senior trade marketing manager

Job Description
KEY PURPOSE STATEMENT
The 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.

Role Overview
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 Responsibilities

• Trade Marketing Strategy & Commercial Integration
• Lead the development of integrated trade marketing strategies aligned to overall brand, marketing, and commercial objectives
• Translate brand plans into channel-specific executional frameworks for retail and on-premise
• Partner closely with Sales Leadership to ensure trade programs support distribution goals, promotional priorities, and customer strategies
• Drive alignment across annual planning, innovation launches, seasonal programs, and key selling moments
• Ensure consistency of brand standards while allowing for channel-relevant flexibility
• Team Leadership & Capability Building
• Lead, coach, and develop a team of 4 direct reports across retail and on-premise trade marketing
• Set clear objectives, KPIs, and development plans for each team member
• Foster a culture of collaboration, accountability, and commercial curiosity
• Build strong cross-functional relationships and act as a role model for leadership behaviors
• Off-Trade Cusomter Planning & Programs
• Develops 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 provinces
• Ensure all programs and communication items are (i) submitted and approved by customers and (ii) legally compliant -- use of external legal counsel available when required
• Manage third party partner relationships, in collaboration with trade marketing team
• Build compelling selling stories in collaboration with the key account sales team
• New Product Launches & Localization of Packaging Changes
• Manage 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 teams
• Develop launch plans with local brand marketing team and sales teams and track performance against commercial KPI's
• Partner with sales team in new product launch execution & tracking
• Shopper Insights
• Partner 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 Required

• University degree in Marketing or related field
• 8-10 years experience in the field of CPG/alcoholic beverages in Canada
• Experience in field sales / Customer relationship management is an asset
• Commercial business and sales orientation with a strict focus on results, with a proven track record
• Experienced in evaluation of marketing programs
• Budget development and tracking experience
• Self-sufficient, independently driven and a keen problem solver
• 4-6 trips within Canada annually

ASAHI BEHAVIOURS
– strong
individually
, stronger
together

• Committed – we do what we say we will do
• Cooperative – we are stronger when we work together
• Curious – we are open minded and discover better ways
• Bold – we are clear and decisive in whatever we do
• Empowering – 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.