**Title**: National Trade Marketing Manager

*Department**: Marketing
*Reports to**:Director of Marketing
*Direct Reports**: 4
*Location**: Based in Oakville, Ontario, with periodic travel to the brewery in Kitchener-Waterloo.
*Schedule**: Hybrid, 3 days in office 2-day WFH
*Company Background**

Carlsberg Canada Inc. (CCI) is the Canadian Division of Carlsberg Breweries A/S which is the World’s 3rd largest brewer and one of the fastest growing brewers in the World. With over 100 beer brands in our portfolio Carlsberg sells beer in over 140 countries worldwide while producing beer under license in over 40 countries. Carlsberg Canada recently purchased Waterloo Brewing Ltd. so Carlsberg Canada includes the production, distribution and commercialization of Carlsberg and Waterloo products as well as various co-manufacturing partnerships.

*Role Summary**

The National Trade Marketing Manager role is a dynamic opportunity to drive the availability and visibility of premium Canadian beer brands like 1664, Carlsberg, Laker, and LandShark. As a key member of the Commercial team, you will lead trade marketing initiatives across all points of sale nationwide. Reporting to the Marketing Director, you'll play a pivotal role in shaping marketing and sales strategies, ensuring alignment with business objectives and maximizing revenue and profit.

*Accountabilities**:

In this role, you will be at the core of our business, collaborating closely with internal and external partners to equip them with the insights, growth strategies, and resources necessary for executing our commercial plan with excellence:

Build and empower a talented trade marketing team operating nationwide.
Collaborate with Sales and Marketing to translate Channel Strategy into actionable plans, considering regional nuances, company priorities, and brand strategies.
Establish execution standards in conjunction with marketing and sales teams to enhance brand visibility and strategic placement at points of sale.
Transition strategies into actionable Channel activity plans.
Ensure end-to-end responsibility from strategy development to execution: a. Create promotional mechanisms with a focus on ROI effectiveness. b. Design and produce point-of-sale materials to showcase our brands and promotions.
Evaluate the effectiveness of trade marketing programs, utilizing sales data from internal and external sources.
Manage national trade marketing budgets, overseeing both owned and regional team expenditures.
Conduct market visits to validate strategy feasibility and channel impact potential.
Lead the establishment and optimization of Canada's sales execution standards and success benchmarks.
Coach the sponsorships manager to enhance program growth, evaluating spend effectiveness and activating initiatives across channels.
Manage Liquor Board Program submissions and support presentations to key buyers.
*Qualifications**:
A bachelor’s degree in Sales, Marketing, or Business is desirable. Post Graduate degree is a plus.
10+ years in Trade/Customer Marketing within the CPG industry, experience in beverage alcohol industry is an asset.
3+ years of sales experience, preferably in beverage alcohol.
Hands-on experience in trade marketing with Canada's liquor boards and grocery channels.
Proven track record of empowering, supporting, and developing high-performing teams.
Strong continuous improvement mindset and the ability to work across both strategic planning and execution.
A challenger mentality, constantly seeking innovative ways to enhance plans and strategies.
Demonstrated negotiation skills and supplier management experience.
Self-starter with an entrepreneurial mindset, creativity, and a focus on alignment.

CARLSBERG GROUP: BREWING FOR A BETTER TODAY AND TOMORROW

*Benefits**:
Casual dress
Company events
Dental care
Disability insurance
Extended health care
Life insurance
On-site parking
Paid time off
RRSP match
Store discount
Tuition reimbursement
Vision care
Work from home

Schedule

Monday to Friday

Supplemental pay types

Bonus pay

Application question(s)

What is your salary expectation?
*Education**:
Bachelor's Degree (required)
*Experience**:
Trade/Customer Marketing: 10 years (required)
Sales: 3 years (preferred)
Alcohol industry: 2 years (preferred)

Work Location: Hybrid remote in Oakville, ON L6H 1A7

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National Trade and Marketing Manager