Sales Planning Manager

Molson Coors • Fort Worth, TX

5d

About The Position

The Sales Planning Manager serves as the strategic engine behind The Yuengling Company’s sales execution. Working closely with senior leadership, the role translates company objectives into actionable sales plans to drive growth across channels. It brings together strategy, analytics, forecasting, and cross-functional alignment to equip the Sales organization to succeed at retail. The manager connects Field Sales, Chain Sales, Marketing, Supply Chain, and Business Intelligence, building systems, tools, and processes that improve performance, distributor and customer engagement, and sales growth.

The position integrates Sales objectives into regional business plans and aligns brand strategy, pricing, and retail positioning with company goals. It leads sales planning and forecasting, develops sales systems and CRM capabilities, oversees performance analytics and reporting, and supports leadership decision-making. The role also develops and coaches the Business Intelligence Manager and fosters accountability, collaboration, and continuous improvement.

The preferred location is Texas, but remote work is available for an exceptional candidate. The role requires proximity to air travel, the ability to visit the Fort Worth office as needed, and 15–20% travel. It reports to the Region Sales Director.

Requirements

• Bachelor’s degree in Business or equivalent experience.
• 10+ years of sales experience, with extensive knowledge of the three tiers of the beverage industry.
• 3+ years in sales management or sales operations.
• Excellent organizational and interpersonal skills.
• Proficiency or advanced proficiency in Microsoft Word, Excel, SharePoint, and PowerPoint.
• Detail-oriented, with the ability to work independently and as part of a team.
• Leadership abilities suited to cross-functional work across Sales, national accounts, Marketing, and Operations.
• Strong communication and presentation skills.
• Ability to analyze statistical data and formulate strategies.
• Proficiency in managing and analyzing syndicated data.
• Experience and understanding of pricing strategies and systems.
• Proven record of delivering strong commercial results against agreed plans and goals in a sales-driven environment.
• Proven experience managing and leading staff while building a high-performance team.

Nice To Haves

• Experience with IRI syndicated data is preferred.

Responsibilities

• Integrate Sales Department objectives into regional business plans.
• Align brand strategy, pricing, and retail positioning with company goals.
• Partner with Marketing to incorporate brand initiatives into sales plans and in-market activation.
• Work with Sales, Supply Chain, Business Intelligence, and Marketing to develop annual and monthly volume forecasts.
• Coordinate limited-time items, innovation forecasts, and revenue-maximizing opportunities with Supply Chain.
• Align Sales and Operations to improve business efficiency and execution.
• Collaborate with TYC and DGY Chain Sales teams on retail and chain price submissions and chain execution.
• Support Leadership in developing channel strategies that improve retail effectiveness.
• Lead the annual and trimester sales planning process, ensuring clarity, alignment, and accountability.
• Build systems and processes to strengthen execution across the sales team and distributor network.
• Work with Sales Leaders to monitor expected performance against plan for key distributors and direct course corrections as needed.
• Develop and optimize CRM tools with vendor partners and oversee ongoing CRM development.
• Collaborate with Finance & Administration to help the Sales team manage budgets and company resources responsibly and effectively.
• Create metrics, dashboards, and scorecards to track performance against sales objectives.
• Develop analytical capabilities for promotional evaluation, competitive analysis, and syndicated data interpretation.
• Prepare findings for sales presentations and executive reviews, and provide business intelligence to Sales and Marketing leadership.
• Serve as the point person with VIP (Vermont Information Processing), Circana (IRI), and other vendors to communicate company needs and monitor data accuracy.
• Develop selling strategies and sales tools, such as sell sheets and program decks, for distributors and retailers.
• Develop and maintain scorecards measuring share, volume, distribution, and feature/ad display conversion, and provide insights for sales execution.
• Support Marketing in developing metrics to identify brand development opportunities and evaluate campaign and promotion effectiveness.
• Communicate scorecards consistently to identify performance gaps and drive action.
• Ensure team proficiency in VIP depletion reports, syndicated data tools, and other sales data resources.
• Collaborate with Supply Chain to deliver aligned sales forecasts for demand and production planning.
• Develop, coach, mentor, and train the Business Intelligence Manager.
• Maintain strategic direction, discipline, and high standards within the Sales Department.
• Foster accountability, collaboration, and continuous improvement.
• Perform additional duties and responsibilities as requested, directed, or assigned by management.

What This Job Offers

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