Director - Trade Marketing

November 11

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Cronos Group

WebsiteLinkedInAll Job Openings

201 - 500 employees

Founded 2018

Description

• Lead and inspire the creation and execution of the company’s Annual Trade Marketing strategy /plan, which will increase shopper engagement and influence them to “buy more” while complying with the regulations • Create and implement key steps and timelines for developing the Annual Commercial Plan in North America, which includes but not limited to leading the identification of Trade opportunities to ensure that brand impact is maximized • Own the creation of all trade marketing campaigns while establishing budgets for POS that align directly to customer needs • Design key business strategies for all sales channels within North America that will enhance the position of our brands by leveraging a superior understanding of customers, consumers, and market dynamics • Lead all negotiations with vendors and identify sustainable long-term strategy for creation and distribution of all Trade materials and in store assets for NA business. (3PL identification and contract negotiation, PAR levels for trade assets, fulfillment portal development, budget requirements, user access/permissions etc.) • Own relationship with 3PL • Work with customer teams and finance to identify, quantify, and reconcile opportunities focused on delivering sustainable ROI • Head up the optimization and efficiency of trade spends within NA focused on ROI and significant business growth • Work with sales analytics, sales leadership, and supply chain across NA to set annual gross revenue targets against promotions and ensure these are captured in demand planning initiatives (URD, S&OP) • Accountable for developing formalized process to ensure all sales forecasts are inclusive of promotional initiatives throughout NA • Effectively use research data (where available), to develop actionable insights to drive better retail strategies related to the 4 P’s with a focus on promotion • Curate and implement all retail marketing materials and display vehicles for North America • Own the management of agency relationships for POS • Evaluate ROI on all shopper/trade initiatives and provide regular feedback to direct reports and sales leadership • Own the creation of trade elements for new product launches: including path to launch, product samples, listing information and submissions, sell sheets, sales decks, POS, and all required educational tools for customers and sales team • Create reporting tools supported by Reporting and Analytics team to review post promotion evaluation analysis and report back to all key stake holders the KPI results, key success factors and opportunities to improve effectiveness • Create a best in class learning and development platform for NA sales team focused on features, benefits, selling stories, RTB’s etc • Grow and maintain an in-depth knowledge of the retail industry, competition, and shopper/trade trends/insights to influence and maximize program impact • Cultivate best in class relationships with customers at every level and establish Cronos as Licensed Producer of choice • Lead direct reports effectively by clearly communicating roles and responsibilities, expectations, and deliverables • Ad hoc duties as required

Requirements

• 8+ years of senior level experience with Trade/Shopper Marketing in CPG, Cannabis, Alcohol or Tobacco • Experienced people manager with multiple direct reports • University education combined with training in Marketing, Business Management and Trade/Shopper Marketing • Strong familiarity with the sales channels within the Cannabis or Beverage Alcohol industry across NA preferred • Set agenda and chart course forward in a lean team environment • Experienced in navigating through a highly regulated & competitive industry • Knowledgeable on industry procedures and regulations, Advertising Standard Council (ASC) codes and Provincial/State regulations governing Cannabis marketing and promotions • Experience managing a budget & P&L • Excellent communication & time management skills to manage multiple stakeholders effectively while working with little supervision • Proven track record in brand/category/portfolio management • Excellent leadership capabilities with strong presentation and interpersonal skills • Proven ability to lead, coach, develop and inspire a team • Computer literacy: Microsoft Office software (Excel, Power Point, Word, Outlook). • Read/analyze consumer research and syndicated data and trends • A confident, data driven problem-solver with exceptional analytical skills • Travel 15% of the time