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Senior Shopper Marketing Manager - Key Accounts


Akron, OH, US

Company:  Goodyear

Requisition ID: 104213 
Sponsorship Available: No 
Relocation Assistance Available: Yes 

Goodyear. More Driven.




The Senior Shopper Marketing Manager - Key Accounts role will lead the team that delivers all strategy, development, execution, and measurement of critical top customers (Including but not limited to: Walmart, Sam's Club, the entire Car Dealer channel, Pep Boys, Monro, Mavis, TBC, and BJ's) programs to drive Goodyear revenue and profit through consumer and Dealer associate comms.  They work intimately with the Customer Merchant and Marketing teams, Channel Sales, Category, Brand Marketing, Research, Goodyear Learning Center and multiple Agencies and Vendors.  In addition, this position has responsibility for launching and supporting customer dedicated product lines including Goodyear, Douglas, and now Cooper (both dedicated/exclusive product and new in-line products). 


This role has two direct reports at the Manager level and will lead a total team of 3-4 GY associates.


Key activities include but are not limited to:

  • Creation of strategic roadmap for all Key Customers
  • Lead team for all key customer shopper marketing efforts (from brief initiation through project recap) working collaboratively with internal cross-functional teams and agency/vendor partners to flawlessly execute all marketing support plans (including consumer facing execution AND associate facing training and incentives)
  • Manage external key customer relationships as well as internal cross functional stakeholders
  • Establish KPIs and ensure measurement, tracking, and reporting on all performance metrics
  • Lead and attend key customer trade shows working jointly with Channel teams/Shopper Marketing Managers


Primary Responsibilities

  • Oversight of all Joint Business Planning & Establishing Strategic Direction/Plans for Key Accounts
    • Collaborate with Channel and Key Customer (Merchants and Marketing), along with cross-functional internal teams and agencies to develop key insights, marketing strategy and activation plans that align to overall AOP objectives
    • Oversee development of customer programs for top key accounts as well as emerging/opportunity accounts including Company owned entities
    • Support national brand marketing initiative development (full funnel planning) with lens of retailers, so sponsorships/assets can be fully leveraged
  • Creation of Customer Media Investment Plan & Creative Assets
    • Set strategic direction for annual customer investment in collaboration with Channels
    • Ownership of Digital and in store media planning for key customers
    • Oversight of Goodyear team and Agencies developing all assets and content
  • Manage team responsible for Dedicated Product Launches
    • Development of strategy and execution of customer specific marketing support plans in support of dedicated lines
    • Collaboration with Product Development, Channel Sales, Revenue Management
  • Quarterly NPP Customization and Annual Customer Conference
    • Oversee Managers responsible for Key Account customization of NPP/TSN programming
    • Engage in development and execution of annual dealer conference big stage and tradeshow presence
  • Leadership and continuous development of a high performing team



Required Education and Experience

  • Bachelors degree
  • A minimum of 7 years experience in shopper marketing, brand marketing or related area
  • Proven success working collaboratively and cross functionally in a matrixed environment
  • Agency Management and Vendor experience 
  • Experience working directly with big box retailers like Walmart and Sam’s Club a plus     


Desired Skills and Abilities

  • Strategic thinking, excellent communication, budgeting, and organizational abilities
  • Ability to prioritize and manage multiple tasks daily
  • Understand a broad-range of marketing vehicles (digital/social media, point-of-sale, promotions, sales materials, etc.) and the strategic application of all
  • Current knowledge of industry, retailer, shopper and consumer trends and application of insights
  • Strong understanding of creative process and good design principles
  • Customer facing presentation and negotiation skills   


Goodyear is one of the world’s largest tire companies. It employs about 72,000 people and manufactures its products in 57 facilities in 23 countries around the world. Its two Innovation Centers in Akron, Ohio and Colmar-Berg, Luxembourg strive to develop state-of-the-art products and services that set the technology and performance standard for the industry. For more information about Goodyear and its products, go to

Goodyear is an Equal Employment Opportunity and Affirmative Action Employer. All qualified applicants will receive consideration for employment without regard to that individual's race, color, religion or creed, national origin or ancestry, sex (including pregnancy), sexual orientation, gender identity, age, physical or mental disability, veteran status, genetic information, ethnicity, citizenship, or any other characteristic protected by law.


If you need reasonable accommodation to complete the online application, or any other part of the employment process, please contact the Goodyear Candidate Care Line at 330.796.4500.


Click here for more information about Equal Employment Opportunity laws, and here for additional supplementary information. 


Nearest Major Market: Akron
Nearest Secondary Market: Cleveland

Job Segment: Event Marketing, Marketing Manager, Market Research, Revenue Management, QA, Marketing, Finance, Quality

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