simple measurement framework that includes baseline, target, and post-campaign review templates
6
Partner closely with Sales to join retailer meetings and learn joint planning and negotiation basics