Trade Marketing Manager

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Santa Rosa, CA, United States


Maximize the effectiveness of joint sales and marketing strategies and initiatives to accelerate brand growth.  Improve in-market effectiveness by bridging the needs of the sales and marketing organizations and generating innovative and effective tools for tactical execution.



The main mission of the Trade Marketing Manager at Jackson Family Wines is to support the brand marketing team in meeting the diverse needs of the sales force and changing customer requirements while providing insightful, field-tested feedback on marketing programs and initiatives across the on/off-premise channels and their respective sub-channels across the United States.


Support the Brand Marketing Strategy

  • Develop brand programs that support the marketing strategy to achieve defined business objectives, such as increasing brand awareness, drive brand loyalty, increase velocity
  • Partner with Brand Marketing and Communications to develop clear market objectives and strategies and act as liaison to streamline communication with sales
  • Align with sales to ensure coordination of marketing plans result in successful and effective program execution in line with budget, timelines, and brand guidelines
  • Identify, negotiate, and solidify key partnerships and sponsorships and activate programs that elevate our brands and resonate with customers and consumers
  • Keep abreast of industry trends, competition, and new opportunities


Lead the Tactical Sales Activation

  • Foster a cohesive, professional and collaborative relationships with Trade, Brand Marketing and Sales teams; prompt follow up with #1 customer (sales) on daily requests
  • Creation of national and tactical POS including racks, coupons, mass displays, etc.  May include development of content to communicate the effective sales tool
  • Plan, organize and execute regional marketing support and account specific programming for key accounts
  • Craft sub-channel specific presentations for key National Account customers, interacting with key customer marketing teams for specialized programming
  • Provide insightful market analysis (IRI, etc.) to recognize marketplace opportunities in an easy-to-present ‘Fact Based Selling’ format
  • Conduct and participate in market surveys to secure program efficacy and define market opportunities 
  • Support sales teams by participating in sales blitzes, launches, focus weeks, etc.
  • Identify, evaluate and lead strategic events in local markets that meet brand objectives within legal guidelines
  • Maintain Field Activation Budgets (TIPs) - tracking, budgeting and ROI analysis as well as reporting back to Marketing
  • Provide bi-weekly communication (via The Juice) with sales regarding program success stories, sharing best practices, etc.
  • Attend trade shows, tastings, events, etc., as brand support
  • Manage supplier relationships, negotiating for best pricing, quality and timing


Experience Preferred

  • 5-10 years of experience in wine/spirits marketing and/or sales with significant exposure to on-hands brand building activity
  • Must be able to manage multiple initiatives and programs concurrently and have a strong understanding of wines and spirits in multiple trade channels
  • Previous work experience in sales, business development or experience in the selling environment preferred
  • College degree (marketing or related field preferred)
  • Previous business administration or related experience
  • Basic wine knowledge and/or appreciation


Skills Required

  • Experience with different types of brand building activities: point of sale items, events, incentives, gaining distributor share of mind, etc.
  • Strong understanding of the 3-tier distribution system
  • Strong project management
  • Time management & prioritization
  • Analysis and reporting
  • Understanding of budget tracking metrics and ROI calculation to evaluate marketing effectiveness
  • Vendor management
  • Ability to interpret market data (IRI,  internal sales, demographics, consumer attitudes, usage occasions) recognizing marketplace opportunities
  • Familiarity with cost/benefit analysis; financial aptitude
  • Basic PC/Mac program understanding (Office Suite e.g. PowerPoint, Excel, Word)


Pre-requisite Core Competencies

  • Strong drive for results
  • High sense of urgency
  • Ability to deal with ambiguity
  • Strong communication skills
  • Basic presentation development and delivery skills
  • Time management
  • Trust & integrity
  • Flexibility
  • Ability to work well among different teams
  • Personal accountability for success
  • Entrepreneurship

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