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Trade Marketing Leader
full-time•Columbia
About this role
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!
What you'll do
- The Trade Marketing Leader will set the vision for trade marketing, translating brand and commercial strategies into high-impact retail and omnichannel execution to drive sustainable growth. This includes owning go-to-market planning, guiding promotional investment strategy with an ROI focus, and partnering closely with Sales on customer strategy.
About Pure Fishing
With operations in 19 countries and a dedicated workforce conversant in 28 languages, Pure Fishing is the leading global provider of fishing tackle, lures, rods and reels with a portfolio of brands that includes Abu Garcia, Berkley, Fenwick, Frabill, Penn, Pflueger, Plano, Shakespeare, SpiderWire, Stren, and Ugly Stik. We are a passionate team dedicated to creating memorable experiences by helping anglers everywhere have more fun catching more fish.
Our Commitment to Excellence at Pure Fishing:
At Pure Fishing, we are committed to more than just making world-class fishing gear. We are dedicated to creating a positive impact on our employees, customers, communities, and the environment. Our promise is to:
Empower Our Team: We foster a culture where every voice is valued and innovation thrives.
Sustainability: We’re dedicated to preserving our waters and wildlife for future generations.
Customer-Centric Innovation: Our focus is on continuously improving to meet the evolving needs of anglers.
Together, we’re building a future where passion and purpose come together. Join us in our commitment to excellence, every day.
Ready to join Pure Fishing?
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Frequently Asked Questions
What does a Trade Marketing Leader do at Pure Fishing?
As a Trade Marketing Leader at Pure Fishing, you will: the Trade Marketing Leader will set the vision for trade marketing, translating brand and commercial strategies into high-impact retail and omnichannel execution to drive sustainable growth. This includes owning go-to-market planning, guiding promotional investment strategy with an ROI focus, and partnering closely with Sales on customer strategy..
Is the Trade Marketing Leader position at Pure Fishing remote?
The Trade Marketing Leader position at Pure Fishing is based in Columbia, South Carolina, United States. Contact the company through Clera for specific work arrangement details.
How do I apply for the Trade Marketing Leader position at Pure Fishing?
You can apply for the Trade Marketing Leader position at Pure Fishingdirectly through Clera. Click the "Apply Now" button above to start your application. Clera's AI-powered platform will help match your profile with this opportunity and guide you through the application process.