Sales Director or Vice President, West Coast USA

Wine Company

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The Regional Sales Director is a senior role concentrated in direct sales and management of the sales team and our distributor partners. The Director represents the brand and will lead the Sales Managers, Brand Ambassadors, and Event Manager to deliver the business against the sales plan and key performance metrics. The role encompasses a balance between On-Premise and Off-Premise responsibilities, and the Director shall be held accountable for both quantitative & qualitative objectives. The Director will manage all distributor relationships and interface with agencies, brand partners, customers, and consumers to lead the company and represent it professionally and culturally. Working on a start-up brand, this person needs to act entrepreneurially and get the job done.


Internal: Sales Managers, Brand Ambassadors, Event Manager – both directly and indirectly based on our changing structure

External: Distributors, Vendors, Agencies

Sales Responsibilities:

Sales Depletions

  • Achieve sales depletion and value goals


  • Drive sales with the Sales Managers by introducing the brand to key targeted accounts and recruiting new customers and consumers to the brand
  • Diligent follow-up to ensure strong re-order rates
  • Get ahead of the sales cycle and deliveries to provide excellent service to all customers
  • Manage sales orders
  • Track account performance and celebrate success
  • Collaborate with Importer, Distributor, and all personnel across all layers of the supply chain to assist with a smooth transfer of the product to the accounts


  • Ensure brand is listed on the menu
  • Develop unique ways to gain visibility in a category that has struggled to gain presence - bottle displays and installations, supplementary feature menus, signage (where appropriate)
  • Create innovative solutions that leverage the brand; service by the glass/carafe/bottle, service opportunities, cocktails, food pairings


  • Manage relationships with targeted accounts across all levels of their operations – owner, manager, beverage director, sommelier, bartender, server, busboy
  • Be the On-Premise expert that identifies opportunities in influencer accounts by knowing their business and always being observant, supportive, collaborative
  • Educate key stakeholders about all aspects of the brand
  • Assist with and conduct bar and wait staff trainings to ensure that the brand is properly represented with a trade focused educational program on the category, always highlighting the brand
  • Showcase points of differentiation and unique selling points between the brand and competitors

Trade Marketing & Event Responsibilities:

  • Plan and execute events and other initiatives from the marketing plan  
  • Create and foster relationships with key stakeholders and strategic cultural partners: local trade community, purveyors of art & design, models, key influencers, and the expanded creative class
  • Design custom activities that focus on local trade relations to ensure the brand has a leading presence, while ensuring premium positioning
  • Conduct tastings, pairing dinners, and custom advocacy programming
  • Manage point-of-sale
  • Monitor and report on competitive trends

Key Task Overview:

  • Account Management: management of target accounts across On-Premise and Off-Premise. Key focus on Influential Accounts: Fine Dining, Craft Cocktail, Boutique Hotels, Nightclubs, and Premium Retail Stores
  • Business Management: establish, manage, and execute against key goals across Volume and Value. Manage Pricing, Budgets, Inventory, and the Supply Chain through the sales channel. Handle Account Receivable and cash flow for the sales team. Plan and prepare monthly, quarterly, and annual sales forecasts and measure against these key goals
  • Reporting: establish and manage all sales and marketing reporting including: Account Tracker, Sales Team Goals, Performance Scorecard, Budget and Budget Report vs Plan
  • Recommendations: Provide recommendations to support brand building activities
  • Brand Program Execution: management of event executions, strategic partnerships, media and public relations outreach, social media amplification
  • Communication:  local market collaboration and communication
  • City Ambassador: be the local market expert – know the city, the people, the culture and be a representative of the company in the community

Desired Skills and Experience:

  • 10+ years of field sales experience
  • Relevant experience across beverage alcohol or consumer packaged goods
  • Frequent travel to accounts and customer sites
  • Previous budget management / resource allocation experience
  • Excellent oral and written communication skills
  • Advanced proficiency with MS office and related applications
  • Solid presentation skills
  • Ability to manage distributor personnel and to create, maintain, and build professional relationships
  • Performance monitoring, goal setting, training and coaching
  • Ability to work independently and contribute in a team environment
  • Desire to succeed
  • A great attitude is integral to join this faced paced company
  • Bachelor’s Degree or above
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