Trade Marketing Director

The Trade Marketing Director serves as the essential bridge between our overarching brand vision, our top-line revenue strategies, and our on-the-ground commercial execution within the complex US three-tier system.

Working hand-in-hand with the Marketing Director, Licor 43 & Premium Spirits and the Wine Development Manager, you will translate high-level consumer campaigns across our entire wines and spirits portfolio into hard-hitting commercial tools. Simultaneously, you will partner with the Commercial Director to align these tools with national revenue goals, and act as the strategic engine for our Regional Sales Directors, empowering their teams to drive volume, manage distributors, and win market share.

• Consumer Marketing & Wine Development: Work closely with the Marketing Director, Licor 43 and Premium Spirits and the Wine Development Manager to ensure overarching brand strategies across the wines and spirits portfolio are seamlessly translated into actionable, channel-specific commercial plans. Act as the primary conduit between long-term brand-building initiatives and immediate on-the-ground sales execution.
• Commercial Director: Align national trade marketing strategies with overarching revenue, volume, and profitability targets. Collaborate to define the annual commercial calendar and ensure all Below-The-Line investments support the overall company P&L.
• Regional Sales Directors: Act as the primary strategic support for the field sales leadership. Arm Regional Sales Directors with localized selling stories, territory-specific distributor incentive structures, and tailored POS and activity allocations.
• Establish Field Feedback Loops: Create structured processes to gather insights from Regional Sales Directors regarding regional market realities to continuously refine and adapt national customer marketing programs.

• Partner with Consumer Marketing & Wine Development: Work hand-in-hand with the Marketing Director, Licor 43 and Premium Spirits and the Wine Development Manager, serving as the bridge between their teams and the sales force. Support them in translating high-level wine and spirits brand strategies and consumer initiatives into highly actionable, localized market and channel execution plans.
• Lead the Commercial Annual Planning Cycle: Drive the commercial and channel annual planning cycle ensuring seamless synchronization between brand marketing/wine development programs, distributor lead times, and retail buying windows.
• Define Channel Strategy: Establish the national "where to play" strategy. Translate the overarching portfolio vision into channel-specific execution, tailoring SKUs, formats, and activations for On-Premise versus Off-Premise, Independent accounts versus Chains.

• Promotional Calendar: Work with the Commercial Director and Regional Sales Directors to establish and govern the national and state-level pricing architecture. Define promotional calendars, and position the brands optimally against competitor price tiers to maximize margin and volume.
• Optimize A&P Resource Allocation: Allocate Trade and Below-The-Line (BTL) budgets across markets and channels, tying all spend directly to commercial objectives.

• Develop Data-Driven Selling Stories: Act as the leader of Category Management by translating raw data (Nielsen, Depletions, Shipments) into compelling, ready-to-use buyer decks. Prove the portfolio’s value to retailers to win shelf space, floor displays, and menu placements.
• Structure Distributor
  
  Incentives:
  
  Work with Regional Directors to design, deploy, and…