Senior Trade Marketing Manager

The 14 month Senior Trade Marketing Manager mat leave will develop and execute the annual Trade Marketing strategy in Canada to drive shopper engagement, sales, brand advocacy, and awareness while complying with regulations. In collaboration with Marketing, the manager will develop and execute the Visual Merchandising strategy across all Canadian distribution channels, improving customer experience and driving sales. This role includes ensuring all documents for new product setups are ready, managing POS materials, optimizing trade spend, and managing budgets and promotional campaigns.

Overview:

As part of the sales management team, the manager will develop a promotional calendar, execute key business strategies, and deliver business-building programs. The role also involves maintaining relationships with provincial boards, managing submissions and status tracking, evaluating ROI on trade initiatives, providing project updates, and ensuring strategic alignment between Brand, Sales, and cross-functional teams.

Key Responsibilities:

Ideate, participate in development, and execute the Company’s annual Trade Marketing strategy/plan to increase shopper engagement while complying with regulations.

Participating in PODs to support PM and commercialization process

Implement key steps and timelines for developing the Annual Commercial Plan in Canada, leading the identification of trade opportunities to maximize brand impact.

Manage the creation and distribution of point-of-sale (POS) materials and other trade-related assets.

Serve as the key contact for provincial boards.

Own the submission and status tracker for all listings.

Share provincial communication for product calls, price window changes, and category updates.

Support brand teams on product submission presentations.

Work cross-functionally to ensure all information and documents are ready for new product setup (GTIN, GS1, Mastercase, labels, images, samples, barcode testing, CNB received, etc.).

Provide project management updates.

Track and manage budgets.

Optimize trade spend to achieve maximum return on investment.

Build trade marketing campaigns while establishing budgets for POS that align with customer needs.

Execute key business strategies for all sales channels within Canada to 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).

Evolve fulfillment processes and systems to drive cost and time efficiencies for the Canadian business.

Lead the creation of customized and standardized in-store assets with vendors and agencies, adhering to brand standards and visual merchandising strategy.

Work with customer teams and finance to identify, quantify, and reconcile opportunities.

Work with sales analytics, sales leadership, and supply chain to set annual gross revenue targets against promotions and ensure these are captured in demand planning initiatives (URD, S&OP).

Analyze and forecast the impacts of promotional plans in Canada.

Act as a liaison between the Brand, Sales, and cross-functional teams to ensure strategic alignment and encourage collaboration.

Use research data to develop actionable insights for better retail strategies related to the 4 P’s with a focus on promotion.

Own the creation and implementation of retail marketing materials and display vehicles for the Canadian business unit.

Evaluate ROI on all shopper/trade initiatives.

Own the 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 KPI results, key success factors, and opportunities for improvement to stakeholders.

Maintain and grow in-depth knowledge of the retail industry, competition, and shopper/trade trends/insights to influence and maximize program impact.

Perform ad hoc duties as required.

Qualifications:

6+ years’ marketing/sales experience with a minimum of 3 years in CPG, Cannabis, Alcohol, Gaming, or 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 

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 may be required

What You Will Receive:

Annual salary: $90,000-$110,000

Positive, team-first culture where your impact is valued.

Unmatched corporate support to help you achieve goals.