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Trade Marketing Manager

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Job Category: 
425 Aviation

This role is responsible for digital & promotional trade marketing execution and tactics primarily for off-premise retailers with a focus on JFW’s driver brands (Kendall-Jackson and La Crema) in a handful of key accounts. We are looking for someone who can bridge the gap between the many emerging digital platforms with the traditional trade marketing channels. We need you to be a thought leader in finding ways to connect digital shopper marketing to in-store sales. This role must stay abreast of the latest shopper trends, retailer strategies and determine the appropriate approach to optimize return on investment and drive mutual growth for retailers and Jackson Family Wines. In other words, we want a digital shopper marketing evangelist at Jackson Family Wines!



Digital Shopper Marketing

  • Work cross-functionally with the Sales, Brand, and Creative teams to create a digital trade identity focusing on, but not exclusive to, Kendall-Jackson & La Crema
  • Be a thought leader in finding ways to connect digital shopper marketing to in-store sales
  • Develop in-depth understanding of the digital wine shopper’s path to purchase
  • Translate data and insight into retailer-specific recommendations that drive sales
  • Determine the appropriate mix of tactics using in-store, digital and traditional media to intercept the shopper on her/his path to purchase
  • Keep abreast of industry news, technologies, trends and opportunities, piloting and implementing emerging techniques to drive conversion
  • Provide analysis and generate insights for ongoing improvements of digital marketing
  • Facilitate timely and effective execution of digital shopper marketing programs
  • Develop strong working relationships with external teams, including brokers and retailer digital / shopper marketing counterparts
  • Develop trade influencer marketing tactics
  • Develop media tactics in FB & Google to influence the path to purchase in retail
  • Develop secondary media tactics beyond FB & Google to influence the path to purchase in retail

Traditional Trade Marketing management – promotion management

  • Collaborate with Sales & Marketing in the development and activation of promotional programs for JFW Driver Brands (Kendall-Jackson & La Crema)
  • Manage all aspects of trade coupons including development, distribution, redemptions, reporting, analysis, and compliance


  • Participate in marketing surveys and sales meetings to evaluate effectiveness of marketing tools
  • Other duties as assigned 


Education and Experience

  • Minimum Educational Qualification: Bachelor's Degree
  • Preferred: a concentration in Marketing
  • Prior experience leveraging consumer insights to develop effective marketing programs
  • Experience leading or influencing shopper experience, content management, digital shelf, digital merchandising, basket ring, and the digital shopping cart
  • Interest in analyzing and deriving insights from Syndicated Data, Panel Data, Loyalty Card Data, Google Analytics
  • Working knowledge of any of the following platforms is a plus: Quotient, Ibotta, Inmar, Syndigo, Salsify, Button, Digitus, Instacart, Shipt, Drizly, Tactic
  • Strong understanding of digital media landscape, beyond social media
  • Proficient in Microsoft Office (OneDrive, PowerPoint, Excel, Word, Outlook, SharePoint)



  • Familiarity with online marketing metrics and penchant for making data-driven decisions that drive increased basket ring and improve efficiency
  • Ability to quickly analyze data and make recommendations
  • Experience developing reporting and surfacing insights for executive-level discussions
  • Understanding of attribution modeling



  • Ability to communicate digital projects/initiatives to both technical and non-technical stakeholders
  • Ability to break down complex ideas so that anyone can understand


Qualities & Character

  • Team player with strong character
  • Strong ability to see what can be, not what is
  • Desire to make a positive impact on your immediate and cross-functional teams
  • Knack for inspiring stakeholders with your passion for digital marketing
  • Not afraid to manage up
  • Strong time management skills
  • Stay focused on the long-term goals

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