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Position Summary
The Trade Marketing Manager is a critical member of the marketing team with close ties to the sales team and reports directly to CJS Beverage’s Chief Marketing Officer (CMO) to drive brand strategy. This role is responsible for developing and executing engaging and impactful trade marketing programs to elevate brand visibility and drive growth for Pinhook and Rye & Sons in the on- and off-premise and e-commerce. The trade marketing manager brings a strategic, growth mindset and ties marketing efforts to business objectives. Success requires pairing creativity with analytical rigor, while reflecting a deep understanding of all our customers—consumers, buyers, and distributors.
Responsibilities
Strategic Development and Execution
The Trade Marketing Manager is a critical member of the marketing team with close ties to the sales team and reports directly to CJS Beverage’s Chief Marketing Officer (CMO) to drive brand strategy. This role is responsible for developing and executing engaging and impactful trade marketing programs to elevate brand visibility and drive growth for Pinhook and Rye & Sons in the on- and off-premise and e-commerce. The trade marketing manager brings a strategic, growth mindset and ties marketing efforts to business objectives. Success requires pairing creativity with analytical rigor, while reflecting a deep understanding of all our customers—consumers, buyers, and distributors.
Responsibilities
Strategic Development and Execution
- Develop, manage, and execute inspiring and innovative strategies and plans that push the boundaries for point of sale marketing (tools and programs, e.g. samplings, displays), sales tools (swag, sales sheets, presentations), and trade advocacy and engagement (Education programs, trade events, email marketing).
- Manage brand’s owned e-commerce (Breeze text to buy service and website store) and collaborate with sales team to manage third-party e-commerce vendors (e.g. Flaviar).
- Support integrated marketing campaigns, collaborating with the marketing team, sales, and external vendors.
- Analyze and report on performance metrics, making recommendations based on insights.
- Manage trade marketing budget and relevant agency partners.
- Establish and cultivate a strong relationship with the sales team, considering local input, and variations for all programming.
Point of Sale Marketing
- Partner with sales team and Creative Director to develop differentiated and impactful shopper marketing tools and programs to drive distribution and velocity in accounts.
- Create off- and on-premise sampling program, manage execution in collaboration with sales team and agency partners to drive trial among target consumers.
Sales Tools, Trade Advocacy, and Engagement
- Develop sales presentations, collateral, and swag, aligned with brand positioning, to effectively
educate target audiences on the brand and products and generate brand love. - Collaborate with sales team to create and execute an impactful trade training and education program to deepen brand understanding through memorable, tactile brand experiences.
- Manage website’s To The Trade section to effectively deliver sales tools to right stakeholders; build trade newsletter database.
- Develop awareness-building and CRM strategy to build awareness, education, and/or sales through trade PR, advertising, e-newsletters, and direct mail.
- Manage and execute brand’s participation in trade events with creative, on-brand concepts and
materials to maximize Pinhook’s presence and create brand love. - Identify, recommend, and onboard other trade marketing tools to improve effectiveness, e.g. Brand Muscle.
E-commerce
- Develop and execute e-commerce strategies with for the text-to-buy Breeze service and website store. Manage product listings and inventory; create promotions via special packs, comms, or trial-driving incentives. Manage customer service services. Build customer database to leverage for CRM.
- Draw insights from shopper behavior to leverage in comms strategies to recruit new consumers.
- Collaborate with sales team to create growth-driving programs with third-party ecommerce platforms (e.g. Flaviar, ReserveBar) and retailers’ e-commerce extensions (e.g. GoPuff). Ensure an impactful brand presence on key sites (photography, brand story and product descriptions.).
- Collaborate with Brand Marketing Manager to leverage organic social media, paid advertising, and consumer CRM tools to drive awareness and trial via e-commerce.
Integrated Campaigns
- Lead trade marketing components of integrated, 360-degree campaigns, collaborating with rest of the marketing team and Creative Director to develop and execute impactful, on-brand comms and experiences for key programs (e.g. Triple Crown Program).
- Develop presentations and sell-materials (e.g. sell sheets, program guides, program presentations) that will aid in the selling process.
Analytics & Budget
- Measure and report on the effectiveness of trade marketing initiatives, analyzing ROI, sales lift, and other KPIs. Use insights from sales data, market research, and customer feedback to optimize future programs.
- Manage trade marketing budget effectively, ensuring maximum ROI from promotional spend and that programs stay within allocated resources.
- Generate ideas and recommendations for innovative collateral, partnerships, and go-to-market approaches to support the brand strategies and help to meet and/or exceed KPIs.
Qualifications
- Bachelor’s degree in marketing, business, or related field.
- 3+ years of experience in wine and spirits industry in marketing or sales.
- Understanding of a trade marketing environment, promotional programming, and category/channel segmentation desirable.
- An excellent team player who can ensure campaigns and promotions are delivered on-time and in-full as required.
- Highly motivated, self-starter who is proactive and able to effectively prioritize and take ownership of projects with post-review reports.
- Strong strategic thinking and problem-solving skills.
- Excellent communication, leadership, and collaboration abilities; able to present to and persuade peers and external partners and negotiate and advocate effectively.
- Ability to analyze metrics and derive actionable insights.
At Pinhook, our success depends entirely on our employees; their authenticity, curiosity, and empathy for our customers propel us forward. Therefore, to cultivate these qualities within the Pinhook community, we celebrate and seek to maximize diversity in all its forms. Pinhook is an equal opportunity employer and considers all applicants without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state, or local laws.
