POSITION SUMMARYThe Director, Trade Marketing is the commercial marketing leader responsible for translating brand strategy into programs that drive distribution, display, feature, menu placement, and velocity across On Premise and Off Premise channels.
Sitting at the intersection of Marketing and Sales, this leader owns the below the line growth engine for a multi brand portfolio building the trade programming, customer marketing platforms, and POS toolkits that our distributor partners and national accounts execute in market. E-commerce and digital shelf sit within this role's as an extension of the trade calendar.
Reporting to the VP of Marketing, this is a key strategic leadership seat.
RESPONSIBILITIESTrade Strategy & Commercial Programming- Own the national trade marketing strategy and annual programming calendar, grounded in consumer, shopper, and customer insight.
- Develop annual activation calendars, promotional architecture, seasonal platforms, and execution standards that drive that scale across markets while flexing for local execution.
- Partner with Sales to build customer-specific and distributor-specific activation plans supporting JBPs, sell-in, and depletion targets.
- Manage trade investment: allocate spend across programs, channels, and markets, and hold the line on ROI.
Distributor & Customer Marketing- Serve as the marketing lead for sales programs, build the sell-in stories, program decks, and tools that make our brands easy to sell.
- Lead national account and chain programming: value-added packs, gift packs, display-ready solutions, and retailer-exclusive opportunities.
- Partner with Supply Chain, Finance, and Brand to ensure programs are operationally feasible, margin-accretive, and delivered on time.
Shopper Marketing & Retail Execution- Lead shopper first programming that converts at the shelf: POS, cross-merchandising, displays, sampling, and occasion-based solutions.
- Build scalable, insight driven toolkits that flex by retailer, channel, and market while protecting brand integrity.
- Own the BTL creative development lifecycle end to end including brief, agency management, timelines, approvals, production, and deployment.
- Lead on-premise activation strategy including menu placement, by the glass programs, and experiential initiatives.
Digital Shelf & E Commerce- Steward the digital shelf across retailer e-commerce platforms and distributor portals, ensuring imagery, product content, and descriptions drive search visibility and conversion.
- Extend national trade programs into omnichannel and click and collect executions so the calendar shows up consistently online and in store.
- Partner with internal resources and agencies on retail media investment and e commerce promotional support; you set the commercial strategy, partners execute the platform mechanics.
- Track e commerce contribution alongside broader trade KPIs.
Performance, ROI & Leadership- Own the function's budget and P&L; establish measurement frameworks to evaluate program effectiveness and commercial return.
- Analyze brand performance, syndicated data, and competitive dynamics to identify risks and growth levers.
- Develop a high performing team; build the processes, templates, and playbooks that raise execution quality across the organization.
- Serve as the connective tissue between Brand, Sales, Category, and Commercial teams.
QUALIFICATIONS- 7-10+ years in trade marketing, customer marketing, shopper marketing, or commercial marketing, with the majority in beverage alcohol or a comparably regulated CPG category.
- Working knowledge of the three-tier system how programs actually get built, funded, sold in, and executed through distributor partners.
- Demonstrated success building national trade programs and customer marketing platforms that moved distribution, display, and depletions at scale.
- Hands on experience managing trade spend and proving ROI.
- Strong analytical fluency with syndicated and account-level data (Circana, Nielsen, VIP, distributor reporting).
- Proven people leadership and cross functional influence in a fast moving, multi brand environment.
- Strong commercial mindset with hands on experience managing budgets and collaborating cross functionally with Sales, Distributor Partners, and Brand teams.
- Bachelor's degree in Marketing, Business, or related field.
OTHER DUTIESPlease note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee for this job. Duties, responsibilities and activities may change at any time with or without notice.
WORKPLACE DETAILS:- Location: White Plains, NY 10601
- Schedule: Hybrid - three days in the office, two days working from home
- Office hours: 9am to 5:30pm
- Commute: Just a 5-minute walk from the Metro-North Station, making it an easy and convenient ride to and from NYC
COMPENSATION & BENEFITS:- Base salary range: $140,000/yr. - $160,000/yr exact compensation may vary based on skills and experience.
- Medical, Dental, Vision plans
- Matching 401(k)
- Generous PTO (Paid Time Off)
- Short and long-term disability
- Many more...
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