Spindrift is seeking a seasoned professional to oversee all trade marketing efforts across our Spiked and Sparkling business. This role will be an integral team player that will plan and execute initiatives that enhance our customer and distributor relationships, leading to consumer engagement and ultimately a consumer purchase. You will work on both Spindrift Sparkling, our more established sparkling water brand, as well as Spindrift Spiked, our new exciting hard sparkling water. The ideal candidate will have a depth of experience in bev alc with the ability and desire to manage non-alc trade marketing as well. This role currently reports directly to VP, Marketing.

Our team is fast-paced, fun-loving and fanatical about our delicious product and we’re looking for a Trade Marketing Manager who is super passionate about the brand and engaged in the everyday details. The goal is to establish our trade marketing practice as a center of consistently excellent execution against holistic brand and marketing objectives alongside sales team priorities. This role will require you to be highly capable of operating and excelling at the tactical execution of brand programming in the field and liaising directly with our Sales team members to ensure in-store collateral, point of sale materials and field marketing are compelling and timely. We seek a candidate who is thoughtful, curious, and relentless about excellence (including measurement and analysis of performance in-market and optimizing tactical plans).

The ideal candidate is excited by the challenge of breaking through the clutter and competition in the retail environment, pushing our brand’s message and products through the retailer (or distributor) to the shopper – across all channels and retail partners. Experience in digital marketing that supports retailers is preferred.

This role will develop a successful channel strategy and optimize performance over time against a clear set of KPIs. To achieve this, they will partner closely with members of the marketing and sales team to gather insights, identify opportunities where Spindrift has a disproportionate chance to win, define the strategy to succeed, and then lead executions that excite our customers and distribution partners. This role will be responsible for vetting vendors and tools to add to our trade marketing capabilities, and they will be confident in their experience organizing systems to sustain and support growth KPIs. As needed, they will have the ability to manage and conduct agency relationships along with an understanding of how to best resource for opportunities that arise both internally and externally.

What You'll Do

Strategic Planning

  • Focused on interpreting the brand strategy and applying consumer, customer, distributor, shopper, and category insights to build commercially relevant brand program concepts that deliver business objectives
  • Deep understanding of commercial guidelines and programming conception: able to bring together business goals, brand strategy, consumer insights, campaign concepts, customer needs, to create robust commercial brand guidelines and creative program hooks in line with brand image, voice and tone
  • Generate programming ideas and recommendations that express the holistic brand strategy through innovative collateral, partnerships, online tactics, and go-to-market approaches that garner engagement from retailers and distributors
  • Ensure measurement of (and highest return on) investment for promotions and trade marketing spend by ensuring alignment between target markets, Sales, and distribution partners
  • Know-how with range of budget and resources: leading with the most impactful ideas with a cost conscientious mindset
  • Use post-program analysis to review trade promotions; identify and share best practices across Sparkling and Spiked to encourage efficiency and effective execution; consistently monitor the retail landscape and implement best practices and new tools to better our performance.


  • Build relationships and become the key point of contact cross-departmentally, particularly with the sales team; Liaise between sales team, marketing team and external partners in the development of selling materials for Spindrift Sparkling and Spiked
  • Develop marketing collateral, in partnership with Sales, that aligns with market demands and ensures increased brand lift to reach annual sales goals; oversee branded swag, merchandise and couponing programs (print and digital) along with our internal fulfillment center; oversee digital shopper and in-store marketing opportunities
  • Create sell-in tools and presentation templates across all channels (including foodservice/on-prem)
  • Manage and execute trade show activation and sampling event opportunities
  • Prepare analysis of marketing promotions with comprehensive summary of key learnings and recommendations to continually enhance ROI and execution; ensure constant monitoring of activity, develop best-in-class analysis and dashboards for measuring and sharing results on business-critical KPIs related to both sales and marketing objectives
  • Identify and direct internal and external partners to develop and execute trade marketing content and programming that increases consumer engagement and sales
  • Create a positive and collaborative environment for cross-functional team to achieve the best work of their careers
  • Educate and foster organizational belief of trade marketing to enable cross-functional success and competitive advantage in the spiked and sparkling water category


  • 5-7 years of relevant marketing experience
  • At least 5 years of trade or shopper marketing experience required
  • Strong business experience and commercial strategy acumen
  • Experienced working in alcohol highly preferred
  • Loves to build and iterate, equally on existing success and from scratch
  • Demonstrated ability to adapt unique brand voice and tone into trade environment successfully
  • Rock-solid presentation building skills – with the ability to communicate succinctly to executive leadership
  • Strong analytical skills, ability to build compelling dashboards and capacity to use data and metrics to support assumptions
  • Strong project management, attention to detail, an overachiever yet no-task-too-small mentality
  • Collaborative, solution-oriented, grace under fire mentality
  • Ability to work from our Newton, MA office ~4 days per week
  • Bachelor's degree in Business or Marketing


In addition to the salary range for this position ($120,000 - $132,000), Spindrift offers the following compensation and benefits:

  • short-term and long-term incentive programs specific to level and department
  • medical, dental, and vision insurance, with a current employer contribution rate of 80% towards monthly premiums, regardless of plan type selected
  • Company-paid life insurance, and a 401k retirement savings plan
  • Monthly cell phone allowance
  • Annual allowances for personal use of Spindrift product, health and wellness, professional development, and social justice education
  • A host of voluntary benefits including but not limited to additional life insurance, short-term disability and long-term disability insurance, pet insurance, commuter benefits, etc.
  • In addition to any paid leave benefits required by regulation, the company provides paid parental leave, vacation, sick, personal, bereavement, community service, and holiday time