Sr. Manager, Trade Marketing

Partner with brand marketing and sales team to define and author annual trade marketing plans for retail and on-premise channels, translating overall brand goals into actionable strategies by channel, identifying key priorities and planning specific, measurable tactics that support sales goals and brand objectives.Lead creative development and strategic planning for full suite of eye-catching and impactful point-of-sale materials that encourage purchase in store. Collaborate with sales team to identify key needs by market, retailer and channel. Oversee development of all materials from ideation, sampling to execution and post-campaign measurement. Work closely with in-house agency and brand team to brief, design and execute all POS creative. Manage relationship with inventory vendor to ensure proper management and quality standards are achieved.Foster a culture of collaboration, accountability, and continuous improvement within the trade marketing team, providing coaching, mentorship, and development opportunities to team members.Lead development of all branded merchandise to be utilized by sales and distributor reps in marketing, including branded wearables, tasting kit materials, and other incentive items, ensuring brand consistency across all items.Lead couponing strategy leveraging historical data to develop competitive programs across platforms, including instant-redeemable, mail-in rebates, digital loyalty card promotions, and cash back rebates. Partner with brand and sales team to build and align on annual couponing calendar.Identify and execute shopper marketing tactics that support our key account partners and drive in-store purchase of our brands. Partner with retail chain team to build out annual shopper marketing calendar including programming, point-of-sale, and media support. Measure performance of various campaigns utilizing syndicated and other data sources.Advise senior leadership on trade marketing strategy, retail trends, and promotional effectiveness to support strategic decision-making.Act as lead liaison between the sales team and brand teams to identify new opportunities to gain share for our brands as well as support strategic initiatives, such as but not limited to cross-merchandising programs, sweepstakes, and other seasonal promotions.Oversee annual calendar of trade events and budget spend, working closely with sales leaders to plan, execute and measure success of each trade focused event.  Collaborate with category development team to build and deliver customer presentations with key accounts across retail and on-premise channels.Collaborate with E-commerce team to develop all marketing content and promotional strategies for key online e-tailers including Instacart, Doordash, Minibar, Reserve Bar, Wine.com and more.