GreenThumb
Trade Marketing Director, Beverage
GreenThumb, Chicago, Illinois, United States, 60290
The Role
As more Americans turn to cannabis for well-being, we are looking to grow our team to help us bring additional safe, trusted products to even more consumers and channels across the country. The Trade Marketing Director, Beverage will be a key player in expanding our THC-infused beverage business and growing consumer access to our best-in-class products. This early hire role is designed for an innovative hands-on marketing leader with a deep understanding of trade marketing and bringing our brands to life through the distribution network. You will develop and implement our trade marketing strategy through programs that drive customer and consumer engagement, product visibility, and distribution by working closely with sales and brand marketing teams to ensure successful product placement and consumer adoption across on-premise and off-premise channels.
This is a hybrid role based out of our Chicago, IL office.ResponsibilitiesTrade Marketing Strategy & ExecutionLead the development of the launch trade marketing strategy and playbook, focusing on bringing our brand(s) to life by maximizing product visibility and engagement across channelsDevelop and execute promotional campaigns, merchandising plans, sampling programs, and in-store activations to drive brand presence and product uptakeBuild and manage a small team to execute trade marketing activities in our initial launch market ahead of broader expansionMonitor competitor activity, consumer trends, and market data to refine trade marketing strategies and identify new opportunitiesChannel & Partner EngagementEstablish and maintain strong relationships with most influential on-premise (bars, restaurants) and off-premise (liquor, grocery, c-store, etc.) partnersCollaborate with distribution partners and sales teams to optimize product placement, promotions, and in-store experiencesDevelop point-of-sale (POS) materials, display programs, and other merchandising tools that align with brand guidelines and enhance customer engagementCross-Functional CollaborationPartner with brand marketing teams to translate and leverage our brand visual identity and standards to the beverage channelWork closely with the sales team to align trade marketing efforts with sales goals and strategies, ensuring unified messaging and executionPartner with the product, supply chain, and compliance teams to ensure campaign alignment with inventory, regulatory requirements, and overall brand standardsSupport new product launches and seasonal campaigns through targeted trade programs and in-store marketing tacticsPerformance Analysis & OptimizationTrack, analyze, and report on the effectiveness of trade marketing campaigns, leveraging insights to drive continuous improvementManage the trade marketing budget, optimizing spend to achieve maximum ROI and campaign impactEstablish KPIs and reporting frameworks to measure campaign success and monitor retail partner performanceQualificationsBachelor's degree in Marketing, Business, or a related field preferred; MBA optional8+ years of relevant experience in trade marketing within the beverage industry
(alcohol beverage and/or canned beverage experience highly desirable)
Proven experience in launching and scaling trade marketing programs with measurable impact across channelsStrong understanding of the Illinois market and established relationships within off-premise and on-premise channels preferredAbility to balance high-level strategy with hands-on execution, ensuring flawless campaign deliveryExcellent project management skills, with the ability to manage multiple initiatives and timelines effectivelyComfort operating in a fluid and rapidly developing team and market landscapeStrong interpersonal and communication skills, with a talent for building relationships across sales, marketing, and distribution teams.Additional RequirementsMust pass any and all required background checksMust be and remain compliant with all legal or company regulations for working in the industryMust be a minimum of 21 years of age
#LI-HYBRID
As more Americans turn to cannabis for well-being, we are looking to grow our team to help us bring additional safe, trusted products to even more consumers and channels across the country. The Trade Marketing Director, Beverage will be a key player in expanding our THC-infused beverage business and growing consumer access to our best-in-class products. This early hire role is designed for an innovative hands-on marketing leader with a deep understanding of trade marketing and bringing our brands to life through the distribution network. You will develop and implement our trade marketing strategy through programs that drive customer and consumer engagement, product visibility, and distribution by working closely with sales and brand marketing teams to ensure successful product placement and consumer adoption across on-premise and off-premise channels.
This is a hybrid role based out of our Chicago, IL office.ResponsibilitiesTrade Marketing Strategy & ExecutionLead the development of the launch trade marketing strategy and playbook, focusing on bringing our brand(s) to life by maximizing product visibility and engagement across channelsDevelop and execute promotional campaigns, merchandising plans, sampling programs, and in-store activations to drive brand presence and product uptakeBuild and manage a small team to execute trade marketing activities in our initial launch market ahead of broader expansionMonitor competitor activity, consumer trends, and market data to refine trade marketing strategies and identify new opportunitiesChannel & Partner EngagementEstablish and maintain strong relationships with most influential on-premise (bars, restaurants) and off-premise (liquor, grocery, c-store, etc.) partnersCollaborate with distribution partners and sales teams to optimize product placement, promotions, and in-store experiencesDevelop point-of-sale (POS) materials, display programs, and other merchandising tools that align with brand guidelines and enhance customer engagementCross-Functional CollaborationPartner with brand marketing teams to translate and leverage our brand visual identity and standards to the beverage channelWork closely with the sales team to align trade marketing efforts with sales goals and strategies, ensuring unified messaging and executionPartner with the product, supply chain, and compliance teams to ensure campaign alignment with inventory, regulatory requirements, and overall brand standardsSupport new product launches and seasonal campaigns through targeted trade programs and in-store marketing tacticsPerformance Analysis & OptimizationTrack, analyze, and report on the effectiveness of trade marketing campaigns, leveraging insights to drive continuous improvementManage the trade marketing budget, optimizing spend to achieve maximum ROI and campaign impactEstablish KPIs and reporting frameworks to measure campaign success and monitor retail partner performanceQualificationsBachelor's degree in Marketing, Business, or a related field preferred; MBA optional8+ years of relevant experience in trade marketing within the beverage industry
(alcohol beverage and/or canned beverage experience highly desirable)
Proven experience in launching and scaling trade marketing programs with measurable impact across channelsStrong understanding of the Illinois market and established relationships within off-premise and on-premise channels preferredAbility to balance high-level strategy with hands-on execution, ensuring flawless campaign deliveryExcellent project management skills, with the ability to manage multiple initiatives and timelines effectivelyComfort operating in a fluid and rapidly developing team and market landscapeStrong interpersonal and communication skills, with a talent for building relationships across sales, marketing, and distribution teams.Additional RequirementsMust pass any and all required background checksMust be and remain compliant with all legal or company regulations for working in the industryMust be a minimum of 21 years of age
#LI-HYBRID