WhiteWave Foods Manger, Trade Marketing in Broomfield North American Headquarters, Colorado
With our pioneering Horizon Organic, Silk, International Delight, Land O’Lakes, Earthbound Farm, So Delicious Dairy Free, Vega™ and Wallaby Organic brands in North America and Alpro and Provamel brands in Europe, WhiteWave Foods has made healthy, alternative food choices mainstream, creating not just new categories, but a new consumer mind set. At heart, we are creators, engaged in the making of a new kind of Food Company. We are unique in possessing both the creativity and the scale not only to meet the world’s emerging needs, but to shape them, and help define the future of food.
As we experience growth, and as our portfolio of products grows, we maintain a constant focus on our environmental and social responsibilities. We pursue reductions against waste, water usage and greenhouse gas emissions throughout our operations, focusing on our plants and our company owned farms. We are also champions for food security, lending our support to national hunger relief organizations and those that operate in our local communities.
Trade Marketing Manager
Reports to: Director/Sr. Director, Trade Marketing (Center)
Dotted-line reports to: N/A
Vision of the role:
Lead Trade Marketing for given brand(s) or channel to translate BU objectives and strategies into sales and channel specific strategies and 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.).
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
Build the trade spending plan and the specific deliverables after sales finance provides target guidance
Create customer promotion calendar that follows established promotion guidelines and best practices and ensures optimal return on investment
Audit adherence to the promotion calendar
Develop and present trade strategies, objectives, and plans at national and regional sales meetings
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
Represent Danone-WhiteWave at various trade shows
Key performance metrics
Deliver on BU budgets (gross-to-net)
Scope of managerial and leadership responsibilities
- 0-2 direct reports: Trade marketing analysts
Estimated time spent in role: 2 – 3 years
Potential future roles:
Director, Trade Marketing
Customer Business Manager
Other core sales sub-function (Shopper Marketing Manager, etc.)
Ideal candidate will have:
4 year college degree in Business or related field
5+ years previous experience in sales or marketing experience within CPG industry
Prior experience managing people, relationships with retailer partners, and marketing knowledge is a plus
Excellent planning and organizational skills, including superior communication skills (written and verbal)
SALARY: WhiteWave Foods Company offers a competitive salary and bonus potential. The company also provides a comprehensive benefits package as well as many other company sponsored benefits.
Nothing in this job description restricts WhiteWave Foods, Earthbound Farm, So Delicious Dairy Free, Vega™ and Wallaby Organic rights to assign or reassign duties and responsibility to this job at any time.
WhiteWave Foods is proud to be an Equal Opportunity Employer. It is our policy to give equal employment opportunities to all qualified persons without regard to race, color, creed, religion, gender, genetic testing information, sexual orientation, gender identity and expression, marital status, national origin, ancestry, age, disability, military service, status as a disabled veteran or Vietnam-era veteran, disability or any other consideration made unlawful by state, federal or local law. All employment practices and personnel actions, including hiring, termination, job assignment, compensation, discipline, and access to benefits and training are made without regard to any status protected under applicable law. It is our policy to select the most qualified person for each position in the organization, whether that is a new hire, a transfer to another position, or a promotion.
This policy applies to all persons involved in the operation of WhiteWave Foods, including, but not limited to, employees, vendors, customers and their employees, contract and temporary workers and anyone else on the Company’s property.
We believe a single person, working in any position at WhiteWave, can make a difference in our future. We believe this because we’ve seen it happen, time and again. We look for people with the vision to imagine new possibilities and the drive to make them real. We welcome individuals who care about making and selling good food, and who care about the impact their work has on people and the planet.
As a global company headquartered in Denver, Colorado, we offer positions in a number of locations across the United States. . Our operations in Europe span multiple locations in Great Britain, Belgium and other sites across the continent.