Regional Sales Manager

Bonterra Organic Estates | Viña Concha y Toro USA • San Francisco, CA

7d • $130,000 - $142,500 • Remote

About The Position

Bonterra Organic Estates (formerly Fetzer Vineyards), a Certified B Corporation, is seeking a Regional Manager – Northern California to lead from the front and grow Viña Concha y Toro–USA’s (VCT-USA) business. This role involves actively being in the market with the team, distributor, and customers, partnering closely with distributors, leading execution across chain and regional accounts, and driving strong performance in the on- and off-premise general market. The position is accountable for delivering annual volume, NSV, and depletion goals by rallying the team around key 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 requiring consistent time in the market for coaching, selling, problem-solving, and reinforcing priorities. The Regional Manager will manage a team of direct reports through strong influence, clear priorities, disciplined cadence, and visible field leadership, ensuring adherence to VCT-USA’s established ‘Ways of Working’. This is a remote role ideally located in the Greater San Francisco Bay Area, involving significant driving within the field to visit accounts, conduct work-withs, and attend distributor meetings, with approximately 10%-15% overnight travel.

Requirements

• 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
• Strong knowledge of off-premise and chain execution levers (pricing, promotions, merchandising) and comfort leading account strategies.
• Practical selling experience in food and beverage industry with meaningful distributor management exposure
• Thorough knowledge and demonstration of wine principles, winegrowing/making process, food and wine pairing and related industry knowledge
• Strong verbal and written communicator with strong public speaking and presentation skills
• Excellent interpersonal skills with the highest level of integrity
• Proficiency in Microsoft 365 office applications including Word, PowerPoint and Excel
• Valid Driver’s License and the ability to be insured; willingness to spend significant time traveling in-market
• Overnight travel approximately 10% - 15% of time; weekend and evening work as required
• Travel throughout region required
• Ability to lift and carry up to 50 lbs. and push/pull up to 30 lbs. on a frequent basis; ability to frequently sit and work at a desk for long periods of time; requires ability to frequently walk and occasionally stand, reach outward and upward, climb, crawl, squat, kneel, and bend; requires hand and finger dexterity for keyboarding and frequently working at computer for extended periods of time. Additional physical requirements required as related to domestic/international travel via air and ground transportation.

Nice To Haves

• Experience leading teams through hands-on coaching and in-market leadership
• Strong on-premise programming and general market development experience
• Experience managing chain calls, buyer presentations, and monthly/quarterly business reviews.
• Circana/Nielsen information experience, a plus
• Wine education or certification, a plus (WSET or CSW preferred)

Responsibilities

• 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.
• 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.
• 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.
• Own the annual Northern California market plan and deliver results through disciplined execution.
• 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.
• 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.
• 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.
• Accountable to plan performance within assigned state(s).
• Accountable for inventory management within assigned region ensuring Days of Inventory on Hand (DOH) and DOO remain within targeted guidelines.
• Accountable for execution of chain/brand programs within assigned region.
• Accountable for Luxury Brand Collection execution.
• 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 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.
• 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.

Benefits

• First day Medical, Dental, Vision, Life & Disability
• Tax Savings (401k with company match)
• Short and Long-Term Disability
• paid vacation, sick leave and company holidays.
• Health Care and Dependent Care Flexible Spending Account benefits available to eligible employees.
• Community engagement is encouraged with one day/shift off per year as Volunteer Time Off (VTO).
• Many employee-focused health, wellness, training and safety-related programs
• scholarship opportunities for dependents.

What This Job Offers

• Job Type: Full-time
• Career Level: Manager