Area Manager

About WhiteCrow

We are global talent research, insight, and sourcing specialists with offices in the UK, USA, Singapore, Malaysia, Hong Kong, Dubai, and India. Our international reach has helped us to understand and penetrate specialist markets at a global level. In addition to this, our service is also extended to complement our client’s in-house talent acquisition teams.

About our client

Our client is a major player in the global spirits industry, with a portfolio of over 50 premium and super premium brands, spreading across Global, Regional and Local priorities. It was founded in 1860 and today is the sixth-largest player worldwide in the premium spirits industry. It has a global distribution reach, trading in over 190 nations around the world with leading positions in Europe and the Americas. Their strategy and aim are to combine organic growth through strong brand building and external growth via selective acquisitions of brands and businesses. The company owns 22 plants worldwide and has its own distribution network in 23 countries and they have employed approximately 4,000 people.

As an Area Manager, you will be responsible for...

Market Strategy & Business Development:

• Developing and executing a regional sales strategy to drive sustainable business growth.
• Leveraging brand trends and premiumization insights to expand market share.
• Identifying new business opportunities, strengthening trade partnerships, and maximizing revenue streams.
• Leading brand launches and establishing new brands in key markets from the ground up.

Wholesale & Key Account Management:

• Building and nurturing strong relationships with wholesalers, distributors, and key accounts.
• Ensuring a robust and efficient discount/pricing/revenue model aligned with business needs.
• Optimizing pricing strategies and trade partnerships to drive profitable growth.

Excise & Regulatory Compliance:

• Maintaining a deep understanding of excise policies, tax structures, and licensing frameworks.
• Ensuring all business operations comply with local, state, and industry regulations.
• Adapting business strategies in response to evolving policy changes.

Data-Driven Decision Making & Process Optimization:

• Being highly proficient in Excel and analytics tools to track performance and drive insights.
• Developing data-backed forecasting models to predict sales trends and market movements.
• Creating structured processes for reporting, planning, and execution, ensuring predictability in numbers.
• Implementing SOPs for credit, sales tracking, and demand planning to drive efficiency.
• Utilizing KPIs such as width and depth of distribution, effective coverage, PJP planning, and total lines billed to drive performance.

Brand Building & Profitability:

• Driving brand growth profitably by leading effective trade marketing and consumer engagement strategies.
• Working closely with marketing teams to implement high-impact brand activation initiatives.
• Tracking consumer behavior, competitor activity, and emerging trends to refine brand positioning.

Team Leadership & Development:

• Mentoring and developing a high-performing sales team, fostering a culture of accountability and excellence.
• Providing training, coaching, and clear strategic direction to align teams with business goals.
• Establishing clear KPIs and review mechanisms to monitor and drive team performance.

Financial & Credit Management:

• Ensuring financial discipline and credit risk management in wholesale operations.
• Monitoring payment cycles, outstanding receivables, and trade partner compliance.
• Aligning pricing and discount structures to maintain a balance between sales growth and profitability.

What you already have...

• Proven experience in the AlcoBev industry, with a track record of building brands and driving profitable growth.m
• Strong analytical skills with the ability to interpret data and drive business decisions.
• Advanced proficiency in Excel and data analytics for reporting, forecasting, and planning.
• Process-driven mindset, ensuring structured execution and business predictability.
• Expertise in wholesale market operations, credit structures, and financial management.
• Deep understanding of regulatory policies and compliance in the alco-beverage industry.
• Demonstrated leadership in building and grooming high-performing teams.
• Excellent negotiation and relationship-building skills with key customers and trade partners.