Area Sales Manager

BERO; San Francisco (CA); On-site; USD 70,000 - 110,000; Full time

Job summary

BERO is seeking an Area Sales Manager in the San Francisco area to drive distribution, velocity, and visibility across off-premise and on-premise accounts. You will build strong retailer relationships, coordinate with distributors, and ensure flawless execution of promotions and planograms.

Ideal candidates have 1–4 years of beverage sales experience, are highly organized, and willing to travel locally. The role emphasizes field activation and reporting to the Regional Sales Manager.

Qualifications

• 1–4 years beverage sales experience.
• Experience 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.

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 and expand shelf space.
• Partner with distributor sales reps and chain teams to ensure alignment on priorities and execution of planograms, promotions, resets, and pricing/programming.
• Execute local market programs and account-level activations to bring the BERO brand to life.
• Conduct regular account visits and market rides to assess execution and identify opportunities.
• Track and report sales performance, competitive insights, and account activity; maintain CRM/SRS updates.
• Manage POS materials, inventory and field assets for in-market execution.
• Share market insights with Regional Sales Manager to support strategy.

Skills

Relationship building

Sales experience

Communication

Organized

Travel readiness

Tools

MS Office

VIP reporting

CRM/SRS

Job description

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.

Experience

1-4 years

Reports to

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.

Qualifications

• 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.