Area Sales Manager - Chain

Frank Liquor Company Inc.•Middleton, WI

About The Position

The Area Sales Manager – Chain leads sales execution and drives revenue growth across assigned chain retail accounts and territories. The role partners closely with sales representatives, retailers, suppliers, and internal teams to expand product distribution, strengthen brand presence, execute promotions, and achieve sales goals across on- and off-premise channels. Through hands-on leadership, coaching, and strategic account management, the Area Sales Manager helps develop a high-performing sales team while building strong, lasting customer relationships. The position includes coaching and developing sales representatives, growing chain accounts, implementing sales and promotional strategies, overseeing in-store execution, building strategic partnerships, analyzing performance, supporting daily sales operations, and representing brands in the market. The role may involve working directly with customers and sales representatives to sell products, build displays, conduct staff trainings, and support tastings, samplings, and special events as needed. Frank Beverage Group is a family-owned and operated beer, wine, and spirits distributor focused on quality, customer relationships, supporting employees, and growing brands. The company offers a professional, safe, and friendly work environment, a comprehensive benefits package, and a competitive pay structure.

Requirements

High school diploma or equivalent required.
Valid driver’s license, proof of insurance, and reliable transportation required.
Flexibility to work evenings, weekends, and holidays as business needs require.

Nice To Haves

Bachelor’s degree in a related field preferred.
Three years of on- or off-premise experience preferred, ideally with previous beverage-industry sales experience.
Consumer packaged goods (CPG) industry experience preferred.
Prior management experience preferred.
Knowledge of category management preferred for off-premise sales roles.
Relevant industry certifications preferred.

Responsibilities

Coach, train, and motivate sales representatives to achieve sales, distribution, revenue, and promotional goals.
Monitor sales execution, provide feedback, lead sales meetings, and support ongoing employee development.
Build and maintain relationships with key chain retailers and strategic accounts.
Identify opportunities to expand product distribution, increase sales, improve account performance, and strengthen brand presence.
Partner with brand managers and suppliers to implement sales initiatives, promotions, displays, pricing strategies, and merchandising priorities.
Monitor promotional execution and ensure alignment with company and supplier objectives.
Oversee product placement, shelf positioning, displays, inventory rotation, pricing, code dates, point-of-sale materials, and merchandising standards.
Partner with space planning teams and participate in shelf resets as needed.
Maintain communication with retailers, suppliers, sales leadership, and internal departments.
Participate in key account meetings, supplier initiatives, product presentations, and sales planning discussions.
Review sales results, distribution, account trends, competitive pricing, and market activity to identify growth opportunities and address underperforming accounts.
Review team priorities, promotional plans, expenses, and sales compensation information.
Assist with customer concerns, provide route coverage as needed, and support special projects and business initiatives.
Work with customers and sales representatives to sell products, build displays, conduct staff trainings, and support tastings, samplings, and special events as needed.