Area Sales Manager - AL, MS and FL Panhandle

Tilray Brands, Inc.•Birmingham, AL

About The Position

Tilray Brands, Inc. is a global lifestyle and consumer packaged goods company operating across cannabis, beverage, wellness, and entertainment. Its platform includes more than 40 brands in over 20 countries. The Area Sales Manager will drive market growth by working with distributors to manage annual business plans covering volume, retail distribution, and relevant in-market events and promotions. The role represents Tilray’s beverage alcohol portfolio, including SweetWater Brewing Company, Terrapin Beer Company, Shock Top, Breckenridge Brewery, and other Tilray-owned brand families. The preferred candidate location is Birmingham or Mobile, Alabama, or Pensacola, Florida. A car allowance is provided. The manager leads wholesaler business planning and performance reviews, drives distribution and in-market execution, supports brand and product growth, and coaches and develops sales representatives and wholesaler teams. The position also oversees budgets, return-on-investment analysis, product launches, quality assurance audits, and recurring administrative and performance reporting.

Requirements

5–7 years of experience in wholesaler management.
3–5 years of sales experience on both the distribution and supplier sides.
3–5 years of experience managing a team to successful completion of goals.

Nice To Haves

Bachelor’s degree preferred.
Based in Birmingham, Alabama; Mobile, Alabama; or Pensacola, Florida.

Responsibilities

Lead trimester annual business plan scorecard performance and planning reviews and monthly business review and planning meetings with wholesalers.
Lead the team in achieving agreed performance measures, including distribution, depletions, in-market execution, quality assurance, point-of-sale standards, and IMIA budget management and activation.
Oversee wholesaler incentive programs and analyze their return on investment.
Use comparative sales data to identify sales and distribution opportunities and establish and track attainable distribution benchmarks across classes of trade.
Train the team in effective wholesaler management and oversee strategic growth of core brands.
Drive execution of brand initiatives and in-market performance standards.
Work with Marketing and managers to plan and execute core marketing initiatives and consumer conversion opportunities.
Drive in-market activation and display execution during advertisements, TPRs, and non-advertised periods, with stated targets of 95% during ads, 50% during TPRs, and 25% for non-ad displays.
Conduct in-market work-withs to develop selling skills and survey execution.
Coordinate with the National Account Manager on market-specific on- and off-premise programs and with the Business Development Director on new-market launches.
Oversee strategic planning and launches of new products, including launch kick-off meetings and adherence to proven launch models.
Monitor new-product execution, distribution, and sales goals at 30, 60, 90, and 120 days.
Develop sales representatives across on- and off-premise channels; complete performance and development reviews every six months and provide clear feedback and training.
Lead wholesaler management teams through training, meetings, presentations, and work-withs; translate data into direction and coach selling skills, portfolio growth, incentives, and new-product development.
Monitor wholesaler quality assurance audit results, with three audits per year per wholesaler.
Manage quarterly and annual IMIA and travel and entertainment budgets by state, wholesaler, and sales representative; analyze return on investment and apply sound judgment to brand imagery.
Complete monthly administrative tasks, including work calendars, travel and entertainment reports, VIP report analysis, account visitation logs, and MDM incentives.
Provide the VP of Sales with a monthly recap of sales and distribution performance against goals and strategies to close performance gaps.