Regional Sales Manager

The Regional Sales Manager, Buying Groups (RSM) leads the development, execution, and growth of Red Bull's business strategy across assigned Buying Group partnerships, with a primary focus on Independent Buyer's Company (IBC). This role is responsible for driving business performance across key areas such as sales volume, distribution, pricing, promotions, member engagement, and Quality Points of Distribution (QPOD).

The RSM builds strong, collaborative relationships with Buying Group leadership, local IBC field teams, convenience retail partners, internal cross-functional teams, and Distributor Partners (DPs). Through these partnerships, they identify opportunities for growth, align strategic priorities, and help deliver successful business outcomes for all stakeholders.

In this role, the RSM translates channel and customer priorities into practical programs that are easy to implement, financially responsible, and mutually beneficial. Responsibilities include negotiating and managing customer programs, aligning member incentives, supporting onboarding and program transitions, and ensuring execution in the field aligns with broader customer agreements and Buying Group strategies. The ideal candidate is a strong relationship builder, strategic thinker, and problem solver who thrives in a collaborative, fast-paced environment.

Areas that play to your strengths

All the responsibilities we'll trust you with:

• Partner Relationships: Builds strong relationships with Buying Group leadership, key decision makers, member operators, Distributor Partners, and internal cross-functional teams to support customer priorities and Red Bull goals.

• Local IBC Field Leadership:Focuses on building strong, consistent relationships with local IBC field leadership teams to improve communication, strengthen market-level alignment, and accelerate execution of Red Bull priorities.

• Program Development:Develops customer-specific solutions that resonate with Buying Group needs while ensuring programs are scalable, consistent, and aligned with Red Bull standards for distribution, price, promotion, merchandising, and display execution.

• Local Programming Wins:Secures local programming wins with IBC members and participating convenience customers, including promotional support, incremental display activity, merchandising commitments, and other market-level growth opportunities.

• Store-Level Sell Opportunities:Identifies and secures store-level selling opportunities that drive incremental Red Bull visibility, distribution, display activity, and consumer engagement.

• DISTRIBUTION, PRICE, PROMOTION & MERCHANDISING EXECUTION

• Shelf/Distribution:Sells and executes distribution priorities across assigned Buying Group members and ensures package mix, shelf flow, and schematic recommendations reflect Red Bull standards and channel strategy.

• Price:Communicates and sells Red Bull recommended price programs and suggested retail price guidance, using available tools, business insights, and customer-specific context to support margin-neutral or value-accretive outcomes where applicable.

• BUYING GROUP PROGRAM GOVERNANCE & EXECUTION

• Customer Agreements:Manages the execution of Buying Group agreements, annual programming commitments, member incentive structures, and customer marketing deliverables across assigned areas of responsibility.

• Compliance Gap Closure:Closes gaps on compliance opportunities by partnering with IBC field leadership, DPs, and internal teams to identify root causes, align on action plans, and improve execution consistency.

• Funding Discipline:Manages customer investment, incentive funding, T&E, and program spend to assigned budgets while evaluating financial impact and ROI.

• BUSINESS ANALYSIS & INSIGHTS

• Performance Management:Analyzes sales, distribution, share, promotional results, member participation, and execution data to identify priorities, risks, and growth opportunities across assigned Buying Groups.

• ROI & Post-Analysis:Partners with Category Management, Finance, DPs, and internal account teams to evaluate ROI on programs, promotions, incentives, displays, and space agreements; shares learnings to improve future planning.

• Energy Insights:Provides insights that influence promotion, price, distribution, merchandising, and member activation decisions across the customer base.

• BUSINESS REVIEWS & RELATIONSHIP MANAGEMENT

• Business Reviews:Conducts regular business reviews with internal and external stakeholders to evaluate performance, communicate priorities, review competitive activity, and align on future opportunities.

• Issue Resolution:Partners cross-functionally to resolve execution barriers, member questions, incentive discrepancies, or program concerns in a way that protects customer relationships and Red Bull standards

• COMMUNICATION & TEAMWORK

• Field Alignment:Uses clear communication processes to keep DPs, DPMs, Region teams, and internal stakeholders informed of Buying Group programs, priorities, timelines, and execution expectations.

• Distributor Partner Engagement:Routinely engages with DPs to maintain strong relationships, reinforce execution priorities, and ensure open lines of communication for assigned Buying Group programs.

• Distributor Initiatives:Supports Distributor Partner initiatives tied to IBC and other Buying Group priorities, ensuring field teams have clear program direction, customer context, and executional tools.

• Cross-Functional Collaboration:Works closely with Category Management, Finance, Legal, Channel Strategy, Customer Marketing, and Sales teams to support program development, agreement execution, and performance tracking.

EXPERIENCE

Your areas of knowledge and expertise

that matter most for this role:

• Minimum 4 years Sales and Key Account experience with a strong track record of success, preferably in beverage, CPG (Consumer Packaged Goods), or FMCG (Fast Moving Consumer Goods) industries or within a Direct Store Delivery DSD) operation
• Experience in chains across multiple channels (grocery and/or convenience preferred)
• Strong analytical skills and experience using internal and external data sources
• Excellent communication and active listening skills
• Strong negotiation skills
• Innovative, solution-oriented mindset
• Self-motivated and able to work independently
• Must be proficient in Microsoft Excel and PowerPoint

• Travel 60-70%
• Permanent
• Benefits eligible