VP, Trade Marketing

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Job Type

Full-time

Description

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 our family-owned business has grown, so has our belief in business as a force for good. 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, FitVine, Harken Chardonnay, Rabble, Charles Woodson’s Intercept, Robert Hall, Allegro Cellars, Ram’s Gate, Substance, ViNO, 209 Gin, and BrandyLab.

As VP of Trade Marketing, you’ll be the strategic lead and executional architect for all trade-facing activity across our portfolio, which includes a mix of estate-driven and globally distributed brands. Your mission: ensure our wines not only make it through the three-tier system but thrive at every level of it. You’ll develop national and regional trade strategies, oversee retail and on-premise programming, and serve as the connective tissue between Marketing, Sales, and our Distributor partners to drive and enable sales. You will lead and mentor a high-impact team of 2-3 people while collaborating cross-functionally to drive sales velocity and trade engagement.

Duties And Responsibilities

The following reflects management’s definition of essential functions for this job, but does not restrict the tasks that may be assigned. Management may assign or reassign duties and responsibilities to this job at any time due to reasonable accommodation or other reasons.

Strategic Planning

• Own the annual and long-term trade marketing strategy, aligning brand priorities with sales targets and distributor capabilities across channels (off-premise chain, independent, on-premise, digital).
• Design brand-specific, account-specific, channel-specific, and region-specific toolkits to support strategic launches, seasonal promotions, and LTOs (limited time offerings).
• Align closely with Marketing to ensure consumer storytelling translates to shelf, menu, and display.
• Collaborate with Finance to develop and manage annual budgets, understand pricing strategies, and identify opportunities to increase ROI and overall trade marketing efficiency.
  
  

Distributor and Sales Team Enablement

• Develop national toolkits, POS plans, sales training decks, and distributor presentations to drive flawless field execution.
• Lead the planning and implementation of distributor programming, sales, and performance incentives based on market intelligence and business metric reporting.
• Conduct quarterly reviews alongside the sales team with top distributors to assess program impact, SKU priorities, and inventory flow.
  
  

Retail & On-Premise Activation

• Collaborate with sales and brand marketing to plan and execute in-market product activation, including displays, demos/samplings, account programming, and new item sell-in strategies.
• Ensure field marketing programming aligns with retailer calendars (e.g., BevMo, Total Wine, Kroger) and regional on-premise account clusters.
• Support sales teams with turnkey programmatic materials and execution templates.
  
  

Team Leadership & Performance Management

• Build, direct, and coach a team of 2-3 (Trade Marketing Manager, Trade Marketing Specialist, potentially more)
• Champion a culture of high performance, forward-thinking, mentorship, and strategic execution.
• Track trade program ROI, build dashboards and scorecards to report on KPIs and marketing effectiveness.
• Identify and implement sustainable practices within the team/department to align with the company’s environmental goals.
  
  

Requirements

QUALIFICATIONS:

To fulfill this job successfully, an individual must be able to perform each essential duty. The requirements listed below represent the knowledge, skills, and abilities required. Reasonable accommodations may be made to enable individuals with disabilities to perform essential functions.

• 12+ years of experience in sales, trade marketing, sales support, or brand marketing (beverage alcohol or CPG preferred).
• Understanding of the three-tier system and its impact on trade planning and retail execution.
• Strong project management skills and comfort juggling multiple initiatives at once.
• Proficiency in Excel, PowerPoint, and familiarity with data platforms (IRI, VIP, etc.) is a plus.
• Exceptional interpersonal skills and ability to build strong cross-functional partnerships across marketing, sales, operations, etc.
• Ability to balance strategic thinking with tactical execution
• Excellent time management skills and ability to prioritize tasks based on shifting business needs/tight deadlines
• Strong budget management, project management, analysis, and reporting skills
• Excellent verbal and written communication skills
• Highly organized with keen attention to detail
• Ability to travel approximately 20%
  
  

Cultural Behaviors

O’Neill team members are Forward Thinkers. Hard Working without Drama. Friendly Problem Solvers who work as One Team to Always Deliver.

Physical/Mental Requirements

While performing the duties of this job, the employee is frequently required to do the following:

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

Work Environment

• 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, including medical, dental, vision, and life insurance coverage, short- and long-term disability, a 401(k) with a company match, Paid Time Off, holidays, and more.

O’Neill Vintners & Distillers is an equal opportunity employer. All aspects of employment, including the decision to hire, promote, discipline, or discharge, will be based on merit, competence, performance, and business needs. We do not discriminate based on race, color, religion, marital status, age, national origin, ancestry, physical or mental disability, medical condition, pregnancy, genetic information, gender, sexual orientation, gender identity or expression, veteran status, or any other status protected under federal, state, or local law.

All candidates must pass a comprehensive background check and drug screen and adhere to all Company, Federal, and State Food Safety Regulations and Policies. This organization participates in E-Verify.

Salary Description

$175,000-195,000