WHY LALA?
At LALA U.S., we are building brands at the intersection of culture, quality, and growth. As we continue to expand our presence in the Grocery & Club, these channels play a critical role in scaling our business and reaching new consumers. This role sits at the center of that growth, helping translate brand strategy into best-in-class execution across both physical and digital touchpoints.
You will have the opportunity to lead impactful shopper marketing and field activation initiatives in an entrepreneurial and collaborative environment where speed and execution matter. From in-store activation to retailer media and digital programs, your work will directly influence how our brands show up, strengthen customer partnerships, and accelerate growth across these important channels.
JOB PURPOSE (SUMMARY)
The Associate Manager / Sr. Associate, Shopper Marketing & Field Activation Grocery and Club channels leads shopper strategy, programs, and field activations for these channels. This is a digital‑first role with secondary brick‑and‑mortar activation responsibility.
This role owns retailer.com content governance and digital shelf standards for Grocery and Club retail partners, and leads retail media optimization, performance tracking, and KPI discipline. The role also designs retail activation plans including demos, sampling, toolkits, and merchandising solutions, and partners with marketing, sales, vendors and agencies to ensure execution quality.
The ideal candidate is a shopper marketer with strong digital shelf and retail media fluency, KPI discipline, and the ability to translate brand strategy into customer‑specific activation across major Grocery and Club retailers.
KEY RESPONSIBILITIES
Digital Shelf & Retail Media Leadership (MT / Club)
• Own retailer.com content governance and digital shelf standards for Grocery and Club retail partners
• Lead digital retail media integration and optimize product detail pages across key Grocery and Club retail partners
• Lead retail media optimization, performance tracking, and KPI discipline
Shopper Strategy & Field Activation
• Lead focused shopper strategy, programs, and field activations for Grocery and Club channels
• Set KPIs and measure performance against success metrics
• Design and execute retail activation plans including scalable demos, activation, sampling, toolkits, and merchandising solutions
• Contribute to channel‑specific shopper toolkits for Grocery and Club channels
• Manage merchandising materials and giveaway coordination
• Standardize channel playbooks to increase efficiencies
• Manage, plan, and track program budgets within approved plans, including forecasting and invoicing
Broker, Distributor & Sales Partnership
• Partner with Marketing, Sales, Customers, Vendors and Agency Partners to ensure execution quality at retail
• Partner with Sales to align shopper programming with key customer growth priorities
• Track proof‑of‑performance and activation results against KPIs
EXPERIENCE / QUALIFICATIONS
• 3–5 years of experience in shopper marketing, e‑commerce, digital shelf, or brand marketing in CPG
• Strong experience with retailer.com content, digital shelf optimization, and retail media (Amazon Ads, Walmart Connect, Instacart, Kroger, etc.)
• Experience planning and executing in‑store activations, demos, and sampling programs
• Experience working with brokers, distributors, agencies, and retail sales teams
• Familiarity with the U.S. Hispanic consumer preferred
• Bilingual (English/Spanish) preferred
SKILLS & ATTRIBUTES
• Strong digital shelf, retail media, and e‑commerce fluency
• Analytical and KPI‑driven, with ability to translate performance data into action
• Strong project management and ability to manage multiple activations and retailers simultaneously
• Ability to influence cross‑functional partners without formal authority
• High attention to detail and strong follow‑through
• Proactive, entrepreneurial spirit, hands‑on mindset with a bias for action
EDUCATION
• Bachelor’s degree required
WORKING CONDITIONS
• Hybrid role based in Dallas, TX (Tuesday–Wednesday–Thursday in office)
• Regular office environment; ability to lift up to 10 pounds
• Travel 15–25% of the time based on business needs