Salt Point Retail Activation Manager

Strategic Group, on behalf of Salt Point, is seeking a socially fluent, culturally connected Retail Activation Manager to represent our premium canned cocktails with effortless style and genuine enthusiasm. The Retail Activation Manager is someone who shares our passion for craftsmanship and cares deeply about quality in creating products and brands the right way. The ideal Retail Activation Manager possesses a genuine love for flavor, with connection to the culinary/hospitality scene in their respective territory, also having a strong connection to the creative community and those who fuel the creativity of our communities. This person moves with ease among our target consumer group, between beach bonfires and boutique tastings, community events and quiet luxury. You don’t just show up—you set the tone.

In this role, the Retail Activation Manager will serve as the primary marketing expert on behalf of E&J Gallo’s Salt Point Brand Team on the Salt Point Brand. They will build advocacy with influential key consumers and customers. They will develop and maintain positive relationships with key off premise accounts in their market, ensure high visibility for the brands, and create affinity among target consumers. In addition to executing sales support efforts in the accounts, they will be responsible for building new business within their respective territories and executing impactful sampling activations within their defined account universe, centered around the target consumer journey. Our Retail Activation Manager will work collaboratively with our client’s local sales team as well as the distributor partners that sell directly to their target customers.

ESSENTIAL JOB FUNCTIONS

Advocacy & Experiential Marketing (30%):

Develop relationships and build affinity for the Salt Point Brand among influential consumers and customers

Identify and build relationships across diverse communities with key players—fitness lovers, creators, low-key luxury seekers, and everyone in between

Represent Salt Point at local events, tastings, and social activations, embodying the brand’s laid-back, elevated vibe

Build and foster relationships with brand-aligned community events and tastemakers to seed product and support samplings

Act as a key partner in trade marketing efforts, supporting off premise activations at retailers like bottle shops, gourmet markets, and natural grocers that fit the Salt Point vibe

Cultivate strong relationships with store and bar staff and distributors, becoming the go-to presence for Salt Point in your territory

Share product knowledge with natural charm, making every sip feel like a shared experience—not a pitch

Create relatable, brand-aligned content for social media to highlight fieldwork, community moments, and product love

Track local insights and provide feedback to the Salt Point marketing and sales teams to sharpen strategy and execution

Identify brand opportunities via non-traditional marketing initiatives

Source on-brand opportunities for charity events and sample new consumers

Identify and build relationships with local tastemakers to earn endorsements / organic content creation

Capture content of best-in-class retail execution, promotions, and community events to share on social channels

Develop engaging sampling initiatives that generate excitement and affinity for the brand

Schedule programming in target accounts at the optimal time for target consumer engagement

Help plan and execute in-store tastings, merchandising initiatives, and seasonal retail pushes

Manage budget and associated activation costs

Leverage programming and consumer demand to inspire trade

Execute impactful sampling activations within the account universe, recording sales, tracking conversions, and recap accordingly

Build and develop a key account list across a defined territory of “must win” accounts, driving off premise growth, focusing on targeting quality distribution

Source sales leads and marketing opportunities with local hospitality accounts

Demonstrate an understanding of supplier brand strategies (marketing, promotion, and consumer engagement)

Execute brand standards at industry leading levels

Apply skills to educate, inspire, and achieve menu placements, staff education, POS visibility, and trade enthusiasm

Focus on merchandising accounts, securing brand features, programming, and visibility within the account universe

Communicate market conditions to the client regularly in an articulate efficient manner

Maintain awareness of best practices, trends, and competitive brands

Execute quality demos and tastings at key times to increase opportunity to engage with target consumers

Track, measure, record, and provide valuable insights on all sales support initiatives

Ensure practices are compliant with all local, state, and federal regulatory statutes

Work closely with local distributor partners to ensure all goals are met within the defined timeframe

REQUIREMENTS Retail Activation Manager must possess/demonstrate:

1-3 years of beverage industry related experience

B.A. or B.S. in Business Administration, Marketing, Public Relations, or related field

Ability to drive and maintain a valid driver’s license, and have a reliable vehicle

Proficiency in the entire Microsoft Office Suite (PowerPoint, Excel, Word, and Outlook)

Strong time management skills, and ability to manage a budget effectively

Self-motivated with the ability to work efficiently remotely

Creative abilities to develop programming opportunities

Ability to thrive in a fast-paced, goal-oriented, dynamic environment

Comprehensive understanding of adult beverage practices and regulatory compliance

Must be available to work a flexible schedule, including some nights and weekends as needed

Must be able to lift at least 50lbs and stand for long periods of time

QUALIFICATIONS

Proven ability to connect with others through cultural fluency and natural charisma

Relatable and culturally engrained with the target consumer audience in the territory

Experience with grassroots marketing and understanding of retail rhythms

Comfortable being both customer-facing and trade-supporting

Organized, proactive, and creatively driven

Passion for quality, craft, and community-driven brands

Strong leadership, motivation, excellent and persuasive communication skills (written and verbal)

Existing distributor, on premise, or retail account relationships are a plus

Extensive knowledge of alcohol beverage industry

Skilled at commanding presence, presenting ideas effectively to individuals and groups at all levels

Experience setting high standards of performance for self and others; experience implementing standards of excellence with measurable goals

Knowledge & ability to use industry related software such as Canva, Karma/VIP, etc., a huge plus

REPORTING RELATIONSHIP AND EVALUATION Reports directly to and is evaluated by the company’s Vice President. Additionally, all roles are responsible to the Salt Point Brand Team and Gallo Business Development Manager in market.

The above description is intended to describe the general content of and requirements for the performance of the job of the Salt Point Retail Activation Manager. It is not to be construed as an exhaustive statement of essential functions, responsibilities, or requirements nor should it be construed as creating a contract of employment, which is terminable by the employee or Strategic Group at any time for any reason. Qualified candidates should send RESUME & COVER LETTER to opportunities@strategicgroup.tv

The salary range for the role is $85,000 - $95,000 per year.

Note:

Salary and terms are as stated and subject to change.

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