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Job Summary: The key mission of this role is to establish an industry-leading strategy and execution for in-store and online presence with Dealers across the portfolio.
This position will establish the strategy for how each brand within the Gibson Brands portfolio will be represented, both online and in-store. The Trade Marketing Manager will establish key relationships with the marketing stakeholders of each Dealer to align on the Joint Marketing Plan (JMP) from strategy to execution.
The sales organization will be key internal stakeholders for this strategy and the team that carries out the strategy with their respective dealers. They will help facilitate alignment with the buyers and category managers of their dealers to ensure execution of the set marketing plans, ultimately formulating a Joint Business Plan (JBP). This plan will be created with specific KPIs and scorecards to hold all parties accountable and celebrate the successes of a well-executed JBP.
Essential Functions:
- Develops the comprehensive retail marketing strategy and obtains buy-in from CMO, Brand Manager, Marketing Operations, Sales, and Commercial teams
- Continually adjusts strategy in accordance with future trends and insights with updates to internal stakeholders
- Provides quarterly updates on strategy development and insights
- Develops the Joint Marketing Plan together with dealer marketing management and BDM team
- Ensures the JMP aligns with the Joint Business Plan (helps with development of JBP)
- Aligns JMP with Brand Calendar
- Meets with dealer marketing teams together with DPS team on a monthly basis to ensure proper execution of JMPs
- Develops the in-store marketing strategy
- Finds and establishes relationships with best-in-class display agencies
- Organizes display rollouts with agency and DPS team
- Establishes KPI tracking and scorecard for in-store displays, events, training, and sales
- Creates store employee training and perk program together with D2X manager
- Works with Commercial counterparts on Myagi training content, rollout, and reporting
- Works in tandem with Commercial counterpart and DPS team to ensure proper store employee training
- Develops the e-tail marketing strategy
- Finds and establishes relationships with best-in-class e-tail agencies
- Establishes KPI tracking and scorecard for e-tail specific metrics
- Works with DPS team to execute e-tail strategy
- Works with Marketing Ops to develop and deliver best-in-class content for dealer websites
- Creates the yearly budget forecast for Retail Marketing together with Marketing Operations, Sales, and Commercial
- Provides monthly budget updates to Marketing Operations, Sales, and Commercial
- Works together with BDM team to ensure marketing funds are spent to grow sales in accordance with the Joint Marketing Plan
- In collaboration with the Marketing Operations and Business Development, sets annual, quarterly, and monthly targets
- Creates the monthly scorecards for in-store, e-tail, and JMP KPIs
Required Skills/Abilities:
- Proven track record of trade marketing execution
- Communicating and building strong connections with executive leadership
- Leading and managing a brand’s vision with retail partners
- Ability to navigate ambiguity, solve problems, and implement processes to support an environment of continuous improvement.
- Assertive, action-oriented attitude with the ability to work both independently in a self-disciplined manner and collaboratively in a fast-paced team environment.
- Excellent multitasking, project management and leadership skills
Education and Experience:
- 5+ years of experience in trade marketing
- Experience creating Joint Marketing Plans with retail marketing teams
- Experience working with retail and e-tail agencies
- History of industry-leading in-store and online strategy and execution
The company’s Job Descriptions are not intended to be a complete detailed account of all expected/anticipated activities. We operate in a fast-moving and competitive global environment and therefore need employees to be flexible.
FOR YOUR SECURITY AND PROTECTION - PLEASE NOTE THAT ANY CORRESPONDENCE FOR POSITIONS WILL BE EITHER FROM ADP/WORKFORCE OR FROM A GIBSON.COM EMAIL ADDRESS.
