Trade Marketing Manager - On Trade

Job title: Lead Trade & Customer Marketing (On Trade/On Premise )

Function: Marketing

The Role:

This is a high-impact, transformative leadership role responsible for owning the Commercial Strategy & Execution of the entire On-Trade channel (Modern & Traditional On-Trade). The incumbent will be the chief architect of the companys On-Trade marketing enginescaling premium brand visibility, elevating activation excellence, and building a best-in-class advocacy ecosystem across bartenders, mixologists, and key influencers.

The role demands a balance of strategic foresight, operational rigor, creative disruption, and an instinctive understanding of the On-Trade consumer journey. The incumbent will relentlessly drive brand power at the moment of consumption, while shaping the long-term customer marketing roadmap through technology, insights, and hospitality-led thinking.

Key Accountabilities:

1. On-Trade Strategy and Financial Ownership (Growth, Mix & Profitability)

• Full Strategic Ownership: Act as head of On-Trade Channel, Category Mix, trade spend efficiency across MONT & TONT and overall channel profitability .
• Budget & ROI Management: Optimize the annual Trade & Customer Marketing investments, ensuring every activation, sponsorship, and visibility asset delivers measurable ROI
• Premiumization & Mix Strategy: Partner with Finance & RGM to craft pricing ladders, assortment strategy, portfolio role definition and upsell mechanics that drive premium share and higher NSV per outlet
• Outlet Prioritization: Drive a tiered segmentation model (e.g., Platinum/Gold/Silver/Bronze), focusing commercial spending appropriately as per outlet salience and influence

2. Activation Scaling & Advocacy Leadership

• Activation System Design & Ownership: Build and deploy scalable, repeatable On-Trade activation programs across marketsseasonal, thematic, portfolio-led, brand-led, and consumption-moment led
• World-Class Advocacy Excellence: Institutionalize a structured bartender, mixologist and staff-training ecosystem (Advocacy Academy, Perfect Serve, Bartender Incentives) to influence recommendation at the moment of truth
• Episodic to Always-On: Shift the company from sporadic to sustained On-Trade presence through structured activation calendars, signature experiences, trade incentives and brand rituals
• Key Accounts Partnerships: Lead Joint Business Plans with top MONT chains and influential TONT groups, embedding visibility, menus, perfect serve and trial-driving platforms

3. Visibility, POS & Brand Experience Excellence

• Brand Power at the Bar: Own the creation, development and deployment of world-class visibility assetsmenus, coasters, back-bar, glorifiers, tent cards, draught assets, staff badges, rituals
• Permanent & Adaptive Visibility: Build a long-term visibility playbook that balances permanent POS investments with agile, event-ready visibility kits
• Regulatory Smartness: Ensure all POS, activations and advocacy interventions strictly adhere to state AB laws, brand guidelines, and commercial policies
• Consumer Experience Ownership: Curate on-ground experiences that elevate brand connectiontastings, immersive events, masterclasses, seasonal rituals

4. Technology, Digital Vertical & Analytics Leadership

• Commercial Tech Leadership: Lead the On-Trade mandate for SFA tools, smart asset management, e-menu integrations, and digital bartender engagement platforms
• Measurement & Analytics: Use data intelligence (Kentrix, image recognition, asset tracking) to measure activation uplift, track bartender advocacy, optimize outlet-level ROI, strengthen visibility productivity
• Digital Advocacy & Partner Tools: Identify digital solutions for menus, QR-based experiences, bartender learning platforms, and data-led consumer engagements
• Future Proofing: Pilot new technology for smart draught, digital taps, consumer data capture, and connected bar experiences

5. Cross-Functional Leadership & Capability Building

• Assertive Collaboration: Employ strong logical reasoning and communication skills to secure cross-functional alignment and assertive in executing projects on time and budget, even amidst complexity.
• Influencing Stakeholders: Effectively influence senior sales leadership, global marketing teams and external agencies to ensure the On-Trade strategy is fully supported and resourced (Sales, Finance, Marketing, Supply Chain, D&T)
• Commercial Storytelling: Shape the narrative for On-Trade internallyclear logic, strong financial thinking, and data-backed activation choices
• Team Capability Building: Mentor Regional/State On-Trade Trade Marketing leads on:
• Agency & Vendor Management: Lead best-in-class agency ecosystem for activation, POSM, advocacy, digital content and experiential events.

Required Qualifications and Experience

• 13+ years in Commercial, Trade Marketing or Customer Marketing roles within Alcobev or FMCG (On-Trade/On-Premise experience strongly preferred)
• Proven track record in leading large-scale activations, advocacy programs, visibility innovation and customer marketing strategy
• Experience managing P&L, A&P budgets, trade spends and ROI-driven activation frameworks
• Demonstrated ability to disrupt norms, scale new models, and transform legacy systems
• Strong influencing capability across senior sales leadership, global brand teams, agencies and hospitality partners
• Deep understanding of Modern On-Trade (MONT) and Traditional On-Trade (TONT) dynamics