Regional Sales Manager, SoCal
Location: Southern California
Department: Sales
Reports to: CEO
Job Summary
The Regional Sales Manager, Southern California is responsible for leading all sales activities across the region to drive revenue growth, increase market share, and strengthen distributor and key account partnerships. This role develops and executes regional sales strategies, manages distributor performance, coaches and develops the Southern California sales team, and partners closely with Marketing, Operations, and executive leadership to deliver company objectives.
The ideal candidate has a strong background in the beverage alcohol industry, experience leading distributor networks and sales teams, and a proven ability to identify growth opportunities, build lasting relationships, and execute with excellence in the field.
Job Responsibilities
Sales Leadership and Market Development
- Achieve annual depletion, shipment, revenue, and profitability goals for the Southern California region while managing to the approved budget.
- Drive distribution, visibility, velocity, and brand presence across all assigned markets.
Identify high potential accounts, market opportunities, and competitive insights to inform proactive strategy. - Lead all regional sales planning, goal setting, territory execution, and performance management for the Southern California team.
Distributor Management
- Build strong relationships with distributor leadership, account managers, and Sales Representatives.
- Conduct regular market visits, work withs, performance reviews, and business planning sessions with distributors.
- Monitor inventory levels and communicate proactively to prevent out of stocks or overstock issues.
- Ensure timely and accurate forecasting, pricing alignment, ordering, and program execution.
Account Development and Key Accounts
- Cultivate relationships with key retail, chain, bar, restaurant, and independent accounts throughout the region.
- Support new item placements, menu features, displays, programming, promotional execution, and visibility initiatives.
- Lead strategic account presentations, category insights, and brand education sessions.
Team Leadership and Training
- Lead, train, develop, and mentor Southern California Sales Representatives and Market Managers.
- Provide coaching, ride along, ongoing performance feedback, and support to drive accountability and consistent execution.
- Foster a positive, collaborative, high performance culture across the regional team.
Cross Functional Collaboration
- Partner with Marketing to align programming, brand priorities, and field execution.
- Work closely with CEO and leadership team on planning, budgeting, and business reviews.
- Provide frequent market feedback to support product development, innovation, and strategic planning.
Brand Representation
- Professionally represent Sonoma Craft at trade events, festivals, distributor meetings, and consumer facing engagements.
- Deliver exceptional brand education, training, and storytelling in every channel.
Skills & Qualifications
- Bachelor's Degree: MBA preferred
- Experience in Cider, Beer and Spirits preferred
- A minimum of five (5) years related marketing experience
- Outstanding leadership qualities with the ability to motivate others
- A track record of proven and effective marketing strategies developing brands for small businesses with a grass roots mentality
- Public Relations experience with existing relationships
- Capable of understanding and interpreting syndicated market data and internal sales data in ways that turn that data into actionable marketing strategies.
- Highly developed communication skills set including strong analytical skills, a hands-on approach, roll up one's sleeves and be a self-starter.
Work Environment & Physical requirements
- Must have a reliable vehicle that is registered and insured, a valid driver's license with clean driving record, and the ability to drive to and from accounts continuously
- Available to work evenings and weekends as needed
- Regular travel within the territory (90%) and occasional travel outside the territory (10%)
Must be able to perform physical activities which include, but are not limited to, lifting, bending over, kneeling, twisting, climbing on ladders, stooping, crouching, and routinely lifting up to 50 lbs., and occasionally more
Specific vision abilities required by this job include close vision and the ability to adjust focus.
Physical/Mental Requirements
- The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
- While performing the duties of this job, the employee is regularly required to sit and talk or hear. The employee is occasionally required to stand; walk; reach with hands and arms; and stoop, kneel, crouch or crawl. The employee must occasionally lift and/or move up to 10 pounds. Specific vision abilities required by this job include close vision.
The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions.
While performing the duties of this job, the employee is regularly required to sit and talk or hear. The employee is occasionally required to stand; walk; reach with hands and arms; and stoop, kneel, crouch or crawl. The employee must occasionally lift and/or move 25-50 pounds. Specific vision abilities required by this job include close vision.
Other Requirements
- This role operates within the alcoholic beverage industry and may involve regular exposure to alcohol products. This position requires adherence to all company policies, safety protocols, and regulatory requirements related to the handling, production, and presence of alcohol in the workplace.
- This job description is not intended to be an exhaustive list of duties or responsibilities. This role may require performing additional job-related tasks within the scope of the position as assigned, consistent with business needs.
- Sonoma Craft is a pet-friendly workplace, and this position may work in an environment where animals are present. This role requires the ability to work safely and professionally around pets, while adhering to all company policies related to workplace safety, hygiene, and animal conduct.
Compensation range is $119K Annually - $152K Annually
Compensation is determined based on non-discriminatory, business-related factors, including but not limited to, training, experience, education and/or professional certifications, geographic location, and market data.
Benefits at Sonoma Craft
At Sonoma Craft, we believe in supporting the whole employee - mind, body, and lifestyle. Our comprehensive benefits package includes:
Health Care Coverage
- Medical Insurance: 90% of the employee premium and 50% of dependent premiums covered
- Dental & Vision Insurance: 100% of the employee premium and 50% of dependent premiums covered
Monthly Wellness Allowance
- $100 monthly reimbursement to support physical, emotional, and mental wellbeing, including gym memberships, fitness classes, yoga, strength training, or passes to Regional, State, or National Parks
Paid Time Off
- 10 days of PTO annually, accrued from your start date
Company Holidays
- 11 paid holidays each year
Cider & Beer Allotments
- Monthly product perks to enjoy our craft beverages
401(k) Retirement Plan
- Eligibility begins after 90 days
- 100% match on the first 3%, and 50% match on the next 3% after one year of employment
We're building a workplace where people thrive, and these benefits are just one of the ways we show our appreciation for all that you bring to the team.
