Trade Marketing Manager

O’Neill Vintners & Distillers was founded in 2004 with a simple idea from our founder, Jeff O’Neill, that great wines should be enjoyed by all. We believe those wines must be of exceptional quality, centered around our core belief that doing the right thing for our employees, consumers, partners, and the planet is key to a sustainable future. As our family-owned business has grown, so has our belief in business as a force for good.

We are proud to be an industry leader in sustainability and a Certified B Corporation.

We are one of California's largest wineries, with operations in Larkspur, Sonoma, Paso Robles, and Parlier, CA. Our award-winning portfolio of consumer brands includes Line 39, Fit Vine, Harken Chardonnay, Rabble, Charles Woodson’s Intercept, Robert Hall, Allegro Cellars, Ram’s Gate, Substance, ViNO, 209 Gin, and Brandy Lab.

The Trade Marketing Manager plays a key role in shaping and executing marketing programs that drive sales through distributor, wholesale, retail, and on-premise channels. This position focuses on creating initiatives that influence the trade (retail partners, on-premise accounts, and distribution networks) to enhance demand and visibility at the point of purchase. Responsibilities include developing retail promotions, overseeing point-of-sale materials, collaborating closely with sales teams, and applying market insights to ensure alignment with broader brand objectives.

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.

• 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, Door Dash, and distributor e-commerce platforms.
• Help craft messaging and programs that emphasize our B Corp…