Trade Marketing Director (Hybrid)

Beauty Industry Group•Los Angeles, CA

3d•$140,000 - $160,000•Hybrid

About The Position

The Trade Marketing Director owns the strategy and execution of merchandising, promotions, and trade programs that drive sell-through across BELLAMI’s direct and professional channels. This role is the connective tissue between brand marketing, sales, and the field team—translating brand initiatives into the tools, displays, incentives, and campaigns that help stylists, accounts, and direct team members succeed. Success means our field is fully equipped, our promotions perform, and our merchandising shows up consistently and beautifully wherever BELLAMI professionals work.

Requirements

8+ years of experience in trade, channel, or field marketing within the professional beauty industry, with at least 3 in a leadership role. (Professional hair, salon, or stylist-facing experience strongly preferred.)
Deep understanding of the professional beauty landscape and how stylists, salons, and direct field teams operate.
Proven track record building merchandising and promotional programs that drive sell-through in a direct or professional channel.
Experience partnering with and supporting direct sales teams, field educators, and professional accounts.
Excellent project management skills with the ability to juggle multiple launches and deadlines.
Analytical mindset comfortable setting KPIs, reading performance data, and optimizing accordingly.
Strong creative sensibility and an eye for premium, professional brand presentation.
Exceptional cross-functional communication and relationship-building skills.
Bachelor’s degree in Marketing, Business, or related field [or equivalent experience].

Responsibilities

Develop and own the merchandising strategy across direct, salon, and professional channels, ensuring brand presentation is consistent, premium, and on-brand at every touchpoint.
Design and manage point-of-sale materials, displays, sampling programs, and in-salon experiences tailored to the professional stylist environment.
Partner with creative and product teams to translate seasonal launches and brand campaigns into compelling merchandising assets for the field.
Manage the lifecycle of trade marketing collateral, from concept through production, fulfillment, and direct distribution to field teams and accounts.
Monitor merchandising execution in the field and continuously refine for impact and ROI.
Build the annual and seasonal promotional calendar in partnership with sales and brand marketing, aligned to revenue and sell-through goals.
Develop promotional mechanics, trade incentives, bundles, and stylist- or account-specific offers that drive measurable results within the professional channel.
Define clear objectives, budgets, and KPIs for each promotion, and report on performance with actionable insights.
Ensure promotions are properly communicated, equipped, and supported so the direct team and field can execute flawlessly.
Serve as the primary marketing partner to the direct sales and field team, anticipating their needs and removing friction at the point of sale.
Equip field reps, educators, and stylists with the tools, training resources, sell-in decks, and assets they need to succeed.
Gather and channel field feedback into the broader marketing and product organization to shape future programs.
Build strong, collaborative relationships with field team members, key professional accounts, and salon partners.
Lead, mentor, and develop a trade marketing manager and/or external agency partners.
Collaborate closely with sales, brand, creative, education, e-commerce, and operations to ensure aligned, well-resourced execution.
Manage the trade marketing budget, tracking spend against ROI and reallocating toward what works.
Establish processes and tools that make it easier for the field team and accounts to get what they need, quickly.