Trade Marketing Manager

Job Description

Job Description

SUMMARY: The Trade Marketing Manager leads the execution of trade marketing initiatives across more than 650 licensed California dispensary accounts. Partnering closely with Sales, Brand Marketing, Retail, and Compliance, this role is responsible for translating brand strategy into retail execution that drives distribution, product visibility, menu placement, sell-through, and velocity. The Trade Marketing Manager oversees digital merchandising, retail marketing programs, product launches, in-store merchandising, budtender education, retail activations, and promotional execution while ensuring all initiatives are compliant with state and local cannabis regulations and aligned with Company objectives.

• Develops and executes trade marketing strategies that support revenue growth, product distribution, retail visibility, and brand awareness across licensed wholesale dispensary accounts throughout California.
• Partners with Sales to develop and execute customer‑specific marketing initiatives that increase distribution, menu placement, promotional opportunities, and overall account performance.
• Serves as the primary marketing partner for wholesale customers, building strong relationships and identifying opportunities to strengthen brand presence and drive sales.
• Leads the execution of new product launches across wholesale accounts, ensuring retailers have the necessary marketing materials, product information, digital assets, merchandising support, and educational resources.
• Develops and executes customer‑specific promotional programs that align with brand objectives while meeting retailer needs and business goals.
• Oversees the development, procurement, distribution, and installation of merchandising materials, displays, point‑of‑sale signage, educational collateral, and other retail marketing assets.
• Co‑ordinates merchandising installations and promotional execution with wholesale customers and third‑party partners to ensure consistent brand presentation.
• Conducts retail execution audits to evaluate merchandising compliance, menu placement, promotional execution, product visibility, and overall brand presence, providing recommendations for improvement.
• Develops and manages budtender education programs, product training, and engagement initiatives that increase product knowledge, product recommendations, and brand advocacy while ensuring compliance with applicable regulations.
• Plans, coordinates, and executes vendor days, in‑store activations, customer appreciation events, product launches, and other trade marketing initiatives that drive consumer awareness and sales.
• Manages the Company's digital shelf across Jane, Jane Gold, Weedmaps, Dutchie, Nabis, Spark Plug, and other wholesale customer platforms, ensuring product information, imagery, menus, merchandising, and promotional content are accurate, optimized, and aligned with brand standards.
• Partners directly with wholesale customers and platform providers to improve menu placement, digital merchandising, featured product opportunities, promotional visibility, and advertising performance.
• Monitors digital platform performance and recommends strategies to improve consumer engagement, product discoverability, menu conversion, and sales velocity.
• Manages trade marketing inventory, promotional materials, displays, and branded assets maintained at the San Leandro facility, ensuring inventory accuracy and timely fulfillment of wholesale customer requests.
• Develops and maintains annual trade marketing calendars that align product launches, promotions, seasonal campaigns, and customer‑specific marketing initiatives.
• Partners cross‑functionally with Sales, Brand Marketing, Manufacturing, Supply Chain, Distribution, Inventory, and Compliance to ensure successful execution of customer‑facing trade marketing initiatives.
• Tracks and analyzes key performance indicators, including distribution growth, menu penetration, share of menu, retail visibility, promotional effectiveness, sell‑through, product velocity, and return on investment, providing recommendations to improve performance.
• Monitors market trends, competitor activity, retailer feedback, and consumer insights to identify opportunities that strengthen the Company's position within the wholesale market.
• Develops and manages trade marketing budgets, promotional investments, and marketing resources to maximize return on investment.
• Ensures all trade marketing activities, promotional programs, advertising, merchandising, and customer initiatives comply with Company policies and all app