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Job: Digital Shopper Marketing Manager
Salary: 0
Start Date: 04/10/2017
Category: Interactive/Web Marketing
Digital Shopper Marketing Manager
As the Digital Shopper Marketing Manager, you will play a key role in the development and execution of account specific digital shopper marketing programs. You will be a liaison between Customer Marketing, our customer facing account teams and our online retail partners. Your ultimate goal is to help plan and execute powerful digital product merchandising, online promotions and integrated marketing initiatives that drive conversion on channel partner digital properties.  You will need strong strategic thinking as well as detail oriented program/project management skills to develop and implement account specific digital marketing plans. You will develop a roadmap of digital programs to enhance Keurig Green Mountain’s (Keurig’s) brand presence on retail partner websites, build brand awareness among their consumers, and aid in consumer conversion.
You will report to the Digital Shopper Marketing lead and will support multiple stakeholders including Sales, Brand Marketing and channel partner teams. You will be assigned a subset of accounts to focus on and manage.  For these assigned accounts, you will support a range of commercialization actions from the development of digital marketing strategy all the way down to executional content development and Key Performance Indicator (KPI) setting.   You will work closely with your colleagues in shopper marketing to ensure that the sales team has an integrated view of digital merchandising priorities, digital marketing programs and KPIs.

What you will do:
  • Drive the Keurig brand strategy with our online retail partners, leading the thinking on how Keurig’s products are positioned and promoted. 
  • Help drive the annual digital calendar of brand activations and activity to support the overall strategy.
  • Partner with the internal Sales and Marketing teams to ensure all new product launches are executed on-time and meet pre-defined digital standards.
  • Ensure that Keurig online best practices are shared with retail partners and sales teams.
  • Attend retail partner meetings with sales teams to present digital marketing opportunities; provide digital marketing subject matter expertise and overall consultation on the digital space.
  • Conduct regular site audits of retail partner websites and digital programs to check for brand messaging and alignment, product availability, pricing, promotion, and product information; identify opportunities and action plans.
  • Partner with online retail partners to analyze their site and digital promotions performance and user experience against set objectives and other benchmark data including Green Mountain Coffee and Keurig brand websites, and make recommendations to improve brand presence, conversion and other online KPI’s.
  • Work with the appliance and beverage commercialization teams to develop online retailer toolkits to drive messaging on retailer digital properties.
  • Act as the project leader to identify and engage internal and external teams required to support each online retail promotion and program, i.e. from identifying concept/opportunity to writing a brief and acting as project manager through successful implementation.
  • Perform external quality assurance (QA) on all digital programs executed with online retail partners; coordinating as appropriate with other internal and external partners.
  • Manage all syndicated channel content via 3rd party vendors (i.e., WebCollage).
  • Identify new content opportunities from brand specific initiatives to sponsoring category level messaging.
  • Support the weekly shopper marketing communication process to the sales teams around upcoming activations and developments to the annual plan.
  • Define your assigned partners’ perfect outlet standards, i.e. a “Picture of Success”, for each of your accounts’ digital properties.
  • Collaborate with internal teams and external partners to evaluate and recommend any new technology and digital merchandising solutions.
  • Develop and deliver monthly reports with online retailer-specific site and campaign KPI’s.


 What you must have:
  • Bachelor’s Degree in Marketing, Business, Communications, and/or related field with minimum 7 years of experience and record of accomplishment in digital marketing, eCommerce and/or Brand Management; MBA preferred and minimum 5 years of experience.
  • Prefer experience with a “Fortune 500” company, or in the Consumer Packaged Goods (CPG), Beverage, Small Appliance or related industries.
  • Creative mindset and passion for digital marketing, eCommerce and/or CPG.
  • Excellent oral, written and interpersonal skills, with all levels of the organization – internal and external.
  • Positive attitude and professional demeanor.
  • Ability and enthusiasm for acquiring new skills and knowledge.
  • Highly developed analytic and problem-solving skills.
  • Exercises good judgment; understands when to involve others in the decision-making process.
  • Ability to work well independently and with a team.
  • Extraordinary organizational skills and attention to detail; able to shift priorities quickly and remain calm and focused under pressure; able to manage multiple projects/requests and meet deadlines.
  • Solid working knowledge of MS Office; comfort with the Web, mobile and social sites.
  • Ability to work across multiple levels and functions of an organization to drive improvement in business performance.
  • Strong interpersonal and collaborative skills to build stakeholder trust in your approach.
  • Self-motivated and detail oriented with the ability to lead thinking in a fast-paced and changing environment.
  • 10-20% Travel
Keurig is an Equal Opportunity Employer. Offers of employment are contingent upon satisfactory completion of a reference check, background check, drug/alcohol test, and documented proof of work authorization. In addition, some roles require a pre-employment medical examination to determine your ability to perform the essential duties of the job.


Contact: Keurig
Elizabeth Young
Email Elizabeth Young
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