Omnichannel Strategy & Planning Marketing Manager

Description

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At Lactalis in the USA, we’re committed to providing meaningful opportunities for our people to learn, grow, and thrive—whether you’re just starting your journey with us or looking to take the next step in your career. From day one, we offer the tools and support to help you succeed.

As the world leader in dairy, Lactalis is a family-owned company with over 85,000 pragmatic and ambitious professionals across the globe. Each day, we’re proud to produce award-winning dairy products that bring people together.

In the US, we proudly offer an unrivaled house of beloved brands, including Galbani® Italian cheeses and ricotta, Président® specialty cheeses and butters, Kraft® natural and grated cheeses, Breakstone’s® cottage cheese, Cracker Barrel®, Black Diamond® cheddar, and Parmalat® milk. Our yogurt portfolio includes siggi’s®, Stonyfield Organic®, Brown Cow™, Oui®, Yoplait®, Go-Gurt®, :ratio®, Green Mountain Creamery®, and Mountain High®, along with a growing family of ethnic favorites like Karoun®, Gopi®, and Arz®.

At Lactalis, we live by our core values—Ambition, Engagement, and Simplicity. We foster a workplace where innovation thrives, diverse perspectives are celebrated, and everyone’s unique background and ideas are valued.

Even if you don’t meet every qualification, we encourage you to apply. We want to hear about your PASSION, your STORY, and how your EXPERTISE can help us shape the future of dairy. 

From your PASSION to ours

Lactalis US Yogurt, part of the Lactalis family of companies, is currently hiring a Omnichannel Strategy & Planning Manager. This role can be based in Bedford, NH or Minneapolis, MN. 

The Omnichannel Strategy & Planning Marketing Manager is responsible for connecting brand strategy with execution across customers and platforms. This role leads the planning and activation process for the Yogurt portfolio, ensuring campaigns are strategically aligned, properly funded, and positioned for strong performance throughout the path to purchase.

The Omnichannel Strategy & Planning Manager collaborates closely with Brand, Agency, Category Leadership, Activation, and Operations teams to drive cross-functional alignment and support the company’s overall business objectives and values.

From your EXPERTISE to ours

Key responsibilities for this position include:

Annual & Customer-Level Omnichannel Strategy & Planning

• Support the development of retailer-specific omnichannel growth strategies aligned with Lactalis Yogurt’s overall strategic vision.
• Translate brand and category objectives into holistic, retailer-specific omnichannel plans inclusive of consumer activation activities.
• Support activation briefings by leveraging shopper and category insights aligned with brand objectives to develop channel tactics that drive penetration, conversion, and growth across customer segments.
• Lead the omnichannel team’s involvement in media impact studies, marketing mix modeling (MMM), and shopper research by coordinating internal data collection efforts, partnering with analytics teams and external agencies, and ensuring insights align with strategic priorities to inform channel planning and customer engagement.
• Forecast incremental omnichannel investment volume and maintain investment risk and opportunity tracking for Demand Review and Monthly Business Reviews.

Portfolio & Customer Strategy Integration

• Serve as a key point of contact between Brand Marketing, Category Leadership, and Activation teams.
• Lead omnichannel innovation support and activation planning for ad hoc requests in partnership with Brand and Activation teams.
• Ensure activation plans reflect both category priorities and customer-specific needs.

Budget Strategy & Deployment

• Lead Trade Marketing budget allocation and planning across the Yogurt portfolio to support omnichannel investments aligned with brand and retailer objectives.
• Manage budget consolidation, tracking, and reporting by retailer, program, and tactic for mid-month and end-of-month financial reporting.

Retail Media Networks & Agency Management

• Lead annual strategic planning with media agencies, including retailer-specific input for allocation considerations, innovation support, and scaled activation needs.
• Provide strategic direction, campaign briefs, and execution oversight, as needed.
• Participate in ongoing agency touchpoints alongside the Activation team, including Quarterly Agency Activation Briefings and agency-led Quarterly Business Reviews.
• Represent the Yogurt Omnichannel team in retail media network Joint Business Planning (JBP) and commitment negotiations, leveraging Lactalis USA’s scale to maximize investment value through added benefits and strategic partnerships.

SUPERVISORY RESPONSIBILITIES

The incumbent is responsible for the overall direction, coordination, and evaluation of two Analysts, Omnichannel Planning employees in accordance with the organization’s policies and applicable laws. Responsibilities include interviewing, hiring, and training employees; planning, assigning and directing work; appraising performance; rewarding and disciplining employees; addressing complaints and resolving problems.

WORK CONDITIONS

• Travel is required up to 25% monthly.
• Extended hours may be necessary depending on the project needs.
• To fulfill these responsibilities, tools such as a computer, phone or, and / or allowance(s) will be provided.
• Reasonable accommodation may be made to enable individuals with disabilities to perform these essential duties and responsibilities.
• This position requires physical presence in the office, in accordance with the guidelines of the Hybrid Work Policy (3 days in-office, 2 days WFH).

Requirements

From your STORY to ours

Qualified applicants will contribute the following:

• Bachelor’s degree required; degree concentration in Business Administration, Marketing, or a related field preferred.
• 8+ years of experience in brand marketing, shopper marketing, or media agency environments required.
• Proven track record of executing high-impact retail media and omnichannel programs across multiple retailers.
• Strong understanding of digital shelf best practices, ecommerce KPIs, and online channel dynamics.
• Ability to leverage data and insights to inform strategies and optimize performance.
• Experience collaborating with agencies, cross-functional internal teams, and external retail partners.
• Strong organizational, project management, and communication skills.
• Highly self-directed with the ability to manage complexity across multiple customers, priorities, and channels.
• Analytical Thinking: Demonstrated analytical thinking skills with the ability to evaluate data, identify trends and root causes, and make informed business decisions.
• Leadership & Impact: Proven leadership capabilities with the ability to positively influence cross-functional teams and drive alignment toward shared goals.
• People Management: Demonstrated people management capabilities, including identifying and developing talent, setting clear objectives, delegating responsibilities, and fostering a collaborative, high-performing team environment.
• Planning & Organizing: Ability to effectively manage priorities, allocate resources, and execute with strong planning and organizational rigor.
• Strategic Thinking: Strategic thinker with the ability to provide a holistic perspective on business opportunities and contribute to long-term growth strategies.
• Marketing Fundamentals; Strong understanding of marketing fundamentals and the ability to translate insights into effective brand and business recommendations.
• Media Agency Management: Experience managing media agency relationships, including strategic planning, performance evaluation, and execution oversight.
• Media Planning: Knowledge of media planning principles, including budgeting, optimization, campaign execution, and performance measurement.
• Trade Marketing: Ability to translate brand strategies into effective market activation plans that drive profitable growth and support cross-functional collaboration across Sales, Marketing, and Supply Chain.
• Competitive Environment Knowledge: Demonstrated understanding of competitive market dynamics, including the ability to identify risks, opportunities, and strategic actions across short- and long-term horizons.

At Lactalis, we offer a comprehensive Total Rewards Program with a variety of affordable benefits and coverage options. We support insurance costs significantly, contribute generously to retirement plans, and offer Paid Time Off from day one. We are committed to your professional growth, providing training and development opportunities, including Education Reimbursement. Join us and grow your career.

Lactalis is an equal employment opportunity employer. We will not discriminate against applicants with regard to any legally-recognized basis including, but not limited to: veteran status, race, color, religion, sex, national origin, age, marital status, sexual orientation, and physical or mental disabilities. Further, any division of the Company that is an Affirmative Action Employer will comply with all related legal obligations.