Field Sales & Multicultural Brand Activation Manager

The Field Sales Manager provides sales program support to assigned markets and serves as a liaison between National Marketing and local Sales and Distributor teams. This position operates in a field marketing capacity and is similar to a Field Marketing Manager at an FMCG company. The Field Marketing Manager is responsible for translating national marketing strategy into high-impact local programming and for developing local market programs, ensuring that all local programs, POS, and creative adhere to national strategy and comply with applicable state and local regulations. The ideal candidate is a strategic thinker who can localize national brand strategy as well as identify gaps in national programming and design localized solutions that are compliant with California and local alcohol regulations, while remaining aligned with national brand strategy. S/He brings a strong blend of marketing expertise and commercial acumen and is comfortable partnering cross-functionally to effectively align marketing and sales activities. This role requires a multicultural mindset, with a strong understanding of the acculturated Mexican American consumer; bi-lingual Spanish proficiency is strongly preferred. The Field Sales Manager will help lead the implementation and execution of annual plans to drive sustainable business growth in local markets. Core Responsibilities Planning Identify gaps in national programming and develop compliant local solutions that support brand strategy and business objectives. Utilize market, consumer, and cultural insights to inform local planning and activation strategies. Lead local media planning in partnership with national media team, aligning local business objectives with the most impactful media tactics. Support the development of on- and off-premise sampling and brand awareness programs designed to drive consumer intent at the point of purchase. Supports the planning and activation of regional sponsorships in alignment with long-term strategy and business priorities. Partner with Sales and Trade teams to evaluate market needs for branded advertising and point-of-sale materials. Ensure consistency and alignment across assigned markets by implementing established standards and best practices. Consumer Sampling and Brand Education Educate third-party representatives on brand attributes, standards, and responsible representation. Ensure all third-party activations align with brand strategy and compliance requirements. Multicultural Marketing Support Support the development and execution of culturally relevant strategies and programs for multicultural consumers, including the acculturated Mexican American audience. Collaborate with internal and external partners to ensure programs are culturally informed, effective, and compliant. Manage assigned market philanthropic sampling activities, charitable contributions, and giving programs. Share best practices related to charitable giving and community engagement across assigned markets. Key Qualifications Bachelor’s degree or equivalent professional experience required. 3–5+ years of experience in field marketing, sales, or brand marketing within the beverage alcohol or consumer packaged goods industry preferred. Demonstrated ability to think strategically, identify gaps in programming, and develop solutions aligned with broader brand objectives. Working knowledge of state and local alcohol regulations, with experience developing compliant programs. Ability to travel regionally as well as nationally to attend meetings and attend sales activations. Experience supporting or developing multicultural marketing initiatives; bi-lingual Spanish proficiency strongly preferred. Strong understanding of the acculturated Mexican American consumer and regional market dynamics. Excellent communication, collaboration, and organizational skills. Ability to manage multiple priorities across markets and work effectively with cross-functional teams.

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