Job Description
Senior Trade & Channel Marketing Manager, Americ at CRC Industries Senior Trade & Channel Marketing Manager, Americ at CRC Industries in Ambler, Pennsylvania Posted in about 23 hours ago.
Type:
full-time Job Description:
The Trade & Channel Marketing Manager, Americas is responsible for developing and executing channel growth strategies that accelerate sell-through, strengthen distributor partnerships, and increase market share across Industrial, Automotive, Retail, and eCommerce channels. This role serves as the critical link between Category Management, Sales, Product Marketing, and customers, translating strategic priorities into commercially effective activation programs that drive customer engagement, distributor adoption, and profitable growth. The role combines strategic channel planning, customer insights, trade investment management, distributor engagement, sales enablement, and activation excellence. It is responsible for ensuring CRC's brands are visible, preferred, and effectively activated across all priority channels and customer segments. The successful candidate will help build a best-in-class Trade Marketing capability across the Americas and establish the processes, tools, and performance management systems required to support CRC's long-term growth ambitions. Key Responsibilities 1. Channel Growth Strategy Develop and own the regional trade and channel marketing strategy across Industrial, Automotive, Retail, and eCommerce channels. Translate category, portfolio, and brand strategies into channel-specific growth plans. Identify growth opportunities by channel, customer segment, category, and geography. Develop annual activation roadmaps aligned with commercial objectives and growth priorities. Partner with Sales Leadership to establish channel priorities and investment strategies. 2. Customer & Channel Insights Develop deep understanding of distributors, customers, end users, and market dynamics. Analyze channel performance, customer behavior, market trends, and competitive activity. Convert customer and market insights into actionable growth opportunities. Identify barriers to conversion and develop activation strategies that improve customer engagement and purchase behavior. Partner with Category Management and Product teams to shape channel strategies and go-to-market plans. 3. Distributor & Strategic Account Engagement Develop strategic marketing partnerships with key distributors and customers, including Grainger, NAPA, Fastenal, Amazon, MSC, and other priority accounts. Lead joint business planning and annual activation planning with strategic partners. Manage co-marketing programs, distributor campaigns, promotional calendars, and customer-specific initiatives. Maximize effectiveness and utilization of Market Development Funds (MDF). Support Sales teams in identifying and executing customer growth opportunities. 4. Launch Activation & Sales Enablement Lead commercialization and launch activation of new products and strategic initiatives. Develop channel-specific launch plans, distributor toolkits, sales materials, product comparison guides, training programs, and promotional assets. Ensure field readiness across pricing, packaging, inventory availability, product claims, and digital content. Partner with Product Management and Sales to ensure successful market adoption and launch execution. Equip sales teams with tools, content, and programs that improve conversion and customer engagement. 5. Digital & eCommerce Activation Partner closely with eCommerce teams to improve digital shelf excellence and online conversion. Support Amazon and distributor eCommerce activation programs. Drive content syndication, digital merchandising, online promotions, and retailer content optimization. Develop digital marketing programs with key distributor partners. Track and improve digital engagement, conversion, and online sales performance. 6. Merchandising & Activation Excellence Define and implement merchandising and activation standards across key channels. Develop best-practice guidelines for displays, planograms, promotional execution, and point-of-sale materials. Coordinate regional trade shows, customer events, distributor programs, and field activation initiatives. Ensure consistent execution of CRC brand standards across all customer touchpoints. Monitor activation effectiveness and execution quality across the region. 7. Revenue Growth & Trade Investment Management Manage trade marketing investments to maximize profitable growth and return on investment. Evaluate trade promotions, distributor programs, and activation initiatives based on incremental sales and profitability impact. Partner with Pricing, Finance, and Category Management to optimize promotional strategies and investment allocation. Build performance dashboards and scorecards to measure effectiveness of trade spending. Recommend investment reallocations based on business performance and customer opportunities. 8. Cross-Functional Leadership Act as a key partner to Sales, Product Management, Category Management, Pricing, Finance, Supply Chain, and eCommerce teams. Align regional execution with global marketing strategies and initiatives. Influence commercial decisions through data, insights, and customer understanding. Ensure strong collaboration across functions to drive successful execution and business results. 9. Capability Building & Team Leadership Help build and scale CRC's Trade Marketing capability across the Americas. Establish best practices, processes, toolkits, and activation frameworks. Develop channel expertise across Industrial, Automotive, Retail, and eCommerce environments. Coach and mentor trade marketing talent as the organization grows. Foster a data-driven, customer-centric, and commercially focused culture. Required Profile Experience 8-12 years of experience in Trade Marketing, Channel Marketing, Commercial Excellence, Customer Marketing, or Sales Activation roles. Experience within Industrial, Automotive Aftermarket, Tools, MRO, Chemicals, Consumer Durables, or related sectors preferred. Proven track record driving distributor engagement, sell-through growth, and channel activation. Experience working with national distributors, key accounts, and eCommerce platforms. Demonstrated success managing cross-functional initiatives and influencing commercial teams. Technical Skills Strong understanding of channel strategy, trade marketing, customer marketing, and sales enablement. Experience managing trade investments and promotional planning. Strong analytical capabilities with experience measuring ROI and business performance. Familiarity with pricing strategy, margin management, and commercial planning. Experience with Amazon, digital merchandising, content syndication, and eCommerce activation preferred. Proficiency with CRM, BI, and sales analytical tools. Leadership Competencies Commercially minded and growth-oriented. Strategic thinker with strong execution capabilities. Strong communication and influencing skills. Customer-centric mindset. Collaborative leader capable of operating effectively in matrix organizations. Comfortable presenting to senior leadership, distributors, and customers. Highly organized, data-driven, and results-focused. Success Metrics Sell-through growth across priority channels and customers. Market share gains in strategic categories and channels. Trade promotion ROI and investment effectiveness. Distributor engagement and activation adoption rates. Incremental revenue generated through activation programs. Growth of eCommerce and digital channel performance. Improvement in customer and distributor satisfaction. Consistency of channel execution and brand activation standards. Development and maturity of CRC's Trade Marketing capability across the Americas.
