Trade Marketing Manager in White Plains NY

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Danone North America
Trade Marketing Manager
Job ID: 
White Plains NY
Not Specified
Not Specified
Job Types:
Trade Marketing/Manager

Danone North America is the largest Benefit Corporation in the world. Our mission is to bring health through food to as many people as possible.

Danone North America is looking for a Trade Marketing Manager in White Plains.

Lead Trade Marketing for the Oikos, Dannon&##39;s Greek Powerhouse Brand, and support the West Central sales channels to translate BU objectives and strategies into sales and channel specific strategies. These strategies include objectives that drive sustainable, profitable growth in the BU. Ensure that trade spend meets objectives within brands to deliver brand short-term and long-term financial commitments. Facilitate the communication between sales and brand marketing. Provide the business intelligence for given BU/products to the sales team to create and develop customer plans. Steward across go-to-market processes ensuring that sales/customer voice is considered (customer business planning, new product launches, supply chain allocations, hold-back estimates for trade spend allocation, etc.). Understand the "what" that is happening to the business and deliver the "how" we are impacting. Given the size, complexity & criticality of the business this position is also responsible for an associate trade manager who shares this scope.

Translate BU objectives and strategies into sales and channel specific strategies and objectives

  • Own the customer planning process and oversee the development of plan creation (e.g., guidance provided by finance, input from the BU based on priorities, sales creating customer-specific plans, etc.)
  • Set clear and specific executional (assortment, merchandising, pricing and shelving) objectives for each brand and communicate objectives to sales team/customer planning using insights from PRGM and the marketing center of excellence
  • Ensure that channel specific strategies and innovations are being developed by the BUs (e.g., club-specific SKUs, etc.) - work with the BUs and marketing to enhance this process
  • Audit adherence to the promotion calendar
  • Develop and present trade strategies, objectives, and plans at national and regional sales meetings
  • Work across campuses to develop best in-class GTM strategies
  • Collaborate with customer planning to make sure that trade objectives reach the sales teams (and are the basis for annual planning)
  • Track plan execution and make sure all programs are falling within the plan guidelines

Actively monitor execution of plans to ensure that BU targets and sales targets are being met

  • Evaluate trade promotion requests from account teams to assess financial viability and strategic fit with brand strategy
  • Monitor standard metrics across customers (i.e. volume, revenue growth, profitability, price points, competitive landscape, etc.) and intervene to adjust the promotion plan when the execution of the plan goes off course as necessary
  • Support customer teams in adjusting trade calendar/spend to hit targets (reconciling the top-down and bottom-up plan)

Maintain trade marketing budget responsibilities

  • Work with the BU and finance team to develop trade spending budgets and the specific deliverables that need to be achieved from those investments
  • Coordinate with sales finance on how the budget is tracking and make course corrections as needed
  • Participate in demand planning meetings to be in the loop on forecasts (especially new product demand) to understand how plans and targets will change
  • Lead monthly sales and customer review process to ensure achievement of financial and executional targets - support teams in adjusting trade calendar/spend to hit targets

Coordinate with BUs to build the brand plans and stories for sales to execute off of

  • Work with BU to develop brand story, including what shopper cares about
  • Understand competitive landscape, provide business with context and what is happening in the market
  • Provide business intelligence for specific BU/products, be well versed on what is happening in the business
  • Create the standard brand collateral and share with category management and customer teams in a customer-friendly manner, so that they can tweak the story for the category/customer (deployed 2X/year)

Represent the priorities of sales and the BU, when needed

  • Act as a liaison between Sales, Brand Marketing and other staff functions to ensure that customer execution is in line with strategic brand and category objectives
  • Provide sales input into the marketing/innovation team regarding product development (e.g., pricing, pack size, etc.) - maintain cross-channel view for new product and brand launches
  • Ensure consistent BU approach across all the different customers managed by the field teams by ensuring cross functional alignment of trade investment plan
  • Represent customer and field voice in internal, cross-functional meetings

Analyze historical trade investments to guide future trade investments

  • Determine direction of promotion spend with customer based on historical ROI and relative spend versus others
  • Convert company strategy and overall financial targets into net sales volume (NSV) and margin after conversion (MAC) margin targets by customer and brand
  • Analyze ROI of past trade promotions, use this and new information and tools to determine best investments
  • Track a standard and broad set of metrics across customers regularly (i.e. volume, revenue growth, profitability, price points, competitive landscape, etc.) and modify the promotion plan as necessary
  • Perform ad hoc analyses related to revenue growth management

Lead commercialization of new product development and launches

  • Help shape innovation pipeline by providing relevant insights into the R&D process (e.g., shopper insights, shelving, etc.) - especially for product design and packaging design
  • Engage with cross-functional innovation team and provide the voice of sales/customers
  • Build new product launch plan (i.e., sell deck) - to articulate where we are going first with new products, right pricing, ship dates, etc.
  • Maintain cross-channel view for new product launches and brand launches and support Danone-WhiteWave leadership in making go/no-go launch decisions

  • 4 year college degree in Business or related field
  • 5+ years previous experience in sales or marketing experience within CPG industry
  • Prior experience managing data, relationships with retailer partners, and marketing knowledge is a plus
  • Excellent planning and organizational skills, including superior communication skills (written and verbal)
  • 25% travel

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