Job Description
Summary
FGF Brands is searching for an experienced Retail Media Manager to join our dynamic team!
Media is changing fast. Retailers now hold some of the richest shopper data in the market, and the brands that win will treat commerce media as a growth engine. We’re looking for a Media Manager to help build that engine for our portfolio.
In this role, you’ll lead commerce media across our key retailers in the US and Canada and help shape how our brands reach households across paid channels. You’ll work closely with our creative agency partner and our Sales, Brand and Shopper Marketing teams to improve media efficiency, grow household reach and demonstrate the impact of our investment on sales.
This role will focus on commerce media, with the opportunity to help shape a broader media strategy as our business evolves.
What FGF Offers
- FGF believes in Home Grown Talent, accelerated career growth with leadership training. Unleashing Your Potential
- Competitive Compensation, Health Benefits, & a generous flexible medical / Health spending account
- RRSP program
- Tuition reimbursement
- Discount program that covers almost everything under the sun - Restaurants, gyms, shopping etc.
Primary Responsibilities
- Set the long-term vision for commerce media across Walmart, Kroger, Loblaw, Albertsons, Meijer, Instacart, Sam's Club and emerging networks, tied directly to household penetration and brand growth goals.
- Build annual and quarterly media strategies that connect brand objectives with customer plans. Decide where the portfolio should play, and where it shouldn't.
- Shape the broader media roadmap with leadership, including how media is planned, bought and measured at FGF as the role expands.
- Bring a sharp point of view on where retail media, AI and new networks are heading, then act on it before our competitors do.
- Own the commerce media budget. Move dollars toward the tactics that lower CPA and recruit new households, and pull them from the ones that don't.
- Lead strategic conversations with retail media networks. Negotiate terms, challenge proposals that can't show incremental return, and build joint business plans that grow the category.
- Partner closely with our creative and media agency partners so creative, brand media and commerce media work as one plan.
- Align with Sales, Brand and Shopper Marketing so shoppers see one consistent story from first impression to checkout.
- Own the media measurement framework, built on CPA, household penetration (HHP) and incrementality. Retire the vanity metrics.
- Design and run incrementality tests, including holdouts, lift studies and new-to-brand analysis, to prove which dollars actually grow the business.
- Turn results into clear recommendations for senior leaders, and reallocate fast when the data says so.
- Raise the bar on media thinking across the team and the wider business.
Required Experience
- 5+ years of CPG experience, ideally as a Brand Manager or eCommerce Sales Manager.
- A commercial mindset. You understand P&Ls, trade and how media drives sales and household growth, not just clicks.
- Working knowledge of retail media networks such as Walmart Connect, Kroger Precision Marketing (84.51), Loblaw Advance and Instacart Ads. Hands-on campaign experience is a plus.
- Fluency with CPA, HHP and incrementality, or a real appetite to master them quickly.
- Experience leading agencies or external partners and holding them accountable to business outcomes.
- You can turn data into a clear point of view and defend it with senior stakeholders and retail partners.
- Degree in Marketing, Business or a related field, or equivalent experience.
- Some travel required (15%) within Canada and the USA.
- Role requires 3 days per week on-site at our Head Office.
What is the recipe for a great career at FGF?Working at FGF Brands, there is never a dull moment! As a successful company that is continually growing there is always challenging yet rewarding work to be a part of. We have an entrepreneurial spirit which encourages all our team members to use their own creativity and out of the box thinking to come up with solutions and new ideas.Disclaimer: The above describes the general responsibilities, required knowledge and skills. Please keep in mind that other duties may be added or this description may be amended at any time.
In compliance with Ontario’s Bill 190, we confirm that this posting represents a current, existing vacancy within our organization.
FGF Brands may use Artificial Intelligence (AI) tools as part of our recruitment and selection process. These tools may assist in screening, assessing, or selecting applicants. AI tools are used to support our recruitment process, with final hiring decisions made by our recruitment and hiring teams.
FGF Brands is committed to providing an accessible recruitment process. Accommodations are available upon request for candidates taking part in all aspects of the recruitment and selection process. If you require an accommodation, please let our recruitment team know, and we will work with you to meet your accessibility needs.
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