Trade Marketing Manager

Job Description
Functional Area Sales - Northeast Region
Company Description MillerCoors is built upon a foundation of more than 288 years of brewing heritage. It is a legacy driven by our founders to brew the highest quality beers, and a commitment that continues today. Our vision is to create America's best beer company by driving profitable growth. And we insist on building our brands the right way through quality brewing, responsible marketing, and a commitment to sustainable development and community investments. We're building a true team of highly talented people. People who are passionate about the beer business, who love to win and have a desire to learn, and who always aim to amaze customers by doing the little things that make a big difference.

Posting Job Description Brand building at the local level by managing short term and long term growth opportunities

§ Drive brand positioning throughout the local market

§ Customize the central marketing direction for the local market area with an understanding of brand, channel, customer and consumer objectives and strategies

§ Manage and execute against the various levers of the marketing mix within the local geography

§ Implement portfolio and brand strategy at the local level

§ Audit distributor made POS to ensure alignment with brand strategy and compliance

§ Responsible for on premise programming, creation, and alignment with both national and key accounts throughout region
§Solve for gaps at regional level vs. the national platform

Local Planning

§ Collaborate with Strategy and Planning to develop region/local market area annual and 3 yr. plans




In-market observation

Evaluate & Adjust as necessary

§ Support annual and distributor plan as it relates to brand/channel strategy, local consumer insights and resource allocation

§ Co-lead the trimester go-to-market plan

Collaborate across several MU’s with alignment of on premise programs

Thought Leadership and Key Stakeholder Coordination

§ Ensure the brand/channel strategies are communicated in such a way that it facilitates execution with MillerCoors sales and distributors

§ Share learning’s and expand best practice principles throughout the region and through central marketing.

§ Develop and maintain positive, constructive business building relationships with internal team members, Central Marketing, outside partners, retailers and community leaders

Assist with management of agency partners with activation of local and national platforms.

Program/Key Initiative Development

§ Direct selling & execution of Brand Initiatives and programs to align with local area objectives

§ Develop local programming that is aligned with brand positioning, consumer and channel strategies

§ Partner with the chain managers to develop local chain programming

§ Activate & develop local support plans against new brands, national packaging innovations and local promotional packaging opportunities

§ Manage local sponsorships/alliances (negotiation and activation)

§ Lead local agencies (media merchandising, sports, promotions) to deliver best in class initiatives

Gain synergies across region and MU’s through fluid programs of alliance partnerships

Talent Management & People Development

§ Combine clear articulation of expected team and individual performance with motivation of empowerment

§ Develop a results oriented culture

§ Actively manage conflict through constructive debate and action.

§ Develop goals and performance criteria and monitor performance with regular feedback and review

§ Assist in management of agency partners in leadership role.

Preferred Qualifications

A relevant 4 year degree with 5 years sales/marketing experience within a blue chip consumer goods company is required

A Master’s degree is preferred

Sound business understanding including: brand, retail/channel, consumer strategies and 3-tier distribution system

Field, Brand or Customer marketing or Agency experience preferred

Experience managing agencies

Ability to manage a broad range of marketing tools including strategic development, and planning, budgeting, business analysis, advertising, promotions, merchandising and research and analysis

Strong business acumen

Proficient in Microsoft, Excel, Powerpoint

Clear and concise verbal and written communication e.g. strong presentation skills

Strong decision making skills

Planning and organization

Able to persuade and negotiate effectively

Ability to recognize critical problems and opportunities and understand when to shift from analysis to action
Honesty and integrity


Miller Coors

Job Code

State or Province

New Jersey

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