KAYALI Trade Marketing Manager (Americas)

KAYALI; New York (NY); On-site; USD 120,000 - 180,000; Full time

Job summary

KAYALI is seeking an experienced Trade Marketing Manager to lead and coordinate all trade marketing efforts across the Americas, translating global brand strategy into commercialized, channel-specific plans that maximize business results and grow market share within the region.

This role partners with Account Management, Retailer Dotcom, and Global Brand Marketing to manage budgets, samples, sets, and in-store execution.

Qualifications

• 5+ years of trade/retail marketing experience.
• Bachelor's degree in related field.
• Experience managing trade/co-op budgets with ROI accountability.
• Experience with end-to-end beauty product launches and in-store execution.

Responsibilities

• Lead 360 full-funnel trade marketing strategy for the Americas.
• Develop and execute GTM plans for new product innovations, promotions and events.
• Own retailer-facing presentations and asset briefs with cross-functional inputs.
• Oversee in-store execution, visual merchandising, and campaigns.
• Collaborate with Global Brand Marketing to align regional strategy.

Skills

Trade marketing

Retail marketing

Budget management

ROI analysis

Stakeholder presentation

Education

Bachelor's degree in Business, Marketing, Communications

Tools

Excel

Job description

Description

Fueled by passion, KAYALI was founded in 2018 by beauty mogul and fragrance fanatic, Mona Kattan. Translating to 'my imagination' in Arabic, KAYALI provides a modern fragrance experience

inspired by Mona's rich Middle Eastern heritage and the art of layering scents to help you create your mood; where sharing scents is a ritual and smelling good is both an act of goodwill and self-love.

Mona collaborates with some of the world's most renowned perfumers and sources the finest ingredients to create unique juices that are infinitely memorable, long-lasting, and cruelty-free. Each luxurious fragrance is an ode to true craftsmanship and tells a special story, from the addictive notes to the multi-faceted jeweled bottles.

Our Mission

To make everyone feel like the diamond they are! To build a global community of fragrance lovers through the power of scent and by providing them with the most innovative & luxurious fragrances, education and sharing our Middle Eastern fragrance rituals with the world.

Summary

KAYALI is seeking an experienced Trade Marketing Manager to lead and coordinate all trade marketing efforts across the Americas, translating global brand strategy into commercialized, channel-specific plans that maximize business results and grow market share within the region. Working shoulder to shoulder with Account Management and the Retailer Dotcom Manager, this role owns the trade and events budget, the annual sampling and sets plans, visual merchandising and in-store execution, and the asset and content briefs submitted to Global Brand Marketing in support of retailer and retailer.com strategies.

Responsibilities

Strategic Leadership & Full-Funnel Execution

• 360 Full-Funnel Strategy: Architect and steer the comprehensive 360 trade marketing strategy across the Americas, and be accountable for the planning and execution of all components of the approved integrated brand plans.
• Go-To-Market: Lead the development and execution of holistic, high-impact GTM commercial plans for new product innovations, promotions, seasonal events, and visual merchandising.
• Retailer Presentation Ownership: Own the development and management of all retailer-facing presentations, including but not limited to GTM decks, market meeting presentations, and innovation decks, incorporating inputs from Account Management and the Retailer Dotcom Manager to ensure a consistent commercial story across the Americas. Prepare and deliver presentations for regional and strategy meetings as required.
• Global to Regional Translation: Serve as the strategic bridge transforming global brand visions and campaigns into commercialized, channel-specific realities that resonate across the Americas (US, Canada, Mexico, Brazil).
• Commercial Joint Business Planning: Partner with Account Management, the primary owner of the retailer relationship, to drive strategic alignment with key partners, leading the marketing strategy for monthly business updates, assortment reviews, and joint business planning sessions.
• Budget & ROI Ownership: Own the trade marketing and events budget. Establish robust KPIs, evaluate campaign and event profitability, track trade spend utilization and effectiveness, and continuously optimize allocation.
• Business Review: Leverage retailer and shopper insights to inform trade strategy, identify growth opportunities, and adjust priorities going forward based on program results.

Retail Execution & Trade Programs

• Own the annual sampling plan across all touchpoints, including retailer sampling plans, retailer multi-branded sampling programs and boxes, birthday gifts, omni-channel sampling initiatives, and loyalty programs.
• Own the full year sets offering, ensuring the right mix of price points, clear focus on core heroes and newness, and optimization for all key gifting moments including post-mortem reviews and recaps to inform future set strategy.
• Partner with visual merchandising to approve creative including gondola, permanent fixtures, updates, and merchandising units, from brief through installation.
• Own in-store execution at point of sale, including animations, caps and endcaps, tester strategy and compliance, and alignment to the retailer in-store calendar, working with Creative, Education, Events, and Sales teams to ensure flawless execution.
• Own the development and execution of all customer-specific promotional programs, ensuring consistency with brand strategy, budget, and profit targets.
• Own the campaign toolkits, developing a comprehensive bible for all key launches and core activations so that local markets have all information and support assets.
• Provide all retail partners with timely information on all calendarized programs.

Experiential Events & Trade Show Leadership

• Trade Show & Event Strategy: Collaborate with key stakeholders to set the overarching strategic vision, calendar, and execution for all B2B trade shows, industry events, and consumer pop-ups across the Americas.
• Experiential Brand Presence: Elevate the brand's physical presence at major industry touchpoints, ensuring that visual merchandising, live staging, and on-site storytelling reflect KAYALI's aesthetic and positioning.
• Cross-Functional Event Execution: Partner closely with Sales, Field, Education, Ops, and Creative teams to ensure regional events align with overall commercial objectives and local market needs.
• Agency & Vendor Management: Manage external event and production partners against scope, timeline, and budget.

Global Partnership & Cross-Functional Synergy

• Asset & Content Briefing: Submit all asset and content briefs to Global Brand Marketing in support of Retailer Dotcom and Account Management strategies, sharing best practices and best-in-class examples, and be accountable for on-time delivery of assets and content against the agreed calendar.
• Global Brand Marketing Collaboration: Partner closely with the Global Brand Marketing team to influence GTM strategies, sharing the Americas perspective and ensuring full-funnel requirements are integrated into the global pipeline.
• Global Education Alignment: Co-author out-of-the-box customer training materials and community-building initiatives alongside regional Education to deepen brand affinity, drive product understanding, and maximize B2B adoption.
• Communications Integration: Collaborate with the Communications and PR teams to align trade marketing and event initiatives with earned media, social media strategies, and influencer advocacy programs to amplify the KAYALI ecosystem.
• Demand Planning Partnership: Provide sampling, sets, and promotional volume inputs into the monthly demand submission, partnering with Sales and Demand Planning on forecast guidance for existing and new products.

Requirements

• 5+ years of trade marketing or retail marketing experience, ideally in beauty, fragrance, or luxury
• Bachelor's degree in Business, Marketing, Communications, or a related field
• Demonstrated experience managing a trade and/or co-op budget at scale, with accountability for ROI
• Previous experience with:
• End-to-end beauty product launches
• Retail strategy and assortment planning
• Partnering with global teams to develop regional strategy
• Experience with visual merchandising and in-store execution with a major prestige beauty retailer
• Experience leading events, trade shows, or brand activations, including agency and vendor management
• Experience in retailer joint business planning alongside account management
• Advanced Excel, with the ability to build plans, budgets, and ROI models from multiple data sources
• Financial business acumen is a critical requirement. Understanding ROI, financial levers, and the financial impact of decisions and resources on operational activities
• Strong creativity, retail marketing, and outside of the box thinking skills
• Excellent oral and written communication and analytical skills, with the ability to present to and influence senior stakeholders