Senior Trade Marketing Manager

Description

• Ideate and participate in the development and execution of the Company’s annual Trade Marketing strategy/plan, which will increase shopper engagement and influence them to “buy more” while complying with the regulations
• Implement key steps and timelines for developing the Annual Commercial Plan in Canada, which includes contributing to the identification of Trade opportunities to ensure that the brand impact is maximized 
• Manage the product submission process Nationally while collaborating with cross functional teams to ensure submission and launch timelines adhere to Stage Gate alignment
• Maintain strong and trustworthy relationships with Provincial Boards as one of the key points of contact
• Build trade marketing campaigns while establishing budgets for POS that align directly to customer needs
• execute key business strategies for all sales channels within Canada that will enhance the position of our brands by leveraging a superior understanding of customers, consumers, and market dynamics
• Manage distribution of all Trade related materials and assets in Canada (3PL)
• Lead the briefing process for the creation of customized and standardized in store assets aligned to Canadian customer and consumer needs while adhering to brand standards and visual merchandising strategy
• Work with sales teams and finance to identify, quantify, and reconcile opportunities 
• Manage a National Trade Marketing budget while consistently optimizing and finding efficiencies of Trade spends
• Work with sales analytics, sales leadership, and supply chain to capture promotional planning and track towards collective revenue targets
• Responsible for the analysis and forecasting of promotional plan impacts in Canada
• Act as a liaison between the Brand, Sales, and all other cross functional teams to ensure strategic alignment, encouraging collaboration 
• Effectively use research data (where available), to drive better retail strategies related to the 4 P’s with a focus on promotion 
• Own the creation and implementation of retail marketing and display materials for the Canadian business unit
• Support the management of agency and vendor relationships
• Evaluate ROI on all shopper/trade initiatives 
• Support the Trade Marketing Teams’ execution of trade elements for new product launches: including path to launch, product samples, listing information and submissions, sell sheets, sales decks, POS, and all required educational tools for customers and sales team
• Complete post promotion evaluation analysis and report back to all key stake holders the KPI results, key success factors and opportunities to improve effectiveness 
• Grow and maintain an in-depth knowledge of the retail industry, competition, and shopper/trade trends/insights to influence and maximize program impact 
• Ad hoc duties as required 

• 6+ years’ experience with a minimum of 3 years in CPG, Alcohol or Tobacco trade/shopper marketing 
• Bachelor’s Degree Required with a business focused degree being an asset
• A go-getter, self-motivator, can-do approach to work, and a bias for action 
• Excellent communication & time management skills to manage multiple stakeholders effectively while working with little supervision 
• Familiarity with Health Canada regulations for cannabis (preferred)
• Set agenda and chart course forward in a lean team environment 
• Read/analyze consumer research and syndicated data and trends 
• Experience with understanding/interpreting financials and managing budgets 
• Team orientated with a successful track record based on executing cross-functional projects 
• A confident, data driven problem-solver with exceptional analytical skills 
• Proficient in Microsoft Word, Excel, PowerPoint, and Outlook 
• Travel 15% of the time