Sales Planning Manager

Requisition ID: 40286

This position is for a Sales Planning Manager with The Yuengling Company (TYC). Formed in 2020, The Yuengling Company LLC is a joint venture between D.G. Yuengling & Son, Inc., America’s Oldest Brewery®, and Molson Coors Beverage Company, established to steward and grow the Yuengling portfolio with a disciplined approach. Headquartered in Fort Worth, Texas, TYC is dedicated to building the Yuengling brands, strengthening commercial capabilities, and ensuring Yuengling’s portfolio is positioned to win with retailers and consumers across the company’s territory.

Position: Sales Planning Manager

Department:Sales

Reports To: Region Sales Director

Summary: Join our family and share the story of Yuengling and what makes us unique as America’s Oldest Brewery. Yuengling is family owned and operated since 1829 and have a strong culture and history of perseverance and grit. We are seeking a strong champion for our company and our brands. The Sales Planning Manager serves as the strategic engine behind Yuengling’s sales execution. Working closely with senior leadership, the Sales Planning Leader translates company objectives into clear, actionable sales plans that drive growth across all channels. This role brings together strategy, analytics, forecasting, and cross-functional alignment to ensure the Sales organization is equipped to win at retail. As a key connector between Field Sales, Chain Sales, Marketing, Supply Chain, and Business Intelligence, the Sales Planning Leader builds the systems, tools, and processes that elevate performance, strengthen distributor and customer engagement, and support Yuengling’s sales growth.

Key Job Functions:

Sales Strategy & Cross Functional Alignment

• Integrate Sales Department objectives into region business plans.
• Ensure brand strategy, pricing, and retail positioning are aligned with company goals.
• Partner with Marketing to embed brand initiatives into sales plans and in market activation.
• Work with Sales, Supply Chain, Business Intelligence, and Marketing to build annual and monthly volume forecasts.
• Working with Supply Chain, lead coordination of limited time items, innovation forecasts, and revenue maximizing opportunities.
• Align Sales and Operations to improve efficiency and execution across the business.
• Collaborate with TYC and DGY Chain Sales teams to manage retail/chain price submissions and ensure flawless chain execution.
• Support Leadership in developing channel strategies that enhance Yuengling’s retail effectiveness.

Sales Planning, Systems, & Operational Excellence

• Lead the annual and trimester sales planning process, ensuring clarity, alignment, and accountability.
• Build systems and processes that strengthen sales execution across the sales team and distributor network.
• Through direct and indirect responsibilities, work with Sales Leaders to manage expected performance to plan for key distributors and course correct as required through thought leadership and clear direction.
• Develop and optimize CRM tools in partnership with vendor partners to improve planning visibility and effectiveness.
• Oversee ongoing CRM development to enhance communication, efficiency, and sales team productivity.
• Collaborate with Finance & Administration to support the Sales team in managing financial budgets and company resources responsibly and effectively.

Analytics, Forecasting & Sales Performance Leadership

• Create metrics, dashboards, and scorecards to track performance against key sales objectives.
• Build analytical capabilities for pre/post promotional evaluation, competitive analysis, and syndicated data interpretation.
• Prepare summaries of finding for use in sales presentations and executive revies. Support Sales & Marketing leadership teams with business intelligence to assist with decision making.
• Act as point person with VIP (Vermont Information Processing), Circana (IRI), and other vendors to communicate TYC needs and monitor data accuracy.
• Build compelling selling strategies and sales tools (Sell Sheets, program decks, etc.) for distributors and retailers in order to drive fact-based selling.
• Develop and maintain scorecards to measure share, volume, distribution, feature/ad display conversion, and provide insights for sales force to execute.
• Support marketing team in developing metrics to understand, evaluate, and target opportunities for brand development and measure campaign program and promotion effectiveness.
• Maintain and communicate scorecards consistently to identify gaps and drive action.
• Ensure team proficiency in depletion reports (VIP), syndicated data tools, and other sales data resources.
• Collaborate with Supply Chain team to deliver aligned Sales forecasts for demand and production planning.

Leadership, Coaching & Talent Development

• Develop, coach, mentor, and train the Business Intelligence Manager to elevate capability and performance.
• Maintain strategic direction, discipline, and best in class standards within the Sales Department.
• Foster a culture of accountability, collaboration, and continuous improvement.

Skills & Qualifications

• Bachelor’s Degree in Business or equivalent experience
• 10+ Years in sales with extensive knowledge of the three tiers of the beverage industry.
• 3+ years in sales management or sales operations.
• Excellent organizational and interpersonal skills.
• Proficient/advanced in Microsoft applications; Word, Excel, SharePoint and PowerPoint.
• Detailed oriented, with the ability to work independently or as a team.
• Leadership abilities aligned to working in a cross functional setting between, sales, national accounts, marketing, and operations.
• Expertise in communication and presentation skills.
• Requires the ability to analyze statistical data and formulate strategies.
• Proficient in managing and analyzing Syndicated Data (IRI preferred).
• Experience and understanding of pricing strategies and systems.
• Proven track record of delivering strong commercial results per agreed plans and goals in a sales-driven environment.
• Performs additional duties and responsibilities as requested, directed or assigned by management.
• Proven experience successfully managing and leading staff while building a high-performance team.

Work Environment & Location

• Location: Preferred location is in TX, but open to remote work for exceptional candidate.
• Must have proximity to air travel with ability to be in the company’s Fort Worth office as needed
• Requires 15-20% travel.

At The Yuengling Company we believe that differing perspectives lead to challenging the expected, which keeps new ideas bubbling up. We’re an equal opportunity employer and invite applications from candidates from all backgrounds, race, color, religion, sex, sexual orientation, national origin, gender identity, age, disability, veteran status or any other characteristic. We take pride in celebrating our unique brew.