Director, Shopper Marketing & E Commerce

Director, Shopper Marketing & E?Commerce

The Director, Shopper Marketing & E?Commerce is the commercial activation leader responsible for translating brand strategy into high impact, insight driven execution across On Premise, Off Premise Retail, and Digital Commerce. This role owns the full below the line growth engine, driving shopper conversion, elevating customer partnerships, optimizing the digital shelf, and delivering measurable ROI through best in class omnichannel programming.
This leader integrates trade strategy, shopper marketing, customer activation, and e?commerce into a unified commercial ecosystem, ensuring the brand shows up with relevance and impact at every moment of the consumer and shopper journey.
Trade Strategy & Omnichannel Activation

Lead the national commerce marketing strategy, grounded in consumer, shopper, and customer insights.
Build and govern omnichannel activation frameworks that connect brand strategy to execution across grocery, club, on?premise, convenience, and digital commerce.
Develop annual activation calendars, promotional architecture, seasonal platforms, and execution standards that drive consistency and scale.
Partner with Sales to build customer?specific activation plans that support JBPs, sell?in, and in market performance.
Monitor competitive activity and lead agile response plans to protect share and accelerate growth.
Shopper Marketing & Retail Experience

Lead the development of shopper first programming that increases conversion and elevates brand presence, including programs, POS, cross merchandising, sampling, and occasion based solutions.
Create scalable, insight driven toolkits that flex by retailer, channel, and market while maintaining brand integrity.
Oversee the full creative development lifecycle for BTL assets including briefs, insights, agency management, timelines, approvals, production, and deployment.
Partner with Sales and Category to ensure programs align with shopper missions, trip types, and retailer strategies.
E ? Commerce Strategy & Digital Shelf Excellence

Own the end-to-end digital commerce strategy across DTC and retail media platforms, driving visibility, conversion, and profitability.
Lead partnerships with key e?commerce retailers to optimize search, content, pricing, and promotional performance.
Oversee digital merchandising, PDP optimization, retail media investments, and omnichannel promotional campaigns.
Manage e?commerce KPIs including conversion, ROAS, and customer acquisition efficiency.
Customer Marketing Programs, Packs & Value ? Added Solutions

Lead development of customer centric programs including value added packs, gift packs, display ready solutions, and exclusive retailer opportunities.
Partner cross functionally with Supply Chain, Finance, and Brand to ensure concepts are operationally feasible, financially sound, and delivered on time.
Build repeatable frameworks for customer programming that scale nationally while supporting retailer differentiation.
Performance Management & Commercial ROI

Own full P&L responsibility for the function, managing budgets, optimizing investments, and ensuring strong ROI across all channels.
Establish performance measurement frameworks to evaluate program effectiveness, shopper impact, and commercial return.
Analyze brand performance, market trends, and competitive dynamics to identify risks, opportunities, and proactive growth levers.
Leadership, Culture & Ways of Working

Lead and develop a high performing team, fostering a culture of creativity, accountability, and commercial excellence.
Serve as the connective tissue between Brand, Sales, Category, and Commercial teams, ensuring alignment and momentum across initiatives.
Build scalable processes, templates, guardrails, and playbooks that elevate execution quality across the organization.
Champion a culture of insight driven decision making and omnichannel thinking.
Qualifications:
Bachelor's degree in Marketing, Business, or related field; MBA preferred
710+ years of Trade Marketing and Digital Commerce experience across wine/spirits, premium CPG, or lifestyle categories, with a track record of driving commercial impact at scale.
Proven ability to build, lead, and optimize shopper programs, trade activations, and strategic brand partnerships that convert at point of purchase.
Deep expertise in brand strategy, channel planning, innovation pipelines, and integrated campaign development tailored to on? and off?premise environments.
Strong commercial mindset with hands on experience managing budgets and collaborating cross functionally with Sales, Distributor Partners, and Brand teams.
Demonstrated ability to translate consumer, shopper, and category insights into actionable trade programs that drive velocity, visibility, and brand heat.
Exceptional communication, leadership, and project management skills, with a reputation for influencing stakeholders and delivering flawlessly in complex, fast moving environments.
High energy, curious, and entrepreneurial operator who thrives in ambiguity and consistently pushes for creative, insight led solutions.
Workplace Details:
Location: White Plains, NY 10601.
Schedule: Hybridthree days in-office, two days remote.
Office hours: 9am to 5:30pm.
Commute: Just a 5-minute walk from the Metro-North Station, making it an easy and convenient ride to and from NYC.
Compensation & Benefits:
Base salary range: $140,000/yr. - $160,000/yr. exact compensation may vary based on skills, experiences, and location.
Medical, Dental, Vision plans
Matching 401(k)
Generous PTO (Paid Time Off)
Short and long-term disability
Many more...
Physical Requirements:
Requires the ability to sit at a desk for extended periods of time, working with computers and other office equipment.
Other Duties:
Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee for this job. Duties, responsibilities and activities may change at any time with or without notice.
Freixenet Mionetto USA is an Equal Employment Opportunity Employer.