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Posted May 11th

Senior Trade Marketing Manager

Larkspur, CA

O'Neill Vintners & Distillers logo


O'Neill Vintners & Distillers


Production and Manufacturing

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Posted May 11th

Senior Trade Marketing Manager

Larkspur, CA






Full Time

About The Position
SUMMARY: The Senior Trade Marketing Manager is responsible to lead shopper strategy, planning, and program execution across the wine portfolio. She/He will be responsible for shaping the vision for Trade Marketing for the organization and will lead the development and execution of successful shopper and trade programs to drive business results. This role will work closely with Brand Managers, Sales Team and an extended roster of external partners, including creative agencies, strategic partnerships, and in-store POS suppliers. The Senior Trade Marketing Manager must be strategic, experienced, organized, creative, and capable of managing multiple projects at the same time. She/he thrives in an entrepreneurial environment, has an inquisitive mind, and leads the business with a creative, problem-solving mindset.   

The following reflects management’s definition of essential functions for this job but does not restrict the tasks that may be assigned. Management may assign or reassign duties and responsibilities to this job at any time due to reasonable accommodation or other reasons.

  • Lead, coach, and mentor a team of trade marketers (internal and external members) 
  • Responsible for developing and executing the vision for Trade Marketing for the organization
  • Evolve trade marketing strategy and programming based on consumer and customer needs
  • Responsible for driving business results though innovative programming focused on accelerating consumer pull through across all trade channels
  • Lead the annual programming planning process 
  • Bring brand strategy and communication goals across all trade channels – retail, on-premise and e-commerce 
  • Lead creative process with partner agencies (e.g., Below the line creative, POS development, special shopper offers, etc.) 
  • Responsible for ensuring sales feedback on all trade marketing programs 
  • Responsible for setting metrics for success and execution goals in partnership with marketing and sales leadership 
  • Lead the development, execution, and evaluation of trade programs across all channels – retail, on-premise, and e-commerce
  • Drive program development by identifying/leveraging shopper and commercial insights 
  • Responsible for recapping and evaluating all programs, including sales performance and impact, ROI and key learning/insights for future programs 
  • Work with Trade Marketing team to development of a formal promotional calendar and ordering process for POS and promotional items in support of our National Brands marketing calendar
  • Oversee marketing promotional strategy, plan development and execution of key tactics
  • Partner with National Accounts sales team to create account-specific shopper solutions 
  • Work with National Accounts (on and off-premise) teams to develop account-specific shopper programs that will help drive consumer pull across the premium wine portfolio 
  • Explore and generate national and regional cross-promotional marketing opportunities
  • Work with Analytics to monitor sales data and trends, analyze and use data to present and pitch relevant marketing programs

Additional Responsibilities
  • Identifies key shopper and cultural insights to drive trade programming 
  • Keeps internal and external stakeholders informed on progress and major milestones
  • Leads the development of Customer Presentations as required
  • May be required to partner with Sales to pitch customers for new business, POD expansion and programming 
  • Position is based in Larkspur, CA but requires limited travel to our wineries (Parlier and Paso Robles, California) and select travel to our key markets
  • Evaluates program feasibility and projected ROI
  • Works with Insights Team to:
  • Identify New Opportunities
  • Anticipate Customer Needs
  • Looks for ways to streamline trade processes, increase revenue, or reduce costs 
  • Ability to adhere to companies’ 4 core standards
  • Trust
  • Ingenuity
  • Forward Thinking
  • Always Deliver

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. 
  • Strategic thinker who is detail-oriented with strong problem-solving skills
  • Commercial and financially savvy 
  • Excellent written, verbal and presentation skills
  • Analytics and insights generation capabilities 
  • Strong negotiation skills
  • Basic experience with IRI and/or Nielsen reporting and analysis preferred
  • Strong PC skills, particularly in Excel, PowerPoint, Word, and Outlook
  • A self-starter, go-getter and team-player who thrives in a fast-paced environment at a fast-growing company
  • Track record in working well with others across multiple departments (internal and external)

  • Master's degree required
  • Sales and/or Marketing emphasis preferred
  • 5+ years of Trade Marketing Experience 
  • Alcoholic beverages experience required 
  • A passion for consumer marketing in the alcoholic beverage industry 

While performing the duties of this job, the employee is frequently required to do the following: 
  • Sit for prolonged periods
  • Perform some repetitive motion tasks
  • Coordinate multiple tasks simultaneously
  • Ability to lift to 45 pounds

  • Work is mainly performed in a normal office environment 

Larkspur, CA
Function Details
  • Reports To CMO
  • Direct Reports 1-3