Regional Sales Manager – Northern California

NABIS•Remote, CA

4h•Hybrid

About The Position

Nabis is California's leading licensed cannabis distributor, representing a portfolio of premium brands across more than a thousand active dispensary and retail accounts statewide. The Regional Sales Manager – Northern California owns top-line revenue, team performance, and brand execution across Northern California. This is a player-coach leadership role for a sales operator who has built and managed high-performing field teams in cannabis, beverage, CPG, or another regulated, three-tier distribution environment. The role is responsible for driving aggressive growth across a multi-brand portfolio, building and managing a field rep team, and partnering with brand, ops, and credit to ensure clean execution from order to collection.

Requirements

5+ years in B2B field sales, with 2+ years managing a quota-carrying team.
Proven track record building or rebuilding a sales team and delivering aggressive revenue growth.
Experience selling into cannabis, beverage, CPG, or another regulated three-tier distribution channel.
Deep familiarity with the Northern California retail and dispensary landscape.
Fluency with CRM (Salesforce, HubSpot, or comparable) and a data-driven approach to forecasting and coaching.
Comfortable in the field 3+ days per week; valid CA driver's license and reliable vehicle.
Existing relationships with California licensed retailers and buyers.
Experience launching or scaling a new brand within an existing distribution book.
Demonstrated success leading through change — restructures, brand transitions, or aggressive ramp periods.

Responsibilities

Own the regional number: Deliver against monthly and quarterly revenue quotas for Northern California
Submit a weekly rolling 30/60/90-day forecast to the Head of Sales with variance commentary.
Maintain 3x pipeline coverage relative to monthly quota across the team.
Hit revenue and case targets across the full Nabis brand portfolio, not just the priority SKU.
Conduct at least one ride-along per rep per week; deliver written coaching notes and develop reps to quota.
Run weekly 1:1s, monthly scorecards, and a formal 30/60/90 evaluation on every new hire. Document and act on underperformance within 60 days.
Keep voluntary regrettable rep attrition below 10% annualized.
Build and maintain a written territory plan for each rep with named target accounts, route cadence, and quota.
Personally own and grow the top 10 accounts in the region; conduct quarterly business reviews with each.
Drive net-new account acquisition and reactivate dormant accounts in partnership with the inside sales team.
Ensure every rep is making a minimum of 25 in-person account visits per week with documented call notes in CRM.
Serve as the regional point of contact for brand partners; coordinate ride-alongs, demo days, and market activations.
Drive multi-brand penetration across the portfolio — partner with brand and marketing on regional sell-in campaigns.
Enforce daily CRM logging — visits, orders, samples, next steps — by every rep.