Head of Trade Marketing
REPORTS TO: Commercial Director - Alcohol
DIRECT REPORTS: 3
ABOUT RICHMOND
At Richmond, we don’t just build brands—we ignite them. As Ireland’s leading trend-spotting premium brand builder, we’ve been shaping the future since 1992. Our mantra is simple: Where Great Brands Meet Great People. We don’t just hire employees; we bring on bold, agile, and energetic innovators who thrive on shaking up the status quo. We're not just about distributing products—we’re about disrupting the market, challenging the norms, and launching game-changing ideas and products that leave a lasting impact.
JOB DESCRIPTION
We are looking for a commercial, execution-focused leader to build Richmond’s Trade Marketing capability within the Alcohol Business Unit. This role owns how brand and customer plans show up in trade — through shopper strategy, POS toolkits, customer sell-in support and execution standards across ROI and NI.
As senior owner of the Last Three Feet, the Head of Trade Marketing will set clear standards, lead the team, manage POS partners and make execution simpler, faster and more measurable.
KEY RESPONSIBILITIES
Own shopper strategy, POS toolkits and execution standards
- Lead Alcohol shopper strategy across ROI and NI, aligned to brand, commercial and customer priorities.
- Own POS toolkits, customer sell-in support and execution standards, with clear KPIs by channel and activation type.
- Measure performance across visibility, availability, compliance, rate-of-sale and ROI.
Deliver end-to-end POS planning and fulfilment
- Run the POS process from brief and forecast through production, storage, allocation, deployment and evaluation.
- Deliver activation assets on time, in full and within budget, with clear status, risks and actions.
- Improve POS forecasting, stock control and storage, reducing waste and obsolete materials.
Manage trade marketing agencies and POS suppliers
- Own day-to-day trade marketing agency and POS supplier relationships, including briefs, service levels and escalation.
- Track supplier performance across quality, cost, speed, innovation and delivery reliability.
Coordinate new-brand onboarding and launch execution
- Coordinate the full new-brand onboarding process, ensuring each function understands actions, owners, timings and decision points.
- Ensure every new-brand launch is execution-ready, with aligned customer tools, activation plans, POS readiness and launch tracking.
Lead the team and embed clear ways of working
- Lead and develop the Trade Marketing team, setting clear objectives, priorities and accountability.
- Embed clear roles and decision rights with Consumer Marketing, Commercial Heads, National Accounts, Field Sales, Supply Chain and Insights.
- Run a simple operating rhythm for planning, KPI reviews, field feedback and post-activation learnings.
KNOWLEDGE, SKILLS AND EXPERIENCE
- 7+ years’ FMCG trade marketing, shopper marketing or commercial activation experience, ideally in alcohol, beverage or premium branded goods.
- Strong record in shopper strategy, POS toolkits, customer sell-in support and execution standards.
- Commercially sharp, with experience managing budgets, suppliers, POS forecasts, stock and ROI.
- Proven ability to lead teams, set priorities and build accountability across functions.
- Confident working cross-functionally with Consumer Marketing, Commercial Heads, National Accounts, Field Sales, Supply Chain, Insights, suppliers and Brand Owners.
- Highly organised, pacey and detail-focused, with strong project management discipline.
Skills Required
- 7+ years of FMCG trade marketing, shopper marketing, or commercial activation experience
- Experience in alcohol, beverage, or premium branded goods
- Strong experience in shopper strategy, POS toolkits, customer sell-in support, and execution standards
- Experience managing budgets, suppliers, POS forecasts, stock, and ROI
- Proven ability to lead teams, set priorities, and build accountability across functions
- Cross-functional experience with Consumer Marketing, Commercial, National Accounts, Field Sales, Supply Chain, Insights, suppliers, and Brand Owners
- Strong project management, organization, pace, and attention to detail
What We Do
At Richmond, we aim to keep pace with Ireland’s changing society, offer innovative brands which appeal to the modern Irish consumer and to be Ireland’s premium beverage brand builder. The success of our business is based on our world-class stable of premium brands that we market and distribute in Ireland. We bring an innovative perspective to everything we do and we are committed to adding value to our customers and all those we work with. Our History. Founded by Barry Connolly in 1992 Richmond Marketing has introduced exciting and innovative brands to the Irish market place. Working at Richmond. Fundamental to our success is the creativity of our people, their constant enthusiasm, adaptability and their unremitting passion to deliver results for consumers and customers alike.. The way it works. Our business is divided into three areas: Sales, Marketing and Finance. It doesn't matter what team you are in or what level you are, we all work together to get the job done.. We have about 70 people in our sales team. They are responsible for all our customers, from the major supermarkets and cash and carries to pubs, restaurants and nightclubs. They are supported by national account managers who help the sales team deliver their business objectives whilst helping the major retailers deliver theirs. In Marketing we have over 20 people. We have Marketing Managers, Brand Managers, Trade Marketing Managers and staff to support them and help make things happen. Our Finance area has 30 people. Not just the accountants but also our administrators, Customer Service team, Logistics team and IT support team. We are committed to supporting the development of talent within our business. If you feel you have what it takes to join us in a fast-moving company and industry, we would be delighted to hear from you.
