Regional Sales Manager

Regional Manager – Northern California

Great Brands – Bigger Purpose

As a Certified B Corporation, Bonterra Organic Estates (formerly Fetzer Vineyards) is focused on excellence, innovation and longstanding commitments to the environment and responsible business practices. We are proud to offer exciting career opportunities within our California-based winery, Bonterra Organic Estates, and our distribution and commercial operations, Viña Concha y Toro USA (VCT-USA).

Cultivate Your Resume and Sales Career With Us

-Part of fourth largest global winery Viña Concha y Toro (32 million cases)

#1 South American wine supplier in the U.S.

• Don Melchor Wine Spectator Wine of the Year 2024; 4x Top 10; 10x Top 100
• Bonterra The Roost and Amelia Chardonnay Wine Enthusiast Top 100 Wines of 2025
• Mendocino County named Wine Enthusiast American Wine Region of the Year 2024
• Bonterra Wine Enthusiast Top 100 Wines of 2024 and Top 100 Best Buys of 2024
• Bonterra Wine Enthusiast American Winery of the Year 2016
• Casillero del Diablo is the official wine sponsor of the Mexico National Football Team
• Trivento is the most chosen Argentine wine in the world 2024 (IWSR)

We are looking for a Regional Manager – Northern California to lead from the front and grow Viña Concha y Toro–USA's (VCT-USA) business by actively being in the market with the team, distributor, and customers. This role partners closely with our distributor, leads execution across chain and regional accounts, and drives strong performance in the on- and off-premise general market.

Scope

This position is accountable for delivering annual volume, NSV, and depletion goals by rallying the team around the most important execution priorities, building strong customer and distributor relationships, and ensuring best-in-class execution across pricing, promotions, merchandising, and distribution. This is a hands-on, field-first leadership role. Success requires consistent time in the market—coaching, selling, problem-solving, and reinforcing priorities—not managing from behind a desk.

The Regional Manager will manage a team of direct reports through strong influence, clear priorities, disciplined cadence, and visible field leadership. The role is also accountable for ensuring full adherence to VCT-USA's established 'Ways of Working', including company standards, processes, and compliance expectations.

This is a remote role with the ideal candidate located in the Greater San Francisco Bay Area. This role entails driving within the field to visit accounts, do workwiths and attend distributor meetings. Overnight travel will be approximately 10% -15%.

Key Focus and Responsibilities

Distributor Leadership & Market Execution

• Lead day-to-day distributor partnership in Northern California from the field, setting clear goals, execution standards, and performance expectations.
• Spend significant time in-market conducting distributor work-withs/ride-withs, coaching sales teams, and reinforcing execution priorities.
• Align distributor teams around a small number of critical executional focuses that drive brand growth and plan delivery.
• Monitor execution quality, identify gaps quickly, and implement clear corrective action plans to improve results.

Chain & Regional Account Management

• Build and maintain strong relationships with regional buyers, chain teams, and distributor chain leadership.
• Lead quarterly buyer meetings and participate in monthly business reviews, bringing insights from the field to shape plans and priorities.
• Ensure fast, accurate program compliance for promotions, ads/features, merchandising, and pricing in key accounts.
• Actively support key account calls and negotiations as needed to unlock opportunities and solve issues.

On- & Off-Premise General Market Leadership

• Personally engage in the general market, driving distribution, placements, features, menu/wine list wins (where applicable), and display execution.
• Maintain a strong, current understanding of market dynamics, competitive activity, and opportunity pockets across Northern California.
• Translate market learnings into clear direction for the team and distributor to improve execution and results.

Commercial Planning, KPI Management & Reporting

• Own the annual Northern California market plan and deliver results through disciplined execution, not complexity.
• Track and analyze results (cases, dollars, distribution, promotional effectiveness) and translate data into clear priorities for the field.
• Provide concise monthly and quarterly reporting with actionable insights.
• Maintain strong visibility to product availability and inventory considerations, partnering with the distributor to support supply health.

People Leadership

• Lead, coach, and develop direct reports primarily through field time, setting clear expectations and modeling high standards.
• Build a strong performance culture through regular ride-withs, in-field coaching, and clear feedback.
• Create and maintain an operating rhythm (team meetings, ride-with cadence, KPI scorecards) that drives focus, accountability, and collaboration.
• Inspire and rally the team around shared goals, priorities, and brand-building behaviors.

Essential Responsibilities

• Manage state-level depletions, KPIs and distributor targets.
• Conduct monthly performance reviews with key distributor teams.
• Manage monthly work-withs, market visits and key-selling activities.
• Build and execute state-level roadmaps (i.e., programming/activity calendars).
• Manage relationship with key state distributor personnel.
• Monitor pricing accuracy, inventory health, and forecast inputs.

Annual Business Planning

• Accountable to plan performance within assigned state(s).

Shipments

• Accountable for inventory management within assigned region ensuring Days of Inventory on Hand (DOH) and DOO remain within targeted guidelines.

Depletions

• Accountable for execution of chain/brand programs within assigned region.
• Accountable for Luxury Brand Collection execution.

Budget Management

• Ensure all brand spending for assigned region remains within annual budget.
• Responsible for submitting discretionary spending requests in accordance with policy.
• Ensure state distributor banks are being targeted to highest ROI activities.
• Monthly meeting with Sales Operations to review YTD budget performance.

Distributor Management

• Distributor relationship priorities include:
• Market Leads
• State VPs
• State EVP (monthly and quarterly meetings)
• State Business/Portfolio Managers
• Chain Leads
• Facilitate monthly performance review meetings and QBRs.
• Coordinate surveys around key selling periods.
• Conduct monthly meeting with portfolio managers to review pricing, programming and inventory.

Market Impact

• Present in market 70%-80% of time.
• Business reviews and key distributor meetings.
• Cultivate relationships with key account buyers and ensure execution of focus programs.
• In-market selling of key brand initiatives.
• Regional/local chain development.
• Monthly/quarterly market audits and program compliance.

Required Experience

• Bachelor's Degree in Business/Marketing or related field plus a minimum five years progressive sales experience in wine and spirits, beverage alcohol (or relevant CPG) industry, or equivalent combination education/experience
• Proven success in alcohol beverage industry sales and account management including extensive knowledge of on- and off-premise wine channels and trade
• Knowledge and passion for both luxury/premium and commercial wines and excitement for selling a wide spectrum of price points and formats
• Proven field leadership mindset with the ability to drive execution through influence rather than authority