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About the Role
The Trade Marketing Manager leads trade marketing initiatives across over 650 licensed California dispensary accounts. This role translates brand strategy into retail execution to drive distribution, product visibility, menu placement, sell-through, and velocity, while ensuring compliance with regulations.
Responsibilities
- Develop and execute trade marketing strategies to support revenue growth, product distribution, retail visibility, and brand awareness.
- Partner with Sales to develop and execute customer-specific marketing initiatives.
- Serve as the primary marketing partner for wholesale customers, building relationships and identifying opportunities to strengthen brand presence.
- Lead the execution of new product launches across wholesale accounts.
- Develop and execute customer-specific promotional programs.
- Oversee the development, procurement, distribution, and installation of merchandising materials.
- Coordinate merchandising installations and promotional execution with wholesale customers and third-party partners.
- Conduct retail execution audits to evaluate merchandising compliance and brand presence.
- Develop and manage budtender education programs and product training initiatives.
- Plan, coordinate, and execute vendor days, in-store activations, and other trade marketing initiatives.
- Manage the Company's digital shelf across various wholesale customer platforms.
- Partner with wholesale customers and platform providers to improve digital merchandising and promotional visibility.
- Monitor digital platform performance and recommend strategies to improve consumer engagement and sales velocity.
- Manage trade marketing inventory, promotional materials, and branded assets.
- Develop and maintain annual trade marketing calendars.
- Partner cross-functionally with Sales, Brand Marketing, Manufacturing, Supply Chain, Distribution, Inventory, and Compliance.
- Track and analyze key performance indicators and provide recommendations for improvement.
- Monitor market trends, competitor activity, and consumer insights.
- Develop and manage trade marketing budgets and promotional investments.
- Ensure all trade marketing activities comply with Company policies and regulations.
- Maintain accurate records and supporting documentation.
- Establish and maintain effective working relationships with wholesale customers, distributors, vendors, and internal stakeholders.
- Execute ad hoc projects as assigned.
Requirements
- Strategic thinking with the ability to translate brand strategy into retail execution.
- Strong understanding of retail merchandising, trade marketing, consumer behavior, and customer engagement strategies.
- Knowledge of California cannabis regulations and ability to ensure compliance.
- Ability to build and maintain collaborative relationships with internal stakeholders, retail partners, distributors, and vendors.
- Strong project management skills with the ability to manage multiple priorities and deadlines.
- Excellent organizational skills with exceptional attention to detail.
- Strong analytical and problem-solving skills.
- Demonstrated ability to develop, execute, and evaluate retail marketing programs.
- Effective verbal and written communication skills.
- Ability to influence without direct authority and build alignment across cross-functional teams.
- Proficiency with retail technology platforms, digital merchandising tools, Microsoft Office Suite, and marketing analytics.
- Demonstrates sound judgment, professionalism, integrity, and accountability.
- Ability to adapt in a fast-paced, highly regulated environment.
- Flexibility to work effectively across various sectors of the department.
- Constantly: Walking, sitting, grasping/gripping, bending/stooping/squatting, finger dexterity, computer input, hand-eye coordination.
- Frequently: Standing for long periods, climbing stairs, twisting.
- Occasionally: Reaching above shoulder height, lifting 20-30 lbs., push/pull motions.
- Constantly: Use visual display terminals for extended periods.
- Frequently: Travels to multiple locations.
- Must be a minimum of 21 years of age.
- Must pass a criminal background check.
Skills
- Trade marketing
- Shopper marketing
- Customer marketing
- Retail marketing
- Sales marketing
- Brand strategy
- Retail execution
- Distribution
- Product visibility
- Menu placement
- Sell-through
- Velocity
- Digital merchandising
- Retail marketing programs
- Product launches
- In-store merchandising
- Budtender education
- Retail activations
- Promotional execution
- Cannabis regulations
- Digital shelf management
- Jane
- Jane Gold
- Weedmaps
- Dutchie
- Nabis
- SparkPlug
- Retail technology platforms
- Microsoft Office Suite
- Marketing analytics
- Project management
- Organizational skills
- Analytical skills
- Problem-solving skills
- Communication skills
Location
- California
Work Type
- Full-time
Experience Level
- Five (5) or more years of progressively responsible experience in trade marketing, shopper marketing, customer marketing, retail marketing, or sales marketing.
Education Level
- Bachelor's degree in Marketing, Business Administration, Communications, or a related field required; equivalent combination of education and experience may be considered.