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Careers at Bacardi

Regional Manager, Commercial Planning – West Region

Job Name

Regional Manager, Commercial Planning – West Region


United States of America


Los Angeles, CA, Sacramento, CA, San Diego, CA, San Francisco, CA



Reporting Line:

Sr. Manager Commercial Planning

Job type:

Full time

Lead recruiter:

Lori Block

About the role


Reporting to the Sr. Manager of Commercial Planning, the Regional Manager will be responsible for leading the long-term development and growth of the Angel’s Envy brand within the West region by ensuring the execution of the brand’s commercial goals and partnering with the Regional Advocacy Manager to optimize the impact of the brand’s advocacy strategy.  This role will be based in the California market, and support 7 States inclusive of (CA, AZ, NM, OR, NV, WA & HI).   


Louisville Distilling Company was founded by father and son, Lincoln and Wes Henderson. Their first whiskey, Angel’s Envy Kentucky Straight Bourbon Finished in Port Barrels was inspired by Master Distiller Lincoln Henderson’s lifetime spent crafting some of the world’s finest spirits. One of the original pioneers of the premium bourbon and whiskey categories in the U.S., Lincoln created the world's finest bourbon on his own terms and with a simple desire to enjoy the art of making whiskey. This philosophy remains at the heart of everything we do, and we embrace the restless craftsman’s spirit, relentless in our desire to innovate and improve. Angel’s Envy may have been our first masterpiece, but it certainly won’t be our last. 



In this role, you will be the brand expert for the West region by facilitating the execution of the Brand Plan with BUSA and distributor counterparts. You will be driving the brand’s strategic performance within your region through commercial engagement with both BUSA and distributor sales teams in local markets.
  • Responsible to deliver key sales and brand targets for your region.
  • Execute brand programming outlined in the Integrated Activity Plan (IAP).
  • Work with distributor and BUSA commercial teams to develop plans that will deliver annual goals and execution of tactical priorities.
  • Expected to manage multiple tasks across functions simultaneously. Strength in communication across channels is crucial to ensure the short and long-term brand strategy is executed across the region.
  • Aid in the creation of new activations and programs by having a founder’s mindset continually focused on ways to improve existing platforms and create new methods where needed.
  • Consistently coordinate and plan with state field teams regarding brand strategy, operations, programming, and advocacy activity.
  • Develop tactical plans driven by industry insights and analytics. Think strategically and know your business.
  • Oversight, tracking and review of West region budget, including collaborating with Regional Advocacy Manager to ensure maximization of the region’s budget within the Advocacy program.
  • A strong sense of accountability and “attention to detail” is essential.

This role is varied and while based in a home office, a large percentage of your time will be interacting with the local market team members as well as key customers.  As a result, you can expect to be travelling extensively to stay connected to all stakeholders.

Drive results & excellence in execution
  • Act as a general manager (On and Off Premise) for Angel’s Envy within the West region
  • Achieve volume and fiscal sales goals within the West region
  • Develop, Implement, and execute sales programs along with pricing with BUSA and our distributor partners.
  • Connected to BUSA and distributor partners during monthly forecast meetings to ensure proper forecasting and allocation of product to meet demand within markets. 
  • Communicate brand marketing, programming, and commercial execution priorities to BUSA and distributor partners
  • Ensure BUSA and distributor partners are aware of the local activations via frequent communication of recent successes, upcoming activities, business performance, etc.
  • Accountable for delivery of performance targets and set Action Plans in region (revenue, profitability, share, equity) as agreed with the local Finance team and Senior Management 
  • Lead and organize blitzes in markets once agreed upon with commercial teams. Ensure plans are aligned with Angel’s Envy strategic initiatives.

Market Execution & Relationship Building
  • Regularly assess and analyze budget spends, ensuring that investment dollars are maximized for efficient ROI.
  • Be the Angel’s Envy go-to resource for BUSA and distributor partners within the West region. Conduct regular “work-withs” alongside both supplier and distributor personnel.
  • Hold monthly and quarterly meetings to evaluate territory and channel programming and ensure resources are leveraged against the right opportunities.
  • Ensure tight collaboration with key BUSA and distributor personnel to leverage promotional activity for incremental sales.
  • Review local programming by thoroughly understanding distributor incentives and local funding. 
  • Maintain local market knowledge through communication, regular meetings, and in-market visits.
  • Fully manage all communications, allocation, and sell-in of single barrel program in region, working closely with BUSA and distributor partners to ensure alignment. Responsible for keeping project timeline on track for account selection, samples selection, barrel ordering, etc. 
  • Be the liaison for all brand home visits for BUSA, distributors, and customers within the region 

Proactively provide actionable market feedback
  • Build both monthly and quarterly business reports with actionable insights for Brand Marketing, BUSA and distributor commercial teams, and AE leadership.
  • Track and monitor retail pricing both internally and within the category
  • Demonstrate strong financial acumen by managing your budget effectively and efficiently by applying thoughtful financial decisions by building, track and manage field activation budgets 
  • Collaborate with other Regional Managers, Commercial Planning to develop a system for sharing best practices and key learnings across markets.
  • Measure program impact and effectiveness and propose improvements and solutions for future activations.
  • Know our competitors, providing best practice examples and opportunities for brand execution improvement.

Skills and Experience

  • Ideally you will have supervisory or management experience and a positive record of developing a winning team
  • Demonstrates the ability to develop and build long lasting relationships with BUSA, distributor partners and key accounts. 
  • Demonstrated capacity to communicate and work effectively across functional groups/departments
  • Strong Commercial skills gained through hands-on Commercial roles
  • Proven track record of creating compelling and successful sales presentations tailored to customers as well as the ability to effectively communicate programs to Field Sales team
  • Aptitude to think creatively and strategically and translate strategy into operational tactics 
  • An independent mindset, valuing collaborative decision making, capable of championing ideas with confidence
  • Excellent presentation, organizational, analytical, interpersonal, and written/oral communication skills
  • Proficiency with MS Excel, PowerPoint, Diver software, MS office and related applications.
  • Must have a valid driver’s license with a satisfactory driving record and the ability to travel 50% of the time

  • Bachelor’s Degree in Business or equivalent area.
  • 5+ years of sales experience at a state or channel level, preferably in the Spirits and/or Beverage industry

  • You are a driven, passionate, and highly motivated individual with a drive to succeed.
  • You are adaptable to changing market conditions and customer needs.
  • You are an influential and understanding partner in your market dedicated to the success of Angel’s Envy and the brand’s vision.
  • You have a strong bias for action and focus on results, seeing the business as if it is your own.
  • You are highly organized, dependable, and accountable to your stakeholders.
  • Belonging: You have a strong capacity to create a culture of ‘Belonging’, where people feel appreciated for who they are, what they do, and who they can become
  • Self-Awareness: You have high levels of self-awareness, are reflective and know yourself well, understanding both your own strengths and weaknesses and your impact on others
  • People Agility: You bring a deep ability to understand and relate to people and navigate through tough situations to harness and multiply collective performance
  • Results Agility: You demonstrate consistent delivery of results in first-time situations by inspiring teams, exhibiting a presence that builds confidence in yourself and others. 
  • Mental Agility: You can think critically to penetrate complex problems and expand the possibilities by making fresh connections. You think strategically whilst being execution focused and bring creativity to the challenges you’re presented with
  • Change Agility: You have a deep natural curiosity, desire to experiment and ability to effectively deal with the heat of change. You have a growth and learning mindset: ready to test, stumble, learn and apply from experience

Our culture

We share the passion and entrepreneurial flair of our founder and are guided by our three culture pillars - Fearless, Family and Founders, they inspire our Primos to be the best they can be and drive us forward in all we do. But what does this mean?

·       Being Fearless; means adopting an agile mindset, being comfortable trying new things and taking risks. We are empowered to question, challenge and innovate.

·       Family; We treat each other, and our communities, like Family. Always.

·       Founders; The spirit of entrepreneurship is at the heart of everything we do. We see the business as if it’s our own. We do the right thing for the business and we all take accountability for our work.

When you join Bacardi, you become part of our family and gain more than just a job.

Disclaimer: Bacardi is an equal opportunity employer that values workforce diversity. Diversity is core to our business: by embedding diversity into all aspects of our culture, we maximize the opportunity to achieve sustainable business success and growth. The duties and responsibilities described in the role profile might not be a comprehensive list.