Omnichannel Marketing Associate Manager

Job Overview

Associate Manager, Omnichannel Marketing - Away From Home (AFH)

This is an onsite hybrid position in Burlington MA. It is not remote.

The shopper's journey to purchase is a rapidly changing experience as the shopping environment evolves with new retail platforms and opportunities to grow, all of which require a seamless experience and voice to meet that shopper's needs. In order to meet this changing landscape, KDP has created a hybrid role that integrates eCommerce and Shopper Marketing. This role combines the skills needed to succeed online, with engaging Shopper Marketing strategic communication, and in-store activation, as one Omnichannel structure with which to speak to retail and the shopper.

As the KDP Associate Manager of Omnichannel Marketing for AFH, you will be working with the Director of Omnichannel Marketing on the integration of Digital Marketing and traditional Shopper Marketing for the Keurig Dr Pepper portfolio for Staples, Office Depot, and other AFH ecom partners. You will support in-store conversion and online sales, and partner with the AFH sales team to achieve growth targets using all path-to-purchase conversion drivers (digitally and in-store) for joint business success. Along with the growth of pickup models and online sales, in-store activation remains a crucial point in the path-to-purchase so you will lead the development of attention-grabbing in-store events, merchandising including point-of-sale materials (e.g., shelf-talkers, shippers, display POS) and innovative ideas, collaborating with these retailers to intercept and impact buying behaviors.

You and your manager will be an Omnichannel center of excellence for KDP's ongoing ecommerce and shopper transformation on the AFH team. To achieve your objectives, you must utilize strategic thinking to create joint business plans, influence internal stakeholders, and solve increasingly complex customer challenges with regards to the evolving shopper landscape. You will be able to utilize your knowledge of ecommerce, pickup models and in-store shopper influence points to drive a cohesive and seamless shopping experience. There is high collaboration required for this integrated role so you will also work closely with other Commercial and eCommerce functions (e.g., Commercial Marketing, Data Science, Digital Shelf, Media, Shopper Insights, Revenue Growth Management) as well as our retail partners to bring compelling guidance around maximizing traffic, conversion and growth across KDP's categories.

RESPONSIBILITIES:

• Be the internal and external face of Keurig Dr Pepper's (KDP) Omnichannel team in partnership with AFH Commercial Marketing for the full KDP portfolio at Staples, Office Depot, and other AFH ecom partners.
• Build and execute fully comprehensive OMNI marketing programs (in-store and online) to drive conversion and deliver annual operating plan
• Maintain product catalog integrity and leverage the retailer digital shelves to drive conversion by optimizing digital shelf content for search engine optimization
• Create and execute campaigns within retailer media networks including briefing, analyzing proposed plans to ensure it meets brief objective, analyzing campaign performance, and unlocking value added opportunities to drive conversion of KDP products on the AHF channel.
• Utilize strong communication with all stakeholders regarding customer, channel and industry insights and competitive trends
• Proactively share best practices and eCommerce learnings with peers and broader commercial team
• Develop collaborative partnerships externally with key customer stakeholders.
• Leverage internal cross-functional partners such as commercial, shopper insights, category management, sales, marketing, supply chain and ecommerce operations team to achieve AOP goals.
• Collaborate with Merchandising and retailers to create unique and eye-catching in-store creative, POS and retail attainment opportunities
• Operate as a member of the KDP AHF team, influencing with Omnichannel thinking through annual planning, investment allocation and growth targets

#LI-Hybrid

Requirements

REQUIREMENTS:

• Bachelor's degree minimum, with 2+ years of commercial experience
• Prefer experience in "Fortune 500" company, or in the Consumer-Packaged Goods, Beverage, Small Appliance or related industries
• Prefer previous experience and understanding of Staples, Office Depot and/or an Omnichannel environment
• Prefer previous experience with digital shelf programs EDGE, Salsify, Syndigo, and Bazaarvoice
• Ideal candidate will have digital and/or shopper experience
• Well organized, disciplined planner and leader of change
• Demonstrated leadership skills, exhibiting a high degree of drive and energy and the ability to consistently produce results
• Innovative and creative thinker and problem solver who can manage the details without losing sight of the goal
• Must be completely PC proficient, able to develop his/her own oral and visual presentations, spreadsheets and general correspondence
• Ability to travel as needed including travel for marketing and sales meetings, tradeshows and/or customer shows and meetings with external partners (~15%)

Company Overview

BENEFITS

Our people are the heart of our business, which is why we offer robust benefits to support your health and wellness as well as your personal and financial well-being. We also provide employee programs designed to enhance your professional growth and development while ensuring you feel valued, inspired and appreciated at work.

ABOUT KDP

Keurig Dr Pepper (KDP) is a leading coffee and beverage company in North America, with annual revenue in excess of $11 billion. KDP holds leadership positions in soft drinks, specialty coffee and tea, water, juice and juice drinks and mixers, and markets the #1 single serve coffee brewing system in the U.S. The Company maintains an unrivaled distribution system that enables its portfolio of more than 125 owned, licensed and partner brands to be available nearly everywhere people shop and consume beverages. With a wide range of hot and cold beverages that meet virtually any consumer need, KDP key brands include Keurig®, Dr Pepper®, Green Mountain Coffee Roasters®, Canada Dry®, Snapple®, Bai®, Mott's® and The Original Donut Shop®. The Company employs more than 25,000 employees and operates more than 120 offices, manufacturing plants, warehouses and distribution centers across North America. For more information, visit www.keurigdrpepper.com.

Keurig Dr Pepper is an equal opportunity employer and affirmatively seeks diversity in its workforce. Keurig Dr Pepper recruits qualified applicants and advances in employment its employees without regard to race, color, religion, gender, sexual orientation, gender identity, gender expression, age, disability, genetic information, ethnic or national origin, marital status, veteran status, or any other status protected by law.