Trade Marketing Manager

Trade Marketing Manager – O'Neill Vintners & Distillers

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 a family‑owned business, 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.

• 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.
• 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.
• Foster a culture of collaboration, accountability, and continuous improvement within the trade marketing team, providing coaching and mentorship.
• 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.
• Identify and implement shopper marketing initiatives that strengthen relationships with key accounts and encourage the in‑store purchasing of our brands.
• 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.
• Work as the primary liaison between sales and brand teams to support cross‑functional initiatives and uncover opportunities to grow market share.
• 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 values and brand commitments to transparency, equity, and the planet.

• 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 strong organizational and multitasking ability in a fast‑paced environment.
• Proficient in Microsoft Office (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 company property visits.

• Bachelor's degree in Marketing, Business, Sustainability, or a related field.
• 3+ years of experience in the wine/alcohol/beverage industry.
• Proven success working with a distributor network and knowledge of the 3‑tier system.

• Sit for prolonged periods.
• Perform some repetitive motion activities.
• Coordinate multiple tasks simultaneously.
• Lift, move, and stack boxes up to 40 lbs.
• Maintain focus and attention to detail in a fast‑paced environment.
• Manage prolonged screen time effectively without compromising productivity.

• Work normally occurs in a temperature‑controlled office environment with low to medium noise levels.

O’Neill Vintners & Distillers offers a competitive salary and comprehensive benefits package,…