Trade Marketing Manager

Overview

Description Ready for more than just a job? Build a career with purpose. At Lactalis in the USA, we believe in promoting from within and giving our employees meaningful opportunities to learn, grow, and thrive. Whether you’re just starting out or bringing years of experience, we’ll provide the tools and support you need to succeed.

As the world leader in dairy, Lactalis is a family-owned company with over 85,000 professionals across the globe. In the US, we offer a portfolio of beloved brands, including Galbani, Président, Kraft, Break stone’s, Cracker Barrel, Black Diamond, Parmalat, siggi’s, Stonyfield Organic, Oui, Yoplait, Go-Gurt, :ratio:, Green Mountain Creamery, Mountain High, Karoun, Gopi, and Arz. At Lactalis, we live by our core values—Ambition, Engagement, and Simplicity.

We foster a workplace where innovation thrives, diverse perspectives are celebrated, and everyone’s background and ideas are valued.

From your PASSION to ours, Karoun Dairies, part of the Lactalis family, is hiring a Trade Marketing Manager
, based in San Fernando, California. The Trade Marketing Manager leads B2B and B2C retail marketing initiatives in collaboration with Sales and Marketing to enhance brand visibility, drive product performance, and ensure strategic execution at the point of sale.

• Strategic Planning & Execution:
  Develop and implement trade marketing plans aligned with brand and commercial objectives. Manage the full cycle: planning, budgeting, execution, and performance tracking.
• Retail Program Management:
  Coordinate demos, discounts, campaigns, schematics, and public events. Ensure consistent and high-quality execution across retail channels.
• Cross-Functional Collaboration:
  
  Partner with Sales and Marketing to align trade strategies with business goals. Serve as the link between field execution and brand strategy.
• Store Visits & Market Insights:
  Conduct weekly store visits to monitor pricing, out-of-stocks, inventory, product placement, and presentation. Benchmark against competitors and identify trends or new product launches; share actionable insights with internal teams.
• Performance Analysis:
  Track and report KPIs for all trade initiatives. Use data to refine strategies and improve ROI. Help manage an annual trade marketing budget and retailer-specific digital campaigns (banner ads, social media, brand pages).
• Planning & Execution of E-commerce and In-store Activity:
  In-store shopper marketing, digital programs, and promotions for Karoun brands; develop shopper POS material and manage inventory; execute digital coupons and analyze results.
• Content, Partnerships, and Vendor Coordination:
  Develop sell sheets, publish A+ product content for e-commerce with vendors and Marketing; coordinate with Marketing to gather creative assets and manage calendars for shopper marketing and e-commerce activities.
• Analysis & Reporting:
  Analyze campaigns with Syndicated data (e.g., IRI) and report on trade presence; update competitor databases with new products and pricing; generate social media campaigns in liaison with the marketing team.
• Customer & Channel Management:
  Manage customer portals/digital deals; plan demos with Marketing; plan customer-specific trade and marketing calendars; maintain current programs for all customers including promotions and new item contracts.
• Event & Show Support:
  Assist in preparation of food shows and attend events as needed. Manage sample requests and participate in select customer calls with buying and marketing teams.
• Brand Activation & In-store Excellence:
  Develop and execute trade marketing plans aligned with sales objectives; drive in-store planning, execution, and tracking to meet monthly/quarterly/annual priorities. Lead channel-specific strategies and promotions; ensure brand visibility and adherence to guidelines.
• Market Intelligence & Outreach:
  Update competitor databases; identify marketing and PR opportunities and network at events; organize and execute promotions including store and supermarket promotions and samplings.
• Measurement & Optimization:
  Report on the effectiveness of all marketing activities and trade presence.

This description reflects…