Area Manager - Traditional Trade (East Region)

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Quote from Hiring Manager

“This role offers the opportunity to lead a high-performing sales team, strengthen customer partnerships, and turn market insights into sustainable growth across the assigned territory.”

Meaningful Work From Day One

The Area Sales Manager leads sales performance within an assigned territory by delivering revenue and profitability targets, developing new business opportunities, strengthening customer relationships, and coaching the sales team. The role uses market insights, disciplined forecasting, and cross-functional collaboration to drive sustainable business growth.

What You Can Expect

•  Leads sales strategy and territory action plans to achieve revenue, profitability, and market coverage objectives.

•  Monitors sales performance against targets and KPIs, identifies gaps, and implements timely corrective actions.

•  Develops accurate sales forecasts, a healthy sales pipeline, and regular business performance reviews for management.

•  Leads, motivates, and coaches the sales team, setting clear targets and building capability in selling, negotiation, customer management, and business development.

•  Builds strong relationships with key customers and strategic accounts through regular visits, opportunity identification, and effective issue resolution.

•  Negotiates pricing, commercial terms, and customer agreements within approved company guidelines.

•  Expands the customer base and distribution coverage by identifying new customers, channels, and business opportunities.

•  Analyzes customer needs, market trends, and competitor activity to generate actionable market intelligence and growth plans.

•  Partners with Marketing, Customer Service, Operations, Supply Chain, and Finance to support order fulfillment, delivery, payment, promotions, and company initiatives.

•  Ensures timely and accurate customer, sales, and opportunity information in the CRM or sales management system.

What You Bring to the Table

•  Demonstrated experience in sales planning, territory management, business development, customer relationship management, and sales forecasting.

•  Proven ability to lead, coach, and develop a sales team against clear targets and KPIs.

•  Strong negotiation, communication, presentation, and interpersonal skills.

•  Strong analytical and problem-solving capability, with a result-oriented approach to achieving sales targets.

•  Proficiency in Microsoft Office, particularly Excel and PowerPoint.

•  Willingness and ability to travel regularly within the assigned territory, with a valid driver’s license.

What Makes You Unique

•  Experience using CRM or sales management systems to manage pipeline, customer information, and forecasts.

•  Knowledge of channel development, distribution management, promotional execution, and competitor analysis.

•  Bachelor’s degree in Business Administration, Marketing, Management, or a related field.

Who We Are

We believe great people build great brands. And we know there is Nothing Better in the Market than a career at Brown-Forman. Being a part of Brown-Forman means you will grow both personally and professionally. You will have the opportunity to solve problems, seize opportunities, and generate bold ideas. You will belong to a place where teamwork matters and where you are encouraged to bring your best self to work.

What We Offer

Total Rewards at Brown-Forman is designed to engage our people to ensure sustainable and profitable growth for generations to come. As a premium spirits company, we offer equitable pay structures for individual and company performance alongside a premium employee experience. We offer a range of premium benefits that reflect our company values and meet the needs of our diverse workforce.

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