Regional Sales Manager

As a Certified B Corporation, Bonterra Organic Estates (formerly Fetzer Vineyards) has been guided by excellence, innovation, environmental stewardship, and responsible business practices since 1968. We are proud to offer exciting career opportunities across our California-based winery, Bonterra Organic Estates, and our distribution and commercial operations, Viña Concha y Toro USA (VCT USA).

Why us?

-Part of Viña Concha y Toro, the leading wine producer in Latin America and one of the world's largest wine companies

-The nation's primary importer of South American wines

-Sell highly-awarded wines. To name a few in our VCT USA portfolio:

• Don Melchor 2021 Wine Spectator#1 Wine of the Year 2024; 4x Top 10; 10x Top 100
• Mendocino County named
  
  Wine Enthusiast American Wine Region of the Year 2024
• Bonterra 2022 Estate Collection Chardonnay Wine Enthusiast- 100 Best Wines of 2024
• Bonterra 2023 Sauvignon Blanc Wine Enthusiast- 2024 Top Rated Wines under $20
• Bonterra Wine Enthusiast
  - American Winery of the Year 2016
• Bonterra Cabernet Sauvignon Estate Collection San Francisco Wine Competition
  - Best of Class 2024
• Casillero del Diablo is the official wine sponsor of the Mexico National Football Team
• Trivento is the most chosen Argentine wine in the world 2024 (IWSR)

We are looking for a
Regional Manager – Northern California to lead from the front and grow Vi1a Concha y ToroUSAs (VCT-USA)’s (VCT-USA) business by actively being in the market with the team, distributor, and customers. This role partners closely with our distributor, leads execution across chain and regional accounts, and drives strong performance in the on- and off-premise general market.

Scope

This position is accountable for delivering annual volume, NSV, and depletion goals by rallying the team around the most important execution priorities, building strong customer and distributor relationships, and ensuring best-in-class execution across pricing, promotions, merchandising, and distribution. This is a hands-on, field-first leadership role. Success requires consistent time in the market—coaching, selling, problem-solving, and reinforcing priorities—not managing from behind a desk.

The Regional Manager will manage a team of direct reports through strong influence, clear priorities, disciplined cadence, and visible field leadership. The role is also accountable for ensuring full adherence to VCT-USAs established ‘Ways of Working’, including company standards, processes, and compliance expectations.

This is a remote role with the ideal candidate located in the Greater San Francisco Bay Area. This role entails driving within the field to visit accounts, do workwiths and attend distributor meetings. Overnight travel will be approximately 10%
-15%.

Key Focus and Responsibilities

Distributor Leadership & Market Execution

• Lead day-to-day distributor partnership in Northern California from the field, setting clear goals, execution standards, and performance expectations.
• Spend significant time in-market conducting distributor work-withs/ride-withs, coaching sales teams, and reinforcing execution priorities.
• Align distributor teams around a small number of critical executional focuses that drive brand growth and plan delivery.
• Monitor execution quality, identify gaps quickly, and implement clear corrective action plans to improve results.

Chain & Regional Account Management

• Build and maintain strong relationships with regional buyers, chain teams, and distributor chain leadership.
• Lead quarterly buyer meetings and participate in monthly business reviews, bringing insights from the field to shape plans and priorities.
• Ensure fast, accurate program compliance for promotions, ads/features, merchandising, and pricing in key accounts.
• Actively support key account calls and negotiations as needed to unlock opportunities and solve issues.
• Personally engage in the general market, driving distribution, placements, features, menu/wine list wins (where applicable), and display execution.
• Maintain a strong, current understanding of market dynamics, competitive activity, and opportunity pockets across Northern California.
• Translate market learnings into clear direction for the team and…