Regional Sales Manager - Premium Beverage

Regional Sales Director - Premium Beverage

Job Title: Regional Sales Director - Premium Beverage

Compensation Type: Salaried Exempt

Direct Report: President & COO

Assigned Distributor: Premium Beverage

Primary Territory: Richmond, Hampton Roads/Tidewater, Norfolk, Virginia Beach, Chesapeake, Williamsburg, and shared responsibility for Chantilly/Northern Virginia.

Job Summary

The Regional Director is responsible for leading all supplier-side sales execution, distributor management, inventory planning, account development, and market activation throughout the assigned distributor territory. This position serves as the primary business leader for Three Notch'd Brewing Company within the territory, partnering closely with distributor leadership, chain account teams, on-premise sales representatives, and internal stakeholders to maximize sales growth, brand execution, and market share. The role exists to build sustainable growth by ensuring best-in-class execution across both On-Premise and Off-Premise channels while maintaining healthy inventory levels, strengthening distributor partnerships, and identifying new opportunities for expansion. This role is the primary supplier-side leader for the Premium Beverage relationship and is accountable for the overall health and growth of the business within the assigned market.

Essential Tasks and Responsibilities

• Territory Ownership: Own all supplier-side business activities within the assigned territory; develop annual territory business plans and quarterly execution strategies; identify opportunities to grow sales, distribution, visibility, and profitability; and serve as the primary supplier contact for the assigned wholesaler.
• Distributor Management: Develop strong relationships with distributor ownership, senior leadership, sales managers, brand managers, chain teams, and field representatives. Conduct weekly planning meetings to review depletions, inventory, priorities, promotions, seasonal opportunities, and execution. Participate in quarterly business reviews and maintain clear accountability for agreed-upon objectives.
• On-Premise Management: Conduct regular ride-alongs with distributor on-premise representatives and managers. Develop relationships with key bars, restaurants, entertainment venues, hotels, and other priority accounts. Secure new draft and package placements; support permanent menu features; and coordinate tap takeovers, beer dinners, staff education, sampling events, seasonal promotions, and limited-release launches.
• Off-Premise Management: Work closely with distributor chain managers, key account teams, and retail representatives. Ensure proper execution of grocery resets, shelf placement, cold-box placement, displays, endcaps, stack displays, feature pricing, point-of-sale materials, seasonal promotions, and approved chain programming.
• Chain Account Execution: Manage execution across all authorized chain accounts. Confirm that authorizations become actual shelf placements and that new item launches, resets, promotional pricing, display opportunities, quantity commitments, holiday programming, and retail events are completed accurately and on time.
• Inventory Management: Monitor distributor inventory weekly, including days on hand, product age, depletions, out-of-stocks, and slow-moving inventory. Forecast inventory requirements with Operations and Production, manage seasonal transitions and allocations, and develop recovery plans before inventory issues become material.
• Market Execution: Conduct regular market audits and verify shelf standards, cooler presence, display execution, pricing accuracy, product freshness, draft quality, and point-of-sale placement. Address execution gaps quickly with the appropriate distributor team.
• Marketing and Events: Coordinate with Marketing on product launches, festivals, retail samplings, grocery promotions, tap takeovers, community events, brewery appearances, and other promotional activations. Establish objectives and evaluate return on investment for significant programs.
• Data and Reporting: Use CRM, distributor reporting, and internal dashboards to monitor depletions, distribution, inventory, account growth, SKU performance, placements, reorders, promotional effectiveness, and pipeline health. Provide concise weekly territory updates to leadership, including wins, challenges, opportunities, competitive activity, inventory concerns, and upcoming priorities.
• Internal Collaboration: Collaborate with Executive Leadership, Production, Warehouse and Fulfillment, Marketing, Finance, Customer Service, and Taproom Operations to align market demand, production forecasts, product launches, pricing, and promotional plans.
• Shared Northern Virginia Coverage: Collaborate with the other Territory Business Manager on the Chantilly/Northern Virginia market. Coordinate market visits, divide account and distributor responsibilities clearly, maintain a unified promotional calendar, and present consistent communication and priorities to distributor leadership.

Supervisory Responsibilities

This position does not have direct supervisory responsibilities but serves as the primary supplier leader within the assigned territory and is expected to influence, motivate, educate, and hold distributor partners accountable.

Required Qualifications

• More than 4 years of beverage-alcohol sales experience, preferably in beer.
• High School Diploma or GED.
• Strong understanding of the three-tier distribution system.
• Experience working across both on-premise and off-premise channels.
• Working knowledge of chain retail execution, resets, authorizations, displays, and promotional programming.
• Ability to interpret depletion, inventory, sales, and account-performance reports.
• Very strong organizational, communication, interpersonal, and team-building skills.
• Proven problem-solving skills and ability to hold partners accountable while maintaining productive relationships.
• Self-starter with a proactive, open-minded, and positive approach.
• Ability to successfully motivate, educate, and coach others without direct supervisory authority.
• Highly effective multi-tasker with strong time and territory-management skills.
• Competent in Microsoft Office, including Word, Excel, PowerPoint, and OneNote, and comfortable using CRM systems.
• Valid driver's license and acceptable driving record.

Desired Qualifications

• Previous supplier-side sales experience.
• Previous craft beer and wholesaler-management experience.
• A Bachelor's degree in Business, Sales and Marketing, Hospitality, Brewing, or a related discipline.
• Experience managing large geographic territories and multiple distributor sales teams.

Work Environment

• Home office and in-market work.
• Distributor offices, retail accounts, restaurants, bars, events, and brewery locations.

Equipment Used

• Telephone
• Computer
• Personal Vehicle (eligible for stipend)
• CRM and distributor reporting systems

Travel Requirements

Frequent travel throughout the assigned territory, generally approximately 60-70%. A vehicle stipend will be provided monthly.

Lifting Requirements

Able to occasionally lift and move up to 50 pounds, including cases of beer, point-of-sale materials, displays, and event equipment.

Physical Requirements

While performing the duties of this job, the employee is regularly required to drive, walk, stand, sit, bend, kneel, crouch, lift, and carry materials during market visits and events.