We have an exciting new role created to support some of our most progressive, growing, brands while also expanding our service reach more broadly across our brand portfolio to generate even more business growth at Target and incremental value for our clients.
This strategic role is critical to business development as an integral partner who collaborates with leaders across the organization to determine which brands will benefit the most from this support (and how) as well as how we can turn this service into an independent revenue stream for JLB. Through the creation and maintenance of critical external partnerships (i.e. Roundel, Advantage partners, client marketing partners) as well as JLB internal partnerships (sales, retail service, category management, consumer research, and creative teams), they will blaze a new trail as they introduce and expand this capability within JLB and overtime, expand the vision of the role surrounding shopper engagement. As this business and service develops and expands, so potentially does the team in which this leader will coach and develop!
Some key accountabilities as this role supports the Lifestyle brands and key JLB clients include:
Be an in-house shopper engagement expert and client SME (subject matter expert) working with the wide spectrum of digital and in-store tools to bring the strategies to life that drive increased trial, sales, and loyalty. This role is a ‘go-to’ thought partner for all things shopper in the omni-space. Some specific responsibilities include:
Develop campaign strategies to guide initiatives that will accomplish client’s business goals on various eCommerce sites
Determine what tactics will best achieve the goals of each client (drive brand awareness, drive trial, increase revenue, encourage loyalty, )
Build allocations and determine the most appropriate way to distribute a client’s advertising budget
Explore capabilities and services beyond Roundel that could offer enhanced client solutions and drive incremental revenue for JLB
Help negotiate and maximize the value of Target Roundel spend and keep costs reasonable across the various JBP demands
Explore and inspire new services to drive online content enhancement & shopper engagement
Make suggestions for campaign improvement based on the findings discerned by analyzing campaign reporting
Communicate with clients regarding campaign updates and/or answer any questions regarding campaign performance
Manage review seeding opportunities for innovation and core assortment
Drive tactical execution of the campaigns based on client expectations
Set appropriate KPIs and client expectations and ensure client expectations are met – monitor campaigns, budgets and performance
Develop and maintain key relationships and partnerships to …
Act as a liaison and dot connector by working with key partners (JLB Sales, Retail Service, Insights, + Consumer Research teams; Advantage teams including EDGE and IN Marketing; and client teams) to ensure efforts are connected, redundancies are avoided, strategies are executed, and client service and value is maximized.
Partner with Lifestyle Shopper Marketing Director on strategy & budget management
Help develop and lead shopper marketing strategy development and execution in partnership with client and sales leadership
Engage and direct the JLB Creative team as necessary to develop assets to support marketing strategies and convey the brand’s story
Leverage expertise and Roundel relationships to pilot opportunities and spotlight our brands.
Create a strategy and business plan to expand the shopper engagement capability within JLB and develop a compelling independent revenue stream and service to attract new clients and increase revenue of existing clients
Develop a strategy for how JLB should launch new or emerging brands/product categories
Desired Experience, Skills, Knowledge + Abilities
5-10 years of experience developing and executing shopper engagement strategies digitally and in-store
Intimate knowledge and established relationships with Target Roundel
Knowledge and proficiency with a wide breadth of shopper engagement tools, platforms and strategies
Ability to drive business development and develop a go-to-market strategy and revenue stream
Ownership and accountability of strategic and financial plans
Ability to work autonomously with little oversight or supervision
Excellent customer service orientation with strong communication, relationship, and influencing skills
Established process and network to stay abreast of emerging trends and capabilities in the shopper engagement space
About JL Buchanan
An award winning, consumer-focused, retail consulting firm. With our industry experience, leadership, and passion, we will develop and guide business growth strategies to fit the ever-changing retail landscape. As Retail Business Consultants with Target expertise, JLB offers a uniquely creative approach to Sales, Category Management, Consumer Research, Insights, Creative and Retail Service support.
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