Manager, Trade Activation - DC/DE/MD
About The Position
The Manager, Field Trade Activation – Spirits is responsible for bringing Diageo US Spirits' brand and commercial strategies to life across assigned markets. As the primary activation partner to local Sales teams, distributors, and Sales leaders, this role ensures national priorities are translated into locally relevant activation plans that drive distribution, visibility, rate of sale, and consumer conversion. Working closely with the Director, Trade Activation and Brand, Shopper Marketing, and Commercial Planning teams, the Activation Manager serves as the voice of the market - providing customer insights, identifying commercial opportunities, and ensuring activation plans reflect local market dynamics while remaining aligned to national priorities. This role is highly collaborative and plays a critical part in connecting strategy with execution across On Premise, Off Premise, and emerging channels.
Requirements
- 5–7+ years of experience in Trade Marketing, Customer Marketing, Commercial Activation, Sales, Brand Commercialization, or Customer Development within beverage alcohol or CPG.
- Strong understanding of the U.S. three-tier system and distributor operations.
- Experience managing commercial programs, activation, or agency partners.
- Excellent communication, planning, and project management skills.
- Strong influencing skills with the ability to work effectively in a highly matrixed organization.
- Commercially minded with the ability to translate strategy into winning execution.
Responsibilities
- Lead execution of national and regional activation programs across the Diageo Spirits portfolio within assigned markets.
- Partner with local Sales teams, distributors, and Sales leaders to prioritize activation opportunities that drive market share and commercial performance.
- Ensure activation investments are focused on the highest-impact brands, customers, channels, and occasions.
- Support execution of activation programs including POS, sampling, experiential activations, education, local partnerships, and customer-specific initiatives.
- Serve as the primary field activation partner for Brand, Sales, and distributor teams.
- Communicate brand priorities, program calendars, and activation plans to market stakeholders.
- Build strong relationships with Sales Directors, distributor trade development teams, and key commercial partners.
- Provide ongoing feedback to central teams on market performance, competitive activity, customer needs, and execution opportunities.
- Support annual operating plans and quarterly activation planning within assigned markets.
- Manage regional activation and A&P investments while ensuring compliance with company policies.
- Monitor activation performance and recommend investment adjustments to maximize commercial impact and ROI.
- Capture and communicate shopper, customer, and competitive insights that influence future programming.
- Translate national initiatives into clear, actionable priorities for local Sales teams and distributors.
- Ensure consistent communication of activation priorities across assigned markets.
- Coordinate agency partners and field resources to deliver best-in-class execution.
- Ensure activation assets and tools are deployed effectively and consistently.
- Identify opportunities to improve execution standards, simplify ways of working, and increase activation effectiveness across the market.
Benefits
- Highly competitive Rewards and Benefits package
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What This Job Offers
Job Type
Full-time
Career Level
Manager
Education Level
No Education Listed
