State Manager, California

Agave Company

Location: California

Salary: $110,000–$125,000 + bonus

Benefits: Medical, dental, vision, 401(k), phone and car allowance

Position Summary

Our client is seeking a strategic, hands-on State Manager to lead California, one of the brand’s most important growth markets. This person will own the state’s commercial execution and act as the primary liaison between the company, its broker partners, and Southern Glazer’s Wine & Spirits.

This is a step-up leadership role for someone who can move beyond individual account selling to build market strategy, manage external partners, hold teams accountable, and deliver meaningful growth across both On- and Off-Premise channels. The State Manager will drive distribution, depletions, visibility, programming, and key-account development while ensuring the brand is consistently prioritized and executed at the distributor level.

Key Responsibilities

• Own California’s annual market plan, priorities, sales strategy, and execution calendar in partnership with internal leadership, brokers, and SGWS.
• Lead and manage broker partners, setting clear expectations, account priorities, KPIs, reporting standards, and in-market activity requirements.
• Serve as the primary day-to-day contact for SGWS, building strong relationships with sales leadership and key distributor personnel.
• Lead regular distributor business reviews, GSMs, market recaps, and planning sessions to assess performance, identify gaps, and drive action.
• Conduct consistent market work-withs and ride-alongs with broker and distributor teams across California.
• Hold broker and distributor partners accountable for depletion goals, distribution targets, menu placements, displays, features, POS execution, and activation results.
• Build and maintain a strategic list of priority On- and Off-Premise accounts, including high-image accounts, independent retailers, chains, and key regional customers.
• Develop direct relationships with key buyers, operators, bartenders, managers, owners, and local market influencers.
• Identify new distribution opportunities, partnerships, events, and account-specific activation opportunities that build the brand’s presence and relevance.
• Lead staff education and product trainings for distributor teams, broker partners, bartenders, retailers, and key accounts.
• Oversee local execution of national and regional marketing initiatives, including tastings, dinners, sampling, events, POS, displays, and menu-feature programs.
• Maintain the California activation calendar and ensure all programs are delivered on time, on budget, and with strong follow-through.
• Track market performance, account velocity, competitive activity, inventory, pricing, and execution results; provide clear reporting and recommendations to leadership.
• Manage the state T&E and activation budget, ensuring spend is strategic and produces measurable return.

Qualifications & Experience

• 5+ years of beverage alcohol experience with a spirits supplier, distributor, broker, or agency; tequila and mezcal experience strongly preferred.
• Proven experience managing distributor and/or broker relationships within the three-tier system.
• Strong knowledge of the California spirits market, including SGWS, key accounts, market dynamics, and competitive landscape.
• Demonstrated ability to build distribution, drive depletions, secure menu placements and displays, and execute impactful activations.
• Experience across both On- and Off-Premise channels.
• Strong leadership presence with the ability to influence external partners without direct reporting authority.
• Existing California trade relationships are highly preferred.
• Highly organized, commercially minded, self-directed, and comfortable managing multiple markets and priorities.
• Confident presenter and educator with strong written and verbal communication skills.
• Proficient in Microsoft Office, including Excel and PowerPoint.
• Ability to travel regularly throughout California; evening and weekend work will be required for market events and activations.
• Valid driver’s license and ability to lift up to 45 lbs.