Director of Sales - Asheville, NC or remote within 250 mile footprint

Note: The Director of Sales can be a remote/hybrid position but candidates must reside within our operating territory (NC, SC, GA, TN) AND within 250 miles of our brewery in Asheville, NC. Frequent travel to Asheville will be required.

TITLE: Director of Sales

STATUS: Full-time, salary, exempt       

JOB DESCRIPTION: The Director of Sales (DOS) provides vision, leadership, direction, and resource stewardship to Highland’s sales team and is the chief influencer to the wholesaler network. The DOS is accountable for overall sales organization, strategy, and performance, the profitable achievement of sales organization goals. This role aligns sales and marketing priorities with the company’s broader business strategy and represents Highland both internally and externally in a way that reflects the company’s values and culture.

Highland Brewing Company is the largest independent, family-owned brewery native to the Southeast. Proudly regional, Highland’s portfolio of craft beer is distributed in North and South Carolina, Georgia and Tennessee.

Reports to: VP of Brand Development

Key Functional and Leadership Responsibilities:

1. Sales Strategy and Direction

• Set the sales vision and define the priorities needed to hit company goals
• Build practical sales plans and ensure the team understands how to execute them
• Use data, market insight, and routine feedback to guide decisions and adjust course when needed
• Collaborate with marketing and operations to manage portfolio, develop new core and seasonal products

2. Distributor and Market Management

• Manage all aspects of distributor relationships, including business plans, pricing strategy, and execution
• Conduct regular market visits and business reviews with distributors, key partners and Highland’s sales team
• Oversee the development of annual business plans (ABPs) with distributors including growth drivers, volume forecasting, incentives and execution goals
• Understand the legal and competitive landscape in all markets
• Drive consistent standards in the field and hold teams and partners accountable
• Keep a close eye on trends and key performance indicators
• Oversee market implementation of programming and sponsorships ensuring all activity fits the brand, supports the strategy, and delivers a measurable return

3. Financial and Business Management

• Understand and optimize key financial levers like margins, payback, pricing impact, and investment returns
• Utilize data to develop accurate short-term and long-term sales forecasts aligned with organizational goals and market trends to predict revenue, identify growth opportunities, and anticipate potential risks
• Monitor actual sales performance against forecasts and implement corrective actions to ensure targets are met
• Collaborate with finance, operations and marketing to ensure forecasts align with budgeting, production scheduling and programming strategies
• Build and track sales budgets and market spend
• Review performance reports and use them to improve forecasting, planning, and execution

4. Team Leadership and Development

• Lead unique team roles including chain sales, business analytics, market managers and field sales representatives
• Recruit, develop, and retain strong sales talent
• Foster team mentality and individual development 
• Build clear expectations for each role and hold people accountable to them
• Provide hands-on coaching and training across all levels of the sales team
• Create a high-performance environment built on trust and follow through

JOB REQUIREMENTS:

• Minimum 10 years recent experience in sales, preferably in beverage and specifically in beer.
• 5 years in sales leadership at or near the highest level at the organization
• Extensive recent experience leading successful team(s) at a successful company
• Understanding and demonstrated use of data management systems
• Respect for the craft of brewing, the art of sales, the power of marketing, the magic of hospitality, and doing good while you do well.
• Must live within Highland’s distribution area, preferably Western North Carolina and specifically within 250 miles of the brewery.

IMPORTANT CHARACTERISTICS:

• You are an inspiring, passionate leader and agent of change
• You are known to be strategic and well organized
• You are positive but honest, open to giving and receiving constructive feedback
• You are a team builder within your team and across the company
• You understand the importance of aligned sales, marketing, and operations teams
• You can insist on accountability because everyone knows their roles
• You value being effective over being right

Working Conditions: 

This is a hybrid Willingness to work on evenings and weekends is required (est 10%)

Willingness to travel overnight on occasion is required (est 30%)

At-Will Employment: Employment with Highland Brewing Co. may be terminated by either Highland or the employee at any time with or without cause or notice.