Consumer and Customer Activation Manager

Description Overview

We are currently seeking a Consumer and Customer Activation Manager with omni-channel experience to join our Nutrition Business Unit. With the consumer at the core of everything we do, this role is a critical member of our Marketing Team and a key partner with our Advertising, Media, and Perrigo Sales organizations to drive awareness and purchase of our brands. This position is located in Charlottesville, VA or Grand Rapids, MI.

The Consumer and Customer Activation Manager will own the program development and execution of omni-channel communication plans to deliver against the goals of our Nutrition Business Unit, inclusive of the Good Start | Dr. Brown’s and Store Brand portfolios. This individual will collaborate with these teams to unlock meaningful consumer insights and develop communication plans to meet sales and share objectives.

Scope of the Role

• Activate Consumer Learnings: Drive measurable outcomes and apply insights with customers and stakeholders. Educate the organization on current and future consumer and shopper needs.
• Manage Strategic and Creative Projects: Lead various projects across agencies and vendors, including briefing marketing agencies, evaluating strategies and creative, and communicating with key stakeholders.
• Support Innovation Strategy: Collaborate with marketing managers to fuel new shopper-led ideation capabilities that drive consumer demand.
• Collaborate Across Marketing Resources: Work with Brand Team, Medical Marketing, Digital Marketing, and eCommerce to build comprehensive programs that engage consumers effectively.
• Manage Budget: Oversee the Consumer Communications marketing budget for both Good Start | Dr. Brown’s and Store Brand Infant Formula, including both working and non-working dollars.
• Messaging and Claims Development: Partner with Brand Teams, Consumer Insights, Legal and Regulatory to develop messaging that resonates with consumers.
• Program Measurement and Analysis: Develop and share program measurement, evaluation, and analysis to influence future programs.
• Sales & Marketing Consultant: Build and maintain relationships within the organization and with retailers. Develop and deliver presentations to gain buy-in and drive results. Create learning agendas and research recommendations to optimize category understanding of consumers across the full path to purchase.
• Some travel required (less than 10%).

Experience Required

• Typically, these skills are acquired with a Bachelor’s degree in Business, Marketing or closely allied field, MBA preferred, along with 8+ years of experience in Marketing or Shopper Marketing within CPG industry – healthcare/self-care experience preferred.
• Experience using consumer insights to build full-funnel omni-channel activation plans - agency management experience and retail media network familiarity preferred.
• Experience working closely with Advertising, Media, and Sales organizations to execute programs.
• Knowledge of both qualitative and quantitative research techniques and point of sale analysis.
• Demonstrated ability to work across many teams to drive outcomes with insights.
• Strong communication skills and the ability to visually tell a story.
• Superior analytical skills with the ability to interpret data and glean critical market/consumer insights.
• Ability to manage multiple projects simultaneously with strong project management skills.