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Rebuilding Trade Marketing for Growth & Efficiency
Trade and shopper marketing strategy
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Project management
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budget management
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retailer relationship management
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Go-To-MArket Strategy
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Trade and shopper marketing strategy 〰️ Project management 〰️ budget management 〰️ retailer relationship management 〰️ Go-To-MArket Strategy 〰️
SCENARIO: COVID-driven packaging costs outpaced budget just as printing lead times began routinely outrunning brand creative timelines, putting display readiness at risk for major launches — and mid-year, two other manager roles sat vacant at once, with that work landing on her desk too.
TASK: Protect both budget and in-market timing without letting standards slip on either front.
APPROACH
Matching the Toolkit to the Channel
After integrated campaigns pushed uniformly across every touchpoint failed to resonate with retailers or consumers at the point of purchase, the approach was rebuilt by channel — large format prioritized in-store campaign moments, small format prioritized integrated messaging, and new product launches were combined with campaign messaging in both. A joint work-back schedule kept brand and trade aligned, and six exclusive retail campaigns — including a Pascal Siakam x Petro-Canada partnership — were planned and executed on a $630K budget while covering two vacant roles simultaneously.
OUTCOME
Six for Six, Despite Running Two Extra Jobs
Every campaign delivered complete, Red Bull held the #1 online brand position at 6 of 7 retailers, and displays across the network — including 15,000+ incremental units — drove a 36% sales increase, +4 points of share, and roughly $250K in identified production savings.