Senior Manager, Shopper Marketing & Commercialization

Who We Are

Halfday was founded in 2021 to reimagine the functional beverage category. Inspired by

our co-founder’s personal battle with digestive illness, we set out to make digestive

health more approachable by bringing prebiotic fiber to iced tea. We believe functional

can be delicious, craveable, and part of everyday life.

Backed by tier-one institutional investors, Halfday is a fast-growing, better-for-you brand

currently top-ranked in its sub-category in the natural channel. We are in the middle of a

step-change distribution year, going nationwide across the largest US retailers. Built on

grit and long-term thinking, we are scaling with a focus on disciplined execution to

become a category-defining player.

This is one of a small, senior marketing team we are building to turn that distribution into

demand. You will report to the VP of Marketing and work as part of a lean group that

sets the strategy and ships the work.

Role Overview

Distribution only matters if the product moves. Serving as marketing’s primary point of

contact for Sales, you will turn hard-won distribution into velocity off the shelf.

You will own shopper marketing, trade and couponing, field and sampling, and the

commercialization handoff: once an item is ready, you take it through PIM, retailer setup,

POS, sell sheets, and readiness. This role lands at the intersection of Shopper

Marketing \& Retail Media in partnership with our Growth channel.

Job Responsibilities

• Shopper Marketing:

Own displays, features, secondary programs, shopper toolkits, and retailer-specific activation that drive trial at the point of purchase.

• Coupon \& Trade Orchestration:

Run digital and print coupons, clearing house, trade tools (

e.g.

,

Vividly

), offer strategy, redemption tracking, and Finance / Sales alignment.

• Field \& Sampling:

Manage demo and sampling programs tied to key resets.

• Commercialization:

Take the handoff from Brand \& Content after product development and own PIM, retailer portals, item setup, POS, sell sheets, asset trafficking, and launch readiness with Sales.

• Sales Partnership:

Serve as the primary marketing point of contact for Sales, building retailer-facing sell-through, velocity, incrementality, and category-recruitment stories from SPINS / Circana and account data.

• **Retail Media (

tactical)

:**

Run account level, tactical retail media and digital shelf within Growth’s framework, supplying shopper and coupon data to Growth, who owns strategy and management of Amazon, Target, and Walmart’s platforms.

Qualifications

• Experience:

6–8\+ years in shopper, trade, retail, or customer marketing in CPG — ideally beverage or food.

• Retail Depth:

Managed sampling and demo programs against retailer reset cycles; coupon / clearing-house and trade-promotion experience (

Vividly or comparable a plus

). Relationships with Walmart, Target, Whole Foods, UNFI, or KeHE are a strong plus.

• Data Fluency:

Fluent in SPINS, Circana, Nielsen, and retailer scorecards — and able to turn data into buyer-facing stories.

• Commercialization:

Experience with PIM / item setup, retailer portals, POS, sell sheets, and launch readiness.

• Leadership Style:

Comfortable as the primary marketing POC for Sales and operating hands-on without a large team; sets priorities by velocity impact and launch timing.

• Tools:

SPINS, Circana / Nielsen; retailer portals; PIM; Vividly or comparable trade tools; clearing-house / coupon platforms; PTS or demo platforms; UNFI / KeHE portals; Excel \& PowerPoint.

Location

Remote (US). Denver / Mountain Time preferred. Approximately 10–20% travel.

Featured Benefits

Medical insurance, Vision insurance, Dental insurance, 401(k), Paid maternity leave, Paid paternity leave, \& Disability insurance.

Reporting

Reports to the VP of Marketing (

Casey Woodruff

), who reports to the CEO (

Andrew List

).