About The RoleWe are seeking a Southeast Regional Director to lead the sales strategy and execution across the Southeast. The SE region - anchored in GA with partners spanning FL, TN, VA, NC, SC, and AL - represents our highest-density growth corridor and the brand's home market.
Commercial Ownership- Own the Number: Deliver the SE portion of the annual operating plan (AOP) for depletions and revenue.
- Distributor Management: Primary lead for Tier 1 SE relationships and Tier 2 partners. Navigate the "share of mind" battle inside large distributor networks.
- Key Account Velocity: Personally own Top 25 regional buyers to drive placements.
- Strategic Expansion: Manage rollout into new markets - ensuring we "penetrate" them.
- Data & Insights: Drive data within the region to make decisions and use VIP/depletion data to identify gaps, manage inventory par levels, and forecast to Operations.
People Leadership & Team Management- Hiring & Workforce Planning: Own the full hiring cycle for the SE field team - headcount forecasting, requisition justification, structured interviewing, selection, and offer recommendation in partnership with HR.
- Performance Management: Assist with setting quarterly and annual goals for each direct report; conduct 1:1s, mid-year and annual reviews, and calibration input. Deliver timely, documented coaching, corrective action, and performance improvement plans in partnership with HR.
- Compensation Input: Recommend merit, incentive, and promotion decisions within approved budget and comp bands.
- Onboarding: Own 30/60/90-day ramp plans for every new SE hire.
- Retention & Succession: Identify flight risk and build bench strength for each territory.
HRIS Management Administration & Operating Cadence- HRIS Administration: Manage all people-data transactions for the SE team - approve timecards and PTO, process job/status/reporting changes, initiate onboarding and offboarding workflows, and maintain accurate org and headcount records.
- Expense & Trade Spend Approval: Review and approve T&E and sample/POS expenditures; enforce policy compliance and budget discipline.
- Compliance Oversight: Ensure field team adherence to wage-and-hour requirements (timekeeping, meal/rest, travel time), state alcohol regulations, tied-house rules, and company policy.
- Reporting Cadence: Own the SE weekly scorecard, monthly business review, and forecast submissions.
- Systems Hygiene: Maintain data integrity across internal platforms as the source of truth for SE performance.
Sales Leadership Representation - Southeast- Serve as the voice of the Southeast in national commercial leadership forums, AOP and S&OP planning, pricing and portfolio decisions, and cross-functional planning with Marketing, Operations, and Finance.
- Represent the brand externally as the senior commercial face of the brand in the SE - distributor GSMs, trade associations, key account top-to-tops, and industry events.
- Escalate SE market intelligence, competitive dynamics, and resourcing needs to the SVP, Commercial Development with a clear recommendation attached.
Training & Development of Junior Staff- Build and deliver the SE onboarding and sales fundamentals curriculum - three-tier system, brand story, mash bill and CPG education, pricing ladders, account calls.
- Maintain a structured ride-along and field coaching cadence with every Sales Manager and Brand Specialist, with written observation and follow-up.
- Own individual development plans (IDPs) and skill progression for junior field staff; grow territory reps into territory owners.
- Certify the team on brand and product knowledge; serve as the SE escalation point for coaching and capability gaps.
Qualifications- 7-10+ Years in CPG Sales, including 3+ years directly managing and developing a field sales team.
- Major supplier experience with scaled a small/challenger brand. Experience winning without a massive media budget.
- Distributor Savvy: Existing relationships across Southeast distributor networks. You know how to work a GSM and how to incentivize distributor reps.
- Commercial Finance IQ: Margin structures, pricing ladders, bill-backs, and trade spend (LMF) management.
- Atlanta Based: Ready to be the commercial face of the brand in our HQ market, traveling 40-50% across the SE region.
Pay$120,000 - $130,000 per year, plus performance-based bonus, benefits, and 401k
Work AuthorizationDue to the nature of these positions, we are unable to provide sponsorship for U.S. work authorization now or in the future.
