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The HEINEKEN Company · 3 hours ago

Senior Director Commercial Planning, Trade & Channel Marketing

White Plains, NY

Full-time

Onsite

Director/Executive

$235K/yr - $235K/yr

12+ years exp

The HEINEKEN Company is seeking a strategic, results-driven Senior Director of Commercial Planning, Trade & Channel Marketing to lead the development and execution of trade strategies. This role is critical in connecting marketing and sales to translate brand strategy into customer programs that drive growth and enhance shopper experience.

Food & Beverages

Comp. & Benefits

No H1B

Responsibilities

Lead the annual Integrated Commercial Planning cycle, ensuring alignment between brand, sales, trade marketing, and finance

Translate brand plans and category strategies into customer-level plans that form part of the Joint Business Planning Cycle with key National and Regional Accounts

Set up the key process to link planning and execution between the brand, media, trade and regional marketing and the distributor sell in cycle via DBP (Distributor Business Planning)

Ensure innovation pipeline is integrated into the Distributor and Customer sell-in cycles

Develop and own the national trade marketing strategy across all channels (grocery, mass, club, drug, convenience, e-commerce)

Partner with the brand teams (Heineken & Mexican Portfolio team) and sales to create go-to-market strategies that support brand initiatives and commercial goals

Lead the National Program Calendar from Strategy to Execution delivering key brand seasonal and sport activity and amplification of major sponsorships tailored by customer and channel (Cinco, Summer, College Football, Formula 1)

Align promotional calendars, pricing strategies, and in-store activation plans with customer needs and shopper behavior

Design and execute customer-specific programs and sell-in materials to support product launches, seasonal/sport events, and category growth initiatives in collaboration with the Marketing Operations team

Collaborate with Category Management and Sales to develop compelling value propositions and shopper solutions

Work with our customer teams to identify whitespace opportunities within key retailers and drive custom programs that build share and loyalty

Ensure National & Local sponsorships have a co-ordinated sampling and activation plan

Co-ordinate the Sampling program at a local and customer level ensuring that Brand led initiatives are fully executed

Lead the sampling agency roster

Measure and evaluate the ROI of sampling activation across the channels of execution

Oversee trade spend effectiveness and ROI; support annual planning, budget allocation, and promotional performance reviews

Lead post-promotion analysis and partner with analytics and finance to optimize trade investment strategies

Qualification

Trade MarketingSales StrategyBrand MarketingAnalytical SkillsU.S. Retail KnowledgeLeadership ExperienceMBA PreferredCommunication SkillsCollaboration SkillsTeam Management