Trade Marketing Leader

About Pure Fishing

Pure Fishing is the world’s largest fishing tackle company, with a portfolio of iconic brands that includes Abu Garcia®, Berkley®, PENN®, Shakespeare®, Ugly Stik®, Plano®, and many more. We’re passionate about delivering high quality products for every kind of angler—from weekend hobbyists to tournament pros.

Trade Marketing Leader

What will you do?

As the Trade Marketing Leader you will set and lead the Trade Marketing vision, translating brand, category, and commercial strategies into high-impact retail and omnichannel execution that delivers sustainable growth. You will own go-to-market planning and trade readiness for product launches, guide promotional and trade investment strategy with a strong ROI mindset, and partner closely with Sales on customer strategy and joint business planning. As the voice of the shopper and retailer, you will use insights to shape merchandising and activation strategies, build strong cross-functional alignment, and develop high-performing teams and capabilities that scale with the business.

Trade Marketing Strategy & Leadership

• Define and lead multi-year Trade Marketing strategy aligned with Brand, Marketing, and Commercial objectives
• Translate consumer, angler, shopper, and market insights into channel and customer strategies
• Help develop integrated trade marketing calendars as well as align product launches, promotional activity, and channel priorities
• Establish scalable frameworks and best practices for Trade Marketing execution
  
  

Retail & Channel Activation

• Set the strategic direction for in-store and omnichannel activation across key channels
• Oversee development and execution of POS, displays, signage, and merchandising standards
• Partner with Sales Leadership to customize customer programs while protecting brand consistency and equity
• Ensure executional excellence across physical and digital retail environments
  
  

Product Launch & Go-to-Market Leadership

• Lead Trade readiness for all new product launches, including sell-in materials, retailer toolkits, and merchandising support
• Ensure alignment across Brand, Trade, Sales, and Product teams on launch priorities and execution standards
• Oversee creation of customer-specific go-to-market presentations with clear product offers and execution guidance
• Champion sales enablement through launch playbooks, product education, and merchandising tools
  
  

Promotional Strategy, Pricing & ROI Management

• Lead trade spend planning, governance, and optimization in alignment with financial targets
• Establish and evolve ROI measurement frameworks to assess promotional effectiveness
• Use performance insights to inform future investment decisions and continuous improvement
  
  

Shopper, Category & Market Insights

• Serve as the voice of the shopper and retailer within the broader organization
• Analyze POS data, category trends, and shopper behavior to inform merchandising and promotional strategies
• Monitor competitive activity and emerging fishing market trends to identify opportunities and risks
• Influence category and assortment strategy through insight-driven recommendations
  
  

Cross-Functional & Commercial Partnership

• Act as a senior leader connecting Marketing, Sales, Product, Supply Chain, and Finance
• Collaborate with Brand, Activation, Social, Creative, and Digital teams to ensure cohesive messaging from brand story to shelf and digital touchpoints
• Partner with Sales leadership to support Line Reviews, Joint Business Planning, and key customer engagements
  
  

Execution Excellence & Field Enablement

• Ensure flawless execution of trade programs through sales teams, merchandisers, and retail partners
• Oversee development of tools, training, and execution guidelines to support field teams
• Conduct market visits and execution audits to validate performance and identify opportunities
• Incorporate field feedback to continuously refine programs and execution standards
  
  

Performance Reporting & Optimization

• Define and own trade marketing KPIs (distribution, display compliance, velocity, lift, ROI)
• Build scalable reporting frameworks and dashboards to support decision-making
• Lead a test-and-learn culture to continuously improve trade effectiveness
  
  

People & Capability Leadership

• Build, lead, and develop a high-performing Trade Marketing organization
• Set clear priorities, goals, and development plans aligned with business objectives
• Elevate Trade Marketing capabilities, tools, and processes to support future growth
  
  

What makes you a great catch?

• Bachelor’s degree in Marketing, Business, or a related field required; MBA or advanced degree preferred
• 10 years of progressive experience in trade marketing, shopper marketing, brand marketing, or commercial roles within consumer goods or retail-driven environments
• Strong background in product launches, merchandising, and retail activation
• Proven ability to lead Trade Marketing strategy across channels and customers, translating brand and category priorities into measurable commercial results
• Strong commercial and financial acumen, including experience managing trade spend, promotions, and ROI-driven investment decisions
• Deep understanding of retail, shopper marketing, and go-to-market execution in both physical and digital environments
• Ability to synthesize consumer, shopper, and market insights into clear strategies and compelling customer stories
• Demonstrated success partnering with Sales on customer strategy, line reviews, joint business planning, and promotional execution
• Strong cross-functional leadership skills, with the ability to influence and align Brand, Product, Supply Chain, Finance, and Activation teams
• Experience building, leading, and developing high-performing teams and scalable capabilities
• Data-driven mindset with the ability to define KPIs, interpret performance, and continuously optimize programs
• Excellent communication and executive presence, with the ability to lead discussions at senior levels internally and with key customers
• Comfort operating in a fast-paced, matrixed organization while balancing strategic thinking with executional excellence
  
  

If you’re ready to join a company that’s casting out big opportunities, we’d love to have you on our team. Let’s work together to bring the best fishing products to anglers around the world!