Senior Trade Marketing Manager

Palm Bay International, Inc.; New York (NY); On-site; USD 120,000 - 160,000; Full time

Job summary

Palm Bay International, Inc. is seeking a strategic, senior Trade Marketing Manager in New York to own development and execution of consumer and trade marketing programs across retail and on-premise channels. You will partner with Sales, Brand Marketing, and wholesale partners to maximize distribution, visibility, and velocity in U.S.

markets. You will lead a small team, manage the annual plan and budget, and drive channel programming, promotions, and tools to accelerate sell‑through while

Qualifications

• Bachelor's degree and 7–10 years of progressive experience in Trade Marketing, Sales, or related field.
• Deep understanding of the U.S. three-tier system, laws, and state variances.
• Proven experience managing U.S. chain store accounts and national/regional retail programming.
• Strong knowledge of wine; WSET Level 2+ a plus.
• Fluency in Nielsen Analytics; VIP/KARMA or distributor management platforms a plus.
• Experience managing direct reports; able to develop team members.
• Understanding of on-premise channel dynamics; travel up to 20%.

Responsibilities

• Develops and executes annual marketing plans and budget driving channel programming to increase distribution and velocity.
• Leads trade marketing analysis using Nielsen, VIP/KARMA, distributor data; translates into strategic recommendations.
• Develops and executes trade programming: retail promotions, displays, incentives, sell sheets, tools.
• Collaborates with suppliers and brand owners to align goals and briefs.
• Leads consumer marketing architecture and recruitment strategies when needed.
• Executes trade event activations, wholesaler meetings, and sales blitzes across channels.
• Manages local, regional, and national chain account marketing programs; tailors calendars for retailers.
• Oversees budget management and invoicing; informs leadership on performance.

Skills

Trade marketing

Channel activation

Budget management

People leadership

Sales experience

Communication

MS Office

Education

Bachelor's degree in related field

Tools

Microsoft Office

Nielsen VIP/KARMA

Job description

Location: New York, NY

Position Overview

We are searching for a strategic, commercially minded senior trade marketing leader with a proven track record in the wine or beverage alcohol industry to join our marketing team. As Senior Trade Marketing Manager, you will own the development and execution of consumer marketing strategy and trade marketing programs that drive sell‑through across retail and on‑premise channels, translating brand strategy into powerful channel activation. You will work in close partnership with Sales, Brand Marketing, and key wholesale partners to maximize distribution, visibility, and velocity across all U.S. markets. This role manages 1–2 direct reports and serves as a senior voice for trade marketing within the organization.

Key Responsibilities

• Owns the development and implementation of the annual marketing plan and budget, aligned to brand strategy and sales priorities; drives channel‑specific programming to increase distribution, shelf presence, and rate of sale across retail and on‑premise accounts.
• Leads trade marketing analysis — monitors channel performance, wholesaler execution, and competitive activity using internal and external data (Nielsen, VIP/KARMA, distributor data, retailer insights); synthesizes findings into clear strategic recommendations and action plans.
• Develops and executes best‑in‑class trade programming including retail promotions, off‑premise displays, on‑premise features, trade incentive programs, sell‑in materials, and channel‑specific sell sheets and selling tools.
• Collaborates with suppliers and brand owners to align brand and project goals, key marketing briefs, innovation and packaging projects, FY planning assumptions, and marketing or creative executions.
• Where needed, leads development of consumer marketing architecture, consumer recruitment strategies and translates into compelling, channel‑appropriate trade communication.
• Leads the development and execution of trade event activations, trade show presence, wholesaler meetings, and sales blitzes; ensures Palm Bay brands are compellingly represented at every touch point in the trade.
• Manages both local, independent channel programming and strategy, but also national and regional chain account marketing programs (e.g. Total Wine, Kroger, BevMo); tailoring programming and promotional calendars to drive sell‑through and build account relationships.
• Owns tmarketing budget management and invoicing; allocates spend with discipline and strategic intent; proactively advises senior leadership on budget performance, priorities, and trade‑offs.
• Manages and mentors 1–2 direct reports; sets clear goals, provides regular coaching and feedback, and develops team members’ capabilities to support organizational growth.
• Liaises with Portfolio Managers, Operations, Finance & Pricing teams to ensure trade programs are supported by appropriate inventory, pricing execution, and profitability targets.

Who We Want

• Commercially driven trade marketing leader who understands what moves product at shelf and on‑premise, and builds programs that directly impact velocity and distribution.
• Good knowledge of industry best practices, the 3‑tier system, and success drivers for brands across channels
• Seasoned project manager with exceptional organizational skills and attention to detail; experienced managing multiple simultaneous programs across markets, channels, and brands with a positive sense of urgency.
• Confident senior self‑starter who drives results independently in a fast‑paced environment while knowing when to build consensus and elevate to leadership.
• Skilled communicator who can translate complex trade strategies into clear, motivating plans for sales teams, wholesaler partners, and senior stakeholders.
• People leader with a track record of managing and developing direct reports; creates a positive, high‑performance team culture rooted in accountability and collaboration.
• Financially disciplined decision‑maker with strong business acumen; balances bold trade investment with a sharp eye on ROI and the bottom line.
• Influential trade marketing voice who builds credibility across sales, marketing, and distributor partners, and shapes channel strategy without relying on authority.
• Data‑driven analyst with a sophisticated ability to connect channel and sell‑through data to strategic recommendations that drive the business forward.
• Tech‑savvy professional proficient in Microsoft Office (Word, Excel, PowerPoint) and trade/sales reporting platforms (Nielsen, VIP/KARMA, or similar distributor management tools).

Preferred Qualifications

• Bachelor’s degree and minimum 7–10 years of progressive experience in Trade Marketing, Sales, or a related field required; wine, spirits, or broader alc/bev experience strongly preferred.
• Deep understanding of the U.S. three‑tier system, its laws, and state‑by‑state variances required.
• Proven experience managing U.S. Chain Store accounts and developing national/regional retail programming (e.g. Total Wine, Kroger, Costco, BevMo).
• Strong knowledge of wine required; Italian Fine Wine expertise and/or WSET Level 2 or higher a plus.
• Fluency in Nielsen Analytics required (VIP/KARMA or distributor management platforms a plus).
• Experience managing direct reports required; demonstrated ability to develop team members and build high‑performing teams.
• Strong understanding of on‑premise channel dynamics and programming a plus.
• Foreign language skills, especially Italian, a plus.
• Domestic travel up to 20%

Benefits Overview

Palm Bay offers a competitive compensation package including medical, dental, vision, life insurance, 401(K), paid vacation, personal time off and 11 paid company holidays.

Palm Bay International is an equal opportunity employer.