Regional Sales Manager

New Belgium Brewing; Springfield (IL); On-site; USD 130,000 - 150,000; Full time

Benefits offered by this job

Medical & Dental Insurance

Life and AD&D Insurance

Short Term Disability Insurance

Flexible Spending Account

Employee Assistance Program

PTO

401k Match

Paid Caregiver Leave

Profit Sharing

Job summary

Kirin Brewery of America, LLC. seeks a Regional Sales Manager to drive commercial performance across a U.S. region. Build distributor and key account relationships, execute annual plans, and leverage insights to hit sales, distribution, and profitability targets.

You will partner with distributor teams, national accounts, and internal teams to ensure execution aligns with priorities, manage brand education, and support market programming. Travel is substantial.

Qualifications

• Bachelor’s Degree in Business, Marketing, or related field.
• 5-7 years of beverage alcohol sales experience; spirits experience preferred.
• Proven sales track record with meeting or exceeding targets.
• Strong distributor management experience and understanding of 3-tier system dynamics.
• Excellent communication, presentation, negotiation, and relationship-building skills.
• Strong analytical skills and proficiency with CRM systems and Microsoft Office tools.
• Ability to develop effective trade marketing tools and execute structured sales processes.
• Highly organized, self-directed, and capable of managing multiple priorities.

Responsibilities

• Develop and execute annual regional commercial plans aligned with national sales and marketing strategies.
• Manage shipments, depletions, forecasts, and inventory planning to achieve targets.
• Strengthen distributor and broker relationships for alignment and execution.
• Conduct regular business reviews and adjust plans based on performance insights.
• Use data sources (Nielsen, NABCA, VIP, Great Vines, Power BI) to identify trends and guide decisions.
• Manage brand presence, pricing strategy, and trade spend for profitability.
• Conduct market visits with distributor teams to assess execution and identify growth opportunities.
• Manage key account relationships across on-premise, off-premise, and select national accounts.
• Support brand education programs and coordinate trade visits, ambassador activities, and regional events.
• Collaborate with internal teams on brand registrations, activation tools, and market programming.
• Represent the company at industry events and market engagements.

Skills

Distributor management

CRM proficiency

Microsoft Office

Negotiation

Communication

Relationship building

Analytical skills

Education

Bachelor’s Degree in Business/Marketing

Tools

CRM systems

Microsoft Office

Job description

The employer for this position is Kirin Brewery of America, LLC, and not New Belgium Brewing. The Regional Sales Manager (RSM) is responsible for driving commercial performance and brand growth for the Kirin portfolio across an assigned U.S. region. This role builds and maintains strong distributor and key account relationships, executes annual commercial plans, and leverages market insights to achieve sales, distribution, and profitability targets. The RSM partners closely with distributor teams, national accounts, and internal commercial teams to deliver consistent, high-quality execution aligned with company priorities.

Essential Duties

• Develop and execute annual regional commercial plans aligned with national sales and marketing strategies.
• Manage shipments, depletions, forecasts, and inventory planning to achieve volume and profit targets.
• Strengthen distributor and broker relationships to ensure alignment, accountability, and effective market execution.
• Conduct regular business reviews and adjust plans based on performance insights and market dynamics.
• Use data sources (Nielsen, NABCA, VIP, Great Vines, Power BI) to identify trends, track brand performance, and guide commercial decisions.
• Manage brand presence, pricing strategy, and trade spend to maintain profitability and competitive positioning.
• Conduct market visits with distributor teams to assess execution and identify growth opportunities.
• Manage key account relationships across on-premise, off-premise, and select national accounts.
• Support brand education programs and coordinate trade visits, ambassador activities, and regional events.
• Collaborate with internal compliance, marketing, and sales strategy teams on brand registrations, activation tools, and market programming.
• Represent the company at industry events, conferences, and market-level engagements.
• Other duties as assigned.

Education/Experience/Skills

Required:

• Bachelor’s Degree in Business, Marketing, or related field.
• 5-7 years of beverage alcohol sales experience; spirits experience preferred.
• Proven sales track record with demonstrated ability to meet or exceed targets.
• Strong distributor management experience and understanding of 3-tier system dynamics.
• Excellent communication, presentation, negotiation, and relationship-building skills.
• Strong analytical skills and proficiency with CRM systems and Microsoft Office tools.
• Ability to develop effective trade marketing tools and execute structured sales processes.
• Highly organized, self-directed, and capable of managing multiple priorities.

Preferred:

• Experience working with startup or emerging brands.
• Experience working across multiple states or regions.

Physical Requirements

This role requires regular standing, walking, bending, and lifting during market visits and field work. Must be able to communicate clearly, operate a computer, and navigate varying market environments.

Percent of Travel

50% - 75%

Working Conditions

Sales accounts, distributor locations, industry events, home office, travel.

Wage Information

Wage information is provided in compliance with the Colorado Equal Pay for Equal Work Act and is Bell's and New Belgium's good faith and reasonable estimate of the compensation range and benefits offered for this position. The compensation offered to the successful applicant may vary based on factors including experience, skills, education, location, or other position-related reasons.

Starting Salary Range

$130,000-$150,000

Benefits

• Medical & Dental Insurance (options available for dependents)
• Basic Term Life and AD&D Insurance
• Short Term Disability Insurance
• Flexible Spending Account
• Employee Assistance Program
• PTO
• 401k Match
• Paid Caregiver Leave
• Profit Sharing

All Full time Coworkers at Bell's and New Belgium enjoy the following benefits after one calendar month of employment: Medical & Dental Insurance (options available for dependents), Basic Term Life and AD&D Insurance, Short Term Disability Insurance, Flexible Spending Account, Employee Assistance Program, PTO, 401k Match, Paid Caregiver Leave, and Profit Sharing. Details will be shared and questions answered during our interview.

EEO Statement

Bell's and New Belgium welcomes all. We are committed to building an environment that is diverse, equitable, and inclusive within our own walls and amidst the entire craft beer community. Bell's and New Belgium strictly prohibits and does not tolerate discrimination based on race, color, religion, creed, national origin or ancestry, ethnicity, sex, gender identity and expression (including gender nonconformity and status as a transgender individual), age, physical or mental disability, citizenship, past, current or prospective service in the uniformed services, marital status, sexual orientation, genetic information, or any other characteristic protected under applicable federal, state or local law.