Regional Manager, General Market - Northern CA

Req ID: 7123 

Department: Sales 

Status:  Reg F-T Exempt, Exempt

Location: East Bay, California (US-CA)

Workplace Location: Remote

Job Summary:

The Regional Manager is the business leader for an assigned geography and is accountable for the overall commercial performance of the market. This role owns market strategy, sales execution, distributor partnership, customer development, programming, surveys, and business planning across all assigned channels.

The Region Manager has full responsibility for all channels of business, including regional headquarters relationships, annual business planning, program development, promotional execution, distributor alignment, and marketplace performance. The Region Manager also provides leadership and direction to their direct reports, ensuring market strategies are effectively executed within priority on-premise and luxury channels.

This position serves as the primary link between company strategy, distributor leadership, and market execution, ensuring resources, priorities, and investments are aligned to deliver profitable growth and best-in-class execution.

Essential Functions:

The following reflects the essential functions for this job. Leadership may assign or reassign duties and responsibilities to this job at any time due to reasonable accommodation or the needs of the business.

Market Execution: 

Business Ownership

• Own the overall Trinchero business within the assigned geography.
• Assist in development and execution of annual, quarterly, and monthly business plans.
• Deliver volume, revenue, distribution, profit, and execution objectives.
• Identify growth opportunities and address market risks.
• Ensure alignment between company priorities and market execution.

Regional Headquarter Leadership

• Maintain full responsibility for all regional accounts (on and off premise) within the geography.
• Develop and execute annual customer plans and promotional calendars.
• Lead assortment, distribution/shelf, display, pricing, and programming strategies and execution.
• Ensure flawless execution from headquarters commitments through in-store implementation.
• Partner with distributor leadership to drive execution and measure results.

Distributor Management & Market Execution

• Assist in distributor planning, execution, and accountability processes.
• Conduct market surveys, ride-withs, and execution audits.
• Develop action plans to address performance opportunities.
• Assist in monthly and quarterly business reviews with distributor leadership.
• Ensure company priorities are translated into marketplace execution.

Customer Development

• Manage strategic customer relationships across all channels.
• Conduct regular market visits with key customers and distributor partners.
• Identify opportunities to expand distribution and increase market share.
• Represent the company as the senior sales leader within the market.

Planning & Programming: 

Commercial Leadership

• Assist in planning and programming to ensure the annual business plan objectives are clear
• Set market priorities, account focus, customer strategies, and execution objectives.
• Ensure key initiatives are integrated within broader market plans.
• Review performance against objectives and provide coaching and development.
• Use sales tools: MS Office, KARMA, Trinchero Asset Portal (TAP), Datassentials, Circana, and Power BI to create fact-based selling stories, grow existing business, identify new opportunities, and track key marketing programs.

Team Leadership

• Establish clear expectations and performance standards.
• Develop talent through coaching, training, and accountability.
• Foster a culture of ownership, collaboration, and execution.
• Lead by example through active market engagement.

Qualifications:

• Bachelor’s degree in business administration, Sales and Marketing, or related field.
• Minimum of 5+ Years of Experience.
• Preferred fine wine, luxury brand, or on-premise sales experience.
• Strong understanding of luxury consumer behavior and premium beverage trends.
• Entrepreneurial spirit and field sales experience with an emphasis on new business development, face-to-face selling, and ability to close the sale.
• Proven track record of achieving sales goals and growing distribution for premium brands in a branded product industry working through a 3rd party DSD or distributor network is a plus (e.g., the adult beverage, the wine industry, CPG, or other industry).
• Proven leader capable in building strong, positive, and effective relationships at account level.
• Strong business acumen; knows their industry, competition, and trends affecting their business.
• Exceptional verbal and written communication, presentation, and keen negotiation skills.
• Ability to lead, motivate and hold teams accountable through strong interpersonal and influence skills to produce results.
• Organized professional able to manage multiple (and often competing) priorities.
• Knowledge of state and federal liquor laws required is a plus.
• Must have a valid Driver’s License and a clean driving record.

Working Conditions:

• Frequent travel, both by car and air

• Ability to lift at least 45 pounds (case of wine)
• Regular working schedule to include evenings and weekends
• Long and irregular hours during peak seasons and/or special events
• Moderate to heavy physical work (moving wine cases and retail supplies, setting up for special events)

Salary Range: $110,000.00 - $150,000.00

The starting pay will be based on several factors, including but not limited to experience, training, education, and geographic location. TFE offers a comprehensive benefits package that includes medical, dental, vision, life insurance coverage, disability benefits, PTO, wellness programs and fertility and family building benefits. We also provide a 401(k) plan where TFE may make a discretionary profit-sharing contribution.

Trinchero Family Estates provides equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, color, religion, sex, national origin, age, disability or genetics. In addition to federal law requirements, Trinchero Family Estates complies with applicable state and local laws governing nondiscrimination in employment in every location in which the company has facilities. This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation and training.