Manager, Shopper Marketing & eCommerce

Who We Are

At Freshpet, our goal is to change the way people nourish their pets forever. We strive to strengthen the bond between people and our pets so that we both live longer, healthier, and happier lives while being kind to the planet. We believe that if we can create fresh, real foods that pets love and help them live healthier lives, that their pet parents will also enjoy the many benefits of a rich life shared with a pet. IT’S AMAZING WHAT CAN HAPPEN WHEN YOU START COMPLETELY FRESH!

What You Will Do

As our Manager, Shopper Marketing & eCommerce, you will be the strategic force that makes Freshpet impossible to miss on screen and on shelf. This role is equal parts brand steward and digital operator: you will own the narrative framework for how Freshpet shows up at retail, curate how our portfolio is presented by channel and customer, and develop the creative briefs that guide everything built for the shopper path to purchase. You will own the digital shelf presence that drives discovery and conversion, and activate shopper marketing programs that bring the brand to life in store.

Critically, you will be a true partner to our retail sales organization. You will be embedded in customer planning, co-creating retailer-specific activation strategies, and serving as the connective link between what Freshpet stands for as a brand and what actually gets executed at the retailer level. You will show up in customer conversations, bring creative energy to joint business planning, and be the person our sales team trusts to turn strategy into programs that move product off shelf. This is a high-visibility role at the intersection of brand, eCommerce, and retail sales, and the person who fills it will leave a clear mark on how shoppers find, experience, and fall in love with Freshpet.

Digital Shelf Excellence (Primary Focus)

• Lead the end-to-end PDP experience across all retail platforms, including images, copy, bullets, enhanced content, SEO metadata, videos, and brand storytelling.
• Own the analytics (content health scores, on-shelf availability, share of search) that drive decisions and influence action across the organization.
• Optimize Freshpet’s visibility within retailer search engines (Walmart, Kroger, Petco, PetSmart, and more) and track priority keywords.
• Lead efforts to ensure strong visibility on external search engines and emerging agentic AI shopping companions.
• Partner with Brand, Sales, and Creative to build and refresh content that tells a compelling Freshpet story.
• Own syndication of updated content via tools like Syndigo and Salsify.
• Maintain accurate retailer mappings and ensure content integrity across channels.
• Partner with vendors (e.g. Bazaarvoice) and internal teams to drive volume and quality of consumer reviews on PDPs.
• Ensure products are indexed and categorized correctly to surface in all relevant browsing and search experiences.
• Track and communicate Content Health Scores, Findability, PDP conversion rates, and other digital shelf KPIs to senior stakeholders.
• Partner with retail contacts to unlock enhanced brand pages, A/B testing opportunities, and search improvements.
• Stay ahead of emerging technologies shaping the digital path to purchase, including generative AI and agentic shopping experiences.

Brand Storytelling & Retail Curation (Strategic Lens)

• Own the brand narrative framework that defines how Freshpet shows up at retail.
• Serve as the strategic voice that ensures every retailer touchpoint ladders back to a coherent, compelling Freshpet brand story.
• Determine which SKUs lead by retailer and channel, how the range is sequenced and presented.
• Be the eCommerce and brand voice in joint business planning sessions.
• Author the strategic briefs that guide content and creative development.
• Define how key moments translate into consistent and emotionally resonant activations across PDPs, display units, endcaps, and in-store fixtures.
• Build the storytelling calendar that keeps Freshpet fresh and culturally relevant at retail year-round.

Shopper Marketing Activation (Supporting Focus)

• Serve as a dedicated partner to the retail sales organization by attending customer meetings and co-creating account-specific activation plans.
• Execute shopper marketing plans including digital coupons, retailer newsletters, in-store displays, and flyers.
• Ensure that Freshpet’s physical shelf presence is consistent with and complementary to our digital presence.
• Act as the connective tissue between eCommerce, Brand, Creative, Retail Media, and Sales to ensure seamless, integrated programs.

How You Will Make An Impact

• Be the go-to eCommerce and brand partner for the retail sales org.
• Own a clear brand narrative framework for every retail touchpoint.
• Ensure all top-selling SKUs exceed 90% Content Health Scores.
• Improve search rank across top converting keywords and categories.
• Build and grow Freshpet’s share of voice on agentic AI shopping companions.
• Deliver best-in-class digital content from Day One of every new item launch.
• Execute shopper marketing programs that drive trial, conversion, and repeat at shelf.
• Unlock and scale A/B testing and enhanced content pilots with key retail partners.
• Deliver a seasonal storytelling calendar that keeps Freshpet culturally relevant and brand-consistent.
• Elevate creative brief quality so every asset starts from a clear strategic foundation.

What You Will Bring

• 8+ years of experience spanning eCommerce, digital shelf, shopper marketing, brand strategy, or omnichannel retail.
• Proven ability to develop brand narrative frameworks and translate brand strategy into retail-ready storytelling.
• Experience writing creative briefs and directing content or creative development.
• Fluency in digital shelf fundamentals: content syndication, SEO, PDP optimization, search rank, and content health analytics.
• Natural collaborator with retail sales teams, comfortable in customer meetings and joint business planning.
• Familiarity with shopper marketing mechanics: promotional programs, in-store activations, digital coupons, and retailer-specific marketing vehicles.
• Hands-on experience with platforms like Salsify, Syndigo, Profitero, Bazaarvoice, or similar tools.
• Advanced Excel, PowerPoint, and Power BI skills with strong comfort in data storytelling.
• A passion for mission-driven brands, pets, and making the world a better place through pets, people, and planet.

What We Offer

The range for this position is: $135,000 - $155,000

At Freshpet, we offer a competitive salary and an excellent benefits package, including medical, dental and vision insurance, basic and optional life insurance, short- and long-term disability protection, flexible spending accounts, and a 401(k) plan with company match, paid parental leave, pet insurance, tuition assistance, a generous PTO plan and so much more!

Our Commitment To a Diverse Workforce

Freshpet is an Equal Opportunity Employer. All employment decisions are made without regards to race, color, national origin, religion, creed, sex (including pregnancy, childbirth, or related medical conditions), sexual orientation, gender identity or expression, age, disability, marital or domestic/civil partnership status, genetic information, citizenship status (although applicants and employees must be legally authorized to work in the United States), uniformed service member or veteran status, or any other characteristic protected by applicable federal, state, or local law.

Disclaimers

The salary range provided above is the range of the wages that we will pay for the listed position. A final determination on the wages within this range is based on a number of non-discriminatory factors, including but not limited to the required work location, previous work experience, skill set, and wage rates for comparable positions.

Freshpet is not accepting unsolicited assistance from search firms for this employment opportunity. Please, no phone calls or emails. All resumes submitted by search firms to any employee at Freshpet via-email, the Internet or in any form and/or method without a valid written search agreement in place for this position will be deemed the sole property of Freshpet. No fee will be paid in the event the candidate is hired by Freshpet as a result of the referral or through other means.

We are interested in every qualified candidate who is eligible to work in the United States. However, we are not able to sponsor visas.