ABOUT THE ROLE

The Regional Wholesale Manager has overall responsibility for building strong, trusted relationships with the Distribution Partner to deliver sales and distribution objectives across the assigned region(s).

The role drives both horizontal growth through expansion and numeric distribution, and vertical growth by increasing volume per outlet. In parallel, the role builds strategic partnerships with the regional wholesalers network, ensuring Red Bull’s key plans and initiatives are executed effectively to improve KPIs and gain competitive advantage within the category.

Reporting to the National Wholesale Manager, the Regional Wholesale Manager translates national strategy into strong regional execution by leading route-to-market effectiveness, distributor performance, and execution excellence, while developing capable teams and ensuring consistent delivery in trade.

Regional Growth & Route-to-Market Execution

• Build win-win, long-term relationships with wholesale customers across the region(s)
• Deliver regional business plan sales volume and distribution targets across all wholesale sub-channels
• Drive horizontal growth through expansion of the wholesalers' network and improved market coverage
• Drive vertical growth by increasing volume per outlet through execution of national and regional initiatives
• Execute and continuously optimize the regional Route-to-Market model to ensure effective coverage, visit effectiveness, and service quality
• Manage and control indirect distribution through the wholesale network to ensure healthy availability
• Monitor wholesalers’ stock levels and take corrective actions to maintain optimal considered inventory
• Track market pricing and recommend action plans in line with company guidelines
• Translate national wholesale priorities into clear regional action plans, execution routines, and follow-up

Strategy and Planning

• Implement wholesale loyalty programs and initiatives within the assigned region(s)
• Identify and pursue new business opportunities across different wholesale sub-channels
• Lead and develop the value chain for the assigned region(s), ensuring the Distribution Partner operates with a strong ROI mindset

Wholesale Execution & Brand Presence

• Ensure Red Bull’s key plans, initiatives, and execution standards are implemented consistently across all regional wholesale customers
• Partner with Trade Marketing to deliver visibility, activation, and point-of-sale execution in line with national standards
• Drive execution excellence through clearly defined wholesale activation plans and relevant POS deployment
• Establish execution routines, in-market audits, and structured follow-up to close execution gaps
• Monitor competitor activity and regional market dynamics, translating insights into clear corrective actions

Distribution Partner Management

• Build and manage strong day-to-day relationships with the Distribution Partner and sub-distributors within the assigned region(s)
• Maintain regular field engagement with DP management and sales teams to ensure priorities are executed in trade
• Track Distribution Partner field team performance and drive capability development through continuous coaching and training
• Lead structured coaching, training, and capability-building initiatives across all regional DP team levels
• Drive delivery of agreed KPIs through structured daily, weekly, and monthly performance reviews
• Run structured regional business reviews to track performance, identify gaps, and define must-win execution priorities

Reporting

• Report competitor activities and recommend clear action plans
• Ensure territory database and customer segmentation are accurate and regularly updated

Bachelor’s degree

5+ years of experience in sales, preferably within FMCG

Solid experience in wholesale or traditional trade management

Proven experience leading teams and managing distributors at a regional level

Strong field leadership and people management capabilities

Solid commercial and analytical skills

Strong execution discipline and follow-up mindset

Ability to influence Distribution Partner teams and internal stakeholders

Hands-on, results-oriented approach

Comfortable working in a fast-paced, field-driven environment

Strong communication and reporting skills

Proficient in Excel, PowerPoint, and sales reporting tools