Job Description: Distributor Manager, Valley Wide & East CA

Summary: Join a strong team in an impactful business! Diageo Beer Company USA is growing its world-class brands in a competitive market through team work, exceptional customer service and demonstrating the resources of one of the world’s largest and best-integrated premium drinks companies! This strategic business management role owns the sales performance and senior relationship management with a key wholesaler in Northern California.

About Diageo Beer Company USA

A fully integrated arm of Diageo North America Inc, Diageo Beer Company USA (DBC) leads the sales and marketing of Diageo’s world-famous malt beverage brands across 429 distributor branches in all 50 states. Our River, the agave-inspired FMB brand from Texas. We are currently growing all three brand families in the hyper-competitive US beer market.

Our company is anchored by three guiding principles: quality, integrity and passion. We believe in solutions that work for our customers and in building world-class relationships. Diageo Beer Company USA is based in New York City, NY.

Market Coverage

This role runs the performance of DBC brands in the territory of Valley Wide Beverage, the largest non Reyes wholesaler to carry our brands in California, as well as four smaller wholesalers located throughout more remote eastern parts of the state (and Humboldt on the far north west coast). The market is just over a quarter million cases in sales, with Valley Wide comprising 90% of the volume. Valley Wide’s business in turn is 90% Diageo Beer Company FMBs, led by the off premise.

Valley Wide & East CA CY2022 Case Sales YOY Change

Total 246,985 -3.9%

Valley Wide Beverage 220,399 -4.4%

Humboldt Beer 9,035 -16.7%

Alpine Beverage 6,901 17.1%

Eastern Sierra Wholesalers 6,445 20.0%

Wonderland Distributing 4,205 -3.4%

The role will be based in the greater Fresno area, with the majority of time and focus going into business management and execution in the Valley Wide market footprint, but the DM will visit the smaller wholesalers sporadically also.

Management Responsibilities

Reporting into the Sales Director, Pacific Region, this role is accountable for the performance and P&L of wholesalers based across a broad geography in California, with a focus on the development of business with the family-owned Valley Wide Beverage. The successful candidate will lead the relationship, planning and execution of DBC brand activities in the central San Joaquin Valley with a focus on the major population center of Fresno, while also sustaining the fast growth trends in the four smaller wholesalers covered by the market.

Critical results of the role are: maintaining an annual, quarterly and monthly planning schedule with wholesaler customers; developing constructive relationships with key on and off premise retail accounts; working with wholesalers to implement against key brand-driving activities and retail programs; managing pricing and inventory with wholesalers.

Team Structure

This role reports into the Sales Director, Pacific Region, alongside five other distributor managers and six sales specialists. The role has close links with our chains team, working closely with the Key Account Manager NorCal (based out of Sacramento) and our Regional Activation Manager (based out of Phoenix AZ).

Qualifications & Experience

Undergrad degree or equivalent highly desirable. Must have 3+ years of market development experience, probably in a CPG environment. Alcohol, especially beer, experience preferred. MBA desirable.

The successful candidate will have a strong grasp of CPG selling and influencing techniques, with a good track record of building and maintaining productive professional relationships to mutual business benefit. They will be comfortable meeting key partners, customers and sales leads from cold and generating mutual respect to improve selling opportunities. Further, this role requires a solid understanding of the fundamentals of the CPG business model, including the basics of finance and accounting (understanding the P&L, pricing, volume vs value vs profit, allocating funds and tracking budgets), marketing (consumer vs shopper, product occasionality, brand positioning in a competitive market and how marketing activities work) and supply chain (inventory management, logistics and forecasting) so as to be able to handle execution in market strategically.

Data and information management are increasingly integral in the modern CPG market development world, so a strong candidate for this role will have be comfortable using data, spreadsheets, online data management tools (such as VIP and Nielsen) to understand market trends, find gaps in execution and look for opportunities to grow DBC’s and its customers’ business. This role also involves plenty of sales and marketing presentations, so candidates should be proficient using Powerpoint to build impactful and clear presentations, and comfortable delivering presentations to small and large audiences with clear, compelling language and presence.

Ideally, the successful candidate for this role will have the leadership qualities that can put this market and our 3rd party wholesale partners on the front foot, thinking strategically about the next 18-24 months and laying the foundations for long term sustainable growth. The best candidates for this role will be able to marry micro business objectives within their market to DBC’s national plans and strategy.

Location: Fresno CA strongly preferred, ideally within a 30-60 min drive from Valley Wide’s warehouse & offices.

Worker Type


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Off Site California

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