Senior Manager, Trade Marketing

Role Purpose

leads the development and execution of strategic trade marketing initiatives to drive growth across retail environments and customer channels. This role is responsible for building deep insights into shopper behavior, retail dynamics, and customer needs to shape channel strategies and prioritize growth initiatives.

Job Accountabilities & Activities

- Build knowledge of the retail environment, customer behavior, and shopper insights to inform strategic decisions.
- Develop and prioritize channel strategies, identifying key growth initiatives by retail environment and customer segment, including shopper marketing programs.
- Collaborate with Principals to define category and brand strategies, agree on the annual activity grid, volume targets, and budgets by Principal and category.
- Influence and drive the commercial agenda to maximize brand growth in priority channels across all Principals.
- Manage trade and GTN investments by formulating a strategy that aligns with KPI objectives, ensures pay-for-performance, directs investments toward consumer-facing activities, limits price erosion, and delivers strong ROI.
- Lead the Trade Marketing team and support MT and GT teams with insights, tools, proactive plans, and compelling selling stories to drive IMS and sell-out growth across all channels.
- Ensure Sales teams maintain full account ownership, handling customer engagement, order processing, collections, and execution, including OSA, SOS, and activation timelines.
- Develop a Category Management Strategy and activity plan focused on priority categories and customer evaluations.
- Actively engage with customers and co-lead the Joint Business Plan matrix with the Sales Director/Leader to ensure sustainable mutual growth with key partners.
- Review and update the retail Go-to-Market (GTM) strategy annually, considering shopper trends, market coverage, and competitor activities.
- Contribute to the budget review process, volume planning, and achievement of financial targets.
- Lead the monthly S&OP discipline, promoting a collaborative approach to business planning across the organization.
- Define and monitor KPIs across the 5Ps (Product, Price, Place, Promotion, People) and establish action plans to close performance gaps, using data from merchandising reports and Nielsen.
- Ensure excellence in in-store activations by prioritizing key touchpoints and implementing the activity grid and new product GTM plans developed with Principals.
- Prioritize investment allocation across channels and customers based on identified opportunities, growth potential, and ROI analysis.
- Enhance understanding of demand drivers at the point of sale and conduct post-evaluations of key promotional activities to refine channel and account tactics.
- Support the Merchandising Lead in 5Ps communication with merchandisers and field teams, ensuring strong in-store execution and consistent performance monitoring.

Education & Certifications

BA Business or Marketing 

Required Years of Experience

Minimum 15 years sales Management experience.

Preferably 5 years Brand Management experience.