Trade Marketing Manager - Invermere, BC | Kicking Horse Coffee | | 27/07/16
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Trade Marketing Manager Full-Time

Location: Invermere, BC
Company Name: Kicking Horse Coffee ()
Category: Account/Project Mgmt, Advertising / Branding, Marketing / Strategy

Your daily mission:

Take our retail programs to the next level, so that more people choose to wake up and kick ass®, with us!


Small in stature but big on flavour, Kicking Horse® Coffee is Canada’s #1 Organic Fairtrade Coffee. Nestled in the heart of the Canadian Rockies, at the headwaters of the mighty Columbia River, a lot has changed since those humble beginnings in 1996. Kicking Horse® Coffee has grown to be one of the region’s top employers and occupies a 60,000 ft2 state-of-the-art production facility and flagship Café. A growing and loyal following continually reinforces our commitment to roasting, blending and packaging only the finest super-premium coffee in the country!

We are a dedicated team of individuals that share a solid set of values. We work diligently and smartly, so that we have free time to spend enjoying the mountain playground in which we live. We believe that work doesn’t have to be painful! Oh, and we were recently named the #10 Best Workplace in Canada. How cool is that?


You get it. You understand the importance of a brand. In fact, you’ve previously worked with leading brands on countless, successful projects. Your creativity flows steadily like the Columbia River, yet you run a tight ship when you’re the captain. You’re passionate about retail and excited to create innovative marketing initiatives that will trigger a bigger buzz than a cup of Kick Ass® Coffee.


Reporting to our Director of Marketing, you will work to execute strategic projects, develop insights and provide support to our sales team. You will work to gathered data and insights from local, regional and national markets. You will creatively position the Kicking Horse® Coffee brand and the category in which we compete for profitable growth through targeting the shopper both in and out of the store. All this while maintaining brand image consistency across programs and various distribution channels. To get specific, this role will be responsible for the following:


  • Lead the creation and execution of ground breaking, retailer-centric shopper programs, while working closely with retailers, agencies and the marketing and sales teams.

  • Create concise, compelling and relevant messages by translating insight into selling stories to influence actions that translate into brand trial, brand awareness, volume optimization, product velocity and sales.

  • Drive the implementation of the North American marketing and sales strategy to help take our business to the next level.

  • Contribute to overall business objectives (Net Sales and Dollar Share growth) by developing and delivering projects on-time and on-budget.

  • Provide our teams with insights and recommendations regarding competing products.

  • Provide sales teams with key brand and category insights and selling tools, including AC Nielsen and SPINS data analysis presentations.

  • Develop implement, maintain and improve trade marketing tools, and allocate the necessary budget to get incentive programs in place.

  • Masterfully utilize current social media platforms while having a finger on the pulse of emerging media and social networks to execute trade and shopper marketing programs.

  • Define and formulate observations and recommendations for new activities through analysis of sales data, Nielsen data, SPINS data and through monitoring the success of the trade marketing activities.

  • Interpret category insights, specific retailer performance, and consumer behavior.

  • Understand and leverage key retailer assets and omni-channel capability and identify future opportunities for customer engagement.

  • Own our coupon strategy and facilitate coupon programs with retailers in North America.

  • Own our special projects program, which includes shippers, display ready pallets and off location displays.


  • Formal education or training in sales or marketing. Degree, diploma, or exceptional on-the-job training.

  • Consumer Packaged Goods experience with three years of experience in trade or shopper marketing, preferably in natural or organic products.

  • A proven track record of trade marketing activations that generated an increase in sales, distribution, category share, brand trial and awareness.

  • A solid ability to manage everything from budgets and P&Ls to internal and external teams.

  • An ability to analyze data and develop recommendations accordingly.

  • The skills to evaluate programs and promotions with an ability to analyze ROI on all initiatives.

  • Ability to interpret Nielsen data and put together insights and data reports.

  • Knowledge of costumer science platforms such as Dunnhumby an ASS-et.


  • Creative mindset with the ability to translate ideas into action.

  • Relationship builder with strong interpersonal and communication skills.

  • Analytical, agile and able to drive change in a fast-paced, energetic environment.

  • Demonstrate a high degree of integrity combined with strong leadership abilities.

  • Outstanding verbal, written and presentation skills. You are a clear, concise communicator and you believe in the power of proofreading your work. You have successful sales and marketing skills that will ensure the trade and shopper marketing activations align with existing marketing and sales strategies.

  • The ability to effectively use the entire MS Office Suite including Outlook, Excel, Word & PowerPoint.

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