Senior Trade Marketing Specialist

About the role

This position leads shopper and trade marketing strategy to drive national sales and category growth. Translates shopper, consumer, and customer insights into go-to-market plans and retail activations, owning execution end-to-end from insight to optimization. Partners closely with Sales and key retailers to deliver impactful, scalable programs aligned to business and customer priorities.

Responsibilities

• Own shopper research and data analysis, synthesizing insights from shopper, consumer, customer, and category data into clear, actionable strategies
• Partner with Brand, Retail, Chain Teams, Sales Operations and cross-functional leadership to develop compelling, insight-driven narratives and sell decks that influence decision-making internally and with key customers
• Set programming objectives, write strategic briefs, and ensure alignment across stakeholders while customizing programs for priority customers and growth channels
• Translate national strategies (focus brands, channel priorities, key states, and national calendar moments) into scalable, high-impact programs that deliver against business goals
• Champion omnichannel integration by leading the integration of national programs into localized sales initiatives, ensuring flexibility and relevance across markets and retail environments
• Drive innovation in shopper engagement; evaluate, pilot, and scale new digital tools, platforms, and emerging technologies that enhance shopper engagement and retail execution
• Measure performance and optimize investments; establish KPIs, track program effectiveness, and translate learnings into continuous improvement and scalable best practices
• Lead the integration of national programs into localized sales initiatives, ensuring flexibility and relevance across markets and retail environments
• Partner closely with field marketing and activation teams to ensure cohesive alignment and synergies for national priorities

Qualifications

• 5+ years of Trade or Shopper Marketing experience; bachelor’s degree in business or marketing preferred
• Proven experience in off-premise/ retail-driven environments
• Experience in highly regulated categories (Alcohol, CPG, or THC) preferred
• Strong expertise in Nielsen and syndicated data interpretation
• Demonstrated ability to translate data and insights into commercial strategy and execution
• Experience developing compelling sell stories and influencing stakeholders at multiple levels
• Ability to Demonstrate a high degree of resourcefulness and ownership by independently identifying opportunities, solving complex challenges and navigating ambiguity to drive strategic outcomes
• Ability to lead cross-functional initiatives and influence without direct authority
• Advanced communication, storytelling, and presentation skills
• Ability to manage multiple priorities while operating at both strategic and executional levels