Senior Director of Shopper Marketing - New York - BEL USA LLC

Description

At Bel, we are not just a company-we are a company on a Mission, built on 160 years of bold innovation, family values, and a commitment to social purpose. With beloved brands like Babybel, GoGo squeeZ, The Laughing Cow, and Boursin, our snacking solutions bring more than joy; they want to serve as a force for good. Our U.S. Mission? To help close the critical 80% nutrition gap by making it easier for Americans to eat more fruits, veggies, and dairy as part of their daily lives. #IWorkForAllForGood
Job Description Summary
The Senior Director of Shopper Marketing is a pivotal strategic leader at Bel US, responsible for connecting brand strategies with comprehensive omni-channel shopper marketing initiatives across both traditional retail and e-commerce platforms. This role is accountable for developing and executing end-to-end holistic shopper strategies, driving impactful retail activations, overseeing trade conversion processes, and influencing retail media plans. The ultimate goal is to ensure that Bel US brands win at the moments of shopper consideration and purchase across all channels: retail, e-commerce and out-of-home.
As the senior-most leader in the function, this person will help define the future vision of Shopper Marketing at Bel-balancing the fundamentals of traditional shopper marketing with the rapidly evolving needs of e-commerce, digital retail, AI-enabled MarTech that now shape the shopper journey.
This leader will guide teams, agency partners, and cross-functional stakeholders through a meaningful transformation-shifting the organization toward more data-driven, tech-fluent, agile ways of working. They will establish a clear calendar of activations, best-in-class content and activations, and be responsible for translating brand strategies into shopper programs and content that drives growth.
This position has dual reporting lines to the Chief Marketing Officers for both the US Cheese and US squeeZ business units and as this role will support both categories, travel is required about once a month or as needed to the other location. This leader must be data-driven and demonstrate agility to adapt in a fast-moving context and be able to determine priorities and build alignment among stakeholders.
Key Responsibilities:
Shopper Strategy Leadership

• Lead US shopper marketing strategy and activation planning for both Cheese and GoGo squeeZ, ensuring brand purpose and commercial goals are achieved across all channels and retailers.
• Translate brand priorities and business needs into integrated shopper strategies that drive household penetration, velocity, and conversion.
• Build comprehensive annual shopper plans for each brand, including activation calendars, retail priorities, retail media planning/optimization, and measurement frameworks.
• Serve as the strategic lead for shopper programs, category narratives, and customer-facing communications.
• Champion a test-and-learn culture, embedding agility, rapid experimentation, and continuous learning across the team.

Retailer Activation & Trade Integration

• Oversee omnichannel activation with Grocery and Mass channels, including in-store merchandising, digital shelf excellence, retail media, and display.
• Lead the strategy and execution of Ratings & Reviews, ensuring product detail pages (PDPs) across retailer websites are current, optimized, and reflect best-in-class digital engagement.
• Own the end-to-end process to maintain and elevate brands' online reputation and shopper influence.
• Integrate trade and shopper levers into holistic retailer strategies, ensuring strong ROI discipline across all investments.
• Develop customer-specific programs in partnership with Brand and Sales teams, reinforcing Bel as a growth-driving collaborator.
• Leverage scan data, POS insights, loyalty ecosystems, and category dynamics to shape brand presence at retail and joint business plans.

Retail Media & MarTech Leadership

• Guide the evolution of Bel's retail media approach, spanning search, display, offsite, onsite, and full-funnel optimization.
• Partner with shopper marketing agency, Brand, and Sales teams to create unified media plans that maximize efficiency and conversion.
• Foster a culture of experimentation, using emerging technologies, MarTech tools, and customer insights to evolve approaches and maintain a competitive edge.

E-commerce Thought Leadership

• Support the e-commerce operations manager in curating and communicating insights and thought leadership to accelerate growth in the e-commerce channel.
• Partner with customer teams to test and learn new approaches and roll out best practices.
• Coach the e-commerce operations manager to optimize search strategy, categorization, and attributes for all brands, leveraging digital shelf audits to identify growth opportunities.
• Support e-JBP (e-commerce Joint Business Planning) development to drive growth in strategic customers for Cheese & squeeZ.

Data, Insights & Analytics

• Drive a performance-driven culture across Commerce using POS, scan data, retailer dashboards, and advanced analytics tools.
• Collaborate with the shopper agency to build and optimize a measurement framework for shopper and retail media investments.
• Establish KPIs, track ROI, and lead continuous improvement through insights, reporting, and post-program reviews with business partners.
• Translate data into clear, compelling narratives for executive leadership, Brand and Sales partners, and cross-functional teams.

Team Leadership & Change Management

• Lead and develop a team of Shopper Marketing and e-commerce professionals by mentoring, coaching, and empowering team members to grow critical skills in analytics, digital/omnichannel activation, retailer partnership, and organizational leadership.
• Build and sustain strategic cross-functional partnerships, especially between shopper and national media teams, to maximize synergies and elevate the impact of retail media investments.
• Act as a change agent, confidently guiding the organization through capability evolution, new processes, and new ways of working.
• Partner closely with the IMC leader to shape organizational structure, agency ecosystem, and long-term talent capability for the function.

Qualifications and Competencies:

• 12+ years of experience in CPG shopper marketing, e-com, retail activation, retail media, or related disciplines
• Strong foundational expertise in traditional shopper marketing (in-store activation, path to purchase, shopper insights)
• Significant experience with retail media networks (e.g., Walmart Connect, Amazon Ads, Roundel) and digital commerce environments
• Demonstrated expertise with POS, syndicated data, loyalty ecosystems, and retailer reporting platforms
• Proven ability to build strong relationships with buyers, customer teams, and category management partners
• Strong analytics fluency; ability to translate data into actionable strategies
• Experience leading or influencing cross-functional teams
• Demonstrated leadership in transformation, organizational change, or capability building
• Ability to manage budgets, forecast, evaluate ROI, and prioritize investments

Preferred

• Experience leading teams or managing direct reports
• Exposure to AI-enabled marketing tools, dynamic content, or data-driven personalization
• Experience working across multiple brands or business units
• Familiarity with the evolving future of shopping (agents, predictive commerce, AI-driven pathing)

What Success Looks Like inthe first 12-18 months, this leader will:

• Establish a clear and widely adopted vision for Shopper Marketing and calendar
• Elevate the function's analytical rigor, retail media fluency, and data integration
• Build strong retailer partnerships and customer-facing Commerce stories
• Uplevel the skills of the Shopper/e-com Ops team across both categories
• Deliver improved ROI and stronger conversion across priority retailers
• Establish routines needed to continually adapt and optimize content
• Become a trusted partner across Sales, Brand, Insights, and Media

Working Conditions
Work is performed largely in a hybrid office environment. Hours of work will generally be during regular business hours with at least 40 hours a week. At times there will be some variation in work hours due to special projects, deadlines and other concerns. Occasional travel may be required.
The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
Acknowledgement
This job description describes the general nature and level of work performed by employee assigned to this position. It does not state or imply that these are the only duties and responsibilities assigned to the job. The employee may be required to perform other job-related duties as requested by management. All requirements are subject to change over time and to possible modifications to reasonably accommodate individuals with a disability
Total Rewards

• Base Salary: $215,000 - $225,000
• Bonus Opportunity: 28%
• PTO and Medical, Dental and Vision Benefits from Day 1
• 401k Match
• Hybrid work schedule in NYC or Chicago

Bel Brands is an equal employment opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, age, protected veteran status, disability status or any other basis protected by applicable federal, state, or local laws. Bel Brands also prohibits harassment of applicants or employees based on any of these protected categories. It is also Bel Brand's policy to comply with all applicable federal, state and local laws respecting consideration of unemployment status in making hiring decisions.
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