Trade Marketing Manager (Wine Jobs: Sales & Marketing)

Full Time

  O'Neill Vintners & Distillers

  Larkspur, California

O’Neill Vintners & Distillers is the leading California producer of premium brands, bulk wine, brandy and spirits for the beverage alcohol trade. Leveraging our vertically integrated vineyard, winery and bottling operations, O’Neill Vintners provides the highest quality products and service at an exceptional value. O’Neill Vintners was founded in 2004 by Jeff O’Neill, former CEO of Golden State Vintners and third generation member of a California wine-making family with industry roots dating back to 1934. From grape supply through wine processing to bottling services, O’Neill is recognized as the preferred outsourcing partner for national retailers and some of the largest adult beverage brands in the world. Today, O’Neill Vintners has grown to become the 7th largest winery in California and has earned a reputation as one of the premier commercial wine producers in the business. 


The O’Neill Marketing Team is seeking a consumer-obsessed and commercially minded Trade Marketing Manager looking to join a high-performing, results oriented team responsible for developing and executing compelling shopper and trade programs to drive business results. The programs developed by the Trade Marketing Manager will consider brand strategies, platforms and be focused in providing shopper solutions. The programs should also take into account the unique need of each of our major lines of business, including national, regional, and on and off premise sales. This position will report to the VP of Marketing, and work closely with Brand Managers, key Sales team members, and an extended roster of external partners including Creative Services and in-store POS suppliers. The Trade Marketing Manager must be strategic, experienced, organized, creative, and capable of juggling multiple projects at the same time. This position is based in Larkspur, CA and requires limited travel to our wineries (Parlier and Paso Robles, California) and select travel to our key markets. 


(65%) Lead the development, execution and evaluation of Trade Marketing programs in collaboration with Brand Teams and extended support network to create and execute compelling trade programs for all brands. This includes:

  • Drives 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 develop a formal promotional calendar and ordering process for POS and promotional items in support of our National Brands marketing calendar
  • Lead the RFP process, and subsequent negotiations, with supplier partners for POS and promotional items
  • Trade launch programs and tools for new brands or line extensions; Tools include, but not limited to: launch decks, selling tool (i.e. sell sheets, mailers, etc.) and training tools.
  • Manage coupon development and execution of ordering/fulfillment process for all programs requiring this tactic

(15%) 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 for our national and exclusive brands portfolio
  • Explore and generate national and regional cross-promotional marketing opportunities
  • Monitor sales data and trends, analyze and use data to present and pitch relevant marketing programs

(10%) Partner with Sales team to create and execute regional marketing programs

  • Work with our regional sales managers to identify and support regional marketing initiatives
  • Most programming will be conceived on the local level and then supported by the Trade Marketing manager with the intention of truly maximizing program effectiveness
  • Support the development of programs while ensuring that all brand strategy and standards are maintained in the process 

(10%) Administrative/Other

  • Create, manage, track the annual trade marketing budget and steward the corresponding invoice approval process
  • Develop and own formal process to ensure timely delivery of all related programming (i.e. POS ordering process, coupon development process, program recaps)    


  • Strategic thinker who is detail-oriented with strong problem-solving skills.
  • Accomplished manager who can multi-task to effectively prioritize and manage a large workload of long and short-term projects.
  • A self-starter, go-getter and team-player who thrives in a fast-paced environment at a rapidly growing company.
  • Track record in working well with others across multiple departments (internal and external) – Sales, Operations, Wine-making – to get things done.  


  • Excellent written, verbal and presentation skills Analytics and insights generation capabilities
  • Brand management mindset with experience leading creative development
  • Strong negotiation skills
  • Basic experience with IRI and/or Nielsen reporting and analysis preferred
  • Strong PC skills, particularly in Excel, PowerPoint, Word, Project and Outlook   
  • Experience/Education:
  • Bachelor’s degree required, Sales and/or Marketing emphasis preferred
  • 5+ years wine or spirits marketing experience with consumer-driven commercial brands
  • Off-premise and on-premise experience
  • A passion for wine with demonstrated industry knowledge, including 3-tier distribution   

The Company participates in e-verify. Must pass a comprehensive background check and drug screen. The employee is expected to adhere to all Company, Federal and State Food Safety Regulations and Policies.

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