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 and 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 HUSA, Dos Equis, and Heineken Distributor Council programs.
• Ensure effective council representation across geographies, distributor profiles, and business perspectives.
• Develop council membership and succession plans.
• Coordinate council meetings through agenda planning, stakeholder engagement, logistics, action tracking, and follow-up.
• Drive follow-through with key actions and next steps.
• Manage communications between Sales Leadership and distributor council members.
• Partner with Commercial and Regional Marketing to execute sales rallies.
• Develop distributor and retailer communications with Corporate Affairs.

Sales Leadership Effectiveness, Communication & Organizational Alignment

• Support the Sales Leadership Team by translating leadership priorities into clear actions and consistent execution.
• Prepare meeting materials, leadership talking points, and post-meeting communications.
• Partner with Corporate Affairs and Commercial Marketing to operationalize communication strategies.
• Coordinate SLT meetings, National Sales Team calls, SEC sessions, LFG meetings, and other leadership forums.
• Coordinate cross-functional planning across Sales, Corporate Affairs, Marketing, HR, and other partners.
• Develop and maintain governance processes that improve visibility, accountability, and execution.

Distributor & Customer Sales Meetings: Planning & Execution

• Partner with Sales Leadership and Corporate Affairs to integrate enterprise priorities, commercial strategies, and key messages into meeting experiences.
• Support planning and execution of the Green Network Conference, including presentation development, speaker coordination, rehearsals, and logistics.
• Establish standardized planning processes that improve meeting effectiveness and participant engagement.

Market Engagement

• Coordinate executive market visits, distributor engagements, and retail audits.
• Establish standardized pre-call planning and post-visit follow-up processes.
• Manage market planning matrices and engagement calendars.
• Capture insights, commitments, and action items and ensure follow-through.
• Identify recurring themes and opportunities to improve organizational execution.

Sales Engagement, Recognition & Culture

• Manage sales-specific recognition initiatives aligned with organizational values and company-wide programs.
• Recommend initiatives that strengthen employee engagement, culture, and leadership visibility.
• Partner with HR and Corporate Affairs on employee engagement strategies.
• Manage Sales organization engagement through Workvivo and other internal platforms.
• Coordinate content calendars and engagement activities supporting business priorities, leadership updates, accomplishments, and cultural initiatives.
• Monitor engagement trends and provide insights and recommendations to the Sales Leadership Team.

Industry Engagement

• Partner with Corporate Affairs on Sales participation in National Beer Wholesalers Association meetings and other industry events.
• Manage logistics, schedules, stakeholder coordination, communications, and follow-up activities.
• Ensure Sales Leadership is 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 or retailer relations.
• Experience managing complex projects and executive-level meetings across multiple stakeholders.
• 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.
• 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.

Preferred Qualifications

• Experience in beverage alcohol, consumer packaged goods, or distributor-based industries.
• 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.
• 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.
• Shape: Think consumers first and make courageous moves.
• Connect: Champion a culture of belonging and learn, share and reapply.
• Develop: Have real conversations and embrace learning and growth.