Trade Marketing Director

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Santa Rosa, CA, United States


Trade Marketing is an enabling resource that spans brand marketing, sales and finance in a fast-paced, growth focused, evolving environment. The overriding goal is to maximize profitability and effectiveness of the collective portfolio of brand strategies by enabling excellent execution for the consumer’s purchase decision at point of sale (both on and off premise), resulting in sales growth. As a market expert, lead and guide the company and brand teams’ efforts in delivering quality solutions that enhance the super-premium/luxury brand positioning.


Job Description

The main mission of the Director of Trade Marketing at Jackson Family Wines is to support the sales and brand marketing teams in meeting their diverse needs 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, as well as liaising support for the International teams.

 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 provide one “accountable” person/team to streamline communication with sales
  • Align with sales to ensure coordination of marketing plans to enable successful and effective program execution in line with budget, brand guidelines and priority calendar
  • Keep abreast of industry trends, competition, and new opportunities

 Lead the Tactical Sales Activation

  • Foster a cohesive, professional and collaborative relationships with Brand Marketing and Sales teams; prompt follow up with #1 customer (sales) on various daily requests – be sale’s ‘go to’ team
  • Regional marketing support and account specific programming 
  • 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 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
  • Attend trade shows, tastings, events, etc., as brand support


Manage Trade Marketing Team

  • Develop and establish the foundation of the trade marketing strategy to achieve defined business objectives on key strategic brands; partnering with sales & marketing to establish and maintain the annual sales focus calendar
  • Secure alignment across the sales and marketing organizations on field sales needs and marketing initiatives to deliver the most effective trade investment for the allocated dollars
  • Develop trade promotional plans and concepts for key customers and focus markets, ensuring that all promotional activities which are implemented are in line with the agreed marketing plans and guidelines.  Includes POS creation, supplier management for all pull related tools; POS, coupons, Txt2Win, mass displays, wearables, etc.
  • Maintain Tactical Activation Programs/Budgets (TIPs) - tracking, budgeting and ROI analysis as well as fluid communication to Marketing
  • Provide bi-weekly communication (via The Juice) with sales regarding program success stories, sharing best practices, etc.
  • Coaching and personal develop of trade team to deliver above objectives
  • Communicate programs/best practices across all channels
  • Manage TheKey website programming, troubleshooting, enhancements


Experience Preferred

  • MBA preferred.  Will consider BA or BS (marketing or related field preferred) with extensive related work experience
  • 10+ years of experience in wine/spirits marketing and/or sales with significant exposure to on-hands brand building activity
  • Strong understanding of the nuances of marketing alcohol in on and off premise trade channels
  • Leadership skills to manage a dynamic team, as well as managing up to Senior Executive Team
  • Must be able to manage multiple initiatives and programs concurrently
  • Basic wine knowledge and/or appreciation


Skills Required

  • Experience with successful execution of various types of brand building activities: consumer pull tactics with POS and other tools; brand awareness building at events; gaining distributor share of mind with impactful training, incentives, etc.
  • Strong project management skills
  • Time management & prioritization
  • Vendor management
  • Strong understanding of the 3-tiered distribution system, national accounts  and on and off  premise channels
  • Analysis and reporting with ability to interpret market data (IRI,  internal sales, demographics, consumer attitudes, usage occasions) recognizing marketplace opportunities
  • Strong relationship builder
  • Financial aptitude and understanding of budget tracking metrics and cost/benefit ROI calculation to evaluate marketing effectiveness and direct future programming
  • Basic PC functional performance (Office Suite e.g. PowerPoint, Excel, Word)


Pre-requisite Core Competencies

  • Strong drive for results with personal accountability for success
  • High sense of urgency; high rate of productivity; fueled by executing and completing projects
  • Time management for self and team
  • Ability to deal with ambiguity, taking the grey areas and make them into clear and executable projects
  • Strong communication skills
  • Presentation development and delivery skills
  • Trust & integrity
  • Flexibility
  • Ability to work well among different teams throughout the entire organization (marketing, sales, legal, finance. communications)
  • Entrepreneurship spirit and comfortable working in a family-owned and led environment

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