Tru Fru LLC
Digital Marketing Manager
Tru Fru LLC, Salt Lake City, Utah, United States, 84193
Who are we?Established in 2017, tru fru changed the way America snacks forever. tru fru is a Utah-based company that rapidly ascended the "permissible indulgence" space by innovating a "better-for-you" 100% real fruit immersed in premium chocolate indulgence to retail outlets nationwide. Winning consecutive most innovative product awards at Sweets & Snacks in 2019, 2021, 2022, and 2023 while climbing the snack industry velocity charts at an astounding growth rate, tru fru joined the Mars family of brands in February 2023. We are on an exciting mission to build a fruit forward snacking legacy around an incredible product line with truly remarkable people to create something special for generations to come!What you'll doAs the Digital Marketing Manager (DMM) you will be the expert on Retail Media and E-Commerce marketing strategies. The DMM is responsible for setting and executing strategies to accelerate Tru Fru's online and omnichannel growth. This role involves developing programs to drive brand awareness, demand, and conversion, managing relationships with external partners, and collaborating with the sales & marketing team to grow digital sales and maintain continuity in Tru Fru's brand messaging.
The DMM will also oversee media spend allocation across retail media platforms, manage campaign setups, and execute strategies to maximize ROI & ROAS. Additional responsibilities include leading retailer paid search, digital shelf content optimization, and tracking e-commerce activities to enhance our marketing efforts and drive sales.
This role requires a deep understanding of retail media networks, Amazon marketing programs, and the ability to work closely with external agencies, vendors, and internal cross-functional partners.
Retail Media & Shopper Strategy:Manage external agencies and vendors to grow Tru Fru's online share across eCommerce and online retail shopping platforms such as Amazon, Instacart, Target.com, Walmart.com, and Kroger.comSet strategy with shopper marketing and digital media agencies, aligning to overall business objectivesDevelop and execute retail media programs to drive awareness, demand, and conversionOwn campaign set up and execution on platforms such as Instacart and Target.comManage strategy & execution of coupons and cash back platforms like Ibotta to increase velocities at retailCollaborate with sales to prioritize key retailers and recommend tactics for growing online shareEvaluate new omni-channel tactics to support retailer velocities and enhance the shopper's journeyBe the subject matter expert on retail media networks like Roundel, KPM, Walmart Connect and Amazon marketing programsOversee media spend allocation for Amazon and retail media platforms to maximize ROI
Retailer Paid Search and Digital Shelf Content Optimization:Search strategy implementation and tracking across key retailersLead ongoing development, asset management, and content updates for online PDPs to support sales team with support from a part-time intern or contractorLead Retailer PDP audit process and optimization. Consult with sales and communicate needs and updates to cross-functional partners
Reporting:Track eComm activity and synthesize learnings to maximize ROAS, share of search, keyword strategy, etcMonitor ebusiness and retail marketing sales and report on KPIs consistentlyDefine and track KPIs, analyze campaign performance, and provide actionable insights and recommendations to cross-functional teams
What you'll bring to tru fruYou have...Bachelor's Degree in Marketing, Business or related area of study3+ years of CPG experience in shopper marketing or digital commerceProven track record of working cross-functionallyExperience working with agencies, Amazon, US retailers, and managing product campaigns on platforms like Kroger.com and InstacartMicrosoft Suite proficiencyAbility to travel between 10-15% of the time while in role
Certain states and localities require employers to post a reasonable estimate of salary range. Actual salary will be based on a variety of factors, including location, experience, skill set, performance, licensure and certification, and business needs. The range for this position in other geographic locations may differ.What Tru Fru offersCompetitive compensationpackageCompetitive Paid Time OffHealth, dental & vision insurance, with options to fit you & your family's needsCasual office dress code. Feel free to wear your TRU FRU gearA dynamic, ambitious, fun and TRU FRU work environmentThe opportunity and responsibility to be TRU FRU everyday
EEOAt Tru Fru we are committed to an inclusive workplace where diversity in all its forms is championed. TRU FRU is proud to be an equal opportunity workplace and we are an affirmative action employer. We are committed to equal employment opportunity regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, citizenship, marital status, disability, gender identity or Veteran status. We also consider qualified applicants with criminal histories, consistent with legal requirements. If you require special accommodation, please let us know.
The DMM will also oversee media spend allocation across retail media platforms, manage campaign setups, and execute strategies to maximize ROI & ROAS. Additional responsibilities include leading retailer paid search, digital shelf content optimization, and tracking e-commerce activities to enhance our marketing efforts and drive sales.
This role requires a deep understanding of retail media networks, Amazon marketing programs, and the ability to work closely with external agencies, vendors, and internal cross-functional partners.
Retail Media & Shopper Strategy:Manage external agencies and vendors to grow Tru Fru's online share across eCommerce and online retail shopping platforms such as Amazon, Instacart, Target.com, Walmart.com, and Kroger.comSet strategy with shopper marketing and digital media agencies, aligning to overall business objectivesDevelop and execute retail media programs to drive awareness, demand, and conversionOwn campaign set up and execution on platforms such as Instacart and Target.comManage strategy & execution of coupons and cash back platforms like Ibotta to increase velocities at retailCollaborate with sales to prioritize key retailers and recommend tactics for growing online shareEvaluate new omni-channel tactics to support retailer velocities and enhance the shopper's journeyBe the subject matter expert on retail media networks like Roundel, KPM, Walmart Connect and Amazon marketing programsOversee media spend allocation for Amazon and retail media platforms to maximize ROI
Retailer Paid Search and Digital Shelf Content Optimization:Search strategy implementation and tracking across key retailersLead ongoing development, asset management, and content updates for online PDPs to support sales team with support from a part-time intern or contractorLead Retailer PDP audit process and optimization. Consult with sales and communicate needs and updates to cross-functional partners
Reporting:Track eComm activity and synthesize learnings to maximize ROAS, share of search, keyword strategy, etcMonitor ebusiness and retail marketing sales and report on KPIs consistentlyDefine and track KPIs, analyze campaign performance, and provide actionable insights and recommendations to cross-functional teams
What you'll bring to tru fruYou have...Bachelor's Degree in Marketing, Business or related area of study3+ years of CPG experience in shopper marketing or digital commerceProven track record of working cross-functionallyExperience working with agencies, Amazon, US retailers, and managing product campaigns on platforms like Kroger.com and InstacartMicrosoft Suite proficiencyAbility to travel between 10-15% of the time while in role
Certain states and localities require employers to post a reasonable estimate of salary range. Actual salary will be based on a variety of factors, including location, experience, skill set, performance, licensure and certification, and business needs. The range for this position in other geographic locations may differ.What Tru Fru offersCompetitive compensationpackageCompetitive Paid Time OffHealth, dental & vision insurance, with options to fit you & your family's needsCasual office dress code. Feel free to wear your TRU FRU gearA dynamic, ambitious, fun and TRU FRU work environmentThe opportunity and responsibility to be TRU FRU everyday
EEOAt Tru Fru we are committed to an inclusive workplace where diversity in all its forms is championed. TRU FRU is proud to be an equal opportunity workplace and we are an affirmative action employer. We are committed to equal employment opportunity regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, citizenship, marital status, disability, gender identity or Veteran status. We also consider qualified applicants with criminal histories, consistent with legal requirements. If you require special accommodation, please let us know.