Senior Manager Sales and Distributor Engagement

About the Role:

The Sr. Manager, Sales & Distributor Engagement serves as the central coordinator and connective partner between Sales Leadership, distributors, customers, and cross-functional stakeholders to drive alignment, consistent communication, and execution of the Sales organization’s operating rhythm. This role is responsible for enhancing leadership effectiveness and elevating engagement across the sales network by leading and embedding governance processes, planning & executing key meetings and events, shaping market engagement activities, and supporting recognition programs.

By ensuring consistent execution of leadership priorities, facilitating meaningful distributor and industry partnerships, and creating high-impact experiences, this role enables stronger organizational alignment and accountability while reinforcing HUSA's culture, commercial strategy, and enterprise priorities.

Key Responsibilities:

Distributor Council Management

• Lead the planning and administration of Distributor Council programs to ensure standardization and consistency, including HUSA, Dos Equis, and Heineken Distributor Councils by:
• Ensuring effective council representation across geographies, distributor profiles, and business perspectives.
• Developing council membership and succession plans.
• Coordinating council meetings through agenda planning, stakeholder engagement, logistics, action tracking, and follow-up.
• Drive follow-through with key actions and next steps
• Manage key touch points and communications between Sales Leadership Team and distributor council members to strengthen engagement and execution.
• Partner closely with Commercial and Regional Marketing to execute sales rallies throughout the year.
• Develop distributor and retailer communications (in concert with Corporate Affairs) including leadership updates, meeting recaps, business priorities, and follow-up actions.

Sales Leadership Effectiveness, Communication & Organizational Alignment

• Support Sales Leadership Team (SLT) by ensuring leadership priorities are translated into clear actions and consistent execution for the sales team and distributor network i.e., preparing meeting materials, leadership talking points, and post-meeting communications that drive alignment and accountability.
• Partner with Corporate Affairs and Commercial Marketing to operationalize communication strategies and adapt brand and enterprise messaging for Sales audiences.
• Coordinate and support SLT meetings, National Sales Team calls, SEC sessions, LFG meetings, and other key leadership forums through agenda development, decision documentation, action-item tracking, and follow-up.
• Coordinate cross-functional planning and follow-through to ensure alignment across Sales, Corporate Affairs, Marketing, HR, and other key partners.
• Develop and maintain governance processes that improve visibility, accountability, and execution of key sales initiatives.

Distributor & Customer Sales Meetings: Planning & Execution

• Partner with Sales Leadership team and Corporate Affairs to ensure enterprise priorities, commercial strategies, and key messages are effectively integrated throughout meeting experiences, including Green Network Conference, Joint Business Planning, and Distributor Business Planning.
• Support Corporate Affairs on the planning and execution of the Green Network Conference including presentation development, speaker coordination and rehearsals, and logistics to deliver consistent, high-impact experiences that tell one cohesive enterprise story.
• Establish standardized planning processes that improve meeting effectiveness and participant engagement across the sales and distributor networks.

Market Engagement

• Coordinate executive market visits, distributor engagements, and retail audits that reinforce strategic priorities and strengthen field connectivity.
• Establish and govern standardized pre-call planning and post-visit follow-up processes for leadership engagements.
• Manage market planning matrices and engagement calendars.
• Capture key insights, commitments, and action items from market visits and ensure accountability for follow-through.
• Identify recurring themes and opportunities to improve organizational execution based on field feedback.

Sales Engagement, Recognition & Culture

• Manage sales-specific recognition initiatives that reinforce organizational values, celebrate outstanding performance, and align with broader company-wide recognition programs.

• Recommend and implement initiatives that strengthen employee engagement, organizational culture, and leadership visibility across the Sales organization.
• Partner with HR and Corporate Affairs to ensure recognition programs align with broader employee engagement strategies.
• Manage Sales organization engagement through Workvivo and other internal platforms.

• Lead the coordination content calendars and engagement activities that reinforce business priorities, leadership updates, accomplishments, and cultural initiatives in support of Corporate Affairs.

• Monitor engagement trends, and provide recaps including insights and recommendations to the SLT for opportunities to strengthen employee connectivity and organizational alignment.

Industry Engagement

• In partnership with Corporate Affairs, Sales participation in National Beer Wholesalers Association (NBWA) meetings and other industry events.
• Manage logistics, schedules, stakeholder coordination, communications, and follow-up activities.
• Ensure Sales Leadership is well prepared to maximize strategic value from external engagements.

Basic Qualifications/Requirements:

• Bachelor's degree
• 7+ years of experience in sales operations, sales enablement, internal and/or distributor communications, event management, and distributor/ retailer relations
• Demonstrated experience managing complex projects and executive-level meetings across multiple stakeholders.
• Demonstrated experience leading cross-functional initiatives through influence rather than direct authority.
• Experience improving organizational effectiveness, leadership operating rhythms, or business governance processes.
• Strong written and verbal communication skills with the ability to tailor messaging for diverse audiences.
• Proven ability to organize, prioritize, and execute multiple projects simultaneously.
• Strong facilitation, collaboration, and stakeholder management skills.
• Proficiency with Microsoft Office Suite and collaboration platforms.
• Ability to travel as needed to support meetings, conferences, market visits, and distributor engagements.

Preferred Qualifications:

• Experience within the beverage alcohol, consumer packaged goods (CPG), or distributor-based industries.
• Prior experience supporting executive leadership teams or sales organizations.
• Knowledge of the three-tier distribution system and distributor relationships.
• Experience managing employee recognition, engagement, or internal communications programs.
• Familiarity with Workvivo or similar employee engagement platforms.
• Experience coordinating large-scale conferences, sales meetings, and incentive programs.
• Strong understanding of sales strategy execution and field sales operations.
• Experience partnering with Corporate Affairs, Communications, or Public Relations teams.

HEINEKEN Leadership Expectations:

Deliver: Play to win and celebrate success / Deliver the goods

Shape: Thinks consumers first / Make courageous moves

Connect: Champion a culture of belonging / Learn, share and reapply

Develop: Have real conversations / Embrace learning and growth