Trade Marketing Manager - West Coast

Join a company built on Quality, Ethics, and Sustainability . B-Corp Certified . illy caffè North America (ICNA) is seeking an exceptionally talented Trade Marketing Manager to join our team for the Los Angeles Metro Area. This role is responsible for leading development and execution of trade marketing strategies across the On-Premise channel (Ho.Re.Ca. - Hotels, Restaurants, Cafés) for illy in the Western United States.

illycaff è is an Italian family-owned company, founded in Trieste in 1933 with the mission to offer the best coffee to the world. Every day, cups of illy coffee are served around the globe, in cafés, restaurants, and hotels, in single-brand cafés and shops, at home, and in the office, in which the company is present through subsidiaries and distributors. Since its foundation, illycaffè has oriented its strategies towards a sustainable business model by adopting the status of a Benefit Company and, in 2021 became the first Italian coffee company to obtain the international B Corp certification. Since 2013 the company has also one of the World's Most Ethical Companies. Everything that is “made in illy” is about beauty and art, the founding principles of the brand, starting from its logo, designed by artist James Rosenquist, up to illy Art Collection cups, decorated by international artists, or coffee machines designed by internationally renowned designers. To spread the culture of quality to growers, baristas, and coffee lovers, the company has developed its Università del Caffè which today holds courses in countries around the world https://www.illy.com

Position Summary
The West Coast Trade Marketing Manager is responsible for driving brand visibility, accelerating sales growth, strengthening customer relationships, and ensuring premium execution across key accounts and distributor partners. The ideal candidate combines strong commercial acumen with a passion for premium hospitality, luxury brands, and experiential marketing. They will work cross-functionally with Sales, Marketing, Distributor Partners, and Customers to deliver best-in-class activations that reinforce illy’s position as the global leader in premium coffee.

Core Responsibilities
Trade Marketing Strategies

Develop and execute annual trade marketing plans to support sales objectives across the West Coast Ho.Re.Ca. channel

Design programs that increase customer acquisition, retention, and consumption

Ensure alignment between national marketing initiatives and local market opportunities

Identify emerging hospitality trends and translate them into actionable programs

Customer & Distributor Activation

Partner closely with Regional Sales Managers and distributor partners to implement impactful customer programs

Develop promotional calendars, menu initiatives, and seasonal activations

Support distributor engagement through training programs, incentive initiatives, and sales tools

Brand Visibility & Premium Execution

Ensure world-class execution of the illy brand across all touchpoints

Manage POS materials, merchandising standards, and visibility programs

Drive premium experiences that elevate brand perception and customer engagement

Conduct regular market visits to evaluate execution and identify opportunities

Events and Experiential Marketing

Lead trade shows, industry events, culinary festivals, and customer experiences throughout the region

Collaborate with chefs, hospitality partners, and brand ambassadors to create memorable activations

Support sponsorship opportunities that reinforce illy’s premium positioning

Business Analysis and Performance Tracking

Analyze sales performance and ROI of trade marketing activities

Monitor competitive activity and industry trends

Develop reports and recommendations to optimize investment effectiveness

Manage budgets and ensure efficient allocation of resources

Cross-Functional Collaboration-Partner with Sales, Marketing, Operations, Finance, and Global teams to ensure successful program execution

Collaborate with Creative and Digital teams to develop channel-specific assets and campaigns

Share best practices and insights with broader commercial teams

Qualifications

Bachelor's degree in Marketing, Business Administration, Hospitality Management, or related field- MBA preferred

3–5 years of experience in Trade Marketing, Customer Marketing, or Category Management

Experience within premium food & beverage, coffee, wine & spirits, luxury, or hospitality industries

Strong understanding of the Ho.Re.Ca. landscape and distributor networks

Experience managing events and customer activations

Proven ability to influence cross-functional teams and customers

Strategic thinking with strong execution capabilities

Excellent project management and organizational skills

Analytical mindset with proficiency in Excel and reporting tools

Strong presentation and communication skills

Ability to manage multiple priorities in a fast-paced environment

Passion for premium brands, gastronomy, and hospitality

Travel Requirements: Approx. 30–40% travel across the Western United States

Participation in key customer meetings, trade shows, culinary events, and distributor activities

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