This doc is based on a template that all hiring managers need to fill out before opening a new role at Kettle & Fire. The purpose of a job profile is to clarify roles and responsibilities for each position; it forces us to describe exactly what we want this role to accomplish, ultimately guiding us in structuring our team to produce the best results. It’s generally shared with all the stakeholders who will be involved with making the hire, including the manager/head of the department, who ultimately has to approve this profile. I also like to share this with folks who will be working closely with this hire, to ensure we cover all the finer points of collaboration.

I wouldn’t say we were trying to find a unicorn here, but to a certain degree, it was more difficult to find candidates with combined experience. However, it also made it easier to weed out candidates early on who only specialized in one or the other.

Once you get nationwide distribution with a few big retailers, that’s the right time to hire for this role. We had hit an inflection point in the business where retail became our largest sales channel and we were continuing to gain new distribution rapidly. In the early stages as brands first get into retail, there’s not enough work to warrant a full-time role.

We force ourselves to choose the top 3-5 from this list. Ideally, a new hire encompasses all these abilities to some extent, but we try to determine of these, what are the top ones are “must haves” for this person to really excel in this particular role?

Jack Meredith

When we hit an inflection point where retail became our largest sales channel, I knew it was time to hire someone to own retail-centric marketing strategies.

Shopper & Trade Marketer Job Profile at Kettle & Fire

combines shopper and trade marketing expertise 

to drive sales, enhance the shopping experience, and strengthen retailer partnerships. They are responsible for developing shopper-centric strategies, development of promotional assets, collaborating with retailers, and optimizing marketing initiatives to increase brand visibility and sales growth.

The need for the Shopper & Trade Marketer arises from the increased importance of developing retail-centric marketing strategies for K&F. Given our growth aspirations over the next 3 years, this role will be crucial in bridging the gap between the brand, the retailer, and the consumer.

This position combines shopper and trade marketing expertise to create a holistic approach that drives sales and enhances the overall shopping experience.

Shopper expertise is needed to drive sales and brand growth by understanding and influencing consumer behavior at the point of purchase.

Trade expertise is needed to promote products effectively to retailers and distributors, ensuring optimal distribution and visibility.

This role will contribute to the future of the department by:

Development and execution of shopper marketing strategies: By leveraging consumer and category insights, this role will develop targeted campaigns and promotions that influence shoppers’ purchasing decisions.

Development and execution of trade marketing strategies: Through collaboration with internal sales and marketing teams, this role will contribute to executing trade marketing strategies that convince retailers to stock, promote, and sell K&F products effectively.

Understanding Shopper Behavior: This role will work with our data team to analyze consumer insights, purchase patterns, and shopping trends to develop effective shopper marketing strategies. This understanding will help in identifying shopper needs, preferences, and motivations.

Optimizing Shopper Experience: This role will focus on enhancing the overall shopping experience by optimizing in-store merchandising, creating engaging point-of-sale materials, and implementing shopper activation programs. They will ensure that the brand's messaging and positioning align with shopper expectations, leading to increased brand loyalty and advocacy.

Driving Sales and Market Share: By integrating shopper marketing and trade marketing efforts, this role will contribute to increased distribution, visibility, market share, and ultimately, revenue growth. The role will track key performance indicators, analyze campaign effectiveness, and provide actionable insights for continuous improvement.

Describe measures of success for this position. Avoid outlining tasks, and focus on identifying essential responsibilities and key outcomes. Limit areas to a max of 5. Each area can have multiple responsibilities and outcomes.

Shopper and Trade Marketer Job Profile at Kettle & Fire

Shopper & Trade Marketer Job Profile at Kettle & Fire

Position Summary

What is the need and contribution?

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