Senior Director, Commercial Marketing

About Spindrift

At Spindrift, we're making every beverage a positive force of nature. Founded in 2010, we believe the best flavors come directly from nature. That's why every Spindrift beverage is made the hard way-with real squeezed fruit, never from concentrate. From sourcing the best-tasting fruit globally to maintaining a carefully honed manufacturing process, we believe in doing things the hard way, the intentional way, the better albeit more challenging way, the right way - because, in the end, it's worth it. Spindrift sparkling water is available nationwide, and Spindrift Spiked and Spindrift SODA is available in select markets. We are also a proud member of 1% for the planet, donating to environmental causes. Spindrift is headquartered in Newton, MA.

The Senior Director of Commercial Marketing Role

Spindrift seeks a seasoned professional to oversee all trade marketing efforts across our Sparkling, SODA, and emerging businesses. The Senior Director of Commercial Marketing will be a key leader in developing and executing comprehensive marketing strategies that drive sales and brand preference within the commercial channels (e.g., Grocery, Mass, Foodservice, etc.) This role will be responsible for understanding the unique needs of our retail partners and implementing innovative marketing programs, including robust shopper marketing initiatives, that deliver measurable results. You will lead a team and collaborate cross-functionally to ensure alignment and execution across all commercial marketing initiatives, emphasizing programming that drives volume and brand visibility in-store. This leader reports to the VP of Marketing to ensure all commercial efforts align with brand positioning and overall marketing efforts and works directly with the senior sales team leadership to commercialize programs and activations that drive retailer engagement and sales in-store and online.

Responsibilities

Strategic Planning & Execution:

• Develop and implement comprehensive commercial marketing strategies aligned with overall business objectives.
• Identify key market opportunities and develop targeted marketing plans to capitalize on them.
• Analyze market trends, competitor activity, and customer insights to inform decisions in retail programming.
• Develop and manage the commercial marketing budget, ensuring efficient allocation of resources.

Commercial Channel Management:

• Build and maintain strong relationships with retailers in collaboration with our best-in-class sales and Ecomm team.
• Develop and execute customized marketing programs tailored to specific channel and retailer needs.
• Collaborate with sales teams to ensure alignment on marketing initiatives and sales goals.
• Develop tools and resources to support the sales team in their efforts.

Shopper Marketing & Programming:

• Develop and execute impactful shopper marketing programs designed to increase product visibility and consumer engagement in-store and with retailers online.
• Create and implement targeted programming, including point-of-sale displays, promotions, and sampling events.
• Develop and manage POS toolkit and POS merchandising standards as guidelines for the commercial channel.
• Analyze shopper data to gain insights and optimize marketing programs.
• Lead the development of channel-specific promotional programs and track ROI.

Brand Building & Activation:

• Ensure consistent brand messaging and positioning across all commercial channels.
• Develop and execute impactful brand activation programs to drive awareness and engagement.
• Create compelling marketing materials, including presentations, sell sheets, and digital content.
• Lead field marketing to ensure impact and value with retail partners.
• Oversee trade show and event participation.

Team Leadership & Development:

• Lead and mentor a team of two.
• Foster a collaborative and high-performing team environment.
• Provide coaching and development opportunities to team members.
• Manage performance and provide regular feedback.

Performance Measurement & Reporting:

• Develop and track key performance indicators (KPIs) to measure the effectiveness of marketing programs.
• Analyze data and generate reports to provide insights and recommendations.
• Present marketing performance updates to senior leadership.
• Work closely with the analytics team to improve data collection and reporting.