Trade Marketing Manager in Irvine, California at HYH America

About HYH America

HYH America Inc. is a U.S.-based subsidiary of hy Co., Ltd., a South Korean leader in fermented dairy, functional beverages, and health-focused nutrition with over 50 years of innovation. Building on hy's legacy of pioneering wellness solutions for millions of households, HYH America represents the company's strategic expansion into the United States market.

More than a product-driven business, HYH America is a purpose-led venture committed to shaping everyday lifestyles. Our mission is to inspire Healthier Habits and Happier Cultures, bringing together thoughtfully crafted wellness products, community, and cultural experiences to create a more balanced and joyful way of living. Through health innovation, authentic collaborations, and culturally relevant engagement, HYH America is redefining how wellness is experienced across America and beyond.

JOB OVERVIEW

The Trade Marketing Manager is responsible for developing and executing customer- and channel-specific marketing programs that drive distribution, trial, velocity, and profitable growth across the ARIH Noodles and Beverage portfolios.

This position will serve as the primary conduit between Sales and Marketing, translating ARIH's brand strategy into effective retailer programs, promotions, displays, sampling, digital activations, and shopper-facing initiatives.

The Trade Marketing Manager will work closely with the EVP of Sales, Directors of Sales, Regional Sales Managers, Territory Sales Managers, National Account Managers, Product Managers, E-Commerce, Commercial Operations, Marketing, and third-party merchandising partners.

The ideal candidate combines strong CPG trade marketing experience with retailer understanding, financial discipline, and the ability to manage multiple customer programs simultaneously.

This position will report to the EVP of Sales, and is a fulltime, exempt position, fully on-site based at our Irvine, CA office.

ROLES AND RESPONSIBILITIES

Trade Marketing Strategy and Program Execution

• Develop and execute ARIH's annual trade marketing strategy across Noodles and Beverages.
• Serve as the primary liaison between the Sales and Marketing organizations.
• Develop customer-specific and channel-specific marketing plans that support distribution and velocity objectives.
• Build and manage retailer promotional calendars in partnership with Sales.
• Plan and execute temporary price reductions, scanbacks, displays, digital promotions, sampling, demos, and in-store activations.
• Develop launch support plans for new retailers, new SKUs, and major product initiatives.
• Partner with Sales leadership to determine appropriate marketing investment by customer, channel, market, and product.
• Manage trade marketing budgets and track spending against approved plans.
• Monitor promotional effectiveness and evaluate ROI on major programs.
• Recommend future investment based on sales performance and program effectiveness.
• Coordinate retailer digital advertising, loyalty programs, retailer media, email programs, and shopper marketing opportunities.
• Work with Marketing to develop customer-specific creative assets, point-of-sale materials, displays, signage, and promotional content.
• Develop and manage point-of-sale materials including shelf talkers, wobblers, displays, and retailer-specific materials.
• Coordinate sampling and demonstration programs with retailers, brokers, distributors, and third-party partners.
• Support major retailer launches with coordinated marketing calendars and execution plans.
• Partner with Regional and Territory Sales Managers to identify local and regional marketing opportunities.
• Work closely with Merchandising & Retail Execution to ensure programs are executed properly at store level.
• Partner with Commercial Operations to ensure promotions, accruals, distributor programs, and customer deductions are properly documented and communicated.
• Support UNFI, KeHE, and other distributor promotional programs when applicable.
• Maintain accurate records of marketing commitments, promotional programs, retailer requirements, and approved spending.
• Provide regular reporting on trade spend, promotional performance, launch activity, and upcoming programs.

Customer Marketing

• Develop retailer-specific marketing plans.
• Translate ARIH brand strategy into programs appropriate for each customer.
• Support national, regional, specialty, natural, mass, club, convenience, and military channels.

Trade Spend & Promotional Planning

• Manage promotional calendars and approved trade investment.
• Track planned versus actual spending.
• Evaluate promotional effectiveness and ROI.
• Recommend changes based on sales performance and profitability.

New Account & Product Launches

• Build 30-, 60-, and 90-day marketing support plans for new retail launches.
• Coordinate sampling, displays, retailer media, promotions, and digital support.
• Ensure marketing support is aligned with actual shelf placement and distribution readiness.

Retail Execution

• Develop point-of-sale and merchandising programs.
• Coordinate execution with third-party merchandising and field teams.
• Review execution reporting, photos, and compliance data.
• Identify gaps and recommend corrective action.

Retail Media & Digital Support

• Coordinate retailer-sponsored search, display advertising, digital coupons, loyalty programs, and email support.
• Partner with E-Commerce on digital activation tied to retailer.com platforms.
• Support Amazon and other e-commerce channels when trade marketing investment is required.

Cross-Functional Coordination

• Connect Sales with Marketing on customer priorities and execution needs.
• Coordinate closely with Product, E-Commerce, Operations, Finance, brokers, distributors, and outside agencies.
• Ensure retailer commitments are clearly communicated and executed.

Trade Marketing Strategy and Program Execution

• Develop and execute ARIH's annual trade marketing strategy across Noodles and Beverages.
• Serve as the primary liaison between the Sales and Marketing organizations.
• Develop customer-specific and channel-specific marketing plans that support distribution and velocity objectives.
• Build and manage retailer promotional calendars in partnership with Sales.
• Plan and execute temporary price reductions, scanbacks, displays, digital promotions, sampling, demos, and in-store activations.
• Develop launch support plans for new retailers, new SKUs, and major product initiatives.
• Partner with Sales leadership to determine appropriate marketing investment by customer, channel, market, and product.
• Manage trade marketing budgets and track spending against approved plans.
• Monitor promotional effectiveness and evaluate ROI on major programs.
• Recommend future investment based on sales performance and program effectiveness.
• Coordinate retailer digital advertising, loyalty programs, retailer media, email programs, and shopper marketing opportunities.
• Work with Marketing to develop customer-specific creative assets, point-of-sale materials, displays, signage, and promotional content.
• Develop and manage point-of-sale materials including shelf talkers, wobblers, displays, and retailer-specific materials.
• Coordinate sampling and demonstration programs with retailers, brokers, distributors, and third-party partners.
• Support major retailer launches with coordinated marketing calendars and execution plans.
• Partner with Regional and Territory Sales Managers to identify local and regional marketing opportunities.
• Work closely with Merchandising & Retail Execution to ensure programs are executed properly at store level.
• Partner with Commercial Operations to ensure promotions, accruals, distributor programs, and customer deductions are properly documented and communicated.
• Support UNFI, KeHE, and other distributor promotional programs when applicable.
• Maintain accurate records of marketing commitments, promotional programs, retailer requirements, and approved spending.
• Provide regular reporting on trade spend, promotional performance, launch activity, and upcoming programs.

Customer Marketing

• Develop retailer-specific marketing plans.
• Translate ARIH brand strategy into programs appropriate for each customer.
• Support national, regional, specialty, natural, mass, club, convenience, and military channels.

Trade Spend & Promotional Planning

• Manage promotional calendars and approved trade investment.
• Track planned versus actual spending.
• Evaluate promotional effectiveness and ROI.
• Recommend changes based on sales performance and profitability.

New Account & Product Launches

• Build 30-, 60-, and 90-day marketing support plans for new retail launches.
• Coordinate sampling, displays, retailer media, promotions, and digital support.
• Ensure marketing support is aligned with actual shelf placement and distribution readiness.

Retail Execution

• Develop point-of-sale and merchandising programs.
• Coordinate execution with third-party merchandising and field teams.
• Review execution reporting, photos, and compliance data.
• Identify gaps and recommend corrective action.

Retail Media & Digital Support

• Coordinate retailer-sponsored search, display advertising, digital coupons, loyalty programs, and email support.
• Partner with E-Commerce on digital activation tied to retailer.com platforms.
• Support Amazon and other e-commerce channels when trade marketing investment is required.

Cross-Functional Coordination

• Connect Sales with Marketing on customer priorities and execution needs.
• Coordinate closely with Product, E-Commerce, Operations, Finance, brokers, distributors, and outside agencies.
• Ensure retailer commitments are clearly communicated and executed.

QUALIFICATIONS

Education

• Bachelor’s degree in Marketing, Business, Communications, or a related field preferred.

Experience

• 5+ years of trade marketing, shopper marketing, customer marketing, brand marketing, or CPG sales/marketing experience.
• Food, beverage, grocery, natural, mass, or consumer packaged goods experience strongly preferred.
• Demonstrated experience developing retailer-specific promotional and marketing programs.
• Strong understanding of trade spend, promotions, retailer media, displays, sampling, and shopper marketing.
• Experience working with national and regional retailers preferred.
• Familiarity with UNFI, KeHE, grocery distributors, brokers, and third-party merchandising organizations is a plus.

Core Capabilities

• Strong analytical skills and ability to evaluate promotional ROI and program effectiveness.
• Strong budget-management and financial discipline.
• Excellent organizational, communication, and project-management skills.
• Strong working knowledge of Excel and PowerPoint.
• Ability to manage multiple retailers, programs, deadlines, and priorities simultaneously.
• Comfortable operating in an entrepreneurial and rapidly growing organization.
• Ability to travel for retailer meetings, market visits, launches, and major events.

KEY SUCCESS MEASURES

• Growth in retailer velocity and distribution.
• Successful execution of new account and product launches.
• Effectiveness and ROI of promotional spending.
• Adherence to approved trade marketing budgets.
• Retailer participation in promotional and marketing programs.
• Improved store-level merchandising and promotional execution.
• Strong coordination between Sales and Marketing.
• Timely execution of retailer commitments and marketing programs.

PHYSICAL DEMANDS & WORK ENVIRONMENT

• Must be able to remain in a stationary position and operate office equipment for a prolonged period.
• Must be able to work in a schedule that commensurate with business operation, including work during weekends, holidays and/or times outside of normal business hours.
• Must be able to travel as business needs (up to 30% travel)
• Must be able to handle multiple deadlines, shifting priorities, and time-sensitive issues.
• Requires strong attention to detail, professionalism, and effective collaboration with internal teams and external partners.

Equal Opportunity Statement

HYH America is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees. We do not discriminate on the basis of race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, or disability status.