Trade and Shopper Marketing Senior Director

An industry leader, The Wine Group is one of the world’s foremost producers of award-winning wines across more than 60 wine brands and many winery facilities in California, New York, and Australia. Headquartered in Livermore, California, TWG is an industry innovator when it comes to developing, marketing, and selling wine brands beloved by consumers around the world, including Cupcake, Franzia, Benziger, Imagery, Tribute, 7 Deadly, Cooper & Thief, The Dreaming Tree, Charles Smith Wines, and more. The Wine Group believes in producing wine using sustainable and earth-friendly practices to foster healthy land and agriculture for generations to come. The company demonstrates environmental stewardship through its commitment to clean energy and by ensuring that all its owned vineyards are certified sustainable or biodynamic. To learn more, please visit: www.thewinegroup.com.


JOB SUMMARY

TWG’s Trade and Shopper Marketing Senior Director will lead the direction and development of our all channel (including Chain, Independent and On Premise) trade marketing plans and programs and all channel shopper marketing strategies and in-store programs to drive TWG’s brand portfolio development across the US channels (national and regional food/mass/drug/convenience/liquor/on-premise).

This individual will guide internal teams, outside agencies, and suppliers in all aspects of retailer and shopper engagement. Key responsibilities include strategic plan development, in-store programming ideation, and execution of all trade marketing and shopper programs. This team is accountable for bringing brand and shopper data, behavioral science, and insights together to better understand the shopper journey to deliver effective in-store marketing programs that drive growth.

This person will thrive in a culture that is creative, brand-savvy, entrepreneurial, fast-paced, shopper solutions-focused, collaborative, cost-conscious, and fun. S/he will have a strong grounding in CPG Marketing best practices and have a successful track record building in-store programming for beverage and/or CPG brands.
The Sr. Director of Trade and Shopper Marketing will collaborate with Brand Marketing, Insights and Analytics, as well as the wider sales organization to develop trade/shopper marketing strategies and programming across our portfolio and report to the Chief Marketing Officer.

ESSENTIAL FUNCTIONS

• Continue to lead TWG’s evolution to a higher-level, consumer-focused trade and shopper marketing function.
• Internal ambassador of shopper marketing insights as key point of leverage to drive effective shopper marketing platforms and programs across channels
(national and regional food/mass/drug/liquor/convenience/on-premise)
• Direct integrated strategic and tactical planning process in collaboration with brand, digital, insights, agency, national accounts, and sales leads to develop best-in-class in-store programming for national use and priority accounts.
• Lead and develop POS and merchandising strategy for relevant channels and accounts in collaboration with the brand teams and Sales.
• Drive ROI analysis and realign spending to achieve objectives against established KPI’s for brands/customers.
• Attract, retain, and motivate a high-performing team to maintain an engaging work environment while driving profitable growth.

QUALIFICATIONS

• Bachelor’s Degree required, emphasis in marketing and MBA preferred.
• 15+ years of experience from consumer-packaged goods and/or alcohol-beverage company.
• Connect the dots quickly and perceptively. Fascinated by emerging consumer and shopper trends and design. Enjoys challenging conventional wisdom.
• Demonstrate strong judgement and decision-making skills; ability to identify, prioritize, and articulate highest impact initiatives. In-depth knowledge of shopper journey dynamics
• Strong communication, organization, and time management skills.
• Understands shopper in-store touch points, including price promotion, shelf strategies, impulse creation, and CPG partnership programming to drive profitable sales.
• Influential presentation capabilities in both building selling stories and presenting to audiences.
• Data savvy with outstanding analytical skills, strong experience interpreting results and drawing conclusions to drive growth opportunities.

PHYSICAL DEMANDS

• Position operates in a professional office environment.
• Position requires approximately 10% travel.
• Ability to perform tasks requiring bending, stooping, standing, and twisting.
• Must be able to lift and carry weights of up to 50 pounds at varied frequencies.

COMPENSATION

• Hiring Salary Range Posted: $182,300 - $273,500.
• Actual compensation will be based on factors such as experience, skills, knowle