Field Commercial Manager, Western Canada

This role reports directly to both Pacific Wine & Spirits President and Gérard Betrand Director Export Canada. The position is responsible for supporting and growing the business development, brand visibility, and program execution of the Gérard Bertrand portfolio across Western Canada.

Acting as a key market-facing representative, the Western Canadian Field Commercial Manager, Gerard Bertrand Wines ensures alignment between commercial objectives, brand standards, and in-market execution for both prestige and core market wines, across the on-premise and retail channels.

Sales & Distribution Growth

• Act as a key brand representative for Gérard Bertrand in Western Canada

• Open new business opportunities, support current, while developing new distribution points for Gérard Bertrand wines across Western Canada, in both on-premise and retail channels

• Work alongside sales team during key account meetings, including regional and national chains, market visits, and structured sales calls.

• Participate in structured route planning to ensure consistent market coverage across major metropolitan and resort territories such at Whistler, Banff, Lake Lousie, Okanagan, and Jasper

• Support Pacific sales team in achieving & maintaining annual KPIs, including distribution objectives, “By the Glass” & “By the Bottle” placements, required events and the annual balance between on-premise and retail business.

Market Execution & Account Support

• Manage the execution of commercial programs and promotional agreements, in keeping with local regulations

• Support sales team in promotional execution and brand visibility activations

• Ensure consistent brand presentation and messaging across all brand activations

• Build and maintain strong working relationships with

  • key retail trade and on-premise accounts

  • sales teams, agents and liquor boards (distributors)

  • local wine educators (ie WSET instructors, Canadian Assoc. of Professional Sommeliers)

  • wine/lifestyle media & influencers

  • VIP wine consumers and local consumer wine groups

• Travel to the estate of Gerard Bertrand with sales teams, key accounts, and VIP customers, supporting brand engagement and education, as pre-approved and required.

Education & Brand Activations:

• Deliver wine education and training programs to:

  • Sales teams

  • On-premise and retail staff

  • Regional and national account partners

  • Wine & lifestyle media

• Host and lead for both trade, media and consumers:

  • Masterclasses

  • Wine dinners

  • Educational tastings across Western Canada

  • Regional wine festivals and wine shows, as required

• Execute national account training programs as required within the territory

Budgeting & Reporting

•  Create, manage, and track event and travel pre-approved budgets within Pacific and Gerard Bertrand guidelines

• Manage travel logistics and scheduling across Western Canada

• Manage and reconcile expenses for reimbursement.  Understand European Union funding and recovery, where applicable.

• Execute and track sampling programs in compliance with provincial liquor board regulations

• Regularly complete and report a competitive analysis, including market share, in market promotions, social media content and pricing strategies.

• Provide regular reporting, including:

  • Weekly, monthly, and quarterly activity reports

  • Sales performance, shipments, depletions, and promotional effectiveness

• Track marketing investments, on-premise performance, chain activity, and key account initiatives

• Maintain customer and consumer databases for events, invitations, and product launches

• Participate in Pacific Wine & Spirits sales meetings, brand planning sessions, and annual sales summits

• Collaborate closely with Pacific internal teams (sales, marketing, finance, administration) and other Gérard Bertrand agencies in Canada