Trade Marketing Manager

The Trade Marketing Manager position leads our client's trade marketing program across the the two markets they operate in including Arizona and will play a critical role in our client's go-to-market retail strategy. This role requires close collaboration with sales, sales support, and brand marketing. Meticulousattention to brand standards and guidelines as applied to retail locations, digital environments,and live events is required.Retail & Digital Merchandising• In collaboration with VP of Sales and the brand marketing team, develop annual kitted,tiered retail merchandising programs with standardized offerings based on revenuelevels.• Lead planning, sourcing, execution and delivery of display items.• Maintain and track display item inventory.• Develop visual and written display execution plans.• Train Field Marketing and Sales Support staff on merchandising and brand standards, best practices, and processes.• Review retail merchandising activity and images in CRM reporting and, as needed, visitstores to audit on-shelf presentation and competitor positioning. Provide updates tobrand and sales leadership on display needs, trends, and opportunities.• Utilize sales reporting to understand individual store performance and contextualizemerchandising strategy. Tools include PowerBI sales data and AlpineIQ.• Maintain retail-related assets in Digital Asset Management system (BrandFolder)including campaign-specific collections. Oversee regular distribution to customers.• Use product descriptions and menu photography provided by the brand team to generateup-to-date, strain-specific digital merchandising across all menu platforms includingWeedmaps, Leafly, and Dutchie.• Work with sales team members and retailers to secure in-store signage opportunities.Deploy existing screen assets and work with the brand team to develop custom assetsfor relevant opportunities.Retail Engagement• Collaborate with Sales Leadership and brand marketing team to evolve and executebudtender engagement programs.• Utilize brand messaging to develop communications that promote current marketinginitiatives.• Produce and distribute weekly budtender emailSMS campaigns in AlpineIQ.• Lead and track budtender contact list development; develop collateral, create incentives,collaborate with sales support and OSRs and distribution.• Lead Sparkplug incentive program messaging, participation, and promotion.• Support and collaborate with Account Managers on account-level trade marketingdevelopments that expand shelf presence and increase sales. Act as the expert resourceon the trade marketing program in emails, on calls and in in-person meetings andpresentations to accounts.• Create engaging, impactful training content for retail partners. Manage SeedTalent LMSplatform and ensure hosted content is current.Events• Conceptualize, plan, and execute trade events that foster the ultimate experience andbrand connection opportunities for budtenders and buyers with support andcollaboration from sales and brand marketing.• Manage all aspects of trade event logistics, including venue selectionnegotiation,vendor coordination, budget management, and onsite execution.• Secure retailer-led sponsorship opportunities in collaboration with Account Managersand sales leadership; act as primary point of contact for retail partners and supportingthe brand team during planning and activation.• Support brand team on planning and execution for events where buyers or budtendersare in attendance.Promotional Merchandise• Lead intake and distribution of promotional merchandise.• Develop and maintain tracking program for promotional merchandise distribution.• Communicate detailed, timely promotional merchandise development and orderingrequests to the Partnerships & Activations Manager.• Communicate detailed and timely gifting requests to Partnerships & ActivationsManager for buyers during holiday season.• Support program improvement by delivering merchandise feedback and competitorinsights to brand marketing team.Collaboration, Leadership & Administration• Report to sales and sales support teams about trade marketing activities and initiativesduring team meetings, ensuring that expectations and needs for sales team support areclearly defined and communicated.• Collaborate with the brand marketing team on cross-department initiatives and projects(Holidaze, branded strain launches, product launches, merchdisplay design),communicating trade marketing needs and delivery timelines for items including collateral, display, and digital assets.• Develop and maintain trade marketing best practices, SOPs, and installation guidelines(planograms) for deployment across multiple markets and lead training for sales andsales support teams.• Supervise merchandising and field marketing teammembers. Regularly review CRM entries and perform ride alongs as needed to assess results. Provide feedback to ensure execution in linewith established visual guidelines.• Conduct performance evaluations, provide feedback, and identify areas for growth andimprovement.• Support and collaborate with Account Managers on retail merchandising programdevelopment in accounts.• Create and maintain quarterly retail marketing calendar tracking internalcampaignspromotions and key B2B events.• Establish and track KPIs for all trade marketing programs and practice areas alignedwith sales goals; report on performance monthly and establish plans for improvement• Maintain current knowledge of cannabis retail and advertising regulations and ensureprogram complianceQualifications• Bachelor's degree in Marketing, Merchandising, RetailSales Management, BusinessAdministration, or related field. MBA or relevant advanced degree preferred.• Minimum of 5 years of experience in trade marketing, merchandising, or salesmanagement, preferably within the cannabis industry• Proven experience planning and executing corporate events or large-scale activations.• Proven track record of developing and executing successful trade marketing programs.• Strong project management skills with the ability to prioritize tasks, meet deadlines, andmanage budgets effectively.• Strong understanding of brand marketing and visual standards in marketing.• Excellent communication, negotiation, and interpersonal skills, with the ability to buildand maintain relationships with internal and external stakeholders.• Creative thinker with a strategic mindset and the ability to develop innovativemerchandising solutions.• Experience managing external agencies and vendors.• Passion for the cannabis industry

Created: 2025-01-24