From Brand Building to Shelf Impact: Emanni O. Bates’ Journey in Confections Trade Marketing

Tuesday, June 16, 2026

What does it take to turn a beloved brand into a must-have product at the shelf?

For Emanni O. Bates, Senior Associate Manager, Confections Trade Marketing at Mondelēz International, it’s all about connecting strategy with execution. With a career that spans marketing, sales, and category management, Emanni brings a well-rounded perspective to how brands come to life in-store and in the hands of consumers.

Starting her journey through leadership development programs in both marketing and sales, Emanni built a strong foundation across brand strategy, customer engagement, and commercial execution. Over time, she’s translated those experiences into impactful roles across foodservice strategy, customer category management, and go-to-market planning, ultimately shaping how confections win in a competitive retail landscape.

In her current role, she sits at the intersection of brand, shopper, and customer, driving trade strategies that not only elevate visibility but also deliver meaningful business results. In this conversation, Emanni shares her career journey, the evolving role of trade marketing, and what it takes to bring brands to life where it matters most.

How do you stay adaptable across different roles and functions?

I stay adaptable by remaining open minded and curious, taking the time to understand each environment before jumping in. This allows me to apply skills that translate across any role or function.

How can early-career professionals gain exposure to both marketing and sales?

Our M2A ERG is a great way to gain exposure in different areas of the business. From the Apprenticeship Program to the Job Shadowing Program, these opportunities exist with the intent to match both early-career and seasoned employees with colleagues who are eager to share what their day-to-day looks like. how they work across teams, and what important steps they’ve taken in their career journey to get where they are today.

What are the biggest challenges in executing strategies at scale?

One of the biggest challenges is maintaining consistency as things ebb and flow. Success comes from building clear systems, ensuring strong alignment, and allowing room for flexibility, so execution can evolve without losing its core intent.

What role does data play in shaping category and go-to-market strategies?

Data is crucial in identifying opportunities and determining effective strategies to reach them. This includes recognizing gaps in the market, understanding shifting consumer needs, and uncovering untapped segments. The impact comes from how well we define the category landscape and translate those insights to determine how and where to show up.

What does trade marketing mean in the context of a global snacking company like Mondelēz International?

In a global snacking company, Trade Marketing focuses on collaborating closely with Brand Marketing and Customer Business Teams (CBTs) to create strategies and channel-specific plans that make our products stand out across Biscuit, Candy, Chocolate, and Bars categories. This is where strategy intersects with execution, ensuring that our products are not only desirable but also accessible and compelling in the retail environment.

How did the Leadership Development Program shape your career path?

The LDA program allowed me to explore various areas of the business. Throughout this journey, I developed meaningful connections within my professional network, which have significantly shaped my career path.

Initially, I thought I understood what aligned with my interests. However, it wasn't until I completed the program that I gained a clearer understanding of the direction I wanted to pursue.

Staying connected with my previous managers and mentors and engaging in candid conversations has also boosted my confidence in my career decisions. While it is important to know what you want, I am grateful for my network for encouraging me not to limit myself to a narrow path. They helped me identify different roles within Mondelez that would allow me to work cross-functionally, enabling me to learn how different areas of the business operate while also enhancing my understanding of my current role.

Can you walk us through your journey from internships to your current role in trade marketing?

My journey at Mondelez began as a Leadership Development Associate (LDA). This two-year robust program really set the tone and pace. The program was split between Marketing and Sales. I supported the Chips Ahoy! Team in both Commercial, Equity, and Innovation. I then worked in retail supporting the Orlando Team as a Sales Representative, Customer Category Manager, and Retail Merchandising Supervisor. After presenting a capstone project and completing the program, I transitioned into Foodservice (now known as Away From Home) as an Associate Category Manager, focusing on strategy building.

Subsequently, I returned to Sales as a Customer Category Manager, primarily supporting the Drug Channel, specifically Rite Aid, across various categories including Biscuit, Candy, Chocolate, and Bars. After that, I advanced to the role of Senior Associate Manager, Go-To-Market, which ultimately led me to my current position as Senior Associate Manager, Trade Marketing, where I support the Seasonal Candy business for Growth Channels.

How would you describe Mondelēz’s culture?

The culture here is like no other! It welcomes you with open arms, creates a safe and fun place to work, and prioritizes career advancement while encouraging work-life balance. I’m truly proud to be an employee here at Mondelez.

Emanni’s journey reflects the power of building a diverse foundation and embracing every opportunity to learn, adapt, and grow. By navigating roles across marketing, sales, and category strategy, she has developed a unique ability to connect big-picture brand thinking with real-world execution.

At Mondelēz International, careers are shaped by curiosity, collaboration, and the courage to explore different paths. Emanni’s story is a testament to how stepping outside of one’s comfort zone can unlock new perspectives—and ultimately drive greater impact.

Because in today’s fast-moving retail landscape, success comes from those who can not only build great brands—but also bring them to life where it matters most: in the hands of consumers.