Regional Sales Manager

Company Description

The Regional Sales Manager, Buying Groups (RSM) leads the development, execution, and growth of Red Bull's business strategy across assigned Buying Group partnerships, with a primary focus on Independent Buyer's Company (IBC). This role is responsible for driving business performance across key areas such as sales volume, distribution, pricing, promotions, member engagement, and Quality Points of Distribution (QPOD).

The RSM builds strong, collaborative relationships with Buying Group leadership, local IBC field teams, convenience retail partners, internal cross-functional teams, and Distributor Partners (DPs). Through these partnerships, they identify opportunities for growth, align strategic priorities, and help deliver successful business outcomes for all stakeholders.

In this role, the RSM translates channel and customer priorities into practical programs that are easy to implement, financially responsible, and mutually beneficial. Responsibilities include negotiating and managing customer programs, aligning member incentives, supporting onboarding and program transitions, and ensuring execution in the field aligns with broader customer agreements and Buying Group strategies. The ideal candidate is a strong relationship builder, strategic thinker, and problem solver who thrives in a collaborative, fast-paced environment.

Job Description

MANAGEMENT & DEVELOPMENT OF BUYING GROUP PARTNERSHIPS

Partner Relationships: Builds strong relationships with Buying Group leadership, key decision makers, member operators, Distributor Partners, and internal cross-functional teams to support customer priorities and Red Bull goals.

Local IBC Field Leadership: Focuses on building strong, consistent relationships with local IBC field leadership teams to improve communication, strengthen market-level alignment, and accelerate execution of Red Bull priorities.

Local Chain Coverage: Calls on local chain convenience customers that are members of IBC to identify store-level opportunities, reinforce program value, and support execution of agreed-upon Red Bull standards.

Member Engagement: Supports Buying Group member communication, onboarding, program awareness, and adoption of Red Bull initiatives, including clear guidance on program expectations, suggested retail pricing, merchandising standards, and executional requirements.

Program Development: Develops customer-specific solutions that resonate with Buying Group needs while ensuring programs are scalable, consistent, and aligned with Red Bull standards for distribution, price, promotion, merchandising, and display execution.

Local Programming Wins: Secures local programming wins with IBC members and participating convenience customers, including promotional support, incremental display activity, merchandising commitments, and other market-level growth opportunities.

Store-Level Sell Opportunities: Identifies and secures store-level selling opportunities that drive incremental Red Bull visibility, distribution, display activity, and consumer engagement.

DISTRIBUTION, PRICE, PROMOTION & MERCHANDISING EXECUTION

Shelf/Distribution: Sells and executes distribution priorities across assigned Buying Group members and ensures package mix, shelf flow, and schematic recommendations reflect Red Bull standards and channel strategy.

Price: Communicates and sells Red Bull recommended price programs and suggested retail price guidance, using available tools, business insights, and customer-specific context to support margin-neutral or value-accretive outcomes where applicable.

QPOD: Drives permanent, high-quality merchandising solutions and evaluates ROI before recommending customized programs, display investments, or pay-for-space opportunities.

BUYING GROUP PROGRAM GOVERNANCE & EXECUTION

Customer Agreements: Manages the execution of Buying Group agreements, annual programming commitments, member incentive structures, and customer marketing deliverables across assigned areas of responsibility.

Program Compliance: Monitors member participation, execution compliance, performance gaps, and adoption of agreed-upon program standards, partnering with DPs and Region teams to resolve issues quickly and consistently.

Compliance Gap Closure: Closes gaps on compliance opportunities by partnering with IBC field leadership, DPs, and internal teams to identify root causes, align on action plans, and improve execution consistency.

Program Transitions: Supports transitions between customer programs, including VIP, IBC, and other Buying Group structures, by ensuring communication is clear, timelines are managed, and field teams understand execution requirements.

Funding Discipline: Manages customer investment, incentive funding, T&E, and program spend to assigned budgets while evaluating financial impact and ROI.

BUSINESS ANALYSIS & INSIGHTS

Performance Management: Analyzes sales, distribution, share, promotional results, member participation, and execution data to identify priorities, risks, and growth opportunities across assigned Buying Groups.

ROI & Post-Analysis: Partners with Category Management, Finance, DPs, and internal account teams to evaluate ROI on programs, promotions, incentives, displays, and space agreements; shares learnings to improve future planning.

Data Access: Pursues opportunities to obtain retailer scan data, basket analysis, member-level performance reporting, and other relevant data sources that improve understanding of consumer behavior and buying group performance.

Energy Insights: Provides insights that influence promotion, price, distribution, merchandising, and member activation decisions across the customer base.

BUSINESS REVIEWS & RELATIONSHIP MANAGEMENT

Business Reviews: Conducts regular business reviews with internal and external stakeholders to evaluate performance, communicate priorities, review competitive activity, and align on future opportunities.

Wiring Model: Establishes and maintains a Buying Group wiring model that defines communication points across customer leadership, member influencers, DP leadership, Region teams, and internal Red Bull stakeholders.

Customer Storytelling: Proactively shares Red Bull marketing, brand, category, and shopper insights to reinforce Red Bull’s value proposition and points of difference versus competition.

Issue Resolution: Partners cross-functionally to resolve execution barriers, member questions, incentive discrepancies, or program concerns in a way that protects customer relationships and Red Bull standards

COMMUNICATION & TEAMWORK

Field Alignment: Uses clear communication processes to keep DPs, DPMs, Region teams, and internal stakeholders informed of Buying Group programs, priorities, timelines, and execution expectations.

Tools & Templates: Creates and maintains consistent business review templates, execution trackers, program summaries, and customer-facing materials for use across assigned buying group partnerships.

Distributor Partner Engagement: Routinely engages with DPs to maintain strong relationships, reinforce execution priorities, and ensure open lines of communication for assigned Buying Group programs.

Distributor Initiatives: Supports Distributor Partner initiatives tied to IBC and other Buying Group priorities, ensuring field teams have clear program direction, customer context, and executional tools.

Cross-Functional Collaboration: Works closely with Category Management, Finance, Legal, Channel Strategy, Customer Marketing, and Sales teams to support program development, agreement execution, and performance tracking.

Qualifications

Minimum 4 years Sales and Key Account experience with a strong track record of success, preferably in beverage, CPG (Consumer Packaged Goods), or FMCG (Fast Moving Consumer Goods) industries or within a Direct Store Delivery DSD) operation

Experience in chains across multiple channels (grocery and/or convenience preferred)

Strong analytical skills and experience using internal and external data sources

Excellent communication and active listening skills

Strong negotiation skills

Innovative, solution-oriented mindset

Self-motivated and able to work independently

Must be proficient in Microsoft Excel and PowerPoint

Additional Information

This position is open to U.S. citizens, U.S. permanent residents, or individuals who are currently authorized to work in the United States on a valid visa.

The base salary range for this position is $85,000 - 132,000 + cash incentives. Actual salary offers may vary based on work experience. The base pay range is subject to change and may be modified.

Our current Benefits include:
Comprehensive Medical, Dental and Vision Plans, 401k Match, Family Leave, PTO & Paid Holiday Schedule, Pet, Legal, and Life Insurance, Tuition Reimbursement (Benefits listed may vary depending on the nature of your employment and/or work location).

Red Bull North America, Inc. is an Equal Opportunity Employer, and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, disability, veteran status, age, or any other classification protected by Federal, state, or local law.