Trade Marketing Manager

Location: Remote, Denver/Boulder, CO preferred

Reports to: Marketing Director

About the Role:

The Trade Marketing Manager plays a lead role in bringing our brand to life at retail, translating brand strategy into compelling shopper experiences that capture attention, drive consideration, influence conversion, and encourage repeat purchase. This role is the operational heartbeat of our commercial marketing engine, responsible for maximizing the impact of a multi-million-dollar trade marketing investment through the development and execution of shopper marketing programs, POS, and sales enablement tools.

Today, this role serves as a holistic owner of trade program strategy and execution, spanning program development, POS management, creative execution, and sales communication. As our team scales, the Trade Marketing Manager will continue to own program execution and process leadership, with the opportunity to evolve into a more focused program development role. This is a fast-moving, highly cross-functional role that requires exceptional organization, attention to detail, communication clarity, and the ability to manage multiple complex workflows simultaneously.

Key Responsibilities:

Retail Strategy, Program Development & Execution

• Own trade and shopper marketing strategies across all channels – Off Premise, On Premise, and Chain – translating brand positioning into compelling in-store merchandising that captures shopper attention and drives conversion.
• Support commercial growth opportunities by developing retail programs designed to win features, displays, menu placements, and incremental visibility at retail.
• Lead development and execution of the annual retail program calendar.
• Build briefs, manage timelines, and coordinate with Brand, Sales, and external partners to bring seasonal and evergreen programs to life.
• Manage order windows, program approvals, POS order quantities, and the movement of mechanical files across partners and platforms.
• Effectively balance national program development with regional and local customization to ensure relevance across markets while maintaining brand consistency.
• Develop sales-facing resources: sell sheets, program guides, playbooks, and launch assets to support programs.

POS & Print-On-Demand Management

• Serve as the primary contact to our POS partner agency, owning the partnership and management of POS tools for our commercial team.
• Lead evergreen and seasonal POS development and updates across all channels.
• Coordinate sourcing, pricing, prototyping, and production timelines with primary POS partner and any alternate vendors.
• Maintain POS creative, imagery, categorization, pricing, inventory, and availability.
• Manage Print-On-Demand workflows, including asset setup, proofing, and updates.

Sales Communication & Enablement

• Act as the primary day-to-day retail marketing partner to Sales, supporting commercial objectives through clear program positioning, sell-in tools, and executional guidance, including trade program rollouts, updates, FAQs, and resource distribution.
• Maintain the central Sales & Marketing Resources library with updated decks, tools, and files.
• Ensure timely, clear communication of program details, order windows, and POS changes.
• Maintain active feedback loops with Sales to stay at the pulse of in-market performance, using field insights to refine programs, POS, and creative in order to improve execution, adoption, and commercial impact.

Creative Project Flow & One-Off Requests

• Manage intake, scoping, and timelines for up to 25 creative requests per month.
• Coordinate with freelance designer(s) and/or agency partners to ensure clarity and on-time delivery.
• Oversee proofing rounds, design approvals, and mechanical file handoff.

Rebates, Sweeps & Promotional Programs

• Own backend setup and execution of national and regional rebates (Inmar and Aisle).
• Partner with vendors on setup, reporting, auditing, and invoicing.
• Manage consumer sweepstakes programs end-to-end, including briefing agency; overseeing and approving proposals, rules, microsite builds, and prize fulfillment.
• Partner with agencies to develop creative to support any rebates, sweeps, or other consumer incentive programs.

Program & Partnership Support

• Support activation deliverables for key regional and local marketing initiatives, sponsorships, and field integrations, ensuring alignment with national strategy while addressing market-specific needs.
• Manage coordination of creative assets, timelines, and POS linked to regional and/or partner obligations.

Budget & Reporting Support

• Track program costs, vendor billing, and monthly budget check-ins with Finance and Sales regions, ensuring trade marketing investments are deployed efficiently and aligned to commercial priorities.
• Support inventory/demand planning workflows, partnering with POS partner and other vendors.
• Monitor program performance and adoption to inform future program optimization and investment decisions across national and regional programs.

• 3–5+ years of experience in trade marketing, shopper marketing, or brand marketing, must be within beverage, alcohol, and/or CPG.
• Strong project management experience; able to run multiple concurrent workflows with precision.
• Proven ability to translate strategy into clear briefs, timelines, and deliverables.
• Experience coordinating creative development and managing vendors or agencies.
• Exceptional communication skills and a partnership mindset, with the ability to work cross-functionally while also supporting sales teams, distributors, and retailers.
• Analytical mindset; able to interpret cost structures, logistics inputs, and program performance.
• Highly organized, detail-obsessed, and comfortable working in a fast-paced environment.
• Proactive, solutions-oriented, and able to maintain clarity amid evolving processes.

The salary range for this position is $110,000-$130,000 annually, based on experience, skills, and qualifications. This role is also eligible for performance-based bonuses and a comprehensive benefits package, including health insurance, retirement plan options, paid time off, and professional development opportunities.