Sr. Trade Marketing Manager

Position Summary

Proximo Spirits is accelerating growth in Prepared Cocktails, including Ready-to-Drink and Ready-to-Serve formats, while continuing to drive momentum across our agave portfolio. The Senior Trade Marketing Manager is a senior commercial leader responsible for translating brand strategies into impactful trade programs that drive distribution, visibility, and velocity across priority channels.

This role requires deep commercial experience in Prepared Cocktails / RTD, paired with the ability to apply that expertise to strengthen execution across agave brands. The role is not RTD-only; success depends on balancing both portfolios while ensuring RTD capabilities raise the bar across the organization.

The Sr. Trade Marketing Manager partners closely with Sales in key DMAs, Trade Channel Marketing, Commercial Planning, Brand, Insights, eCommerce, and agency partners to deliver strong in-market execution across C-Store, Grocery, Convenience, National Accounts, On-Premise and large-format Liquor.

Role & Responsibilities

Commercial Planning & Trade Development

• Develop channel-specific, fact-based selling stories that drive PODs, distribution, and shelf expansion across Prepared Cocktails and agave portfolios.
• Translate brand strategies into trade-facing collateral including sell sheets, Buy Book content, retailer presentations, and digital trade tools.
• Support annual, seasonal, and customer-specific planning cycles in partnership with Trade Channel Marketing, Commercial Planning, and Sales.

Category Leadership: Prepared Cocktails & Agave

• Serve as a commercial expert in Prepared Cocktails, with deep understanding of RTD consumer behavior, occasions, pricing dynamics, and competitive pressures.
• Apply RTD commercial best practices to elevate execution across agave brands, ensuring continued momentum and relevance at retail.
• Build trade programs that reinforce taste, quality credentials, and brand differentiation for both categories.
• Provide category leadership and guidance to Sales teams to support effective sell-in and execution.

Channel, Trade & Display Execution

• Lead development of POS and merchandising solutions including tray packs, dump bins, cooler tape, shelf violators, suction devices, wing displays, counter units, cold-box and on-premise tools.
• Partner closely with Sales in key DMAs to drive shelf placement, display execution, merchandising compliance, and retailer alignment.
• Support national and regional display programs, seasonal activations, and retailer-specific initiatives designed to win in high-velocity environments.
• Ensure all programs are executable, scalable, and aligned with channel realities.

Cross-Functional Collaboration

• Work cross-functionally with Trade Channel Marketing, Commercial Planning, Sales, Brand, Insights, eCommerce, PR, Media, Commercial Strategy and agency partners.
• Ensure alignment across pricing, forecasting, planning cycles, and in-market execution.
• Act as a connector between brand strategy and field execution, ensuring clarity, consistency, and commercial impact.

Performance Tracking & Analytics

• Leverage Nielsen, Tableau, and other syndicated data sources to inform trade strategy and prioritization.
• Track performance of trade programs and merchandising initiatives, including velocity, PODs, distribution, display activity, and ROI.
• Deliver clear recaps and recommendations to continuously improve execution and results.

Communication & Executional Alignment

• Own and manage the Buy Book, program calendars, and trade-facing documentation.
• Cascade priorities, program details, and execution standards to Sales and Distributor partners.
• Share best practices across markets to improve consistency and elevate execution.

Key Competencies

• Strong commercial expertise in Prepared Cocktails / RTD, with a clear understanding of how RTDs compete at retail.
• Ability to balance RTD leadership with strong agave portfolio execution.
• Experience operating in high-velocity, display-driven retail environments, including cold-box and convenience channels.
• Strong analytical capability with the ability to translate data into actionable commercial strategies.
• Excellent communication and storytelling skills with the ability to influence Sales, Distributors, Retailers, and internal stakeholders.
• Proven ability to manage complexity and drive execution across multiple priorities.

Key Relationships

• Internal: Marketing
• External: Nielsen

Knowledge and Experience

• Bachelor’s degree in Marketing, Business, or related field required; MBA a plus.
• 6+ years of experience in Trade Marketing, Commercial Activation, Shopper Marketing, Commercial Planning, or Division Marketing.
• Demonstrated experience managing Prepared Cocktails / RTD commercially; candidates from beer organizations are welcome provided their experience is RTD-focused vs. beer-first.
• Experience with agave, spirits, RTD/RTS, FMBs, or other fast-moving beverage categories preferred.
• Proven success driving distribution, displays, and retail visibility through trade programming.
• Strong proficiency in Microsoft PowerPoint, Excel, and syndicated data tools.

The salary range for this role is a base salary of $134,400 - $173,000 along with an annual bonus, 401K match, and medical and wellness benefits. The range will vary if outside of this location. Base salaries are determined during our interview process, by assessing a candidate’s experience and skill set against internal peers and against the scope and responsibilities of the position.

Proximo is an equal opportunity employer and does not unlawfully discriminate against employees or applicants for employment based on race, color, sex (including pregnancy), sexual orientation, gender identity or expression, religion, national origin, citizenship status, age, genetic information, physical or mental disability of an otherwise qualified individual, membership or application for membership in a uniformed service, engaging in legally protected activity, or any other characteristic protected under applicable law.