Trade Marketing Manager (Americas)

Kayali•New York, NY

About The Position

KAYALI is seeking an experienced Trade Marketing Manager to lead and coordinate all trade marketing efforts across the Americas, translating global brand strategy into commercialized, channel-specific plans that maximize business results and grow market share within the region. Working shoulder to shoulder with Account Management and the Retailer Dotcom Manager, this role owns the trade and events budget, the annual sampling and sets plans, visual merchandising and in-store execution, and the asset and content briefs submitted to Global Brand Marketing in support of retailer and retailer.com strategies.

Requirements

5+ years of trade marketing or retail marketing experience, ideally in beauty, fragrance, or luxury
Bachelor’s degree in Business, Marketing, Communications, or a related field
Demonstrated experience managing a trade and/or co-op budget at scale, with accountability for ROI
Previous experience with: End-to-end beauty product launches
Previous experience with: Retail strategy and assortment planning
Previous experience with: Partnering with global teams to develop regional strategy
Experience with visual merchandising and in-store execution with a major prestige beauty retailer
Experience leading events, trade shows, or brand activations, including agency and vendor management
Experience in retailer joint business planning alongside account management
Advanced Excel, with the ability to build plans, budgets, and ROI models from multiple data sources
Financial business acumen is a critical requirement. Understanding ROI, financial levers, and the financial impact of decisions and resources on operational activities
Strong creativity, retail marketing, and outside of the box thinking skills
Excellent oral and written communication and analytical skills, with the ability to present to and influence senior stakeholders

Responsibilities

Architect and steer the comprehensive 360 trade marketing strategy across the Americas, and be accountable for the planning and execution of all components of the approved integrated brand plans.
Lead the development and execution of holistic, high-impact GTM commercial plans for new product innovations, promotions, seasonal events, and visual merchandising.
Own the development and management of all retailer-facing presentations, including but not limited to GTM decks, market meeting presentations, and innovation decks, incorporating inputs from Account Management and the Retailer Dotcom Manager to ensure a consistent commercial story across the Americas. Prepare and deliver presentations for regional and strategy meetings as required.
Serve as the strategic bridge transforming global brand visions and campaigns into commercialized, channel-specific realities that resonate across the Americas (US, Canada, Mexico, Brazil).
Partner with Account Management, the primary owner of the retailer relationship, to drive strategic alignment with key partners, leading the marketing strategy for monthly business updates, assortment reviews, and joint business planning sessions.
Own the trade marketing and events budget. Establish robust KPIs, evaluate campaign and event profitability, track trade spend utilization and effectiveness, and continuously optimize allocation.
Leverage retailer and shopper insights to inform trade strategy, identify growth opportunities, and adjust priorities going forward based on program results.
Own the annual sampling plan across all touchpoints, including retailer sampling plans, retailer multi-branded sampling programs and boxes, birthday gifts, omni-channel sampling initiatives, and loyalty programs.
Own the full year sets offering, ensuring the right mix of price points, clear focus on core heroes and newness, and optimization for all key gifting moments including post-mortem reviews and recaps to inform future set strategy.
Partner with visual merchandising to approve creative including gondola, permanent fixtures, updates, and merchandising units, from brief through installation.
Own in-store execution at point of sale, including animations, caps and endcaps, tester strategy and compliance, and alignment to the retailer in-store calendar, working with Creative, Education, Events, and Sales teams to ensure flawless execution.
Own the development and execution of all customer-specific promotional programs, ensuring consistency with brand strategy, budget, and profit targets.
Own the campaign toolkits, developing a comprehensive bible for all key launches and core activations so that local markets have all information and support assets.
Provide all retail partners with timely information on all calendarized programs.
Collaborate with key stakeholders to set the overarching strategic vision, calendar, and execution for all B2B trade shows, industry events, and consumer pop-ups across the Americas.
Elevate the brand’s physical presence at major industry touchpoints, ensuring that visual merchandising, live staging, and on-site storytelling reflect KAYALI’s aesthetic and positioning.
Partner closely with Sales, Field, Education, Ops, and Creative teams to ensure regional events align with overall commercial objectives and local market needs.
Manage external event and production partners against scope, timeline, and budget.
Submit all asset and content briefs to Global Brand Marketing in support of Retailer Dotcom and Account Management strategies, sharing best practices and best-in-class examples, and be accountable for on-time delivery of assets and content against the agreed calendar.
Partner closely with the Global Brand Marketing team to influence GTM strategies, sharing the Americas perspective and ensuring full-funnel requirements are integrated into the global pipeline.
Co-author out-of-the-box customer training materials and community-building initiatives alongside regional Education to deepen brand affinity, drive product understanding, and maximize B2B adoption.
Collaborate with the Communications and PR teams to align trade marketing and event initiatives with earned media, social media strategies, and influencer advocacy programs to amplify the KAYALI ecosystem.
Provide sampling, sets, and promotional volume inputs into the monthly demand submission, partnering with Sales and Demand Planning on forecast guidance for existing and new products.