Sr. Manager, Shopper Commerce

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Bel Brands is hiring a Sr. Manager, Shopper Commerce in NYC to shape omnichannel shopper marketing for Babybel, GoGo squeeZ, The Laughing Cow, and Boursin, driving growth, penetration, and loyalty across channels. Reporting to the Senior Director, you’ll lead strategy, cross functional execution with Sales and Brand, own retailer partnerships and budgets, and steer innovation including AI-enhanced personalization and post campaign analytics. Ideal candidates have a bachelor’s degree (MBA preferred), 7+ years in CPG shopper marketing, deep retailer media and digital commerce expertise, and a proven track record with national accounts and Walmart Connect preferred. Hybrid NYC onsite; occasional travel. Tips: tailor your resume to show measurable outcomes, highlight omnichannel wins, ROI, cross functional leadership, and align to Bel’s mission to close the nutrition gap; showcase experience with Walmart Connect and AI tools; quantify impact; demonstrate ownership and urgency; apply.

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.

The company has headquarters in Chicago and New York City and operates 4 manufacturing plants in Little Chute, WI; Brookings, SD; Traverse City, MI; and Nampa, ID.  #IWorkForAllForGood

Job Description Summary

The Sr. Manager, Shopper Commerce plays a key role in shaping and executing innovative omnichannel shopper marketing and commerce strategies that drive brand growth, household penetration, and loyalty for Bel Brands’ portfolio of products, including fruit, vegetables, cheese, and yogurts. Reporting to the Senior Director of US Shopper Commerce, this role collaborates closely with Brand Marketing, Sales, and Retailer Partnerships to set clear priorities, influence key decisions, and implement data-driven programs that win with shoppers—both in-store and online.

This position will leverage shopper insights, analytics, and emerging technologies (such as AI) to optimize engagement, visibility, and conversion across our key retail partners, supporting sustainable category growth. Success in this highly cross-functional role requires a proactive, solutions-oriented mindset, strong ownership, and the ability to move quickly while building and scaling impactful programs in a dynamic environment.

Essential Duties and Responsibilities

• Strategy Leadership:
  • Shape and lead the annual shopper commerce plan for strategic retailer partners, integrating national brand campaigns with retailer-specific activation plans across multiple brands and categories.
  • Champion data-driven insights to identify growth opportunities, define KPIs, and ensure alignment with overall company objectives.
• Cross-Functional Leadership & Execution:
  • Lead cross-functional alignment across Sales, Brand, Digital Commerce, and agency partners, influencing decision-making and driving clarity across complex initiatives to bring programs to market with speed and excellence.
  • Operate with a strong sense of ownership—proactively identifying opportunities, solving problems, and driving initiatives forward with momentum.
• Retailer Partnerships & Omnichannel Execution:
  • Drive strategic relationships and lead shopper commerce strategy for assigned retail partners to secure best-in-class placement, programming, and conversion.
  • Oversee go-to-market planning for product launches, seasonal events, and key initiatives across all channels including e-commerce and out-of-home channels.
  • Partner closely with Sales teams to align on retailer priorities, unlock joint business opportunities, and deliver measurable growth.
• Budget & Resource Management:
  • Own shopper marketing budget planning, allocation, optimization, and ROI measurement for assigned accounts, including recommending tradeoffs to maximize business impact.
  • Ensure disciplined management of spending across media, in-store, digital, and promotional initiatives.
• Innovation & Continuous Improvement:
  • Champion testing, adoption, and scaling of new capabilities and tools (including AI) for personalized shopper engagement, measurement, and content creation.
  • Drive post-campaign analytics and reporting to inform future strategies and maximize effectiveness.
  • Continuously test, learn, and scale programs—bringing a builder’s mindset and focusing on delivering measurable impact.
• People Leadership:
  • Lead and develop a direct report, providing clear direction, coaching, and feedback to strengthen team capability and execution.

Skills and Qualifications

• Bachelor’s degree in Marketing, Business, or a related field required; MBA preferred.
• Minimum of 7 years of progressive experience in CPG shopper marketing, brand management, or omnichannel commerce, with a strong track record of driving results at national and/or key account levels.
• Deep knowledge of retailer media platforms, digital commerce fundamentals, and experience managing external agency partnerships.
• Proven ability to lead and execute omnichannel programs with top retailers, consistently delivering measurable business outcomes.
• Exceptional strategic thinking, analytical, and problem-solving skills, with demonstrated effectiveness in influencing stakeholders and driving alignment across complex, cross-functional initiatives.
• Demonstrates a strong sense of ownership, prioritization, and urgency, with the ability to manage multiple projects simultaneously and deliver high-quality results in a fast-paced environment.
• Direct experience working with Walmart and Walmart Connect (WMC) is strongly preferred.
• Authentic passion for purpose-driven brands with a demonstrated innovative and growth-oriented mindset.

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: $145,000 - $160,000
• Bonus opportunity: 23%
• 401k Match
• PTO, Medical, Dental and Vision coverage from Day One
• Hybrid work schedule

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.

Bel Brands is committed to recruiting, hiring and promoting people with disabilities and veterans. If you need an accommodation or assistance in using the website, please call 312-462-1500.

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