SENIOR TRADE MARKETING MANAGER

OverviewAsahi Canada’s vision is to become an International Premium Beer powerhouse. We will achieve this by leveraging our strengths and existing success models, and by applying a challenger mind-set to everything we do. Asahi Canada's collection of premium beers each tell their own brand story and share a passion for craftsmanship, authenticity and using only the finest ingredients. Our iconic premium beers include Peroni Nastro Azzurro, Grolsch Premium Pilsner, Asahi Super Dry, Pilsner Urquell, Fuller’s London Pride, Tyskie, Kozel, Lech and Zubr. Role OverviewThe Senior Trade Marketing Manager leads National channel marketing working with a team of 4 direct reports to develop world class marketing programs that help us achieve commercial goals for our brands across beer & RTD. The Senior Trade Marketing Manager is a critical commercial leader responsible for shaping and delivering best-in-class trade marketing strategies across retail and on-premise channels. This role leads and develops a high-performing trade marketing team while ensuring seamless integration between brand strategy, commercial priorities, and sales execution. The role acts as the connective tissue between Marketing and Sales, translating brand ambition into channel-relevant programs that drive distribution, visibility, rate of sale, and long-term brand equity for Asahi’s portfolio. Key ResponsibilitiesTrade Marketing Strategy & Commercial IntegrationLead the development of integrated trade marketing strategies aligned to overall brand, marketing, and commercial objectivesTranslate brand plans into channel-specific executional frameworks for retail and on-premisePartner closely with Sales Leadership to ensure trade programs support distribution goals, promotional priorities, and customer strategiesDrive alignment across annual planning, innovation launches, seasonal programs, and key selling momentsEnsure consistency of brand standards while allowing for channel-relevant flexibilityTeam Leadership & Capability BuildingLead, coach, and develop a team of 4 direct reports across retail and on-premise trade marketingSet clear objectives, KPIs, and development plans for each team memberFoster a culture of collaboration, accountability, and commercial curiosityBuild strong cross-functional relationships and act as a role model for leadership behaviorsOff-Trade Customer Planning & ProgramsDevelops national channel plans and all shopper/trade marketing programs for the Asahi Canada brand portfolio in the off-trade with the trade marketing team in key provincesEnsure all programs and communication items are (i) submitted and approved by customers and (ii) legally compliant -- use of external legal counsel available when requiredManage third party partner relationships, in collaboration with trade marketing teamBuild compelling selling stories in collaboration with the key account sales teamNew Product Launches & Localization of Packaging ChangesManage the execution of new Global product launches in Canada in collobration with the brand marketing team, including business case, working with cross-functional packaging & supply chain teamsDevelop launch plans with local brand marketing team and sales teams and track performance against commercial KPI’sPartner with sales team in new product launch execution & trackingShopper InsightsPartner closely with global insights team to identify shopper and customer needs specific to the Canadian market across off-trade channels.Translate shopper, customer, and category insights into actionable trade marketing strategies, channel plans, and execution standards.Use data from multiple sources (shopper research, customer feedback, sales performance, and post-program evaluation) to inform program design, optimization, and prioritization.Champion a test-and-learn mindset, leveraging insights to continuously refine programs and improve ROI. Key Capabilities RequiredUniversity degree in Marketing or related field8-10 years experience in the field of CPG/alcoholic beverages in CanadaExperience in field sales / Customer relationship management is an assetCommercial business and sales orientation with a strict focus on results, with a proven track recordExperienced in evaluation of marketing programsBudget development and tracking experienceSelf-sufficient, independently driven and a keen problem solver4-6 trips within Canada annually ASAHI BEHAVIOURSCommitted – we do what we say we will doCooperative – we are stronger when we work togetherCurious – we are open minded and discover better waysBold – we are clear and decisive in whatever we doEmpowering – I bring out the best in my people We appreciate and review all applications but contact only those applicants who best fit our requirements.Asahi Canada welcomes applications from people with disabilities and will make accommodations, upon request, for any part of our selection process.stephanie.squillace@asahicanada.ca #J-18808-Ljbffr