Position: Sr. Trade Marketing ManagerDepartment: Marketing
Location: Toronto, ON (Hybrid)
THE ROLEWe are seeking a strategic, commercially minded Senior Trade Marketing Manager to lead the development and execution of best-in-class trade marketing strategies across Canada. This role sits at the critical intersection of brand strategy, customer activation, and commercial execution, ensuring our portfolio of beauty brands wins in market across priority retail and professional channels.
This individual will bring a deep understanding of the beauty and haircare landscape, staying closely connected to competitive activity, emerging trends, and evolving shopper behaviors. They will proactively translate these insights into strong demand-driving plans and in-market programs that accelerate growth and strengthen brand relevance.
Reporting into Marketing leadership, this role partners closely with Sales, Brand Marketing, Education, Demand Planning, and external agencies to deliver integrated, customer-centric go-to-market execution. While specific brand ownership will be confirmed closer to hire, experience working with Sephora Canada, Shoppers Drug Mart, and/or Professional Beauty Distributors will be considered a strong asset.
KEY RESPONSIBILITIESTrade Marketing Strategy & Execution- Develop and lead channel-specific trade marketing strategies across specialty beauty retail, mass-prestige, and professional distribution
- Translate brand and commercial objectives into clear, compelling customer activation plans that drive sell-in, sell-through, and demand for the assigned portfolio
- Maintain strong awareness of the competitive beauty landscape, including launches, promotional mechanics, merchandising trends, and retailer strategies, using insights to inform differentiated plans
- Partner closely with Sales to build customer-centric programs that enhance joint business planning and long-term partnerships
- Support key customer presentations and line reviews with strong storytelling, insights, and executional clarity
Launch & In-Market Activation- Lead in-market execution of product launches from planning through post-launch evaluation
- Ensure launches are flawlessly executed across retail, professional, digital, and educational touchpoints
- Customize global assets as required to meet Canadian customer and shopper needs while maintaining brand integrity
- Drive excellence in store, online, and within professional environments
Performance Management, Insights & Demand Building- Track and analyze performance of trade programs, promotions, and launches using sales data, customer insights, and post-event reviews
- Continuously monitor market trends and competitive activity to identify opportunities to strengthen demand and portfolio performance
- Translate insights into clear action plans and recommendations to optimize future trade investments
- Partner with Demand Planning and Commercial Finance to support forecast accuracy, phasing, and inventory alignment
Cross-Functional Leadership & Communication- Act as a critical connector across Marketing, Sales, Education, Digital, and Supply Chain
- Lead agencies and external partners to deliver high-quality creative, toolkits, and execution support
- Communicate plans, priorities, and results with clarity and confidence through strong written materials and compelling verbal presentations
- Present strategies, recommendations, and performance updates to senior leadership and cross-functional forums
Budget Ownership- Own and manage the trade marketing budget, ensuring investments are efficient, effective, and ROI-driven
- Balance short-term commercial delivery with long-term brand and portfolio growth
QUALIFICATIONS & EXPERIENCE- 7+ years of progressive marketing experience, with strong exposure to Trade Marketing, Shopper Marketing, or Customer Marketing
- Beauty, personal care, consumer goods, or professional salon industry experience strongly preferred
- Demonstrated experience working with Sephora, Shoppers Drug Mart, and/or Professional Beauty Distributors in Canada is a significant asset
- Proven ability to translate brand strategy, competitive insights, and customer needs into high-impact in-market execution
- Experience managing complex, multi-channel launches and promotional programs
- Strong financial and analytical acumen with experience managing budgets and measuring ROI
KEY SKILLS & CAPABILITIES- Deep passion for and knowledge of the beauty industry, trends, and competitive dynamics
- Strategic thinker with strong commercial and portfolio acumen
- Ability to balance short-term sales delivery with long-term brand equity building
- Exceptional written and verbal communication skills, with the ability to influence and align cross-functional and senior stakeholders
- Highly collaborative, proactive, and comfortable operating in a fast-paced, matrixed environment
- Strong project management skills with a high level of ownership and attention to detail
- Creative problem-solver with executional rigor
WHY JOIN WELLA COMPANY- Opportunity to shape the in-market success of iconic, industry-leading beauty brands
- High-visibility role with meaningful commercial and strategic impact
- Collaborative, entrepreneurial culture with strong global connectivity
