Trade Marketing Manager

Trade Marketing Manager, Alberta

Location: Calgary, Alberta

Reports To: Vice President, Alberta

Employment Type: Full-Time

About Charton Hobbs

Charton Hobbs is one of Canada's leading wine and spirits agencies, representing an exceptional portfolio of international and domestic brands. As a family-owned Canadian business with a long-standing history in the industry, we pride ourselves on building strong relationships with our brand partners, customers, and employees.

Our success is driven by collaboration, entrepreneurial thinking, and a shared commitment to delivering outstanding results. We offer an environment where industry knowledge, fresh ideas, and strong partnerships contribute to our continued growth.

Position Summary

The Trade Marketing Manager, Alberta is responsible for developing and recommending trade marketing strategies and annual commercial plans that support business objectives and drive sustainable growth across the Alberta market.

Working collaboratively with suppliers, portfolio managers, sales teams, and external partners, this role translates brand priorities and market opportunities into effective trade marketing initiatives, promotional programs, product launches, and events.

The successful candidate combines strong commercial and analytical capabilities with strategic thinking, creativity, and stakeholder management skills to identify opportunities, develop actionable recommendations, and evaluate program effectiveness. The role leads the development and execution of approved trade marketing plans in alignment with portfolio priorities and business objectives.

Key Responsibilities

Trade Marketing Strategy & Planning

• Develop and recommend annual Alberta trade marketing strategies and commercial plans aligned with business objectives, portfolio priorities, supplier strategies, and growth targets.
• Identify market opportunities and develop ideas and recommendations for promotional programs, brand initiatives, product launches, and market activations.
• Present proposed strategies, plans, and initiatives to the Vice President, Alberta, for review and approval.

Supplier & Cross-Functional Collaboration

• Work collaboratively with suppliers, portfolio managers, sales teams, media, social media, and agency partners to develop and deliver coordinated marketing programs.
• Build strong working relationships with suppliers and internal stakeholders to align market activities with brand objectives and Alberta business priorities.
• Contribute market insights and recommendations to supplier discussions, business planning, and portfolio reviews.

Commercial Planning & Analysis

• Analyze sales performance, category trends, promotional results, and market opportunities to identify growth opportunities and inform marketing recommendations.
• Monitor marketing spend across brands and programs, identifying opportunities to optimize budget allocation and recommending potential investments.
• Develop and maintain dashboards, reports, and performance analyses to evaluate program effectiveness, promotional investments, and return on investment.
• Prepare supplier presentations, performance reports, and actionable recommendations to support commercial planning and decision-making.

Portfolio Management & Market Development

• Support portfolio performance and market development through strategic promotional planning, product launches, and targeted trade marketing initiatives.
• Collaborate with sales and portfolio teams to identify opportunities to strengthen brand presence, increase market share, and support commercial objectives.
• Monitor competitor activity, category developments, and market trends to inform strategic recommendations.

Program, Event & Brand Execution

• Lead the planning and execution of approved consumer, trade, industry, and media events, sponsorships, and local brand-awareness initiatives.
• Coordinate promotional materials, marketing resources, external partners, and event logistics to support effective market execution.
• Ensure approved initiatives are delivered in alignment with agreed objectives, timelines, budgets, and brand guidelines.

Qualifications

• Demonstrated experience in trade marketing, brand marketing, commercial planning, or a related field, ideally within the wine and spirits, beverage alcohol, or consumer goods industry.
• Strong strategic thinking, analytical, brand management, and stakeholder engagement skills, with the ability to develop ideas and translate market insights into actionable recommendations.
• Experience analyzing sales and promotional performance and preparing business presentations and recommendations for internal and external stakeholders.
• Strong written and verbal communication and presentation skills, with the ability to influence stakeholders and manage multiple priorities in a deadline-driven environment.
• Advanced proficiency in Microsoft Excel and Power BI, including the ability to develop dashboards, reports, and analytical tools that translate business data into actionable insights.
• Strong proficiency in Microsoft Office applications, including PowerPoint and Word.
• Familiarity with graphic design applications such as Adobe Photoshop and InDesign is an asset.
• Post-secondary education in marketing, business, or a related discipline is preferred; equivalent relevant experience will also be considered.
• Knowledge of and interest in wine and spirits, with a willingness to develop product and category expertise.
• Interest in emerging technologies, including AI-enabled tools, and their practical application to improve analytical capabilities, reporting, productivity, and marketing effectiveness is an asset.

Additional Requirements

• Valid driver's licence and ability to travel within Alberta for business purposes.
• Valid passport and ability to travel internationally, if required for the role.
• Availability to attend evening and weekend events as business needs require.

Interested in joining the Charton Hobbs team? Apply today and take the next step in your career with us!

Diversity, Equity & Inclusion

Charton Hobbs is committed to fostering an inclusive, respectful, and diverse workplace. We welcome applications from all qualified candidates and are committed to providing equal employment opportunities throughout the recruitment process. Accommodations are available upon request for candidates participating in all aspects of the selection process.

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