Trade Marketing Manager

WX Brands; Novato (CA); On-site; USD 120,000 - 150,000; Full time

Benefits offered by this job

PTO 19 days

Employee pricing

Job summary

WX Brands, based in California, is seeking an analytical Trade Marketing Manager to drive retail programs that boost distribution, brand visibility, and ROI across channels.

You will translate brand strategy into shopper marketing initiatives, partner with Sales and Brand Marketing, and manage promotions, digital shelf content, and retailer-specific plans for national accounts and regional chains.

Qualifications

• Bachelor's degree in Marketing, Business, or related field.
• 6+ years in Trade Marketing, Customer/Shopper/Commercial Marketing within beverage alcohol or CPG.
• Proven ability to translate brand strategy into retail activation and shopper programs.
• Strong understanding of retail environments, three-tier system, distributor management, and shopper marketing principles.
• Experience partnering with sales teams, distributors, and retailers to develop marketing solutions.
• Highly analytical with ability to interpret sales and shopper data to drive performance.
• Excellent project management, organizational, and communication skills.
• Advanced proficiency in Excel and PowerPoint.
• Experience with syndicated data platforms (Circana, Nielsen, Numerator, VIP) is preferred.
• Experience with digital shelf platforms (Syndigo or Salsify) is a plus.

Responsibilities

• Manage and execute trade marketing strategies to drive distribution, brand awareness, shopper engagement, and sales growth across retail channels.
• Build and maintain relationships with distributors and retail partners for long-term growth and successful initiatives.
• Collaborate with Sales, Brand Marketing, and Creative teams to develop customer-specific marketing programs for national accounts, regional chains, and independents.
• Lead planning, execution, and evaluation of trade promotions, shopper programs, and in-store activations with measurable ROI.
• Oversee digital shelf optimization with third-party partners to ensure consistent brand content across retailer eCommerce platforms.
• Use category trends and shopper insights to craft strategic recommendations for customer presentations and business reviews.
• Work with national accounts and regional retailers to align brand priorities with retailer objectives.
• Manage annual retailer-specific promotional planning, timelines, and agency/vendor relationships within budget.
• Ensure consistency of trade marketing initiatives with overall brand strategy and objectives.
• Analyze promotional performance and market trends to identify opportunities and optimize investments.

Skills

Analytical

Collaboration

Excel

PowerPoint

Data analysis

Vendor management

Education

Bachelor's in Marketing

Tools

Syndigo

Salsify

Circana

Nielsen

Numerator

VIP

Job description

The Trade Marketing Department at WX Brands is seeking an analytical, collaborative, and results-driven Trade Marketing Manager to support our portfolio of brands. This role will manage and execute trade marketing strategies that drive sales growth, strengthen retailer and distributor partnerships, and enhance brand visibility across all channels. The ideal candidate is a strategic thinker with strong commercial acumen who can translate brand strategy into impactful retail programs that deliver measurable business results.

Key Responsibilities

• Manage and execute trade marketing strategies aligned with brand objectives to drive distribution, brand awareness, shopper engagement, and sales growth across retail channels.
• Build and maintain strategic relationships with distributor and retail partners to support long-term business growth and successful execution of commercial initiatives.
• Partner closely with Sales, Brand Marketing, and Creative teams to develop customer-specific marketing programs and promotional initiatives for national accounts, regional chains, and independent retailers.
• Lead the planning, execution, and evaluation of trade promotions, shopper marketing programs, and in-store activations, ensuring strong execution and measurable ROI.
• Manage the ongoing development and optimization of the digital shelf through third-party partners, ensuring consistent and compelling brand content across retailer eCommerce platforms.
• Leverage category trends, competitive activity, shopper insights and data analysis to develop strategic recommendations that strengthen brand performance and support customer presentations, business reviews and business planning.
• Collaborate with key national account and regional retail customers to develop customized marketing programs that align brand priorities with retailer objectives.
• Manage annual retailer-specific promotional planning, project timelines, and agency/vendor relationships to ensure programs are delivered on time and within budget.
• Ensure all trade marketing initiatives are executed consistently and remain aligned with overall brand strategy and commercial objectives.
• Analyze promotional performance, sales data, and market trends to identify opportunities, optimize investments, and improve commercial outcomes.

Qualifications & Experience

• Bachelor's degree in Marketing, Business, or a related field.
• 6+ years of experience in Trade Marketing, Customer Marketing, Shopper Marketing, or Commercial Marketing within the beverage alcohol or consumer packaged goods (CPG) industry.
• Proven ability to translate brand strategy into effective retail activation and shopper marketing programs that drive measurable business results.
• Strong understanding of retail environments, the three-tier distribution system, distributor management, and shopper marketing principles.
• Experience partnering directly with sales teams, distributors, and retail customers to develop customer-specific marketing solutions.
• Highly analytical with the ability to interpret sales, syndicated, and shopper data to identify opportunities and drive performance.
• Exceptional project management, organizational, and communication skills with the ability to manage multiple priorities in a fast-paced environment.
• Advanced proficiency in Microsoft Excel and PowerPoint.
• Experience with syndicated data platforms (Circana, Nielsen, Numerator, VIP, etc.) is preferred.
• Experience with digital shelf management platforms such as Syndigo or Salsify is a plus.

About Us

• WX Brands is one of the fastest growing wine companies in the US and is on its way to being a top 5 global wine company.
• Our winning portfolio includes a premium range of exciting, consumer-driven wine brands.
• Bread & Butter: A phenomenon & top global brand that keeps winning by bringing in the younger Millennials and Gen‑Z consumers like no other brand.
• o #1 top Super Premium brand with younger generations with the #1 Pinot Noir
• o 7X consecutive Impact Magazine Hot Brand Winner and 2nd time Blue Chip Winner, showing 11-years of consecutive & substantial growth
• o #1 US Brand in Canada and #4 overall
• o #1 Premium brand in the UK, and #1 Pinot Noir in Norway & Sweden
• Trapiche: Trapiche is an iconic Argentina leader and proudly celebrates 140 years of storied, award‑winning winemaking.
• Baileyana Winery with the celebrated sustainable True Myth and Tangent brands: True Myth speaks to the female consumer via Cabernet, Chardonnay and Pinot Noir from the Central Coast. Tangent is the first American white wine brand dedicated solely to aromatic, refreshing wines.
• New‑to‑World: WX Brands is committed to responding to consumer sentiment and changing taste profiles. We incubate, test and scale New‑to‑World brands every year. Our success is proven.
• With offices located around the world, WX offers a unique working environment, with the fast pace of an entrepreneurial start‑up and the down‑to‑earth atmosphere found in the Northern California wine industry. We seek people who are passionate about making a difference in the industry and their careers.
• In 2021, 2022, 2023, 2024 & 2025 WX Brands was named by North Bay Business Journal as one of the best places to work.

Perks

• WX offers a competitive benefits package including PTO starting at 19 days per year plus employee pricing on our amazing products! We offer an entrepreneurial environment that promotes career growth by leaps and bounds while being part of a team‑oriented environment that knows how to have fun!
• You can find out more by visiting our website: www.wxbrands.com