Description

Cronos Group is an innovative global cannabinoid company with international production and distribution across five continents. Cronos Group is committed to building disruptive intellectual property by advancing cannabis research, technology, and product development. With a passion to responsibly elevate the consumer experience, Cronos Group is building an iconic brand portfolio. Cronos Group’s portfolio includes PEACE NATURALS™, a global health and wellness platform, and adult-use brands, Spinach™ and Lord Jones™

At Cronos Group, we hire talented people who thrive on solving difficult problems and give them the opportunity to hone new skills and approaches. If you want to play a part in shaping an innovative industry and help build a historically significant company, we want to meet you.

The Director of Trade Marketing NA will lead and inspire the creation and execution of the company’s Annual Trade Marketing strategy in NA focused on driving significant business growth, brand advocacy and brand awareness ultimately contributing to the organization’s financial targets. Leading the Trade team in North America, you will own the development and implementation of all strategic plans and Trade initiatives across all sales channels, and the analysis and reporting on KPI’s. In collaboration with Marketing, you will lead the development of the Visual Merchandising strategy across the Cronos portfolio of brands and products in all North American distribution channels, adult use and medical and manage the execution of the VMS across all retail banners with a focus on improving customer experience and driving sales with executional excellence. As part of the sales leadership team, you will own the design, implementation, and development of KPI’s and associated performance tracking tools to develop a best-in-class promotional calendar and deliver on business building programs.

This position is based out of Remote, Canada

What you’ll be doing:

Lead and inspire the creation and execution of the company’s Annual Trade Marketing strategy /plan, which will increase shopper engagement and influence them to “buy more” while complying with the regulations
Create and implement key steps and timelines for developing the Annual Commercial Plan in North America, which includes but not limited to leading the identification of Trade opportunities to ensure that brand impact is maximized 
Own the creation of all trade marketing campaigns while establishing budgets for POS that align directly to customer needs
Design key business strategies for all sales channels within North America that will enhance the position of our brands by leveraging a superior understanding of customers, consumers, and market dynamics
Lead all negotiations with vendors and identify sustainable long-term strategy for creation and distribution of all Trade materials and in store assets for NA business. (3PL identification and contract negotiation, PAR levels for trade assets, fulfillment portal development, budget requirements, user access/permissions etc.)
Own relationship with 3PL
Work with customer teams and finance to identify, quantify, and reconcile opportunities focused on delivering sustainable ROI
Head up the optimization and efficiency of trade spends within NA focused on ROI and significant business growth
Work with sales analytics, sales leadership, and supply chain across NA to set annual gross revenue targets against promotions and ensure these are captured in demand planning initiatives (URD, S&OP)
Accountable for developing formalized process to ensure all sales forecasts are inclusive of promotional initiatives throughout NA
Effectively use research data (where available), to develop actionable insights to drive better retail strategies related to the 4 P’s with a focus on promotion 
Curate and implement all retail marketing materials and display vehicles for North America
Own the management of agency relationships for POS 
Evaluate ROI on all shopper/trade initiatives and provide regular feedback to direct reports and sales leadership
Own the creation of trade elements for new product launches: including path to launch, product samples, listing information and submissions, sell sheets, sales decks, POS, and all required educational tools for customers and sales team
Create reporting tools supported by Reporting and Analytics team to review post promotion evaluation analysis and report back to all key stake holders the KPI results, key success factors and opportunities to improve effectiveness 
Create a best in class learning and development platform for NA sales team focused on features, benefits, selling stories, RTB’s etc
Grow and maintain an in-depth knowledge of the retail industry, competition, and shopper/trade trends/insights to influence and maximize program impact 
Cultivate best in class relationships with customers at every level and establish Cronos as Licensed Producer of choice
Lead direct reports effectively by clearly communicating roles and responsibilities, expectations, and deliverables
Ad hoc duties as required

You’ll need to have:

8+ years of senior level experience with Trade/Shopper Marketing in CPG, Cannabis, Alcohol or Tobacco
Experienced people manager with multiple direct reports
University education combined with training in Marketing, Business Management and Trade/Shopper Marketing
Strong familiarity with the sales channels within the Cannabis or Beverage Alcohol industry across NA preferred
Set agenda and chart course forward in a lean team environment 
Experienced in navigating through a highly regulated & competitive industry
Knowledgeable on industry procedures and regulations, Advertising Standard Council (ASC) codes and Provincial/State regulations governing Cannabis marketing and promotions
Experience managing a budget & P&L
Excellent communication & time management skills to manage multiple stakeholders effectively while working with little supervision 
Proven track record in brand/category/portfolio management
Excellent leadership capabilities with strong presentation and interpersonal skills
Proven ability to lead, coach, develop and inspire a team
Computer literacy: Microsoft Office software (Excel, Power Point, Word, Outlook).
Read/analyze consumer research and syndicated data and trends 
A confident, data driven problem-solver with exceptional analytical skills 
Travel 15% of the time

We are committed to fostering a diverse and inclusive work environment, and we welcome and encourage applications from people with disabilities and people with diverse backgrounds, identities, and cultures. For candidates with disabilities, accommodations are available upon request in all phases of the selection process.

Director, Trade Marketing

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