Activation Associate - Home

ABOUT THE GROUP

From a small store in Turin to a large, internationally recognized group: we are present in 90 countries around the world, with over 5,000 employees and 30 companies, managed directly and indirectly by the Luigi Lavazza Spa parent company, which distribute and market our products and coffee machines. In addition to Lavazza, the following brands are also part of our Group: Carte Noire, Merrild, Kicking Horse, Eraclea and Whittington tea.

Joining Lavazza means doing business with passion, knowing that the impact of our work goes beyond the quality of the production chain. We are a big family and are constantly looking for new talents who share our values and can enrich our team. We combine competitiveness with social and environmental responsibility as we create superior quality products available for consumption both at home and out of home, and distributed through all channels: Retail, Foodservice, Office Coffee Service (OCS), and Vending. Our strong, diversified presence enables us to offer consumers and clients perfectly suited solutions, for any occasion and time of day.

JOB OVERVIEW

Lavazza is one of the world’s most iconic coffee brands, and we’re growing fast in North America. As our Activation Associate, you’ll sit at the heart of that growth story, owning the trade marketing strategy and execution that puts Lavazza on shelves and in front of shoppers across major US and Canadian retail accounts.

This is a high-ownership role for a commercially minded marketer who wants to see their work translate directly into brand momentum. You’ll manage budgets, shape the in-store experience across top retailers, and lead our trade show presence – all while collaborating across sales, marketing, and finance to drive measurable results. 

Location: New York City, NY

Work model: Hybrid

Travel: As needed up to 25% of time 

Base Salary range: $85,000–$95,000 

Annual Incentive Plan / Annual Bonus: 12%

#LI-AH1

JOB RESPONSIBILITIES

Trade Marketing Strategy & Execution (US & Canada)

• Develop and lead the annual retail activation plan, translating portfolio priorities into compelling promotions, in-store visuals, and brand-building moments that drive conversion.


• Own the ROI loop - design activations, evaluate performance, surface learnings, and apply them to continuously sharpen our approach and stay ahead of the competition.


• Manage and optimize customer marketing agreements, ensuring we’re maximizing every dollar and every commitment, and supporting the development of new partnerships.


• Bring the Lavazza brand to life at retail through best-in-class point-of-sale, digital, display and social visibility, ensuring brand standards are maintained and elevated across touchpoints.

Budget Management (US & Canada)

• Hold direct ownership of the below-the-line (BTL) activation budget, from annual forecasting through real-time monitoring, tactical pivots, and end-of-year reconciliation.


• Manage trade event budgets, ensuring every activation dollar is allocated strategically.

Sales Support & Trade Show Management (US & Canada)

• Guide retail trade show activations including annual strategy development, planning and detail collection, activation guidelines, GANTT definition, and execution planning. 


• Monitor and track lead generation to build out a clear ROI for each activation and to define future participation strategy.


• Be the go-to activation partner for the sales team and distributor network, delivering materials, execution guidance, and custom visibility solutions that help close business.

PROFESSIONAL QUALIFICATIONS

• Four year degree from an accredited institution


• 3-5 years in-store retail activation or trade marketing experience, ideally in CPG or a retail-facing environment


• Strong analytical mindset – you can build a budget, evaluate ROI, and tell a compelling story with data


• Excellent communication and stakeholder management skills - you work fluidly with sales, marketing, and finance


• Strong proficiency in PPT, Excel


• Self-starter - able to manage multiple priorities simultaneously


• Highly organized project manager who thrives managing multiple priorities in a fast-paced environment

BENEFITS/PERKS

• Competitive Medical, Vision, Dental Benefits


• 401K Package


• Employee Assistance Program


• Hybrid Work Schedule


• Ability to be barista certified


• Tuition Reimbursement


• Performance Development Plans


• Employee Discounts


• Summer Friday’s (Memorial Day Weekend – Labor Day Weekend)


• Flexible business casual dress code - jean friendly!


• Free coffee, anytime!

Lavazza is an equal opportunity employer that is committed to diversity and inclusion in the workplace.

Lavazza prohibits discrimination and harassment of any type and affords equal employment opportunities without regard to race, color, religion, sex, sexual orientation, gender identity or expression, pregnancy, age, national origin, disability status, genetic information, protected veteran status, or any other characteristic protected by law.