Director, Retail & Shopper Marketing

About the role

We’re looking for a Director, Retail & Shopper Marketing to lead how Grüns shows up and wins at retail. This role will bridge brand strategy and retail execution, owning the retail marketing strategy, budget, and activation playbook across key partners.

You’ll build the frameworks and programs that drive velocity, visibility, and brand equity in-store and across retail media ecosystems. You’ll report directly to the Chief Sales Officer, and will work closely with Sales, Brand, Creative, eComm, and Analytics to ensure every retail moment is intentional, measurable, and built to scale.

This role is part of our remote HQ! We have a fully remote, high-trust work environment - and also come together on a quarterly basis for amazing off-sites where we can connect IRL. This role also requires occasional travel for events and trade shows. 

In this role, you will:

• Own Grüns retail and shopper marketing strategy across retailers, ensuring brand plans translate into retail-ready programs that drive conversion and velocity
• Lead annual retail marketing planning, including promotional calendar, launch support, and seasonal activations in partnership with Sales, Finance, and Brand
• Own the retail marketing budget end-to-end, including forecasting, allocation, and ROI discipline across national media, retail media, and shopper activation
• Build a scalable retail toolkit of in-store assets (POP, displays, demo support, retail creative adaptations) that reinforces brand consistency and drives trial
• Strengthen retailer marketing partnerships, unlocking co-op opportunities, retail media investments, and incremental visibility programs
• Lead execution of key retail moments, including Expo West and other in-person events, ensuring Grüns shows up as a category-leading brand
• Establish a measurement and learning loop across retail programs, partnering with Insights and Finance to improve reporting, post-event analysis, and future planning
• Build and scale key growth levers including demos/sampling programs and a digital coupon strategy (Aisle, Ibotta, Social Nature, retailer programs)

We're looking for someone who:

• Has 10+ years of experience in shopper marketing, retail marketing, commerce marketing, or brand management within CPG (brand, agency, or retailer)
• Has built omni-channel retailer programs across in-store activation, retail.com, retail media, and national marketing
• Brings strong cross-functional leadership across Sales, Brand, Creative, eComm, Analytics, and Finance, including agency/vendor management
• Has owned budgets, forecasted spend, and made ROI-based trade-offs across multiple retailers
• Deeply understands shopper behavior, merchandising, and retailer marketing ecosystems
• Has led experiential activations, trade shows, and in-person events
• Can translate measurement outputs (MMM, retail media reporting, velocity lift, incrementality) into clear action
• Communicates with executive-level clarity and represents Grüns confidently in retailer-facing conversations

Approach to the role:

• You’re passionate about health and nutrition, bringing purpose to every retail and brand touchpoint
• You’re a storyteller who turns data into clear, compelling narratives
• You’re curious and analytical, always digging into the “why” and improving what’s next
• You’re hands-on and humble, ready to roll up your sleeves to execute and deliver
• You move fast and proactively, anticipating retailer needs and seizing opportunities
• You’re financially disciplined, managing budgets and ROI with rigor
• You build trust a