Trade Marketing Director, Beverage

The Role

This is a hybrid role based out of our Chicago, IL office.

Responsibilities

• Trade Marketing Strategy & Execution
• Lead the development of the launch trade marketing strategy and playbook, focusing on bringing our brand(s) to life by maximizing product visibility and engagement across channels
• Develop and execute promotional campaigns, merchandising plans, sampling programs, and in-store activations to drive brand presence and product uptake
• Build and manage a small team to execute trade marketing activities in our initial launch market ahead of broader expansion
• Monitor competitor activity, consumer trends, and market data to refine trade marketing strategies and identify new opportunities
• Channel & Partner Engagement
• Establish and maintain strong relationships with most influential on-premise (bars, restaurants) and off-premise (liquor, grocery, c-store, etc.) partners
• Collaborate with distribution partners and sales teams to optimize product placement, promotions, and in-store experiences
• Develop point-of-sale (POS) materials, display programs, and other merchandising tools that align with brand guidelines and enhance customer engagement
• Cross-Functional Collaboration
• Partner with brand marketing teams to translate and leverage our brand visual identity and standards to the beverage channel
• Work closely with the sales team to align trade marketing efforts with sales goals and strategies, ensuring unified messaging and execution
• Partner with the product, supply chain, and compliance teams to ensure campaign alignment with inventory, regulatory requirements, and overall brand standards
• Support new product launches and seasonal campaigns through targeted trade programs and in-store marketing tactics
• Performance Analysis & Optimization
• Track, analyze, and report on the effectiveness of trade marketing campaigns, leveraging insights to drive continuous improvement
• Manage the trade marketing budget, optimizing spend to achieve maximum ROI and campaign impact
• Establish KPIs and reporting frameworks to measure campaign success and monitor retail partner performance

Qualifications

• Bachelor's degree in Marketing, Business, or a related field preferred; MBA optional
• 8+ years of relevant experience in trade marketing within the beverage industry
  • (alcohol beverage and/or canned beverage experience highly desirable)
• Proven experience in launching and scaling trade marketing programs with measurable impact across channels
• Strong understanding of the Illinois market and established relationships within off-premise and on-premise channels preferred
• Ability to balance high-level strategy with hands-on execution, ensuring flawless campaign delivery
• Excellent project management skills, with the ability to manage multiple initiatives and timelines effectively
• Comfort operating in a fluid and rapidly developing team and market landscape
• Strong interpersonal and communication skills, with a talent for building relationships across sales, marketing, and distribution teams.

Additional Requirements

• Must pass any and all required background checks
• Must be and remain compliant with all legal or company regulations for working in the industry
• Must be a minimum of 21 years of age

Calling all curious, collaborative, compassionate, boundary-pushing, trustworthy stewards: There’s a place for you.

People are everything at Green Thumb. Some of us nurture plants while others pore over legal documents or open new stores. A few things we have in common? We’re stewards of the plant, a happy and humble bunch and genuinely love what we do.