Sr. Manager, Trade Marketing, Premium Channels
About The Position
The Senior Manager, Channel Trade Marketing-Premium Retail Channels is responsible for leading channel-specific trade marketing strategies and execution across premium retail consumer channel partners including Ulta Beauty, Sephora, Nordstrom, Target and other premium professional haircare retailers. This role serves as the key commercial marketing lead for channel activation, translating overarching brand go-to-market (GTM) strategies into tailored retailer-specific programs that drive sales growth, brand visibility, and customer engagement. Reporting to the Head of Channel Trade Marketing, this role partners closely with Brand Marketing, Brand Trade Marketing, Sales, Education, Ecommerce, Creative, and external retail partners to deliver best-in-class trade initiatives. The Sr. Manager will oversee one Trade Marketing Specialist and play a critical leadership role in annual planning, retailer launches, promotional strategy, visual merchandising, and in-store activation. This position requires a balance of strategic thinking, retailer expertise, cross-functional collaboration, and operational excellence within the premium retail consumer channels, beauty and professional haircare space.
Requirements
- Bachelor’s degree in marketing, Business, Communications, or related field or relevant experience.
- 7+ years of experience in trade marketing, shopper marketing, or channel marketing within premium retail beauty, professional haircare, or CPG.
- Strong experience working with premium retail partners such as Ulta Beauty, Sephora, Nordstrom, Bluemercury, professional distributors, or salon channels.
- Proven ability to translate brand strategy, competitive insights, and customer needs into high‑impact in‑market execution
- Proven success executing retailer marketing programs and managing cross-functional initiatives.
- Experience partnering with both Brand Marketing and Commercial/Sales organizations.
- Prior people management experience preferred.
- Deep passion for and knowledge of the beauty industry, trends, and competitive dynamics.
- Deep understanding of premium retail beauty retail dynamics and shopper behavior.
- Strong strategic thinking with excellent execution capabilities.
- Exceptional project management and organizational skills with a high level of detail.
- Exceptional written and verbal communication skills, with the ability to influence and align cross‑functional and senior stakeholders.
- Highly collaborative, proactive, and comfortable operating in a fast‑paced, matrixed environment
- Analytical mindset with ability to translate data into actionable insights.
- Ability to manage multiple priorities in a fast-paced environment.
- Proficiency in Microsoft Office Suite, especially PowerPoint and Excel.
Nice To Haves
- Experience in professional haircare and premium retailers (Sephora, Ulta, Nordstrom, Target), or salon distribution channels, strongly preferred.
- Familiarity with omnichannel retail marketing and digital media activation.
- Experience supporting product launches in premium retail beauty environments.
Responsibilities
- Develop and execute channel-specific trade marketing strategies aligned with overall brand objectives and commercial goals.
- Lead retailer marketing plans for key accounts including Ulta Beauty, Sephora, Nordstrom, and premium salon/professional retail partners.
- Translate brand GTM campaigns into impactful retailer-specific programs, promotions, and launch support.
- Drive excellence in retailer activations including in-store merchandising, sampling, seasonal campaigns, retailer-exclusive programs, events, and digital amplification.
- Ensure strong alignment between brand priorities and retailer business objectives.
- Partner closely with Sales/Account teams to support joint business planning and retailer growth strategies.
- Participate in retailer meetings and planning sessions as the marketing lead for assigned channels.
- Develop compelling retailer storytelling, sell-in support materials, and presentation decks for launches and promotional initiatives.
- Identify opportunities to improve visibility, conversion, and share growth across retail partners.
- Monitor competitive activity, retailer trends, and prestige beauty best practices to inform channel strategy.
- Collaborate across Brand, Brand Trade marketing, Education, Digital and Social Teams to provide BestIn Class sell in and through strategies to meet both Wella Company and retailer specific sales and growth targets.
- Collaborate with Brand Trade Marketing to adapt national campaigns and category priorities for retailer-specific needs.
- Partner with Ecommerce, Creative, Visual Merchandising, Education, and Operations teams to ensure flawless execution.
- Coordinate launch timing, retailer toolkits, assets, sampling, and educational support across channels.
- Manage promotional calendars and retailer-specific marketing investments.
- Track and analyze program performance, sales impact, ROI, and key channel metrics.
- Leverage consumer, retailer, and competitive insights to optimize future programs and investments.
- Partner with Sales Leads to support forecasting and budget management for retailer marketing initiatives.
- Manage, mentor, and develop one Trade Marketing Specialist.
- Foster a collaborative, high-performance, and solution-oriented team environment.
- Establish clear priorities, timelines, and development opportunities for one direct report.
Benefits
- health insurance
- life and disability insurance
- 401(k) retirement plan
- paid holidays
- paid time off (PTO)
- annual bonus plan or variable pay, depending on the role
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What This Job Offers
Job Type
Full-time
Career Level
Manager
