• Achieve annual depletion, shipment, revenue, and profitability goals for the Northern California region while managing to the approved budget. • Drive distribution, visibility, velocity, and brand presence across all assigned markets. • Identify high potential accounts, market opportunities, and competitive insights to inform proactive strategy. • Lead all regional sales planning, goal setting, territory execution, and performance management for the Sales team. • Build strong relationships with distributor leadership, account managers, and Sales Representatives. • Conduct regular market visits, work withs, performance reviews, and business planning sessions with distributors. • Monitor inventory levels and communicate proactively to prevent out of stocks or overstock issues. • Ensure timely and accurate forecasting, pricing alignment, ordering, and program execution. • Cultivate relationships with key retail, chain, bar, restaurant, and independent accounts throughout the region. • Support new item placements, menu features, displays, programming, promotional execution, and visibility initiatives. • Lead strategic account presentations, category insights, and brand education sessions. • Lead, train, develop, and mentor Sales Representatives and Territory Sales Managers. • Provide coaching, ride along, ongoing performance feedback, and support to drive accountability and consistent execution. • Foster a positive, collaborative, high performance culture across the regional team. • Partner with Marketing to align programming, brand priorities, and field execution. • Work closely with CEO and leadership team on planning, budgeting, and business reviews. • Provide frequent market feedback to support product development, innovation, and strategic planning. • Professionally represent Sonoma Craft at trade events, festivals, distributor meetings, and consumer facing engagements.