Director of Sales, West

Sweet Reason Beverage Company

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Position: Director of Sales, West

Reports to: Vice President of Sales

Location: California

Summary: Sweet Reason Beverage Co. is looking for a Director of Sales to lead our sales efforts on the West Coast. Our West Coast Director of Sales will be responsible for both sales strategy and execution, working with the Vice President of Sales to make Sweet Reason the leading hemp and cannabis beverage company in the industry. This Director of Sales will drive sales and manage execution of standards through the sales and marketing teams, distributor partners and chain accounts. This person will be responsible for building our West Coast sales team and working closely with our marketing team to ensure successful and coordinated programming. Sweet Reason is looking for someone with significant beverage industry expertise and a desire to win in the competitive and fast-paced CBD beverage space.


1. Develop sales strategy with the VP of Sales

2. Manage and drive all key sales initiatives

3. Hire, train and manage sales team along the West Coast; ensure standards of excellence are met to ensure flawless in-store execution

4. Manage sales forecasts and track actual sales performance vs. budget, including analytics on Key Performance Indicators (KPIs)

5. Create and manage annual promotional plans and sales/trade incentives

6. Manage network of distributors and bring on new distributor partners along the West Coast; track and measure regional goals and programs with distributors

7. Manage regional broker partnerships to expand availability within region

8. Manage California Field Marketing team and efforts; work with marketing team to ensure Field Marketing execution is aligned with brand standards


1. University education

2. Minimum 8 years of sales experience, with significant beverage experience

3. Experience managing DSD network

4. Relationships with key regional chains

5. Experience building and managing sales teams

6. Proven leadership experience, including (but not limited to) people management, financial / budget management, strong communication and problem-solving skills

7. Passionate about the health and wellness industry

8. Ability to manage both high-level strategy and initiatives, as well as on-the-ground sales execution

9. Knowledgeable and skilled at Microsoft Word and Excel

10. Good EQ skills/ability to form relationships with people


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