Newell Brands Director of Trade Marketing in Atlanta, Georgia

Position Title: Director of Trade Marketing

Reports to: VP, Trade Marketing

Location: Atlanta, GA

Job Summary:

The Trade Marketing Director is responsible for leading big, developing customer programs and delivering compelling category growth solutions for our customers derived from brand business plans. The Director has accountability to maximum the distribution of existing products and deliver perfect launches of New Product Innovation, and drive commercialization innovation through distribution, pricing, shelf and merchandising initiatives across all product categories so that our brands/products are “Always On” at shelf and in store. The role of this job is to define channel strategies and commercialize sales and marketing programs within our brands for North America. This position will work cross functionally to develop strategic channel and customer programs, optimized assortments and seasonal recommendations to the Sales teams and is accountable to deliver sales and profitability metrics in area of responsibility. This role will be instrumental in defining a channel differentiation strategy for our brands across all customer bases and lead all customer line reviews in North America.

Job Duties:

Serves as the performance expert for customers within responsibility including POS trends (Syndicated and Customer), post promotion analysis (ROI), optimal assortment (Category Growth), seasonal/promotional guidance (Key Drive Periods), overall business knowledge including gross sales, invoice sales, net sales and accountability to deliver segment targets.

Line Review/Catalog Review/Seasonal Review:

  • Develops the annual trade management planning process relative to area of responsibility.

  • Aligns planning process with corporate and customer planning calendars

  • Understands brand and customer priorities and uses the planning process to drive strategic alignment

  • Recommends sku assortment priorities, financial guidelines and drives synergies across customers and brands within area of responsibility.

  • Serve as a liaison with the in-store visibility team and customer marketing team to develop merchandising plans

  • Manage assortment mix to maximize sales and profitability

  • Compiles market, shopper / end-user, and channel knowledge gaps, develops, analyzes and delivers a summary for the business to review

  • Compiles profiles of competitors and channel customers using primary and secondary research and data

  • Gathers competitive and marketplace intelligence and share with the organization

  • Collects and summarizes business risks and opportunities.

  • Manage timelines and deliverables for the segment

Pricing and Trade Fund Guidance:

  • Works with segment leadership to set everyday and promotional pricing guardrails.

  • Collects and analyzes account pricing and distribution for NWL and competitive brands

  • Understands retailer margin and pricing expectations

  • Collects and analyzes channel / regional promotional pricing and pricing activity in line with programming requirements and cost-to-serve, to ensure they are within Segment and Brand pricing guardrails

  • Tracks, analyzes, and reports potential impact of pricing exceptions on channel / region.

  • Understands what trade funds or customer program spend is available or needed for programming in order to maximize return on channel programming investment

  • Analyzes the effectiveness of trade spend within area of responsibility

  • Strategically allocate customer funding (using segmentation modeling on growth)

Vertical Market Strategy:

  • Determine strategic vertical markets to penetrate for growth opportunities

  • Align on tools needed to achieve results

  • Determine any new product innovation needed to achieve results


  • Determine literature and sampling strategy.

  • Develop generic literature that can be extended to customer specific

  • Commercial field literature

  • Product flyers

  • Promotional flyers

  • Approve customer specific rollouts

  • Determine focus products for sampling efforts

  • Communicate closely with Customer Marketing and Associate Manager, Channel Marketing to execute programs

New Product Launches:

  • Work as Channel Marketing Lead on launch strategy

  • Serve as customer voice in product development meetings

  • Supports the analysis of new product launch and merchandising initiatives.

  • Recommends potential launch activation approach

  • Manages timelines associated with implementation

  • Manages overall new product distribution files

  • Works with Sales Team to complete forecast tools.

  • Develop new item launch and training materials

  • Drives category selling solutions for our customers

Distribution Expansion:

  • Responsible for new customers/channels within area of responsibility

  • Develop cross merchandising programs

  • Determine any new product innovation needs to penetrate new channels/customers


  • Serve as the Channel representative in the monthly Integration meeting during the S&OP process to help to ensure forecast accuracy

  • Provide input into Long Term Capacity Planning

  • Work closely with the brand teams to manage through SKU rationalization and disposition on E&O

Talent Management:

  • Collaborates with Channel Management peers across the company to share and apply best practices

  • Completes timely employee reviews with actionable development plans

  • Actively manages professional development

  • Recognizes and celebrates successes with team


  • University or four-year college

  • MBA preferred

  • Skilled in channel management, brand management and sales

  • 10+ year’s experience with a CPG or durable company in channel management, channel management, brand management, insights and sales.

  • Experience leading cross functional teams of people with a track record of delivering superior results

Newell Brands (NYSE: NWL) is a leading global consumer goods company with a strong portfolio of well-known brands, including Paper Mate, Sharpie, Dymo, EXPO, Parker, Elmers, Coleman, Jostens, Marmot, Oster, Sunbeam, FoodSaver, Mr. Coffee, Rubbermaid Commercial Products, Graco, Baby Jogger, NUK, Calphalon, Rubbermaid, Contigo, First Alert and Yankee Candle. For hundreds of millions of consumers, Newell Brands makes life better every day, where they live, learn, work and play. Newell Brands and its subsidiaries are Equal Opportunity Employers and comply with applicable employment laws. EOE/M/F/Vet/Disabled are encouraged to apply.