Job Application for Trade Marketing Director, Beverage at Green Thumb

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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.

Responsibilities

Trade Marketing Strategy & Execution

Lead 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 channels
Develop and execute promotional campaigns, merchandising plans, sampling programs, and in-store activations to drive brand presence and product uptake
Build and manage a small team to execute trade marketing activities in our initial launch market ahead of broader expansion
Monitor competitor activity, consumer trends, and market data to refine trade marketing strategies and identify new opportunities

Channel & Partner Engagement

Establish and maintain strong relationships with most influential on-premise (bars, restaurants) and off-premise (liquor, grocery, c-store, etc.) partners
Collaborate with distribution partners and sales teams to optimize product placement, promotions, and in-store experiences
Develop point-of-sale (POS) materials, display programs, and other merchandising tools that align with brand guidelines and enhance customer engagement

Cross-Functional Collaboration

Partner with brand marketing teams to translate and leverage our brand visual identity and standards to the beverage channel
Work closely with the sales team to align trade marketing efforts with sales goals and strategies, ensuring unified messaging and execution
Partner with the product, supply chain, and compliance teams to ensure campaign alignment with inventory, regulatory requirements, and overall brand standards
Support new product launches and seasonal campaigns through targeted trade programs and in-store marketing tactics

Performance Analysis & Optimization

Track, analyze, and report on the effectiveness of trade marketing campaigns, leveraging insights to drive continuous improvement
Manage the trade marketing budget, optimizing spend to achieve maximum ROI and campaign impact
Establish KPIs and reporting frameworks to measure campaign success and monitor retail partner performance

Qualifications

Bachelor’s degree in Marketing, Business, or a related field preferred; MBA optional
8+ 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 channels
Strong understanding of the Illinois market and established relationships within off-premise and on-premise channels preferred
Ability to balance high-level strategy with hands-on execution, ensuring flawless campaign delivery
Excellent project management skills, with the ability to manage multiple initiatives and timelines effectively
Comfort operating in a fluid and rapidly developing team and market landscape
Strong interpersonal and communication skills, with a talent for building relationships across sales, marketing, and distribution teams.

Additional Requirements

Must pass any and all required background checks
Must be and remain compliant with all legal or company regulations for working in the industry
Must be a minimum of 21 years of age

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Trade Marketing Director, Beverage

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