O'Neill Vintners & Distillers · 2 months ago
Trade Marketing Manager
Larkspur, CA
Full-time
Onsite
Mid, Senior Level
4+ years expO'Neill Vintners & Distillers is a family-owned business and an industry leader in sustainability. The Trade Marketing Manager plays a key role in shaping and executing marketing programs that drive sales through various channels, focusing on initiatives that enhance demand and visibility at the point of purchase.
Food and BeverageWine And Spirits
No H1B
Responsibilities
Collaborate with brand marketing and sales leadership to develop comprehensive annual trade marketing plans across retail and on-premise channels. Convert brand strategies into thoughtful, channel-specific programs with clearly defined priorities and measurable tactics that support both sales targets and brand-building goals
Lead the creative direction and strategic development of a full range of impactful point-of-sale materials designed to drive consumer engagement and purchase. Partner with sales teams to identify needs by market, retailer, and channel. Manage all stages of POS development, from concepting and sampling to execution and post-campaign analysis, while working closely with internal creative teams and external vendors to ensure accuracy, consistency, and quality
Foster a culture of collaboration, accountability, and continuous improvement within the trade marketing team, providing coaching and mentorship to support individual and team growth
Lead the development of branded merchandise, ensuring all items reflect brand standards
Drive the couponing strategy using historical data to design competitive programs across platforms, including instant-redeemable and mail-in offers. Maintain close alignment with brand and sales teams to support the annual couponing calendar
Identify and implement shopper marketing initiatives that strengthen relationships with key accounts and encourage the in-store purchasing of our brands. Partner with the National Accounts team to create an annual shopper marketing calendar encompassing programming, POS support, and media activation. Assess campaign performance using syndicated and other relevant data sources
Partner and support national account on-premise with RFPs and ongoing in-market support, including educational tools and program creation
Communicate key trade marketing initiatives, trends, and promotional performance to senior leadership to support informed strategic decision-making
Work as the primary liaison between sales and brand teams to support cross-functional initiatives and uncover opportunities to grow market share, including cross-merchandising efforts, sweepstakes, and seasonal promotions
Partner with the DTC team to develop marketing content and promotional strategies for online retail partners such as Instacart, DoorDash, and distributor e-commerce platforms
Help craft messaging and programs that emphasize our B Corp values and brand commitments to transparency, equity, and the planet
Qualification
Required
4+ years of experience in trade marketing or shopper marketing for CPG products
1-2 years of experience managing direct reports or cross-functional teams
Solid understanding of the retail and on-premise marketing landscape, both in-store and online
Strategic thinking with the ability to lead annual planning to implementation and ongoing optimization
Excellent communication and cross-functional project management skills
Self-starter with great organizational skills, ability to multitask, and work in a fast-paced environment; exceptional sense of urgency, with strong aptitude for learning and problem-solving
Proficient in Microsoft Office (including advanced Excel and PowerPoint skills)
Experience with Canva, DAM systems, Power BI/Tableau, Nielsen/IRI data
Ability to travel up to 25% to various customer meetings, trade shows, and visits to our company properties
Preferred
Bachelor's degree in Marketing, Business, Sustainability, or a related field is preferred
3+ years of experience in the wine/alcohol/beverage industry
Proven success working with a distributor network and knowledge of the 3-tier system
Benefits
Medical, dental, vision, and life insurance coverage
Short- and long-term disability
A 401(k) with a company match
Paid Time Off
Holidays
And more
Company
O'Neill Vintners & Distillers
It started on 2004 with a simple idea from our founder, Jeff O’Neill, that great wines should be enjoyed by all.
201-500 employees
Funding
Current Stage
Growth StageLeadership Team
Anuj Girdhar
Chief Financial Officer
Matthew Towers
Chief Operating Officer
Recent News
Company data provided by crunchbase