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Shopper Activation, Manager

Job Number 17008216 Company Nestle USA Location Rogers, Arkansas


Position Dimensions / Scope:
Account Team thought leader on Category priorities, shopper knowledge / insights which will fuel Nestle and Customers aligned strategies for growth.  Develop and oversee the execution of all shopper marketing strategies and execution details at their assigned retailer across the full Path to Purchase.  Build strong working relationships with Sales team and retailer's marketing/merchandising organizations.  Collaborate with CMI team and Division strategists to establish KPI objectives by campaign, by tactic, by retailer.  Provides general direction and supervision to one Analysts.
Main Purpose of Job:
  • This role collaborates with Shopper Strategists, Brand and Sales to build brand and category level (multi-brand) shopper strategies which ensure an optimized Path to Purchase campaigns including (digital, promotions, media, and creative agencies).  The role is ultimately responsible for driving deep account leadership connectivity to facilitate integrated campaigns to drive improved ROI and category growth utilizing Nestle brands.
    Category Strategy: Product / brand category objectives
  • Develop channel and customer-specific shopper plans to drive category growth
    Customer Strategy:  Seen as leader in Shopper insight and strategy, Forecast accuracy, sales performance targets, meeting sales goals, segmentation / resource allocation, improving customer service
  • Identify, assess and prioritize shopper opportunities based on Division objectives and programs
  • Ensure customer shopper program priorities and funding in total customer commercial plan
  • Maintain relationships with Tier One customers by ensuring activation of shopper marketing programs at relevant customers
  • Partner with Marketing Personnel at Customer to develop joint Customer-specific Shopper Marketing Programs and integrate programs into Customer Category Business Plans
  • Develop retailer action plan with success measure and funding needs
    Win at Retail:  Improving execution
  • Maximize category and brand growth through flawlessly executed Omni Channel Shopper programing
  • Integrate Shopper Marketing Programs with brand and retailer media (earned and paid) efforts to amplify investments
  • Monitor, analyze and synthesize scorecard results and feedback, including shopper marketing scorecard to improve performance and share best practices
    Right people, Right Place: Talent development
  • Lead, develop and inspire team of employees to drive category growth and exceed high performance targets
  • Leverage career path and chessboard to promote talent movement
  • Drive development through adoption of capability tools
  • Role model the Nestle Leadership Framework and reinforce critical behaviors through robust PDP process
    Develop Valued Capabilities:  Improving selling capabilities and adding customer value through improved analytics and insights, and continuous improvement
  • Gathers input from Tier One customers on effectiveness shopper marketing plans, campaigns and events
  • Identify customization needs
    Integrated Approach:  Cross-functional communication, adoption of New Ways of Working with the HUB & CMI
  • Develop shopper activation plan that links category/brand touchpoints to customer strategies as part of Account Planning, ICP, and JBP process
  • Collaborate with Division strategists to establish KPI objectives by campaign, by tactic, by retailer
  • Collaborate with CMI-team to provide account specific insights to Field teams (CAMs)
  • Share learnings back with Strategists


Key Experiences:
  • Bachelor’s degree required
  • Master’s degree/MBA preferred
  • 5 years of brand marketing or direct shopper marketing experience, preferably in CPG
  • Agency Leadership Experience preferred
  • Retail sales experience is a plus
  • Travel: 25%



  1. Knowledge of interrelationship of key functions and their key initiatives (Sales, Marketing, Finance, HR, Supply Chain, Technical and Globe & IS/IT)
  2. Demonstrated knowledge of business driving technology solutions (i.e. Nielsen, BW, Source), internal/external industry insights and trends and syndicated market measurements data
  3. Knowledge of core Business Processes and Fundamentals (Sales/Distribution, Customer Planning and Managing, Financial Reporting, Training, HR Policies, Integrated Commercial Planning, Nestlé Management and Leadership Principles)
  4. Knowledge of qualitative and quantitative research techniques/methods and of available in-store tactics

The Nestlé Companies are equal employment and affirmative action employers and looking for diversity in qualified candidates for employment.

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