General Sales Manager, West

Vinarchy group.; Northern (KY); Hybrid; USD 120,000 - 150,000; Full time

Job summary

Vinarchy USA seeks a General Sales Manager - West to lead commercial execution, distributor management and pricing across 10 Western states, including CA. The role focuses on expanding distribution, optimizing pricing, and driving growth with high accountability for P&L and market performance.

The role requires deep experience with national accounts, distributor partners, and cross-functional leadership to deliver a robust sales plan and sustained market advantage in a fast-growing,

Qualifications

• Bachelor’s degree in business or related field required.
• Minimum 10+ years in beverage alcohol sales with distribution management experience.
• Proven ability to influence cross-functionally and drive sales performance.
• Strong financial acumen; experience with budgeting, pricing, and P&L management.
• Excellent communication, presentation, and relationship-building skills.
• Willingness to travel extensively across multiple states.

Responsibilities

• Lead commercial execution and distributor management across 10 Western states.
• Own pricing execution and profitability; develop and manage pricing grids.
• Drive market expansion, displays, and BTG placements with a customer-facing focus.
• Coach and develop regional managers; lead annual/quarterly business planning.
• Collaborate with trade marketing and brand teams to enable activation events.

Skills

Distributor relationships

Sales leadership

Pricing strategy

P&L management

Cross-functional collaboration

Communication

Willingness to travel

Strategic thinking

Education

Bachelor’s degree in business or related field

Tools

Pricing grids

Sales forecasting software

ERP/CRM familiarity

Job description

Vinarchy. Redefining Wine.

Established in 2025 following the merger of Accolade Wines and Pernod Ricard Winemakers, Vinarchy is an exceptional global wine company committed to redefining wine.

Crafting extraordinary wines in Australia, New Zealand, Spain, Italy, South Africa, Chile and the United States, and sharing them in almost every corner of the world, we are relentlessly innovative, ambitious and imaginative at every stage from grape to glass.

About the role

The General Sales Manager- West will be responsible for leading Vinarchy USA’s commercial execution, distributor management, and pricing execution for 10 States in the West part of the country. Markets include CA, AZ, NM, NV, HI, OR, WA, ID, MT, and UT.

This role requires a proven track record of building strong distributor relationships, developing targeted sales strategies, and delivering exceptional performance through both leadership and direct market engagement.

Deep experience in CA a must with strong proven record of working with National accounts and with distributor Account executives. Experience managing Open and Control a plus.

The GSM will own commercial execution and the P&L in assigned states with a relentless focus on expanding distribution, displays and BTG placements, spending80% of time on customer-facing and distributor-facing activities.

Key Responsibilities Include

Business Planning & Distributor Engagement

• Challenges and works collaboratively with senior level distributor partners in their region.
• Holds accountability for commitments, KPIs, Depletions and GP plan delivery
• Actively engages cross functional stakeholders to address market opportunities and mitigate risk
• Determine strategy, resources, and budget to achieve plan objectives for multiple states
• Enterprise-wide thinking: turns analysis into planning and actions against channels and consumer opportunities
• Lead the Region to achieve maximum profitability, market share, and sales depletions
• Uses tracking, reports, reviews, insights and interaction to ensure continuous alignment of partners and team members on vision and goals
• Understands the attitudes and motivations of key people and addresses these in a position of influence
• Inspire, empower, and engage team members to achieve sales objectives through outlining vision aligned with teams goals and personal aspirations
• Responsible for coaching, development and succession planning
• Lead annual and quarterly business planning with distributor sales leadership teams to achieve distribution and depletion objectives.
• Drive performance and accountability through a consistent cadence of distributor engagement, market visits, and performance scorecards.
• Build alignment and enthusiasm for Vinarchy’s brands, vision, and commercial goals.
• Provides actionable insights into pricing structures to maximize sales while achieving pricing standards.
• Comfortable building pricing grids and creating QD’s calendars for maximum depletions while managing DGP.
• Manages market financial budgets, ensuring alignment with objectives and targets.
• Provides regular updates and reports on account performance, sales forecasts, and market trends.

Field Leadership & Market Execution

• Collaborate closely with front-line distributor managers and sales teams, ensuring optimal execution of sales programs and promotional activities.
• Build market level programming to include distributor incentives, menu / display programming, and execute consumer special events.
• Conduct monthly General Sales Meetings to review performance, celebrate wins, communicate brand information, programming and incentives and inspire commitment to Vinarchy USA’s growth objectives.
• Work with agency to provide direction to two market managers in Southern CA to drive accelerated execution on KPI’s in set list of key accounts in the around San Diego and northern OC. Provide goals, coaching, tools to help individual succeed in seeding growth for Vinarchy brands in

Customer Development & Growth

• Ability to manage and grow relationships with key on premise regional chain retailers, ensuring brand visibility and sales growth.
• Develop and generate incremental business in top off and on-premise accounts and regional chains
• Build, prioritize, and activate target account lists by brand and channel.
• Drive distribution, secure menu placements, achieve impactful display wins, and execute activation events to grow brand presence.
• Work with trade marketing and brand teams to develop consumer programming that supports objectives.
• Personally close flagship accounts to establish credibility, drive visibility, and accelerate growth in key markets.
• Analyze sales data, trends, and customer insights to optimize sales performance.

What You'll Bring:

• Bachelor’s degree in business, or related field (preferred).
• Minimum 10+ years in beverage alcohol sales, preferably wine, with experience managing large markets and distributor relationships.
• Proven ability to work cross-functionally and drive sales performance through influence and accountability.
• Strong financial acumen and experience with business planning and sales forecasting.
• Understands the components of pricing for multiple states and how to manage an A/R and P&L for multiple states. Excellent communication, presentation, and relationship-building skills.
• Willingness to travel extensively.
• Commercially driven, accountable, solution and execution oriented.
• Strong communicator and influencer.
• Thrives in fast-paced, high-growth environments.
• Ability to navigate, negotiate and manage conflict
• Experience successfully interacting with senior leaders at the supplier and/or distributor
• Demonstrates an outward-in & enterprise-wide strategic thinking. Ability to plan for the long term
• Experience working in Open, Control and Franchise markets preferred
• Excellent communication and follow-up skills
• Thrives in entrepreneurial environment and finds a way to get things done.

Also to note, that any applicant who is of Spanish-speaking professional ability would be desired

Why Join Us?

Joining Vinarchy means becoming part of a newly formed global wine company with bold ambitions to redefine wine and drive meaningful growth across the industry. This role offers the opportunity to make a direct impact in key U.S. markets by working closely with distributor partners, customers, and cross-functional teams to grow an exciting portfolio of brands. At Vinarchy, we value entrepreneurial thinking, collaboration, and accountability, and we are building a culture where talented individuals can contribute, innovate, and grow alongside the business as we expand our presence and shape the future of wine.

Want to know more about us? Check out this short video!

At Vinarchy we are dedicated to building a diverse, dynamic and inclusive culture. Prospective candidates will be required to provide proof of legal work rights and undertake relevant pre-employment screening to verify eligibility and suitability.