About This Position


The Trade Marketing & Education Manager will be responsible for developing and implementing customer activations, consumer promotions and brand initiatives in the new recreational cannabis market. This is an exciting, fast-paced opportunity for the right self-starter who can build cross-functional relationships, develop trade execution plans, and ideate and execute events in this rapidly evolving industry. This role will report to the Director of Marketing.


  • Brand and Trade Plan Development and Execution
  • Develop and implement a merchandising strategy that supports new marketing and business development initiatives for the portfolio; align national brand objectives with regional trade and sales requirements
  • Manage program execution and the trade marketing budget
  • Develop and implement new initiatives to drive brand visibility and to gain market share within regulatory frameworks
  • Clearly communicate all brand strategies and programs to Sales, including development of trade/customer presentations; sell sheets; etc.
  • Champion the brand vision within the business, building passion and understanding of the positioning and strategy
  • Work in close collaboration with the Retail, Marketing and Brand teams to ensure consistent messaging across all deliverables
  • Identify and leverage regional best practices
  • Leverage/identify consumer and customer insights to develop support programs and tools (integration with the Insights Manager)

Trade Marketing Practices and Protocols

  • Establish national and regional processes and protocols to integrate Marketing and Sales activities/objectives (below-the-line focus)
  • Work closely with Marketing and Sales to improve processes that link corporate brand building activities with customer development and Sales activities
  • Establish a procurement and inventory management process for all Marketing-related Sales assets (below-the-line focus)
  • Manage National and Regional Trade Marketing budgets

Communication & Reporting

  • Monitor and measure program execution and effectiveness; provide post-mortem analysis and recommendations on programs
  • Monitor and report competitive brand actions and developments
  • Monitor and report on trade spend

Experience and Background

  • Previous success in executing events and programming to grow brand awareness using out-of-the-box thinking
  • Strong analytical skills to drive consumer and customer insights into commercial action and execution
  • Ability to manage internal relationships with stakeholders including Sales, Marketing, Community Engagement and Retail
  • 5+ years’ experience in Marketing or Trade Marketing, ideally in beverage alcohol, tobacco or consumer packaged goods
  • A technologically savvy individual who is comfortable working in a data driven environment


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