Area Sales Manager

Position Summary:

The Area Sales Manager is responsible for driving growth across off-premise retail, chain accounts, and on-premise within an assigned territory. You will execute BERO’s sales strategies at the street level building strong relationships with retailers, chain partners, and distributor teams to increase distribution, visibility, and velocity.

This role requires a highly driven self starter who thrives in the field, understands the nuances of each channel, and can translate brand strategy into flawless execution. You will play a key role in managing distributor performance, ensuring alignment on priorities, programming, and execution, while also owning chain-level activation at the store level.

Fully supporting the Regional Sales Manager, the Area Sales Manager drives local market activation, distributor engagement, and account-level performance to help BERO win in every outlet and across every channel.

Key Responsibilities:

· Drive distribution, velocity, and visibility across off-premise and on-premise accounts.

· Build strong relationships with retailers, chain partners, and on-premise operators to secure new placements, expand shelf space, and deliver best-in-class execution.

· Partner with distributor sales reps and chain teams to ensure alignment on priorities and consistent execution of planograms, promotions, resets, and pricing/programming.

· Execute local market programs, merchandising standards, and account-level activations that bring the BERO brand to life.

· Conduct regular account visits and market rides to assess execution, identify new opportunities, and maintain BERO’s presence across the territory.

· Track and report sales performance, competitive insights, and account activity; maintain accurate CRM/SRS updates.

· Manage POS materials, inventory needs, and field assets to support impactful in-market execution.

· Share key market insights and performance trends with the Regional Sales Manager to support strategy and growth planning.

Requirements:

· 1–4 years of beverage sales experience (beer, NA beer, wine, spirits, CPG, or related).

· Experience working in off-premise retail, chain accounts, and on-premise sales.

· Proven success growing accounts and executing programming across multiple channels.

· Strong communication and relationship-building skills.

· Highly organized, accountable, and comfortable working independently in the field.

· Ability to lift/move cases and POS materials as needed.

· Frequent local travel required.

· Proficient in Microsoft Office Suite & VIP reporting software.

· Passion for the non-alcoholic beverage movement.

Preferred Qualifications:

· Experience with distributor networks or DSD systems.

· Background launching new brands or working in fast-growth environments.

· Familiarity with CRM/SRS software and basic data analytics.