Position Summary
The Wholesale Sales Manager is responsible for driving revenue, strengthening customer relationships, and expanding Santa Clara’s presence within the premium cigar wholesale market. Leading the wholesale channel, this role blends strategic leadership with hands‑on account management to support growth across brick‑and‑mortar tobacconists, lounges, and key accounts. This position works in close partnership with the Sr. Manager, Merchandising to ensure alignment on product strategy, promotional execution, and customer-facing programs. The ideal candidate brings strong wholesale experience, deep cigar industry knowledge, and the ability to thrive in a fast‑paced, relationship‑driven environment.
Key Responsibilities
Wholesale Sales Strategy
- Develop and execute wholesale sales strategies tailored to the premium cigar market.
- Identify and cultivate new opportunities across retailers, lounges, and regional partners.
- Monitor industry trends, competitor actions, and regulatory changes affecting wholesale tobacco.
- Partner with the Sr. Manager, Merchandising to align portfolio strategy, promotions, and pricing initiatives.
Team Leadership
- Lead, coach, and support the wholesale sales function.
- Conduct regular pipeline reviews, performance discussions, and territory planning sessions.
- Foster a culture of accountability, relationship-driven selling, and product expertise.
- Support team development through training, coaching, and field support.
Account Management
- Build and maintain strong relationships with key wholesale partners.
- Ensure consistent service standards, product education, and brand representation.
- Oversee pricing, promotional programs, and execution across accounts—coordinating closely with Merchandising on catalogue offerings and promotional grids.
- Manage order flow, forecasting, and inventory planning to ensure product availability.
- Handle escalated customer issues and ensure compliance with tobacco regulations.
Product & Industry Expertise
- Maintain deep knowledge of cigar brands, blends, manufacturing processes, and industry heritage.
- Provide training and education to wholesale partners and internal teams.
- Represent Santa Clara at trade shows, industry events, and retailer activations.
- Share market insights with leadership and the Sr. Manager, Merchandising to inform product and promotional strategies.
Cross‑Functional Collaboration
- Partner with the Sr. Manager, Merchandising on catalogue programs, promotional calendars, and trade show product presentation.
- Work with Operations and Logistics to ensure effective inventory management and timely fulfillment.
- Collaborate with Marketing to support wholesale promotions and key brand initiatives.
Reporting & Analytics
- Track sales performance, account activity, and KPIs.
- Prepare weekly and monthly sales reports for the CEO.
- Maintain accurate CRM records and provide visibility into pipeline and territory performance.
Qualifications
- 5+ years of experience in wholesale sales, ideally within cigars, tobacco, spirits, or regulated consumer goods.
- Leadership experience managing sales representatives or field teams.
- Strong understanding of premium cigar retail networks and wholesale distribution models.
- Proven ability to build long-term customer relationships and grow revenue.
- Excellent negotiation, communication, and presentation skills.
- Experience with CRM platforms and sales analytics tools.
- Ability to travel for account visits, trade shows, and industry events.
Preferred Attributes
- Passion for premium cigars and familiarity with industry culture.
- Strategic thinker with strong business acumen and territory management expertise.
- Hands-on leader who enjoys developing talent and working closely with customers.
- Highly organized, proactive, and adaptable in a fast-moving environment.
