Director of Western Regional Sales

Trefethen Family Vineyards; Napa (CA); On-site; USD 150,000 - 175,000; Full time

Benefits offered by this job

Medical, dental, and vision insurance

401(k)

Paid time off

Company holidays

Additional benefits available uponhire

Job summary

Trefethen Family Vineyards seeks a data‑driven, relationship‑first leader to own and grow the Western Region. You will guide strategy, manage a team of sales professionals and wholesale partners, and collaborate with distributors, national accounts, and marketing to turn plans into measurable outcomes.

You'll travel regularly, coach teams, review numbers, and build plans that sustain the estate's relaxed‑luxury brand. California residency and wholesale know‑how are essential.

Qualifications

• Bachelor's degree or equivalent combination of education and experience.
• 5+ years of progressive sales leadership experience in wine, beverage, luxury consumer goods, or related industry.
• Established relationships with Western Region distributors and key on- and off-premise accounts.
• Strong understanding of wholesale distribution, market development, pricing, forecasting, and sales planning.
• Track record of developing teams, building distributor partnerships, and delivering ambitious sales goals.

Responsibilities

• Own the Western Region's sales strategy, budget, forecast, revenue, distribution, and pricing.
• Develop and execute annual and long-term sales plans, protecting brand equity.
• Track market trends and performance to identify opportunities and inform decisions.
• Lead regular business reviews and coordinate with cross-functional partners.
• Turn strategy into actions in the market and ensure execution.

Skills

Sales leadership

Distributor relationships

Forecasting

Analytical skills

Excel

AI tools

Travel

Education

Bachelor's degree or equivalent

Tools

CRM systems

Job description

About Trefethen

Trefethen Family Vineyards is a family-owned estate vineyard and winery in the Oak Knoll District of Napa Valley. For over fifty years, we have been crafting distinguished estate grown wines that express the unique spirit of our land, vines, and people. Our core values include family, respect, sustainability, authenticity, learning and joy! With loyal customers around the country and the world, and a dedicated team of employees handling every aspect of the operation, from the soil to the table, our business is thriving.

We were just named Winery of the Year by the Sommeliers Choice Awards, and we're looking for someone excited to help tell that story — and grow it.

The Opportunity

The Western Region is Trefethen's largest and most important sales territory, and we're looking for a leader who can help take it to the next level.

As Director of Western Regional Sales, you'll own the strategy and performance of the region while leading and developing a talented group of sales professionals and wholesale partners. You'll work closely with distributor leadership, key accounts, State Sales Managers, National Accounts, Marketing, and our broader sales team to turn big-picture strategy into meaningful, measurable results.

This is a hands‑on leadership role. You'll spend time in the market, in front of customers and partners, coaching your team, reviewing the numbers, building plans, and finding new ways to grow the Trefethen brand.

We're looking for someone who's equally comfortable talking strategy with a distributor executive, digging into a forecast, coaching a sales manager, or walking into an account and figuring out what will make the wines successful there.

What You'll Do

Lead & Grow the Region

• Own the Western Region's sales strategy, budget, and forecast, with responsibility for revenue, distribution, pricing, and overall market performance.
• Develop and execute annual and long-term sales plans that grow the business while protecting Trefethen's relaxed‑luxury positioning and long‑term brand equity.
• Track market trends, sales performance, distribution, pricing, and other key metrics to identify opportunities and make informed decisions.
• Establish clear goals and priorities for the region and communicate performance, opportunities, and challenges to leadership and cross‑functional partners.
• Turn strategy into action in the market — making sure our plans don't just look good on paper, but actually get done.

Develop the Team

• Lead, coach, and develop Field Sales Managers and wholesale partners toward shared goals.
• Build a culture of accountability, collaboration, curiosity, and continuous improvement.
• Conduct regular business reviews and planning sessions with team members and wholesale partners to identify opportunities and keep everyone moving in the same direction.

• Partner closely with National Accounts, fellow Regional Sales leaders, Marketing, and other members of the Trefethen team on company‑wide initiatives.
• Help create an environment where talented people can do their best work and continue to grow.

Build Partnerships

• Develop strong, long‑term relationships with distributor leadership, key accounts, retailers, restaurateurs, and other industry partners throughout the Western Region.
• Work collaboratively with wholesalers to build distribution, improve execution, and create meaningful opportunities for the Trefethen portfolio.
• Represent Trefethen at sales meetings, trade tastings, distributor meetings, customer events, and other industry engagements.
• Be a passionate and knowledgeable ambassador for Trefethen, our estate, our wines, and the people behind them.
• Champion an exceptional partner experience — one that makes people want to do business with us again and again.

Who You Are

You're a data-driven, relationship-first leader who knows how to turn a sales plan into results.

You're comfortable with the numbers, but you know that great sales organizations are ultimately built on great relationships. You can move easily between a detailed forecast, a distributor business review, a team coaching conversation, and a customer meeting.

You're ambitious without being ego-driven. You lead with authenticity, communicate clearly, and believe that the best results come from bringing people along with you.

You're curious, organized, accountable, and energized by the opportunity to build something — not simply maintain what's already there.

Most importantly, you care about the people you work with and the brand you're representing.

What You Bring

• A bachelor's degree or equivalent combination of education and experience.
• 5+ years of progressive sales leadership experience, ideally within wine, beverage, luxury consumer goods, or a related industry.
• Established relationships with Western Region distributors and key on‑and‑off‑premise accounts.
• A strong understanding of wholesale distribution, market development, pricing, forecasting, and sales planning.
• A track record of developing teams, building strong distributor partnerships, and delivering against ambitious sales goals.

• Strong analytical and computer skills, including proficiency in Excel. Comfort using AI tools and emerging technology to work smarter and make better decisions.
• Excellent communication and presentation skills, with the ability to communicate effectively with everyone from frontline salespeople to distributor executives.
• A willingness to travel regularly throughout the Western Region and spend meaningful time in the market.
• Based in California with a valid driver's license and driving record that meets company and insurance requirements.

Physical Requirements

• Ability to travel regularly throughout the Western Region and work in a variety of field, retail, restaurant, event, and office environments.
• Ability to sit and/or stand for extended periods of time, including during customer meetings, sales meetings, tastings, trainings, and events.
• Ability to occasionally lift and/or move objects weighing up to 25 pounds, including wine cases and event materials.
• Ability to occasionally bend, stoop, reach, kneel, crouch, or climb stairs.
• Ability to perform the essential functions of the position with or without reasonable accommodation.

Job Type

Full‑time, Exempt

Compensation & Benefits

The salary range for this position is $150,000–$175,000 annually, depending on experience and qualifications, plus eligibility for an annual target bonus equal to 25% of base salary.

This represents a total target compensation of approximately $187,500–$218,750 annually.

The actual salary offered will depend upon job‑related factors such as overall qualifications, skills, experience, education, and internal equity. The Company reserves the right to modify the range at any time.

Benefits include:

• Medical, dental, and vision insurance
• 401(k)
• Paid time off
• Company holidays
• Additional benefits available upon hire

Why Trefethen

Join a third‑generation, family‑owned winery where the people who own the vineyards still walk them every day.

You’ll help grow a brand with real heritage — sustainably farmed, estate‑grown, and built on nearly sixty years of winemaking, craftsmanship, and family.

You’ll work alongside a close‑knit team that cares deeply about doing great work, supporting one another, and representing Trefethen with enthusiasm, care, and a generous spirit.

This is an opportunity to lead a significant part of our business while helping shape the next chapter of one of Napa Valley's most storied family‑owned wineries.

If you’re passionate about developing high‑performing sales teams, building meaningful partnerships, growing a great brand, and doing it all with authenticity and a little joy along the way, we’d love to hear from you.