State Manager - CA

About us  

With over 200 brands sold in nearly 180 countries, Diageo is home to some of the world’s most iconic drinks. From Johnnie Walker anda Guinness to Tanqueray, Smirnoff and Don Julio, we craft brands chosen for life’s moments — from everyday connections to landmark celebrations. 

Bring your talent, curiosity and ambition, and strive for your personal best alongside people who challenge, support and learn from each other. Together, as one outstanding team, we keep learning, improving and raising the bar for our brands, our business and each other. 

Join us and play your part in making life’s moments mean a little more. 

About the Function
Sales is where our brands meet the real world.

This team builds the relationships that bring our products to life, partnering closely with customers across markets, channels and occasions to make sure our brands are part of moments that matter.

It’s a dynamic, people-focused environment where curiosity, commercial thinking and strong relationships make the difference. You’ll have the opportunity to grow your network, develop your skills and see the direct impact of your work every day.

About this role 

In our Top Tier DBC Markets the State Manager role will have Total Market Ownership in delivery of our DBC Commercial Mission. They will lead the development and delivery of the Market AOP including Depletions/DNSV and Execution Goals. The State Manager will lead the business performance management process internally to the SD/VP of Sales and Externally with Distributor Partners Including: developing AOP, executing BPM’s, leading O&R Process, and ABP’s within the Fiscal Year.

The State Manager operates in a player-coach capacity, maintaining responsibility for an assigned distributor territory, while providing commercial leadership across an assigned state.

This role drives profitable growth through state business planning, Distributor Manager development, distributor partnership leadership, and execution of company priorities. As a key business partner to the Sales Director, the State Manager aligns market strategies, builds organizational capability, and delivers AOP and IBO objectives through others.

Organizational Relationships:

Reports To:

• Sales Director

Direct Reports:

• Distributor Managers (3)
• Sales Specialists (4)
• Key Account Manager: Hispanic Focus (1)
• Enthuse Marketing Allies

Scope:

• California State Manager owns Total Market Annual Performance: Depletions of approx. 3.5M CE’s, $81M in DNSV and achievement of Execution Goals across 5 Distributors in Total.
• Operates in a player-coach capacity, retaining ownership of an assigned market/Distributors while providing leadership across the broader state.
  • Business Performance Management across 5 Bay Area Distributors delivering approx. 780K Depletions, $18M DNSV
• Accountable for assigned market performance, consolidated state results, and alignment to regional objectives.
• Leads state AOP and O&R & Monthly BPM Process, consolidating market plans and recommendations for Sales Director review and regional planning.
• Owns Budgets & Budget Management Process for the California Market related to T&E, A&P and Trade Spend
• Drives consistency in execution, performance management, and distributor engagement across markets.
• Develops Distributor Manager capability through coaching, support, and accountability.
• Serves as the primary liaison between Distributor Managers and the Sales Director, escalating risks, sharing insights, and aligning priorities.

Key Accountabilities:

Success in this role is measured through both business performance and the effectiveness, engagement, and development of the Distributor Manager team.

State Business Leadership

• Maintain full ownership of assigned market performance while providing leadership across the broader state.
• Lead development of an integrated state Annual Operating Plan (AOP) by aligning market-level opportunities, risks, and investment priorities.
• Partner with DMs to develop plans that support state and regional objectives.
• Present state business plans, recommendations, and performance updates to the Sales Director to support regional planning and decision-making.
• Drive achievement of volume, NSV, distribution, innovation, and execution goals across both assigned market and total state.
• Identify growth opportunities and resource needs across markets and recommend prioritization to the Sales Director.

Leadership & Talent Development

• Lead, coach, and develop DMs while continuing to model excellence through management of an assigned market.
• Conduct regular business reviews, coaching sessions, and field development with DMs.  Workday, ARC, AIP process ownership for Team.
• Build leadership capability through feedback, development planning, and sharing of best practices.

Distributor Leadership

• Maintain strategic relationships with distributor leadership within assigned market and across the state.
• Participate in key distributor meetings and executive-level discussions as needed.
• Resolve escalated issues and partner with the Sales Director on significant commercial opportunities or risks.

Commercial Performance Management

• Monitor market performance, identify trends, and proactively address risks and opportunities.
• Ensure DMs have actionable plans to deliver AOP commitments.
• Challenge assumptions and elevate best practices across markets.
• Provide the Sales Director with consolidated performance insights, recommendations, and escalation of key business issues.

• Drive accountability for distribution, depletion, display, innovation, and activation performance. Use market insights to recommend execution priorities and resource needs to the Sales Director.

Financial Management

• Support state AOP financial planning and performance tracking.
• Partner with Finance and the Sales Director to evaluate investment effectiveness and resource allocation.

Experience/skills required: 

Working with Us 

Flexibility is key to our success. Talk to us about what flexibility means to you so that you’re supported to manage your wellbeing and balance your priorities from day one. 

We recognise and value performance, offering our people a highly competitive Rewards and Benefits package including:  

Our purpose is crafting iconic drinks chosen for life’s moments. And it’s our people, with their different experiences, perspectives and talents, who make that possible. 

We value diversity in its broadest sense and want everyone to feel they can belong, contribute and strive for their personal best. You’ll work alongside people with different backgrounds, experiences and perspectives — challenging, supporting and learning from one another as one outstanding team. 

Together, we’re constantly learning and improving, combining the strength of our people, capabilities and iconic brands to raise the bar, grow and win. Wherever you join us, you’ll have the opportunity to contribute, make an impact and play your part in making life’s moments mean a little more. 

Ready to bring your best? This could be your opportunity. 

If you require a reasonable adjustment, please ensure that you capture this information when you submit your application. 

Recruitment Scam Warning 

Protecting candidates is very important to us. All communications regarding your application will come from an email address ending in @diageo.com. In our recruitment process, we'll never ask for money. 

At Diageo certain roles are eligible for additional rewards, including annual incentive payment and stock awards. US-based employees are eligible for healthcare benefits, retirement benefits , short-term and long-term disability coverage, basic life insurance, wellness benefits and industry leading parental leave, among others.  (Benefits/perks listed may vary depending on the nature of your employment with Diageo and the country where you work.)  The salary range displayed is the salary range for the role’s primary location.