The Associate Manager, Omnichannel Shopper Marketing is responsible for developing and executing customer-specific marketing programs to grow category sales at the account level. This role partners closely with Brand Marketing, Sales, and external agencies to ensure seamless execution of shopper programs across key grocery retail partners. The ideal candidate is highly collaborative, detail-oriented, and driven to deliver programs that support key business objectives, enhance shopper engagement, and drive conversion.

Responsibilities Include:

Strategy & Planning

Develop and implement omnichannel shopper marketing plans tailored to specific grocery retailers in collaboration with cross-functional departments—sales, marketing, agencies, sales operations, and customers—designed to grow category sales across assigned grocery retailers.
Translate brand objectives into retailer-specific programs that influence shopper behavior across the path to purchase.
Leverage shopper insights and retailer data to inform programming and channel strategies.

Campaign Development & Execution

Assists in shopper marketing program planning for the upcoming year. Manage budgets, timelines, and KPIs for assigned campaigns ensures key milestones and deadlines are met.
Lead execution of fully integrated marketing programs including in-store signage, sampling, digital coupons, display, email, social media, and retail media networks.
Partner with retailers, agencies, and internal stakeholders to ensure flawless execution and brand consistency.
Drives internal alignment on customer prioritization and assists with managing programs within the approved shopper marketing budget. Tracks budgets by brand and retailer, manages invoice processing, coding, and ensures compliance with internal guidelines.

Collaboration & Communication

Build key working relationships with Sales teams to build omni shopper programs and drive growth on their business.
Drive connection between brand, Channel, and shopper marketing teams on select ice cream brands to ensure planning alignment and be key resource on their weekly status meetings.
Demonstrate knowledge of select grocery customers to activate events to deepen our customer relationships with buyers and shopper teams.
Collaborate with shopper insights, analytics, brand teams, and external partners to build omni shopper programs and optimize campaigns.
Present plans, post-performance analysis, and key learnings to internal and external stakeholders.

Measurement & Reporting

Develop measurement plans across omni shopper programs, including KPIs and relevant benchmarks.
Partners with Brand Teams, BDMs, and retailers to evaluate the effectiveness of programs.
Track and report on campaign performance metrics including ROI, conversion, and sales lift.
Analyze Nielsen and post-program results to identify opportunities for future optimization and scale.

Bachelor’s degree in Business, Marketing or related field
2-5 years of experience in CPG/Food industry
Strong understanding of omnichannel marketing tactics, retail media, and shopper journey. Ability to leverage marketing channel knowledge to enhance execution across customer touchpoints.
Understand landscape and playbooks and RMN’s for key grocery retailers including Kroger, Albertsons, Publix, Target, HEB and ADUSA
Excellent relationship-building, cross-functional collaboration, project management, communication, and attention to detail. Ability to synthesize data and trends to drive action.
Ability to translate brand objectives into clear omni shopper marketing plans.
Ability to translate complex data into data driven insights and storytelling.
Strong business communication skills and ability to provide clear, concise communication to leadership and team members..
Demonstrated ability to lead projects from ideation through execution, manage competing priorities, and drive results in a fast-paced environment.

The base pay range for this position is $84,000 to $118,000 annually. Actual compensation will be determined based on experience, qualifications, and other job-related factors permitted by law. This pay range represents the anticipated salary for this position at this time.

Wells Enterprises is an EEO/AA employer M/F/Vet/Dis

#hybrid

Wells Enterprises, Inc. is the largest privately held ice cream manufacturer in the United States. Founded in 1913 by Fred H. Wells and run by the Wells family for generations, the company is an independent operating company of the Ferrero Group, one of the global leaders in sweet, packaged foods.

Wells produces more than 200 million gallons of ice cream per year and distributes products in all 50 states. Wells manufactures its signature brand Blue Bunny®, lower-calorie Halo Top®, the iconic Bomb Pop®, and Blue Ribbon Classics®.

Wells employs nearly 4,000 ice cream aficionados across the country. The company is headquartered in Le Mars, Iowa, where Wells has made Le Mars the “Ice Cream Capital of the World” as the largest manufacturer of ice cream in one location. Wells operates two manufacturing plants in Le Mars, Iowa, a manufacturing plant in Dunkirk, New York, and a manufacturing facility in Henderson, Nevada. Learn more at www.wellsenterprisesinc.com.

What We Offer

At Wells, we’re proud to support our employees with comprehensive benefits that enhance health, financial wellness, and include paid time off (PTO). Eligible employees may also receive an annual incentive bonus based on Company performance. Learn more about our benefits here.