On Premise Activation Manager- Denver
Crown Imports LLC - Denver, CO

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GENERAL SUMMARY This position is responsible for developing, executing and achieving the Annual Business Plan (ABP) for the On-Premise Channel within their geographic area of responsibility. The assigned area of responsibility will be aligned with one or more of Crown’s top on-premise wholesalers in a priority DMA. This position is responsible for driving on-premise sales through effective business planning, coordination with National and Key Accounts, retail execution, customer relationship management and budget management. This individual will function as a strategic partner and advisor to select Market Development Managers on all items related to on-premise sales.


1. General
  • Focused against the sales, distribution and promotion of the Crown Imports portfolio in order to achieve the sales and profit plan.
  • Provide market intelligence to their Business Unit continuously improving Crown’s approach to the On-Premise trade.
  • Build and maintain strong relationships with the owners & managers of the top 75 On-Premise accounts within area of responsibility.
  • Direct and implement training and development initiatives for wholesaler on-premise team and with key on-premise accounts.
  • Prioritize existing accounts and deploy On-Premise resources (materials, budgets) to achieve our set market goals.
  • Identify and provide resources to address market specific business development opportunities.
  • Execute through wholesalers on-premise team, the Crown Retail Vision.
  • Identify and communicate to Market Development Managers supply chain wholesaler issues at key accounts to ensure proper follow up is performed.
  • Provide support and follow through for National and key Regional On-Premise accounts (e.g. program execution including closing mandated distribution gaps).
  • Execute draft beer initiatives in area of responsibility using knowledge of market to direct resources and effort.
2. Sales Planning
  • Serve as a strategic partner and advisor to the area General Manager(s)/Market Development Manager in all On-Premise sales related planning.
  • Assist Crown Market Development Managers to develop the On-Premise component of his/her annual business plan including, sales, distribution and promotional efforts for that specific market.
  • Determines programming and promotional plans/spends needed to drive sales and to achieve Plan.
  • Review, manage, consult and support on-premise business plans developed by Market Development Manager for area of responsibility.
  • Evaluates results vs. plan on a regular basis, identifies sales deficiency areas and develops corrective programming in order to improve performance.
3. Pricing
  • Reviews, consults and supports recommendations on price changes affecting the On-Premise with appropriate Market Development Manager and GM for his/her consideration.
  • Actively analyzes market conditions and competitive activity to develop sound pricing strategies to maximize sales and profits.
4. Marketing & Promotions
  • Develop CTF investment strategy to support promotional and marketing efforts that coincides with the Crown Imports Sales Calendar for their area of responsibility.
  • Utilizes available marketing resources in order to maximize sales and achieve plan.
5. New Products/Packaging
  • Develops and executes new product/packaging rollout plans for their area of On-Premise responsibility.
  • Works with their sales team to build plans that identifies target package/brand opportunities, target account list and resource allocation needed to achieve set goals.
  • Support, manage and proactively identify challenges that new product introductions face in area of responsibility.


Reports directly to the BU On-Premise Director or BU On-Premise Development Manager.


This position requires:

  • A Bachelor’s degree or equivalent job experience is required. (a minimum of four years sales experience with a beverage supplier in the alcohol beverage industry)
  • Minimum four years sales experience in the Beverage Alcohol Industry (malt beverage preferred).
  • Complete understanding of the on-premise retail environment.
  • Working knowledge of the promotional marketing process.
  • Proven track record in building good relationships with customers as well as internal associates.
  • Demonstrated ability to take the initiative to gather and use customer feedback to identify both needs and opportunities.
  • Demonstrated diligence and ability to follow through on all commitments (internal and external stakeholders).
  • Good oral, written, and interpersonal communication skills.
  • Demonstrated ability to achieve performance goals with a minimum of direction.
  • Demonstrates Beer 101 math skills with ability to understand wholesaler margin, retailer cost of goods calculation and market discount structures.
  • Computer literate with the ability to use software applications including Microsoft Word, Excel and PowerPoint.
  • Knowledge of business information tools such as Cognos 7/8 and Retail Vision software.
  • Ability to work weekends and evening hours.
  • Available to travel a minimum of 20% of his/her working time, including up to 5 hrs. driving time.
  • Ability to lift 25-35 lbs. and/or 50 lbs with assistance.

  • About this company
    Crown Imports LLC is a joint venture that imports, distributes and markets the Modelo portfolio and other fine beer brands across the entire...