Business Activation Manager- Trinchero

Summary

 

The Business Activation Manager (BAM) is a key contributor to the growth and evolution of the Wine & Spirits division. Acting as the primary liaison between the Brand Development team and Account Managers across all branches, the BAM is responsible for driving alignment, execution, and visibility of the portfolio both internally and externally. This role is designed to maximize sales impact, strengthen supplier relationships, and ensure long-term portfolio success.

 

Primary Responsibilities

• Help develop and execute distribution strategies that align with brand goals and market opportunities
• Maintain strong relationships with suppliers, ensuring satisfaction through consistent communication, performance tracking, and issue resolution
• Actively participate in management staff meetings, presenting timely and relevant sales and marketing materials to ensure the Wine & Spirits portfolio remains "top of mind" across the organization
• Clearly and consistently communicate sales priorities and initiatives to internal teams
• Identify and implement opportunities to increase brand volume and expand distribution footprint across channels
• Design training programs, including Sales training, Wine & Spirits Retail Standards, Waitstaff education and engagement
• Manage Point-of-Sale (POS) ordering, allocation, and usage to maximize effectiveness
• Support Direct Sales with opportunity accounts and assist in establishing new accounts (including re-engaging non-buy accounts or securing new openings)
• Hold sales teams accountable for Annual Business Plan (ABP) and branch goal achievement by following tracking set by the Director, BDD, and/or supplier
• Maintain a designated set of "pet accounts" and regional on-premises call points while remaining flexible in supporting ASRs across territories as needed
• Assist in preparing accounts for supplier visits to ensure professional execution
• Design and execute seasonal wine and spirits features, menus, and promotional activations
• Conduct buyer meetings, tastings, and staff training sessions to elevate brand knowledge and drive sales
• Partner with suppliers to develop and activate programs such as "Stock Your Locker" and wine/spirit night events
• Identify new liquor licenses at account openings and promptly establish relationships with owners to secure early placements

Key Competencies

• Solid knowledge of the beverage alcohol three-tier system, including compliance
• Strong leadership and collaboration skills
• Excellent oral and written communication skills
• Effective organizational and time management skills
• Strong analytical and project management skills
• Proficiency with Microsoft Office suite

People Management

None

Work Environment

While performing the duties of this job, the employee is occasionally required to stand, walk and sit. The employee is regularly required to talk and hear. The employee must occasionally lift or move up to 25 pounds.

Physical Demands

• Lift/Carry and Push/Pull up to 25lbs.
• Bend/stoop/crouch/squat/use arms/wrists/hands/grasp
• Use of industry tools: hand truck, six-wheeler, manual pallet jack, box cutter
• Work indoors and outdoors
• Must be able to drive and operate a vehicle

Expected Hours of Work

This is a full-time position, days and hours of work vary and may include weekends.

Travel

Ability to travel throughout the day for visits to customer accounts.

Required Education and Experience

• High School diploma or GED required
• Valid driver's license and aut