📌 Core Information
🔹 Job Title: Sr. Manager, Trade Marketing
🔹 Company: The Wonderful Company
🔹 Location: Los Angeles, CA (Hybrid: In-office M-W, Remote Th-F)
🔹 Job Type: Full-time
🔹 Category: Marketing
🔹 Date Posted: May 2, 2025
🔹 Experience Level: 7+ years
🔹 Remote Status: Hybrid
🚀 Job Overview
Key aspects of this role include:
- Developing and executing trade marketing strategies 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.
- Partnering with brand marketing, sales, and category development teams to drive sales and brand objectives.
- Analyzing data and advising senior leadership on trade marketing strategy and promotional effectiveness.
ASSUMPTION: This role requires a strategic thinker with experience in trade marketing, shopper marketing, or a related field within the CPG industry, preferably with wine or beverage alcohol experience.
📋 Key Responsibilities
✅ Develop and execute annual trade marketing plans for retail and on-premise channels, translating brand goals into actionable strategies.
✅ Lead creative development and strategic planning for point-of-sale materials, working closely with in-house agency and brand teams.
✅ Foster a culture of collaboration, accountability, and continuous improvement within the trade marketing team.
✅ Lead development of branded merchandise for sales and distributor reps, ensuring brand consistency across all items.
✅ Develop couponing strategy and partner with brand and sales teams to build and align on annual couponing calendar.
✅ Identify and execute shopper marketing tactics to support key account partners and drive in-store purchase of brands.
✅ Advise senior leadership on trade marketing strategy, retail trends, and promotional effectiveness.
✅ Act as lead liaison between sales team and brand teams to identify new opportunities for share gain and support strategic initiatives.
✅ Oversee annual calendar of trade events and budget spend, working closely with sales leaders to plan, execute, and measure success.
✅ Collaborate with category development team to build and deliver customer presentations with key accounts.
✅ Collaborate with e-commerce team to develop marketing content and promotional strategies for key online e-tailers.
ASSUMPTION: This role requires strong cross-functional collaboration, project management, and analytical skills to succeed in a fast-paced environment.
🎯 Required Qualifications
Education: BA in marketing or related field preferred.
Experience: 7+ years of experience in trade marketing or shopper marketing within a CPG environment required. 1-2 years of prior experience managing direct reports or cross-functional teams.
Required Skills:
- Proven success working with a distributor network and knowledge of the 3-tier system.
- At least 3+ years of wine or other bev. alc. experience strongly preferred.
- 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 working with Circana, SipSource, VIP iDIG, and other data systems.
- Fluency in Spanish.
ASSUMPTION: Candidates with experience in the wine industry and familiarity with the 3-tier system will have a competitive advantage in this role.
💰 Compensation & Benefits
Salary Range: $140,000 - $150,000 and may include a discretionary bonus. Final compensation will be dependent upon skills and experience.
Benefits:
- Thriving wellness community with medical, vision, and dental plans.
- 401k with match eligibility.
- Online physician consultations, virtual mental health resources, life coaching, employee community groups, cash rewards for healthy habits, and fitness reimbursements.
- Career advancement opportunities, learning and development resources, mentorship program, and continuous improvement training.
- Building a healthy society and giving back to the community through Wonderful CSR and Wonderful Giving.
Working Hours: Full-time, hybrid schedule with in-office requirement Monday-Wednesday and the option to work remotely on Thursday and Friday.
ASSUMPTION: The salary range provided is an estimate based on industry standards for a senior-level marketing role in the CPG industry with wine experience.
📌 Applicant Insights
🔍 Company Context
Industry: The Wonderful Company is a privately held, $4.6 billion company with a diverse portfolio of brands in the food, beverage, and agriculture sectors.
Company Size: 1,001-5,000 employees, providing opportunities for career progression and internal mobility across various business units.
Founded: The Wonderful Company was founded in 2005, with roots tracing back to the late 19th century.
Company Description:
- Wonderful Wines unites three iconic wineries under one visionary umbrella: JUSTIN Vineyards & Winery, Lewis Cellars, and Landmark Vineyards.
- The company is committed to crafting extraordinary wines and unforgettable experiences, with a focus on innovation, entrepreneurial drive, and relentless pursuit of excellence.
- As part of The Wonderful Company, Wonderful Wines is dedicated to making a difference for its people, its planet, and its customers.
Company Specialties:
- Premium wine production and distribution.
- Sustainable and ethical business practices.
- Commitment to employee well-being and community involvement.
Company Website: http://www.wonderfulpistachiosandalmonds.com
ASSUMPTION: The Wonderful Company's diverse portfolio and commitment to sustainability make it an attractive employer for candidates seeking a meaningful and impactful role.
📊 Role Analysis
Career Level: Senior Manager, reporting directly to the Director of Marketing.
Reporting Structure: The Sr. Manager, Trade Marketing will oversee the Trade Marketing team and collaborate cross-functionally with brand marketing, sales, and category development teams.
Work Arrangement: Hybrid schedule with in-office requirement Monday-Wednesday and the option to work remotely on Thursday and Friday.
Growth Opportunities:
- Potential for career progression within the marketing department or across other business units within The Wonderful Company.
- Opportunities to gain experience in various aspects of trade marketing, including shopper marketing, couponing, and event planning.
- Chance to work with a diverse portfolio of wine brands and collaborate with cross-functional teams.
ASSUMPTION: This role offers significant growth potential for the right candidate, with opportunities to expand their skillset and advance their career within the company.
🌍 Location & Work Environment
Office Type: Hybrid, with in-office requirement Monday-Wednesday and the option to work remotely on Thursday and Friday.
Office Location(s): West Los Angeles, Paso Robles, and Sonoma, CA.
Geographic Context:
- Los Angeles: Diverse, vibrant city with a thriving arts and culture scene, offering numerous entertainment, dining, and outdoor recreation options.
- Paso Robles: Charming Central Coast town known for its wine country charm, offering a mix of urban and rural living with easy access to outdoor activities and a growing food and wine scene.
- Sonoma: picturesque Northern California wine region, home to numerous vineyards, tasting rooms, and outdoor recreation opportunities.
Work Schedule: Full-time, with a flexible hybrid schedule that allows for remote work on certain days.
ASSUMPTION: The hybrid work arrangement and multiple office locations provide candidates with flexibility and the opportunity to live in various regions of California.
💼 Interview & Application Insights
Typical Process:
- Initial phone or video screen with the HR team.
- In-depth behavioral and situational interview with the hiring manager and/or other team members.
- Final interview with the Director of Marketing or another senior leader.
- Background check and reference check for the final candidate.
Key Assessment Areas:
- Strategic thinking and problem-solving skills.
- Cross-functional collaboration and project management abilities.
- Analytical skills and data-driven decision-making.
- Cultural fit and alignment with The Wonderful Company's values and mission.
Application Tips:
- Highlight relevant trade marketing, shopper marketing, or related experience in your resume, with specific examples of successful campaigns and their impact.
- Tailor your cover letter to demonstrate your understanding of the role and how your skills and experience make you a strong fit for the position.
- Prepare for behavioral and situational interview questions by reflecting on your past experiences and how they have prepared you for this role.
- Research The Wonderful Company and its wine brands to show your enthusiasm and understanding of the business.
ATS Keywords: Trade Marketing, Shopper Marketing, CPG, Wine Industry, 3-Tier System, Retail Marketing, E-commerce Marketing, Data Analysis, Project Management, Cross-Functional Collaboration
ASSUMPTION: The interview process will focus on assessing the candidate's strategic thinking, analytical skills, and cultural fit, with a strong emphasis on relevant trade marketing experience.
🛠️ Tools & Technologies
- Microsoft Office Suite (Word, Excel, PowerPoint)
- Data analysis tools (Circana, SipSource, VIP iDIG, etc.)
- Project management tools (Asana, Trello, etc.)
- Design and creative tools (Adobe Creative Suite, Sketch, etc.)
ASSUMPTION: Familiarity with relevant data analysis tools and project management platforms will be beneficial for success in this role.
👔 Cultural Fit Considerations
Company Values:
- Integrity: We act with honesty and transparency in all our interactions.
- Responsibility: We take ownership of our work and strive to exceed expectations.
- Collaboration: We work together to achieve our goals and support each other's success.
- Innovation: We continuously seek new and better ways to do things.
- Sustainability: We are committed to making a positive impact on the environment and our communities.
Work Style:
- Fast-paced and dynamic, with a focus on results and continuous improvement.
- Collaborative and team-oriented, with a strong emphasis on cross-functional collaboration.
- Data-driven and analytical, with a focus on using data to inform decision-making.
- Adaptable and flexible, with a willingness to take on new challenges and learn new skills.
Self-Assessment Questions:
- How do your values align with The Wonderful Company's core values, and how have you demonstrated these values in your past experiences?
- Can you provide an example of a time when you had to collaborate with cross-functional teams to achieve a common goal, and how did you ensure the success of the project?
- How do you approach data analysis and using data to inform your decision-making process?
ASSUMPTION: Candidates who demonstrate a strong fit with The Wonderful Company's values and work style will be most successful in this role.
⚠️ Potential Challenges
- Managing a team remotely and fostering a collaborative culture in a hybrid work environment.
- Balancing multiple priorities and deadlines in a fast-paced, dynamic work environment.
- Navigating the complex 3-tier system and building relationships with distributor partners.
- Keeping up with industry trends and adapting trade marketing strategies to meet changing consumer demands.
- Working with a diverse portfolio of wine brands, each with its unique marketing requirements and target audiences.
ASSUMPTION: The Sr. Manager, Trade Marketing will need to be proactive, adaptable, and strategic to overcome these challenges and drive success for the company's wine brands.
📈 Similar Roles Comparison
- Compared to other trade marketing roles in the wine industry, this position offers a unique opportunity to work with a diverse portfolio of premium wine brands and collaborate with cross-functional teams across multiple business units.
- In contrast to trade marketing roles in other CPG industries, this role requires a strong understanding of the wine industry, its unique distribution channels, and consumer behavior.
- Career progression in this role may lead to opportunities in other business units within The Wonderful Company, such as FIJI Water, Wonderful Halos, or POM Wonderful, providing a diverse range of career paths for the right candidate.
ASSUMPTION: This role offers a unique blend of trade marketing experience in the wine industry, with opportunities for career growth and development within a larger, diversified company.
📝 Sample Projects
- Developing and executing a successful couponing campaign that drives incremental sales and increases brand awareness.
- Creating and implementing a shopper marketing strategy that enhances the in-store shopping experience and encourages brand trial and repeat purchases.
- Planning and executing a trade event that showcases the company's wine portfolio and generates positive brand sentiment among attendees.
ASSUMPTION: These sample projects demonstrate the range of responsibilities and strategic thinking required for success in the Sr. Manager, Trade Marketing role.
❓ Key Questions to Ask During Interview
- Can you describe the company's approach to trade marketing and how this role fits into the broader marketing strategy for the wine brands?
- How does the company support the growth and development of its employees, particularly in marketing roles?
- Can you provide an example of a successful trade marketing campaign that the company has executed, and what made it successful?
- How does the company measure the success of its trade marketing efforts, and what key performance indicators (KPIs) does it track?
- What are the biggest challenges facing the wine industry, and how does the company plan to address them through its trade marketing strategy?
ASSUMPTION: Asking these questions will help you gain a deeper understanding of the role, the company's marketing strategy, and the industry landscape, allowing you to make a more informed decision about the opportunity.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your relevant trade marketing experience, skills, and accomplishments.
- Prepare for the interview by researching The Wonderful Company, its wine brands, and the wine industry as a whole.
- Practice common interview questions and develop thoughtful responses that demonstrate your strategic thinking and problem-solving skills.
- Follow up with the hiring manager or HR team one week after your final interview to express your continued interest in the role and ask about next steps in the process.
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
