Shopper Marketing - March 2016 - 112


SHOPPER & CUSTOMER
MARKETING MANAGER

*	 The Shopper & Customer
Marketing Manager at Tom's
of Maine leads and manages
shopper and customer
marketing initiatives and natural category and
shopper thought leadership among specific
Tom's strategic-growth customers.
*	 The role includes but is not limited to
leading development and execution of
insight-based 360 shopper marketing plans
in partnership with cross-functional and
agency partners that result in consumption,
share and equity growth for Tom's of Maine;
natural shopper insight mining and analysis;
annual 5P strategy development for key
customers; and shopper marketing and
trade spend budget planning.
*	 Mine and analyze shopper insights and
apply these insights to existing category,
customer and brand strategies.

DIGITAL SHOPPER
MARKETER

*	 The person hired for the
position of Digital Shopper
Marketer will support accounts such as:
Amazon.ca, Walmart.ca and Costco.ca.
*	 The mission of this role is to manage
the product assortment as well as the
merchandising and promotional strategies
for 3M's consumer brands to drive
maximum sales growth.
*	 Strong communication, interpersonal,
organizational, project planning and
leadership skills are essential in this role.
*	 Develops and executes a shopper marketing
plan that is aligned to both the brand's
strategy and the online retailer's strategy.
*	 Continuously seeks opportunity to drive
greater conversion of 3M brands while also
collaborating with internal teams to drive
additional traffic to online retailer's site.

*	 Leverage natural shopper insights and
customer strategies to define equitybuilding shopper advertising and
promotion plans including customerspecific IMC touchpoint marketing plans;
partner with category and brand marketing
to ensure plans and initiatives are aligned
with broader strategies and goals.

*	 Determines the best product assortment
based on both shopper and consumer
insights and works with other functional
teams to ensure the optimal content and
imagery of 3M products on retailers' sites.

*	 Lead and manage all customer-specific annual
plans and initiatives with shopper agency.

*	 Conducts program post-analysis and gathers
and shares learnings with stakeholders.

(Kennebunk, ME)

(London, Ontario)

112

y SHOPPER MARKETING MARCH 2016

*	 Understands desired shopper behavior and
designs promotional programs to drive that
behavior.


http://www.Amazon.ca http://www.Walmart.ca http://www.Costco.ca

Table of Contents for the Digital Edition of Shopper Marketing - March 2016

Contents
Shopper Marketing - March 2016 - Intro
Shopper Marketing - March 2016 - 1
Shopper Marketing - March 2016 - 2
Shopper Marketing - March 2016 - 3
Shopper Marketing - March 2016 - Contents
Shopper Marketing - March 2016 - 5
Shopper Marketing - March 2016 - 6
Shopper Marketing - March 2016 - 7
Shopper Marketing - March 2016 - 8
Shopper Marketing - March 2016 - 9
Shopper Marketing - March 2016 - 10
Shopper Marketing - March 2016 - 11
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http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_ecommerce2018
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http://www.nxtbook.com/nxtbooks/ptp/sm_201401
http://www.nxtbook.com/nxtbooks/ptp/sm_201312
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http://www.nxtbook.com/nxtbooks/ptp/sm_enhancedpreview
http://www.nxtbook.com/nxtbooks/ptp/sm_201310
http://www.nxtbook.com/nxtbooks/ptp/sm_201309
http://www.nxtbook.com/nxtbooks/ptp/sm_201308
http://www.nxtbook.com/nxtbooks/ptp/sm_201307
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