Cooper Spirits seeks a highly skilled and experienced Director of Trade & E-Commerce Marketing to join our team. This role will be responsible for developing and executing comprehensive marketing strategies aimed at driving sales and brand visibility within both trade channels and e-commerce platforms. The ideal candidate will have a deep understanding of trade marketing principles, as well as e-commerce trends and strategies.
KEY E-COMMERCE RESPONSIBILITIES INCLUDE:
- Oversee E-Commerce platform management for all Cooper Spirits brands.
- Drive the growth of online sales through the execution of monthly promotional campaigns and pricing strategies to increase market share and drive brand revenue.
- Develop and implement customer acquisition strategies, including targeted advertising and monthly promotions.
- Create consumer retention programs to drive repeat purchases and increase customer lifetime value.
- Utilize customer data and analytics to personalize marketing messages and improve customer engagement
- Develop and monitor key performance metrics such as traffic, conversion rates, and sales performance.
- Generate regular reports and insights on e-commerce performance, highlighting areas for improvement and growth opportunities while using data-driven insights to optimize marketing strategies and tactics.
- Assist and direct website support team to maintain/adjust brand websites, ensuring user-friendliness and SEO optimization.
- Coordinate with external partners and vendors to maintain digital assets on retailer sites and other E-Commerce platforms like Instacart.
- Cultivate relationships with vendors, agencies, influencers, and partners to support digital marketing initiatives.
- Monitor customer reviews and feedback on e-commerce platforms and respond promptly to inquiries and complaints. Use customer feedback to identify areas for improvement in products, services, and the overall shopping experience.
KEY TRADE MARKETING RESPONSIBILITIES INCLUDE:
- Develop comprehensive trade marketing strategies aligned with business objectives and market trends, managing formal planning calendars for each brand.
- Create and execute trade marketing campaigns, including promotions, POS materials, sales decks, templates and incentive programs, managing marketing material production and inventory levels.
- Collaborate with the Global VP of Marketing to develop and implement brand and channel strategies for on-premise and off-premise channels, enhancing brand visibility and sales through promotional activities, product listings, and event participation.
- Conduct market research to identify emerging trends, consumer behavior, and competitive landscape, adjusting plans regionally as needed in close alignment with the Sales team.
- Identify new business opportunities and enhance sales decks while promoting shopper engagement within the marketing team.
- Monitor and evaluate campaign performance using data analytics and KPIs, optimizing the trade marketing budget to maximize ROI.
- Build and maintain strong relationships with trade partners, distributors, and retailers to drive sales and foster brand loyalty, offering retailer-specific strategies and consumer promotions to boost in-store engagement and sales.
- Stay updated on industry trends and best practices, conduct thorough market research to understand consumer preferences and competitor activities, and incorporate findings into strategic decision-making.
- Establish a feedback loop with consumers and local stakeholders to gather insights and suggestions, refine marketing strategies, and adapt to changing market dynamics.
QUALIFICATIONS:
- Bachelor’s Degree or equivalent work experience, preferably with a minimum of 4 years in the Beverage Alcohol industry.
- Proven experience in trade marketing and e-commerce within the Beverage Alcohol Industry, demonstrating a strong understanding of trade channels, retail marketing, and e-commerce platforms.
- Excellent communication and interpersonal skills to effectively build and maintain relationships with all team members.
- Analytical mindset with proficiency in interpreting data and insights to drive marketing decisions, utilizing marketing analytics tools and platforms.
- Knowledge of digital marketing strategies and tactics, including SEO, SEM, email marketing, and social media marketing.
- Creative thinker with a passion for achieving business objectives, develop innovative e-commerce strategies and solutions.
- Expertise in project management, communication, and organization, with experience in both Off-Premise and On-Premise channels.
- Results-driven mindset, problem-solving abilities, and a proactive approach to tackling challenges.
- In-depth knowledge of market and industry trends, coupled with proficiency in budget management and negotiation.
- Experience in budget management and financial analysis related to e-commerce initiatives.
- Proficiency in Microsoft Office, Adobe, Google Workspace, and other desktop publishing programs.
- Ability to work remotely with flexible hours across time zones.
COMPENSATION
- Salary range Commensurate with Experience
- Yearly Bonus: Based on Personal Performance and Sales Goals
- Competitive Benefits Package