Senior Manager, Integrated Marketing & Activation

OverviewAt LALA U.S., we are building brands at the intersection of culture, quality, and growth. As a leader in Hispanic dairy, we have unique opportunities to serve one of the fastest‑growing and most influential consumer segments in the country.Job PurposeThe Manager / Sr. Manager, Integrated Marketing & Activation leads the Commercial Activation & Engagement team and serves as the commercial activation quarterback between Marketing (Brand, Shopper, Digital) and Sales. This role drives integrated marketing strategy and activation planning across Hispanic Specialty Channel (HSC), Modern Trade, and Club, while owning agency governance across creative, media, shopper, and PR partners. The leader manages Shopper Marketing, Creative and Media spend, ensuring strong linkage between activation, brand strategy, and measurable commercial outcomes. The role also manages a team of three: two Shopper Marketing Associates/Sr Associates and one Digital Marketing Operations & Activation Specialist. The leader oversees a team and operates as a key partner to Brand, Sales, Finance, and Insights.Key ResponsibilitiesTeam Leadership & Agency GovernanceOversee and develop a team of three (two Shopper Marketing team members and one Specialist)Lead agency governance across creative, media, shopper, and PR partners, including SOW and contract oversightEstablish KPI frameworks and performance scorecards for agency partnersDrive ongoing performance management through regular reviews and optimizationIntegrated Marketing Strategy & ActivationLead integrated marketing strategy and activation planning across Hispanic Specialty channel, Grocery, and ClubTranslate brand strategy into omnichannel campaign frameworks across retail and digital touchpointsDevelop and manage the annual activation calendar, investment strategy, and cross‑channel prioritiesDrive alignment between brand strategy and customer‑specific activation plansCross‑Functional PartnershipServe as strategic liaison between Marketing (Brand, Shopper, Digital) and SalesLead cross‑functional planning across Brand, Sales, Insights, and Agency PartnersProvide strategic input on creative direction, media planning, and activation effectivenessPartner with Finance to manage and optimize Shopper Marketing and Creative & Media investmentsExperience & Qualifications7-10 years of experience in CPG marketing, brand marketing, or integrated marketing / activation rolesExperience leading agency relationships across creative, media, and shopper disciplinesPrior people management experienceExperience managing multi‑million dollar marketing budgetsFamiliarity with the U.S. Hispanic market strongly preferredBilingual (English/Spanish) preferredSkills & AttributesStrong strategic thinking with ability to translate brand strategy into executional plansProven ability to lead and develop high‑performing teamsStrong analytical and problem‑solving skills with a performance and KPI‑driven mindsetAbility to influence and align cross‑functional leaders without formal authorityStrong project management and organizational skillsProactive, hands‑on mindset with a bias for actionEducationBachelor's degree requiredMBA preferredWorking ConditionsHybrid role based in Dallas, TX (Tuesday-Wednesday-Thursday in office)Regular office environment; ability to lift up to 10 poundsTravel 15-20% of the time based on business needs#J-18808-Ljbffr