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as of 10.06.2020

Trade Marketing Manager

The Trade Marketing Manager is responsible for acting as a liaison between Sales & Consumer Marketing, and all staff functions (finance, corporate development, etc.), to enable the Sales Team to achieve their annual business development key performance indicators and the HARIBO of America organization achieve our annual financial targets.

The Trade Marketing Manager is accountable for collaborating with the Sales Team to develop and grow their Everyday HARIBO business, base and promotional, and assist in successfully launching HARIBO innovation and where applicable, HARIBO Seasonal sales. 

The Customer Marketing Manager is also accountable for collaborating with their Consumer Marketing Counterpart(s) to provide Channel and/or Customer insights:  Base, Promotional, New Items, and Seasonal Performance, Issues/Opportunities that assist Consumer Marketing in growing HARIBO’s Brand Awareness and Household Penetration.


  • Assuming strategic ownership of the assigned projects that support Sales and Consumer Marketing, including, but not limited to:

    • Base and promotional business building initiatives and activities to support HARIBO sales growth at assigned Channels/Customers.   This includes Pack/Product development, Off Shelf Merchandising development (i.e. display) and Pricing insights
    • New Item Launches:  Enabling Sales to Achieve our ACV and Gross Sales Goals of new items
    • Seasonal business development:  Assisting the Sales Team and Consumer Marketing Team in achieving our Annual Seasonal KPI’s and Optimizing Profitable Distribution

  • Acting as a liaison between the Sales, Consumer Marketing, and other staff functions (i.e. finance, logistics, etc.) to coordinate brand and customer strategies to maximize profitable sales & the brands’ value
  • When applicable working with Sales and Sales Finance to evaluate trade promotion requests from Sales to assess financial viability and strategic fit.
  • Facilitating all Sales and Consumer Marketing related issues, maintaining a steady and clear communication with the field, becoming the "voice of the brand" & the “voice of sales” to Consumer Marketing.
  • Assisting in developing sales strategies for new products/packages, providing either significant input or deciding such issues as price, packaging, timing, and sales coordination.  Also, provides feedback to Consumer Marketing and Demand Planning in the process of developing the initial product pipeline & ensuring forecast accuracy. 


  • College degree is required; MBA is desirable.
  • This position requires previous CPG sales experience, and preferably Confectionery sales experience, and clear demonstration of owning and developing an annual customer(s) sales plan, gross and net sales accountability and previous success in role.
  • Sales experience of 5 years is strongly preferred, inclusive of major account experience.
  • The incumbent is to have had a professional background where he or she can demonstrate a proven track record of having successfully built, created and executed on annual customer plans resulting in increased sales, market share and profit.
  • Basic Category Management skills & knowledge of principles is highly desirable.  So too is previous experience working in either the IRI and/or Nielsen Database.
  • The incumbent must have knowledge and experience in financial analysis, strategy development, product promotion, & promotional analysis.  
  • The incumbent must have strong interpersonal and analytic skills.
  • Additional requirements include, but are not limited to: Effective communication (both written & verbal), proficiency in all Microsoft Office tools (Word, PowerPoint & Excel), ability to function and contribute in a team environment and capable of working independently when required to accomplish tasks & responsibilities, relationship building skills, ability to work closely with trade channel and sales planning personnel and can effectively lead, conduct meetings, create and deliver formal presentations.

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