- Job Title: Senior Manager, Trade Marketing
- Company: The Wonderful Company
- Location: Los Angeles, California, United States (Hybrid: In-office Mon-Wed, Remote Thu-Fri)
- Job Type: Full-time
- Category: Marketing
- Date Posted: April 30, 2025
- Experience Level: 7+ years in trade marketing or shopper marketing within a CPG environment
🚀 Job Overview
Key aspects of this role include:
- Developing and executing annual trade marketing plans for retail and on-premise channels across multiple wine brands.
- Leading creative development and strategic planning for point-of-sale materials and branded merchandise.
- Managing the Trade Marketing team and fostering a culture of collaboration and continuous improvement.
- Advising senior leadership on trade marketing strategy and promotional effectiveness.
*ASSUMPTION: This role requires a strategic thinker with strong cross-functional collaboration skills to balance brand objectives and sales goals.*
📋 Key Responsibilities
✅ Trade Marketing Strategy & Planning
- Partner with brand marketing and sales teams to define and author annual trade marketing plans.
- Translate overall brand goals into actionable strategies by channel, identifying key priorities and planning specific, measurable tactics.
✅ Point-of-Sale (POS) & Branded Merchandise
- Lead creative development and strategic planning for full suite of POS materials and branded merchandise.
- Collaborate with sales team to identify key needs by market, retailer, and channel.
- Manage relationship with inventory vendor to ensure proper management and quality standards.
*ASSUMPTION: This role requires strong project management skills to oversee multiple POS campaigns and merchandise projects simultaneously.*
✅ Couponing Strategy & Shopper Marketing
- Lead couponing strategy leveraging historical data to develop competitive programs across platforms.
- Identify and execute shopper marketing tactics that support key account partners and drive in-store purchase of our brands.
- Measure performance of various campaigns utilizing syndicated and other data sources.
✅ Trade Events & E-commerce Marketing
- Oversee annual calendar of trade events and budget spend, working closely with sales leaders to plan, execute, and measure success of each trade-focused event.
- Collaborate with e-commerce team to develop all marketing content and promotional strategies for key online e-tailers.
*ASSUMPTION: This role requires strong analytical skills to measure and optimize the performance of trade events and e-commerce marketing campaigns.*
🎯 Required Qualifications
- Education: Bachelor's degree in marketing or a related field (preferred)
- Experience: 7+ years in trade marketing or shopper marketing within a CPG environment, with a strong preference for those with wine or beverage alcohol experience.
- Required Skills:
- Proven success working with a distributor network and knowledge of the 3-tier system.
- Solid understanding of the retail and on-premise marketing landscape, both in-store and online.
- Strategic thinking, ability to lead annual planning to implementation and ongoing optimization.
- Excellent communication skills and cross-functional project management.
- Strong analytical skills with a desire to work with syndicated and internal data systems.
- Self-starter with great organizational skills, ability to multi-task, and work in a fast-paced environment.
- Advanced Excel and MS PowerPoint skills required.
- Preferred Skills:
- Experience managing direct reports or cross-functional teams.
- Familiarity with Circana, SipSource, VIP iDIG, and other relevant data systems.
*ASSUMPTION: Candidates with prior experience in the wine or beverage alcohol industry will have a strong advantage in this role.*
💰 Compensation & Benefits
- Salary Range: $140,000 - $150,000 (plus discretionary bonus)
- Benefits:
- Comprehensive medical, vision, and dental plans
- 401k with match eligibility
- 24/7 online physician consultations
- Virtual mental health resources
- Life coaching
- Employee community groups
- Cash rewards for healthy habits and fitness reimbursements
- On-demand fitness videos
- Career advancement opportunities
- Learning and development resources
- Mentorship program
- Continuous improvement training
- Community service projects
*ASSUMPTION: The salary range provided is based on industry standards for a senior-level trade marketing role in the CPG sector.*
📌 Applicant Insights
🔍 Company Context
- Industry: Food and Beverage Manufacturing
- Company Size: 1,001-5,000 employees
- Founded: The Wonderful Company was founded in 1981, with JUSTIN Vineyards & Winery being established in 1987.
- Company Description: The Wonderful Company is a privately held company with a portfolio of iconic brands, including Wonderful® Pistachios, Wonderful® Almonds, FIJI® Water, POM Wonderful®, JUSTIN® Wine, and Teleflora®. The company is committed to improving the social determinants of a healthy society and giving back to the community.
- Company Specialties: Nut processing, health, CPG, consumer packaged goods, and agriculture.
📊 Role Analysis
- Career Level: Senior Manager
- Reporting Structure: This role reports directly to the Director of Marketing and manages the Trade Marketing team, while maintaining strong cross-functional relationships with the brand marketing and sales teams.
- Work Arrangement: Hybrid (in-office Mon-Wed, remote Thu-Fri)
- Growth Opportunities: This role offers opportunities for career progression within The Wonderful Company's diverse family of brands and business units.
*ASSUMPTION: The Wonderful Company's large portfolio of brands provides ample opportunities for internal mobility and career growth.*
🌍 Location & Work Environment
- Office Type: Hybrid (in-office and remote)
- Office Location(s): West Los Angeles/Paso Robles or Sonoma, CA
- Geographic Context: Los Angeles is the second-largest city in the United States, with a diverse population and a thriving food and beverage industry. The Wonderful Company's headquarters is located in the West Olympic Boulevard area, with easy access to public transportation and amenities.
- Work Schedule: Standard full-time work hours, with the option to work remotely on Thursdays and Fridays.
*ASSUMPTION: The hybrid work arrangement offers flexibility for employees while maintaining a strong in-office presence for collaboration and team building.*
💼 Interview & Application Insights
- Typical Process: 1. Online application submission, 2. Phone or video screen, 3. In-person or video interview with hiring manager, 4. Final interview with senior leadership, 5. Background check and offer extension.
- Key Assessment Areas: Strategic thinking, cross-functional collaboration, project management, analytical skills, and cultural fit.
- Application Tips:
- Tailor your resume and cover letter to highlight relevant experience and skills for this role.
- Prepare for behavioral interview questions focusing on your experience with trade marketing, strategic planning, and team management.
- Familiarize yourself with The Wonderful Company's brand portfolio and company culture.
*ASSUMPTION: The interview process for this role will focus on assessing the candidate's strategic thinking, cross-functional collaboration, and cultural fit within The Wonderful Company.*
🛠️ Tools & Technologies
- Microsoft Office Suite (Excel, PowerPoint)
- Syndicated data systems (Circana, SipSource, VIP iDIG)
- Project management tools (Asana, Trello, or similar)
- E-commerce platforms (Instacart, Doordash, Minibar, Reserve Bar, Wine.com, etc.)
*ASSUMPTION: The tools and technologies required for this role are standard for the trade marketing industry and can be learned by candidates with relevant experience.*
👔 Cultural Fit Considerations
- Company Values: Integrity, innovation, quality, and sustainability.
- Work Style: Collaborative, fast-paced, and data-driven.
- Self-Assessment Questions:
- How do you align with The Wonderful Company's values, particularly in the context of this role?
- How comfortable are you working in a hybrid environment, balancing in-office collaboration and remote work?
- How do you approach continuous learning and improvement in a fast-paced, dynamic work environment?
*ASSUMPTION: The Wonderful Company values candidates who are passionate about their work, committed to continuous learning, and aligned with the company's core values.*
⚠️ Potential Challenges
- Balancing the needs of multiple brands and channels within the trade marketing strategy.
- Managing a team and fostering a culture of collaboration and continuous improvement.
- Working with a large, national sales team across a multi-brand portfolio.
- Keeping up with industry trends and adapting to changes in the retail and on-premise marketing landscape.
*ASSUMPTION: These challenges can be overcome by a strategic thinker with strong cross-functional collaboration skills and a commitment to continuous learning and improvement.*
📈 Similar Roles Comparison
- Trade Marketing Manager (CPG): This role is at a senior level and requires more strategic thinking, team management, and cross-functional collaboration than a trade marketing manager role. However, the core responsibilities and required qualifications are similar.
- Shopper Marketing Manager (Retail): This role focuses more on in-store marketing tactics and shopper behavior, while the senior trade marketing manager role encompasses a broader range of channels and marketing tactics. Both roles require strong analytical skills and a solid understanding of the retail marketing landscape.
- Brand Manager (Wine & Spirits): This role focuses more on brand positioning, product development, and consumer marketing, while the senior trade marketing manager role is more focused on channel-specific marketing strategies and promotional tactics. Both roles require strong strategic thinking and cross-functional collaboration.
*ASSUMPTION: While these roles share some similarities, the senior trade marketing manager role is unique in its focus on channel-specific marketing strategies and promotional tactics for a multi-brand portfolio.*
📝 Sample Projects
- Developing and executing a trade marketing campaign for a new product launch across multiple channels and retailers.
- Collaborating with the brand marketing team to create a cohesive trade marketing strategy that aligns with overall brand objectives.
- Managing a team to execute multiple POS campaigns and merchandise projects simultaneously, ensuring brand consistency and quality standards.
*ASSUMPTION: These sample projects illustrate the strategic thinking, project management, and team leadership skills required for this role.*
❓ Key Questions to Ask During Interview
- How does this role fit into the overall marketing strategy for JUSTIN Vineyards & Winery, Landmark Vineyards, and Lewis Cellars?
- What are the key priorities for the first 90 days in this role?
- How does The Wonderful Company support the growth and development of its employees?
- What is the company's approach to fostering a culture of collaboration and continuous improvement within the trade marketing team?
*ASSUMPTION: These questions demonstrate the candidate's interest in the role's strategic context, priorities, and company culture.*
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through [this link](https://jobs.smartrecruiters.com/TheWonderfulCompany/744000056773815-sr-manager-trade-marketing).
- Tailor your resume and cover letter to highlight relevant experience and skills for this role.
- Prepare for behavioral interview questions focusing on your experience with trade marketing, strategic planning, and team management.
- Familiarize yourself with The Wonderful Company's brand portfolio and company culture.
- Follow up with the hiring manager one week after submitting your application to confirm receipt and express your interest in the role.
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
