Breakthru Beverage Canada (BBC) is the leading Sales Broker in the Canadian marketplace representing suppliers such as Diageo, Brown-Forman, Casamigos, Aquilini Brands, EPI and Lucas Bols. At BBC, we put a premium on building a strong team culture and we measure success through the daily practice of our Breakthru values. With this foundation in place, we continue to evolve and grow our business using the most effective sales tools to give our people and brands the best opportunity to win in all channels.

As Trade Marketing Manager you will be responsible for leading, planning and executing all aspects of channel marketing programs for the portfolio and in key customers' outlets, primarily for the retail channel. This role will leverage Shopper Marketing principles, Channel Strategies, Brand Programs/Themes, Shopper & Consumer Insights, Sales Promotion and Customer business knowledge to influence the consumer/shopper's journey to position portfolio brands as leaders.


  • Leads the process -collaborating with key stakeholders- in the creation of annual Trade Execution Plans/Programs, and drives the entire process, from planning/budgeting and successful execution to evaluation.
  • Collaborates with Sales Leaders to guarantee alignment, consistency and executional standards in the channel.
  • Works directly with Sales Leads on the execution of Customer Marketing Plans for the channel
  • Develops and implements channel programs, localizing them to the channel/customer and consumer.
  • Oversee the evaluation of marketing activities to ensure that they deliver against agreed KPI's, and ROI
  • Leads and collaborates with dedicated designer and agencies to build any necessary POS (i.e., Display units, backer cards, shelf talkers, and all others needed) through all consumer touchpoints.
  • Lead the process to manage and update all brand/sales sell sheets - collaborating with key stakeholders to ensure timely and ongoing communication/sharing with Sales Teams
  • Secures all programs, POS, materials, branding aligned to the portfolio's philosophy.
  • Leads the development of a cohesive marketing activity calendar that aligns with brand strategies and business objectives.
  • Manages all aspects of planning, internal and external approvals (i.e., Legal, Compliance, Liquor Boards, Provincial authorities etc..) of any consumer facing contests executed within the channels.
  • Be the custodian and ensure the safeguard of portfolio brands assets & toolkits used within customer marketing programs, focusing on generating consistency and continuity across all provinces and delivery within Customer guidelines.
  • Leads and secures education and implementation of portfolio policies of responsibility, particularly around marketing practices.
  • Collaborates with the dedicated Portfolio Ambassadors, in implementation of their consumer and trade/advocacy activation plans, in the managed channel (i.e., trainings, tastings, events with key retailers etc.)


  • Bachelor's degree in business, marketing, or related area
  • 4-5 years marketing and or sales experience in a fast-moving consumer goods environment
  • Sound understanding of Liquor Board Regulations, market trends and competitive activities within the beverage alcohol industry.
  • Experience working and collaborating with both brand owners and broker.
  • Demonstrated experience in developing, executing channel/customer plans.
  • Sound experience in managing programs for complex multi-brands portfolios.
  • Strong verbal and written communication skills
  • Strong leadership capabilities and interpersonal skills to operate effectively and efficient in a collaborative environment.
  • Demonstrated experience in developing and managing budgets.
  • Excellent presentation and influencing skills.
  • Experience working with and managing third party agencies (POS, design, Displays etc)
  • Strong organization/project management skills
  • Demonstrated sound judgement and problem-solving skills.
  • Excellent leadership capabilities with strong presentation and interpersonal skills

This job description is only a summary of the typical functions of this position, not an exhaustive or comprehensive list of all possible job responsibilities, tasks and duties. Responsibilities, tasks, and duties of individual jobholders may vary from the above description.

Additional Information

Richmond, British Columbia, Canada
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