Sr Manager, Trade Marketing
Function:
Marketing
Location:Toronto, ON, CA
Work Arrangement:
Hybrid
Position:
Sr. Trade Marketing Manager
Department: Marketing
Location: Toronto, ON (Hybrid)
ABOUT WELLA COMPANY
Together,
WE enable individuals to look, feel, and be their true selves.
T
HE ROLE
We are seeking a strategic, commercially minded Senior Trade Marketing Manager to lead the development and execution of best‑in‑class trade marketing strategies across Canada. This role sits at the critical intersection of brand strategy, customer activation, and commercial execution, ensuring our portfolio of beauty brands wins in market across priority retail and professional channels.
This individual will bring a deep understanding of the beauty and haircare landscape, staying closely connected to competitive activity, emerging trends, and evolving shopper behaviors. They will proactively translate these insights into strong demand‑driving plans and in‑market programs that accelerate growth and strengthen brand relevance.
Reporting into Marketing leadership, this role partners closely with Sales, Brand Marketing, Education, Demand Planning, and external agencies to deliver integrated, customer‑centric go‑to‑market execution. While specific brand ownership will be confirmed closer to hire, experience working with Sephora Canada, Shoppers Drug Mart, and/or Professional Beauty Distributors will be considered a strong asset.
KEY RESPONSIBILITIES
Trade Marketing Strategy & Execution
Develop and lead channel‑specific trade marketing strategies across specialty beauty retail, mass‑prestige, and professional distributionTranslate brand and commercial objectives into clear, compelling customer activation plans that drive sell‑in, sell‑through, and demand for the assigned portfolioMaintain strong awareness of the competitive beauty landscape, including launches, promotional mechanics, merchandising trends, and retailer strategies, using insights to inform differentiated plansPartner closely with Sales to build customer‑centric programs that enhance joint business planning and long‑term partnershipsSupport key customer presentations and line reviews with strong storytelling, insights, and executional clarityLaunch & In‑Market Activation
Lead in‑market execution of product launches from planning through post‑launch evaluationEnsure launches are flawlessly executed across retail, professional, digital, and educational touchpointsCustomize global assets as required to meet Canadian customer and shopper needs while maintaining brand integrityDrive excellence in store, online, and within professional environmentsPerformance Management, Insights & Demand Building
Track and analyze performance of trade programs, promotions, and launches using sales data, customer insights, and post‑event reviewsContinuously monitor market trends and competitive activity to identify opportunities to strengthen demand and portfolio performanceTranslate insights into clear action plans and recommendations to optimize future trade investmentsPartner with Demand Planning and Commercial Finance to support forecast accuracy, phasing, and inventory alignmentCross‑Functional Leadership & Communication
Act as a critical connector across Marketing, Sales, Education, Digital, and Supply ChainLead agencies and external partners to deliver high‑quality creative, toolkits, and execution supportCommunicate plans, priorities, and results with clarity and confidence through strong written materials and compelling verbal presentationsPresent strategies, recommendations, and performance updates to senior leadership and cross‑functional forumsBudget Ownership
Own and manage the trade marketing budget, ensuring investments are efficient, effective, and ROI‑drivenBalance short‑term commercial delivery with long‑term brand and portfolio growthQUALIFICATIONS & EXPERIENCE
7+ years of progressive marketing experience, with strong exposure to Trade Marketing, Shopper Marketing, or Customer MarketingBeauty, personal care, consumer goods, or professional salon industry experience strongly preferredDemonstrated experience working with Sephora, Shoppers Drug Mart, and/or Professional…
