Trade Marketing Manager - Automotive and Consumer

The Regional Trade Marketing Manager – Automotive and Consumer leads CRC’s activation in the automotive aftermarket retail channel across North America and LATAM.

This role ensures CRC products (brake cleaners, lubricants, penetrants, corrosion protection, and DIY maintenance solutions) are correctly positioned, merchandised, promoted, and supported in key retail environments. It integrates category strategy, shopper behavior, pricing mechanics, packaging communication, and promotional execution to drive sell-through in auto parts chains, hardware stores, big-box retailers, and Amazon Automotive.

• Develop channel-specific activation strategies for Automotive Aftermarket, DIY Retailers, and Big-Box accounts.
• Design promotional plans, in-aisle activation, displays, and seasonal merchandising (service seasons, pre-winter, brake maintenance, restoration months).
• Segment product activation opportunities: professional use, DIY upkeep, automotive detail/repair, workshop essentials.
• Build co-marketing programs with NAPA, Auto Zone, O’Reilly, Advanced Auto Parts, Home Depot, Lowe’s, Walmart.
• Manage retail planograms, category resets, compliance with shelf visibility standards, and promotional integration.
• Support sales teams in joint business planning and retailer-specific launch readiness.

• Create automotive-specific sales kits, buyer decks, counter staff guides, how-to videos, packaging claims, and QR-linked usage tips.
• Adapt technical benefits into customer-friendly messaging (Brake performance, corrosion protection, long-term reliability, safety outcomes).
• Develop content for mobile, packaging scannables, and retail shelf talkers to improve impulse buying.

• Coordinate with Global Brand and Packaging teams on retail-ready pack design, blister formats, shelf-ready cores, and combo-packs (DIY kit, automotive repair kit).
• Ensure CRC’s presence in digital retail channels (Amazon Automotive, ) matches in-store presence.
• Ensure packaging claims, usage icons, before/after images, and QR content fit retail communication standards.

• Design promo mechanics: BOGOs, bundled packs, mail-in rebates, buyback incentives, loyalty programs.
• Monitor sell-through performance, promo ROI, and post-promotion sales lift.
• Track margin impact, seasonal sell-through trends, and segment opportunities.

• Provide VOC and competitor intel from retailers to inform Global Category, Pricing, and Brand teams.
• Track retail brand perception, shelf competitiveness, packaging effectiveness, and shopper engagement.

• 5–8 years in trade marketing, retail activation, or channel marketing — ideally in automotive aftermarket, car care, MRO or DIY retail.
• Experience working with Auto Zone, NAPA, Advance Auto, O’Reilly, Canadian Tire, Walmart Auto, Menards, Amazon Automotive.

• Strong command of retail merchandising, planogram alignment, packaging visibility, promo mechanics, and POS impact.
• Familiar with both DIY and professional automotive buyer behavior.
• Exposure to pricing, margin-incentives, and display negotiation with retailers.

• Confident in retail and distributor environments (store visits, field audits, buyer meetings, product demos).
• Strong communicator and influencer with Sales, Category, and Packaging teams.
• Hands‑on, pragmatic, and execution-focused.
• Organized and able to manage multiple retail calendars and seasonal campaigns.

• Sell-through performance at automotive retail accounts.
• Number of retailer programs activated (seasonal, bundles, co-marketing).
• Planogram compliance and shelf presence improvement.
• ROI of trade promotions and MDF usage.
• Growth of CRC category share in Automotive Retail vs competitors.
• Improvement of retail packaging usage, clarity, and storytelling impact.