Trade Marketing Manager-West

Sun Theory Co; Colorado; On-site; USD 85,000 - 120,000; Full time

Job summary

Sun Theory Co. is seeking a Trade Marketing Manager to bring the Dialed In brand to life at retail across MO, CO, and AZ. You’ll translate national campaigns into market-specific programs, build partnerships with retailers and budtenders, and drive sell-through while maintaining brand standards.

You will lead a team of Brand Specialists, manage budgets and schedules, and collaborate with Sales and Marketing to optimize market execution and launch activations across multiple markets.

Qualifications

• 4+ years of experience in Trade Marketing, Field Marketing, Brand Marketing, or Retail Marketing.
• Experience building marketing programs with retailers, buyers, or key accounts.
• Demonstrated experience leading, coaching, and developing teams.
• Strong understanding of retail merchandising, consumer marketing, and shopper behavior.

Responsibilities

• Own the regional trade marketing strategy, adapting national campaigns into market-specific programs that drive awareness and sell-through.
• Develop custom marketing plans for key retail partners based on account opportunities, consumer insights, and market needs.
• Build and execute retail marketing initiatives including merchandising, displays, digital promotions, events, sponsorships, budtender engagement, and in-store activations.
• Partner with Sales to identify growth opportunities and develop programs that support distribution, velocity, and revenue goals.
• Lead planning and logistics for regional marketing initiatives, ensuring flawless execution across every touchpoint.
• Manage regional marketing budgets, promotional assets, merchandise, and inventory.
• Elevate the Dialed In retail experience through thoughtful merchandising, premium displays and brand standards.

Skills

Trade Marketing

Field Marketing

Brand Marketing

Retail Marketing

Job description

Overview-open to candidates in MO, CO, AZ

The Trade Marketing Manager is responsible for bringing the Dialed In brand to life where it matters most - at retail. This role develops market-specific strategies that connect our brand with retailers, budtenders, and consumers while driving sell-through and strengthening key partnerships. Working closely with Sales, Brand Marketing, and a team of Brand Specialists, you'll create thoughtful programs that balance national brand consistency with local market opportunities. We're looking for someone who understands retail, thinks strategically, executes relentlessly and knows that great trade marketing is equal parts relationships, creativity, and operational excellence.

What You'll Do

Regional Trade Marketing

• Own the regional trade marketing strategy, adapting national campaigns into market-specific programs that drive awareness and sell-through.
• Develop custom marketing plans for key retail partners based on account opportunities, consumer insights, and market needs.
• Build and execute retail marketing initiatives including merchandising, displays, digital promotions, events, sponsorships, budtender engagement, and in-store activations.
• Partner with Sales to identify growth opportunities and develop programs that support distribution, velocity, and revenue goals.
• Lead planning and logistics for regional marketing initiatives, ensuring flawless execution across every touchpoint.
• Manage regional marketing budgets, promotional assets, merchandise, and inventory.

Retail & Brand Experience

• Elevate the Dialed In retail experience through thoughtful merchandising, premium displays and consistent brand standards.
• Develop and execute budtender education programs that build product knowledge and brand advocacy.
• Identify cultural moments, retail trends, and partnership opportunities that strengthen the brand within each market.
• Ensure every consumer-facing activation reflects the Dialed In brand and delivers a premium experience.
• Lead, coach, and develop a team of Brand Specialists across the region.
• Manage scheduling, territory planning, and account coverage to maximize market impact.
• Set performance expectations and ensure consistent execution across merchandising, activations, and budtender engagement.
• Foster strong collaboration between Marketing and Sales to deliver integrated market execution.
• Partner with regional Sales leadership on key account strategies and annual planning.
• Support buyer meetings, key account presentations, and retailer programming with compelling marketing solutions.
• Build promotional calendars that align marketing initiatives with sales priorities and seasonal opportunities.
• Develop sampling, promotional, and experiential programs that increase trial and accelerate sell-through.
• Measure program performance and identify opportunities to optimize future initiatives.

Requirements

• 4+ years of experience in Trade Marketing, Field Marketing, Brand Marketing, or Retail Marketing
• Experience building marketing programs with retailers, buyers, or key accounts
• Demonstrated experience leading, coaching, and developing teams
• Strong understanding of retail merchandising, consumer marketing, and shopper behavior
• Exceptional project management and organizational skills with the ability to manage multiple markets simultaneously
• Collaborative, solution-oriented, and comfortable working cross-functionally with Sales and Marketing
• Strong communication and relationship-building skills
• Experience managing budgets, vendors, and marketing assets preferred
• Passion for culture, hospitality, lifestyle brands, and creating memorable consumer experiences
• Cannabis industry experience or experience working within regulated industries is a plus
• Must be 21 years of age or older
• Ability to lift up to 25 lbs.
• Reliable transportation and willingness to travel throughout assigned markets