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The Senior Trade Marketing Manager will be responsible for developing and implementing customer activations, consumer promotions and brand initiatives in the new recreational cannabis market in retail. This is an exciting, fast-paced opportunity for the right self-starter who can build cross-functional relationships, develop trade execution plans, and ideate and execute events in this rapidly evolving industry. This role will report to the Senior Director, Brand.



Brand and Trade Plan Development and Execution

  • Develop and implement a merchandising strategy that supports new marketing and business development initiatives for the portfolio; align national brand objectives with regional trade and sales requirements
  • Manage program execution and the trade marketing budget
  • Develop and implement new initiatives to drive brand visibility and to gain market share within regulatory frameworks in retail
  • Clearly communicate all brand strategies and programs to Sales, including: development of trade/customer presentations; sell sheets; etc.
  • Champion the brand vision within the business, building passion and understanding of the positioning and strategy
  • Work in close collaboration with the Retail, Marketing and Brand teams to ensure consistent messaging across all deliverables
  • Identify and leverage regional best practices
  • Leverage/identify consumer and customer insights to develop support programs and tools (integration with the Insights Manager)
  • Manage and mentor a team


Trade Marketing Practices and Protocols

  • Establish national and regional processes and protocols to integrate Marketing and Sales activities/objectives (below-the-line focus)
  • Work closely with Marketing and Sales to improve processes that link corporate brand building activities with customer development and Sales activities
  • Establish a procurement and inventory management process for all Marketing-related Sales assets (below-the-line focus)
  • Manage National and Regional Trade Marketing budgets


Communication & Reporting

  • Monitor and measure program execution and effectiveness; provide post-mortem analysis and recommendations on programs
  • Monitor and report competitive brand actions and developments
  • Monitor and report on trade spend



  • Previous success in executing events and programming to grow brand awareness using out-of-the-box thinking
  • Strong analytical skills to drive consumer and customer insights into commercial action and execution
  • Ability to manage internal relationships with stakeholders including Sales, Marketing, Community Engagement and Retail
  • 5+ years’ experience in Marketing or Trade Marketing, ideally in beverage alcohol, tobacco or consumer packaged goods
  • A technologically savvy individual who is comfortable working in a data driven environment
  • Proven track record of working remotely and independently


Please note that since the regulations around marketing and promotion of cannabis are still undefined, the scope of this role may change. There may also be additional responsibilities assigned supporting the Sales Development or Sales Strategy functions.

We would like to thank all applicants for their interest but only those selected for an interview will be contacted.


Aurora Cannabis Inc. is an Equal Opportunity Employer.


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