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Shopper Marketing Operations Manager Job Description

Marketing operations, or MOPS for short, is a promising career in the CPG space. About a year ago, I wrote why shopper marketers are perfect candidates for emerging marketing ops roles. One of my clients reached out recently and asked for a deep...

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What is a Shopper Marketing Event?

Omnichannel shopper marketing is a dynamic, constantly evolving discipline. It sits in between and overlaps with brand management, sales, e-commerce and media teams. This makes shopper marketing very diverse and full of nuances and gray areas.

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Shopper Marketing Actuals - Why Are They So Elusive?

Do you struggle with actualizing your shopper marketing events? You do? Well, you should feel good, at least you are trying. When we engage with CPG clients, we find that actualization is often such a huge pain that some organizations don’t even...

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Omnichannel Shopper Marketing Mind Map And 5 Ways To Use It

The omnichannel shopper marketing job is a tough one (I wrote about it at length in this post), and it’s getting more complex and technical each year. This shifting playing field got to a point where shopper marketers have a hard time explaining ...

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Why Managing Coupon Spend Should Be Shopper Marketers’ Strategic Priority

The vast majority of CPG marketing teams use shopper incentives in the forms of coupons and rebates to enhance their shopper marketing campaigns.

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Marketing Leaders, #HireUkrainians

I have been living in the United States for more than 22 years, but I never lost connection with my home country of Ukraine. It has been my favorite place to hire since I started my company in 2014.

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How to Calculate Shopper Marketing ROI

Return on Investment, or ROI, is a metric that CPG marketers hear about a lot. However, despite its ubiquity, its definition is often inconsistent or unclear. Let’s demystify the ROI

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8 Features of a Great Shopper Marketing Plan

The discipline of CPG marketing has become more technical, complex, and dynamic than ever. Expectations for shopper marketing plans have also evolved.

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8 U.S. Laws Shopper Marketers Should Know

There has always been tension between Marketing and Legal. Working with corporate lawyers can be frustrating. They seem to say no to so many of our great ideas; they poke holes in our creative and copy; they scrutinize our packaging design and...

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5 Ways Marketing Planning Software Pays For Itself

Buying software has always been a complex process in a CPG enterprise. In my almost nine years of selling B2B productivity software, I found the hardest part of closing the deal is not getting my foot in the door to do an initial exploratory call or...

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