Role: Director Trade Marketing
Department: Marketing
Location: NYC, New York (with travel)
Reports To: Chief Marketing Officer
FLSA Status: Exempt
Job Status: Full-time
Direct Reports: Brand Ambassador
Salary Range: $150,000 - $165,000
Role Summary
The Director, Trade Marketing is responsible for driving WhistlePig’s commercial activation, sell-in, and sell-out performance across on- and off-premise channels. This role owns the translation of brand strategy into customer-facing programs, distributor toolkits, Point of Sale (POS) and in-market execution that deliver volume, visibility, and velocity.
Working closely with Brand Marketing, Sales, and the National Brand Ambassador, the Trade Marketing Director ensures WhistlePig shows up in-market with clarity, consistency, and commercial effectiveness—while maintaining the brand’s premium edge.
This role is highly executional, customer-facing, and performance-driven, serving as the primary link between brand ambition and field reality
Key Responsibilities include the following. Other duties may be assigned.
1. Trade Strategy & Channel Activation
- Develop and lead on- and off-premise trade strategies aligned to brand and commercial priorities.
- Define channel roles, activation principles, and program guardrails.
- Own trade calendars, focus selling periods, and program phasing.
- Ensure trade strategy aligns with distributor and key account needs.
2. Sales & Distributor Enablement
- Lead development of sell-in and sell-out toolkits, including sales decks, product sheets, POS, and activation playbooks.
- Own Point of Sale (POS) strategy, planning, production, customization, allocation, and in-market deployment across channels.
- Partner with Brand Marketing to ensure POS creative aligns with brand standards, campaign intent, and brand guardrails.
- Manage POS vendors, production timelines, quantities, and inventory.
- Establish POS execution standards and compliance expectations in-market.
- Track POS effectiveness, ROI, and execution quality; optimize based on performance and field feedback.
- Partner with Sales to support key distributor and customer meetings.
3. Brand Program Translation
- Translate brand strategies and campaigns into commercially effective trade programs.
- Partner with Brand Marketing to adapt national campaigns for in-market execution.
- Ensure programs drive trial, distribution, and velocity while protecting brand equity.
- Manage program customization within agreed brand guardrails.
4. In Market Execution & Performance
- Own execution standards for trade programs across markets.
- Track program performance, distribution, displays, and sell-through.
- Analyze performance data and recommend optimizations.
- Conduct market visits and field immersions to ensure execution quality.
5. National Brand Ambassador Leadership
- Lead, coach, and develop the National Brand Ambassador.
- Align ambassador priorities with brand and trade objectives.
- Ensure education, advocacy, and storytelling support commercial goals.
- Integrate ambassador activity into trade programs and market plans.
6. Cross Function Collaboration
- Serve as the primary Trade Marketing partner to Brand Marketing, Sales, and Brand Homes.
- Collaborate with Operations and Supply Chain on program feasibility and timing.
- Ensure alignment between trade priorities and inventory realities.
- Provide field feedback to inform brand planning and innovation.
7. Budget & Project Management
- Own trade marketing A&P spend and program budgets.
- Manage program estimates, POs, and invoice approvals.
- Track ROI and effectiveness of trade investments.
- Identify efficiencies and opportunities to improve spend productivity.
8. Prestige & Private Client Programming
- Own execution of the Private Client Dinner Series across priority markets.
- Partner with Brand Marketing to ensure portfolio priorities and storytelling are reflected.
- Collaborate with Sales on guest strategy, account selection, and revenue targets.
- Manage logistics, budget, KPIs, and ROI tracking.
- Ensure super-aged and limited releases are activated strategically in prestige environments.
- Oversee distributor-led experiential activations tied to key innovation or prestige launches.
Salary & Benefits provided:
The mashbill: compensation, benefits, perks, and other fun stuff
The compensation for this role is a range of $150,000 - $165,000, plus an annual bonus, determined by individual performance paired with company performance and goals
Paid personal time off, paid sick time, paid volunteer time, and paid holidays
Industry-leading paid parental leave benefits
Subsidized insurance plan through Cigna (health), Delta (dental and vision), and Renaissance (accident and STD/LTD/AD&D coverages as well as life insurance), including an annual Health or Dependent Care FSA allowance
Support and resources via EAP access through our health insurance program, with additional concierge, legal consultation, mental health, mindfulness and wellness resources through NexGen
Financial wellness benefits through FinFit, as well as discounts on and access to hundreds of benefits and services through Working Advantage, our Employee Perks program
Safe Harbor 401K plan with generous company match
…In addition to the opportunity to work with the world's leading rye whiskey – come join us!
The salary of the finalist selected for this role will be set based on a variety of factors, including but not limited to departmental budgets, qualifications, experience, education, licenses, specialty, and training. The above hiring range represents the Company's good faith and reasonable estimate of the range of possible compensation at the time of posting.
WhistlePig Whiskey is committed to breaking the rules, defying tradition, and blazing new trails with determination, laughter, and grit. We changed the Rye Whiskey game over a decade ago, and continue to set the standard every day, in every way, providing equal employment opportunities to all employees and applicants for employment, prohibiting discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws.
WhistlePig Whiskey is an E-verify employer.
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This philosophy and policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation and training.
WhistlePig Whiskey is committed to breaking the rules, defying tradition, and blazing new trails with determination, laughter, and grit. We changed the Rye Whiskey game over a decade ago, and continue to set the standard every day, in every way, providing equal employment opportunities to all employees and applicants for employment, prohibiting discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws. WhistlePig provides reasonable accommodation to qualified individuals with disabilities as both applicants and employees. Such individuals are encouraged to seek accommodations to allow for application, consideration, and successful employment.
We also comply with the Fair Chance Act - no need to share a criminal history or undergo a background check until we offer you a job. If a recorded conviction raises concerns for us, you'll have the opportunity to explain or dispute it.
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