Marketing Manager

Goodlettsville, TN

The MARKETING MANAGER, CHANNEL INNOVATION will develop and execute key marketing programs for Dollar General’s newly created brand pOpshelf®, while aligning with company sales initiatives. Under the guidance of a Sr. Manager, they will build, manage and execute marketing campaigns by partnering with all functions of the marketing team as well as, appropriate company disciplines, agency partners and vendors



  • Design and develop scalable and manageable marketing programs among paid and owned channels (programmatic, search, social, influencers, OOH, DOOH, OTT, CTV, terrestrial radio, email, SMS, app push)
  • Assist in the design of processes in building 360° programs to include the Strategy Plan and Creative Brief for each designated retail marketing program (i.e. seasonal, holiday, special launches, key events, sales driving initiatives, local store marketing programs, etc.) through cross-functional collaboration (appropriate marketing stakeholders, company disciplines key leads, agency partners, etc.).
  • Manage the planning process timelines, compilation of the editorial calendar details, necessary communication documents and select executional tactics.
  • Stay current on the marketing landscape, trends, best practices and competitor strategies to incorporate as necessary into program objectives.
  • Partner with DG Research team and leverage data to identify meaningful insights on how to reach/target customers, ensure marketing programs’ communication tactics align with DG pOpshelf® customers’ needs and wants, incorporates market dynamics, etc.
  • Drive compliance of pOpshelf® brand identity, style guide usage, etc. by pOpshelf’s product/service providers through support of processes and continued tools enhancements.
  • Manage and build influencer network to drive awareness and consideration for the pOpshelf® brand to drive traffic to stores.
  • Manage and Scale Loyalty program to increase customer lifetime value at every touchpoint to drive retention and repeat.




  • Full-stack modern Marketer that can operate well in a fast-changing environment
  • Possesses an entrepreneurial drive that uses good judgement
  • Proficient Digital marketer that connects paid + owned channels to deliver business objectives (programmatic, search, social, influencers, OOH, DOOH, OTT, CTV, terrestrial radio, email, SMS, app push)
  • Proficient in tactical and strategic knowledge and skills in planning effective interactive marketing campaigns
  • Proficient in strategy and execution of retail promotional marketing campaigns and activation programs
  • Understanding of CPG (consumer packaged goods) companies and general aspects of shopper marketing
  • Understand and apply tactical and strategic knowledge of advertising and production to create and execute of effective, targeted communications
  • Ability to anticipate trends and relate current strategy to shape direction
  • The ability to translate analytics into strategic recommendations, with a proven track record of strong analytical, project management, and presentation skills 
  • Ability to make quick, logical decisions, often under pressure
  • Strong organizational and communication skills, both verbal and written; computer literate
  • Ability to manage multiple projects in a fast-paced environment and meet simultaneous deadlines
  • Ability to manage and grow relationships with third party agencies and service providers to deliver excellence aligned to strategy with savings to the company
  • Ability to manage and deliver defined Marketing budget
  • Passion for driving insights to action
  • Excellent communication skills and collaboration with partners


  • Bachelor’s degree in Marketing or related field
  • 5+ years relevant marketing experience (retail environment a plus)
  • Loyalty Marketing & Experiential Marketing experience a plus

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