SENIOR TRADE MARKETING MANAGER

Pay Range: $102,417.60 - $153,626.40

Asahi Canada’s vision is to become an International Premium Beer powerhouse.  We will achieve this by leveraging our strengths and existing success models, and by applying a challenger mind-set to everything we do.  Asahi Canada's collection of premium beers each tell their own brand story and share a passion for craftsmanship, authenticity and using only the finest ingredients.  Our iconic premium beers include Peroni Nastro Azzurro, Grolsch Premium Pilsner, Asahi Super Dry, Pilsner Urquell, Fuller’s London Pride, Tyskie, Kozel, Lech and Zubr.

Asahi Group Holdings (our global parent company) is the third largest beer company in the world based on market capitalisation. However, Asahi Canada broadly operates on a stand-alone basis. At Asahi Canada, we have a clear mandate to strengthen our position by establishing a leading premium presence. The expectations are that Asahi Canada is among the leaders in global growth within Asahi Group Holdings.

Asahi Canada has an ambitious, high-performance culture. It seeks people with entrepreneurial mindsets that thrive in fast paced, market facing environments. It offers talented individuals a unique opportunity to work in world-class teams while assuming high levels of personal accountability to deliver on the company’s mission.

KEY PURPOSE STATEMENT

The Senior Trade Marketing Manager leads National channel marketing working with a team of 4 direct reports to develop world class marketing programs that help us achieve commercial goals for our brands across beer & RTD.  

ROLE OVERVIEW

The Senior Trade Marketing Manager is a critical commercial leader responsible for shaping and delivering best-in-class trade marketing strategies across retail and on-premise channels. This role leads and develops a high-performing trade marketing team while ensuring seamless integration between brand strategy, commercial priorities, and sales execution.

The role acts as the connective tissue between Marketing and Sales, translating brand ambition into channel-relevant programs that drive distribution, visibility, rate of sale, and long-term brand equity for Asahi’s portfolio.

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KEY RESPONSIBILITIES

1. Trade Marketing Strategy & Commercial Integration

• Lead the development of integrated trade marketing strategies aligned to overall brand, marketing, and commercial objectives
• Translate brand plans into channel-specific executional frameworks for retail and on-premise
• Partner closely with Sales Leadership to ensure trade programs support distribution goals, promotional priorities, and customer strategies
• Drive alignment across annual planning, innovation launches, seasonal programs, and key selling moments
• Ensure consistency of brand standards while allowing for channel-relevant flexibility

2.  Team Leadership & Capability Building

• Lead, coach, and develop a team of 4 direct reports across retail and on-premise trade marketing
• Set clear objectives, KPIs, and development plans for each team member
• Foster a culture of collaboration, accountability, and commercial curiosity
• Build strong cross-functional relationships and act as a role model for leadership behaviors

3.  Off-Trade Cusomter Planning & Programs

• Develops national channel plans and all shopper/trade marketing programs for the Asahi Canada brand portfolio in the off-trade with the trade marketing team in key provinces
• Ensure all programs and communication items are (i) submitted and approved by customers and (ii) legally compliant -- use of external legal counsel available when required
• Manage third party partner relationships, in collaboration with trade marketing team
• Build compelling selling stories in collaboration with the key account sales team

4.  New Product Launches & Localization of Packaging Changes

• Manage the execution of new Global product launches in Canada in collobration with the brand marketing team, including business case, working with cross-functional packaging & supply chain teams
• Develop launch plans with local brand marketing team and sales teams and track performance against commercial KPI’s
• Partner with sales team in new product launch execution & tracking

5. Shopper Insights

• Partner closely with global insights team to identify shopper and customer needs specific to the Canadian market across off-trade channels.
• Translate shopper, customer, and category insights into actionable trade marketing strategies, channel plans, and execution standards.
• Use data from multiple sources (shopper research, customer feedback, sales performance, and post-program evaluation) to inform program design, optimization, and prioritization.
• Champion a test-and-learn mindset, leveraging insights to continuously refine programs and improve ROI.

KEY CAPABILITIES REQUIRED

• University degree in Marketing or related field
• 8-10 years experience in the field of CPG/alcoholic beverages in Canada
• Experience in field sales / Customer relationship management is an asset
• Commercial business and sales orientation with a strict focus on results, with a proven track record
• Experienced in evaluation of marketing programs
• Budget development and tracking experience
• Self-sufficient, independently driven and a keen problem solver
• 4-6 trips within Canada annually

ASAHI BEHAVIOURS – strong individually, stronger together 

• Committed – we do what we say we will do 
• Cooperative – we are stronger when we work together 
• Curious – we are open minded and discover better ways 
• Bold – we are clear and decisive in whatever we do 
• Empowering – I bring out the best in my people 

We appreciate and review all applications but contact only those applicants who best fit our requirements.

Asahi Canada welcomes applications from people with disabilities and will make accommodations, upon request, for any part of our selection process.