The Area Sales Manager is responsible for driving brand visibility, consumer trial, and rate of sale for C. Mondavi & Family wines through best-in-class in-market activation. This role serves as a frontline brand ambassador, ensuring CMF brands are among the most visible and compelling options in both on- and off-premise accounts.  Partnering closely with distributor teams and key account decision-makers, the Area Sales Manager transforms distribution into sales through impactful activations, education, merchandising, and marketing execution. The ideal candidate is a highly motivated, results-oriented professional who thrives in fast-paced environments and is passionate about building brands at the consumer level.

 Essential Duties and Responsibilities include but not limited to the following:

•         Build and maintain strong relationships with distributor partners and key on- and off-premise account decision makers

•         Execute high-impact activation programs and events to drive consumer trial, brand loyalty, and purchase intent

•         Improve rate of sales for CMF brands through targeted activation and merchandising strategies

•         Lead brand education and training initiatives for trade partners and distributor sales teams

•         Implement marketing programs, displays, and merchandising initiatives that convert distribution into sales

•         Survey stores for best-in-class execution of displays, shelf placement, cold box, program compliance and pricing standards. Track success using CMF tools.

•         Ensure consistent execution of CMF brand standards across all assigned territory and focus accounts

•         Serve as a proactive brand ambassador, owning activation strategy, execution, and performance outcomes

•         Monitor market trends and competitive activity to inform activation priorities and tactics

•         Translate brand strategies into effective in-market execution through creative and strategic thinking

•         Work evenings and weekends as needed to support key activations and events

Qualifications (work experience, preferred skills and education):

•         Bachelor’s degree

•         3 to 5 years of field sales experience in beverage alcohol or consumer packaged goods (CPG)

•         Strong understanding of the alcohol beverage marketplace, including on- and off-premise

•         Familiarity with Karma and Idig -proficiency preferred

•         Proven success driving rate of sale through activation, merchandising, and education

•         Excellent interpersonal, communication, and presentation skills

•         Highly self-directed, results-oriented, and able to operate independently

•         Proficiency in Microsoft Office (Excel, PowerPoint, Word)

•         Valid driver’s license and ability to travel regularly within the assigned territory

•         Flexibility to work non-traditional hours, including evenings and weekends

•         Must reside in or near the assigned territory

Core Competencies

•         Brand Activation & Experiential Marketing

•         Distributor & Account Relationship Management

•         Strategic & Creative Execution

•         Results Orientation & Accountability

•         Communication & Presentation Skills

 Success Metrics

•         Increased rate of sale and brand visibility across assigned market

•         Successful execution of activation events, merchandising, and marketing programs

•         Strong distributor engagement and sustained key account relationships

•         Effective education and influence of trade partners

•         Consistent execution of CMF brand standards across all channels