Senior Director Commercial Planning, Trade & Channel Marketing

Heineken Global-posted about 2 months ago

Full-time • Director

White Plains, NY

5,001-10,000 employees

Merchant Wholesalers, Nondurable Goods

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We are seeking a strategic, results-driven Senior Director of Commercial Planning, Trade & Channel Marketing to lead the development and execution of trade strategies that drive retailer engagement, customer sell-in, and in-market excellence. This role is a critical connector between marketing and sales, responsible for translating brand strategy into compelling customer programs that accelerate growth, enhance shopper experience, and strengthen our presence across key U.S. retail channels. This role manages a team of 4 people across Commercial Planning, Brand Trade Marketing and Channel Marketing.

Lead the annual Integrated Commercial Planning cycle, ensuring alignment between brand, sales, trade marketing, and finance.
Translate brand plans and category strategies into customer-level plans that form part of the Joint Business Planning Cycle with key National and Regional Accounts.
Set up the key process to link planning and execution between the brand, media, trade and regional marketing and the distributor sell in cycle via DBP (Distributor Business Planning)
Ensure innovation pipeline is integrated into the Distributor and Customer sell-in cycles
Develop and own the national trade marketing strategy across all channels (grocery, mass, club, drug, convenience, e-commerce).
Partner with the brand teams (Heineken & Mexican Portfolio team) and sales to create go-to-market strategies that support brand initiatives and commercial goals.
Lead the National Program Calendar from Strategy to Execution delivering key brand seasonal and sport activity and amplification of major sponsorships tailored by customer and channel (Cinco, Summer, College Football, Formula 1)
Align promotional calendars, pricing strategies, and in-store activation plans with customer needs and shopper behavior.
Design and execute customer-specific programs and sell-in materials to support product launches, seasonal/sport events, and category growth initiatives in collaboration with the Marketing Operations team.
Collaborate with Category Management and Sales to develop compelling value propositions and shopper solutions.
Work with our customer teams to identify whitespace opportunities within key retailers and drive custom programs that build share and loyalty.
Ensure National & Local sponsorships have a co-ordinated sampling and activation plan
Co-ordinate the Sampling program at a local and customer level ensuring that Brand led initiatives are fully executed
Lead the sampling agency roster
Measure and evaluate the ROI of sampling activation across the channels of execution
Oversee trade spend effectiveness and ROI; support annual planning, budget allocation, and promotional performance reviews.
Lead post-promotion analysis and partner with analytics and finance to optimize trade investment strategies.

12+ years of progressive experience in Trade Marketing, Sales Strategy, or Brand/Customer Marketing within the CPG industry.
Proven leadership experience with national and customer-specific programs.
Strong understanding of U.S. retail landscape, including omnichannel and digital commerce.
Excellent analytical and strategic thinking skills, with deep experience in promotional ROI and investment optimization.
Exceptional communication and collaboration skills with the ability to influence across multiple levels and functions.
Experience managing direct reports and cross-functional teams.
Bachelor's degree in Marketing, Business, or related field; MBA preferred.

MBA preferred.

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