Regional Sales Director - Southwest

Avery Brewing Company

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Purpose of the Position The Regional Sales Director, Southwest is responsible for leading, developing, and growing Avery Brewing Co. sales volume, distribution, chain execution and market presence in the assigned territory of CA/AZ/NM/NV/UT/WY.  The Regional Sales Director responsibilities cover the areas of Territory Development, Distributor Management, Chain Development, Pricing Management, and Inventory Management. 


Preferred Location:  San Diego, California 

Reports toNational Sales Director 


Territory Development:

  • Research and evaluate industry, market, chain account, competitor and customer growth trends using Nielsen/IRI/Armadillo and VIP data systems to define market opportunities
  • Review monthly customized territory scorecards of sales performance, on and off premise trends, new item placements, lost placements, market comparisons, comparative brand analysis and revenue growth to define growth opportunities
  • Participate in monthly and weekly business meetings to inform sales leadership teams on territory trends and opportunities based on market and business analysis
  • Create and maintain strong, long-term relationships with our in-house Avery cross functional support teams in Marketing, Supply Chain, Finance, and Production

Distributor Management:

  • Communicates business insights with Distributor Network and Avery Senior Sales Management regarding sales goals, forecasts and action plans to grow Avery brand and sales in the territory
  • Sets the Annual Business Plan (ABP) for the territory and holds distributors accountable for goals and forecasts through Monthly Business Reviews
  • Ensures appropriate forecast and inventory levels to achieve market goals and quality assurance freshness and standards
  • Monitor orders of assigned distributors with support from Supply Chain team
  • Grows Avery distribution within assigned territory YOY through increased points of distribution, chain support, managing allocations and inventory in region
  • Lead selling of new item/seasonal information bundle that will inform distributor teams on priority brand launches and retail programming

Chain Account Management:

  • Aligns distributors with Avery National Accounts strategy, holds distributor accountable to execution on National Accounts strategy, executes and holds distributors accountable to authorizations, programs, features, displays, and pricing
  • Review chain account sales performance, distribution, rate of sale, and inventory trends that impact ordering direction and reduce both out-of-stocks & potential over-stock
  • Conducts sales calls with select local market chains to develop relationships and Avery business with core brands and programming
  • Provides market insights that inform development of chain annual business plans
  • Support execution of chain specific annual budget tracking system for market investment with Chain sales leadership team and distributors

Forecasting and Inventory Management Process:

  • Support the development of data resources that inform team on sales performance that improves forecasting and distributor product order processes
  • Review territory sales performance, distribution, rate of sale, and inventory trends that impact ordering direction and reduce both out-of-stocks & potential over-stocks
  • Complete monthly forecasts with Finance, Supply Chain and Production teams to ensure accurate production planning
  • Participate in weekly Supply Chain meetings with needs and input from territory


  • Leads PTR and PTC collection and analysis within assigned territory vs defined CO competitive brands and share pricing survey results with Sales and Finance teams
  • Develop annual pricing strategy that aligns with defined CO competitive brands for assigned territory
  • Lead development and maintenance of price promotion calendars by state 


  • Preferred location is Southern California in or near San Diego, California
  • Minimum of 5+ years of distributor management success and experience with a combined total of 7+ years of Alcohol/Beverage Sales experience
  • Experience selling to National Chain Customers in California and Southwest
  • Proven track record of Territory Development, Distributor Management, Chain Development, Pricing Management, and Inventory Management
  • Travel 6-8 days per month and commitment to work some nights and weekends to support market efforts is required in this position
  • Able to demonstrate a thorough understanding of forecasting, points of distribution, rate of sale and volume driving planning and execution
  • Able to lead the fundamentals of FL pricing, discounting, gross profit, gross margin strategies and execution with distributors and chain retail customers
  • Proficient technology skills and application in Excel, Word, VIP, Power Point tools
  • Opportunity and Problem Recognition, Analysis, and Solution Planning
  • Clear communication skills and ability to explain complex ideas in simple terms, including persuasion-through-explanation
  • Wide vision and direct collaboration skills within the sales organization and supporting functions (Production, Finance)
  • Knowledge of the sales and distribution network as well as the supply chain workflow
  • An inherent sense of urgency and tracking ability to drive action on a timely fashion
  • A strong understanding of the craft beer scene in each and Avery’s place in it
  • A love for Avery and our commitment to high quality beers, desire for continuous learning, focus on retail market excellence and a passion for the Boulder, CO area!


  • Based on experience
  • Compensation includes a base salary plus variable compensation based on MBO achievement, phone allowance, mileage allowance, and expense account. 401(k), group medical, and competitive vacation time are all available with tenure
  • Avery Brewing Co. is a family-owned company that provides many benefits not listed here including but not limited to sales clothing reimbursement, outdoor gear discounts, and a very liberal beer sampling program
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