Sales Director

The Opportunity

An established and rapidly expanding company within the consumer packaged goods (CPG) beverage sector is seeking a strategic Sales Director to lead commercial growth across multiple markets and channels.

With a portfolio of innovative beverage brands and ambitious expansion plans, this role offers the opportunity to shape long-term sales strategy, strengthen distributor and customer partnerships, develop high-performing teams, and drive meaningful revenue growth.

The successful candidate will oversee commercial execution across assigned territories while collaborating closely with executive leadership, marketing, finance, operations, and external partners to achieve aggressive growth objectives and build scalable sales capabilities.

What You'll Lead

Commercial Strategy & Business Growth

• Develop and execute annual and multi-year sales strategies designed to achieve revenue, depletion, distribution, and profitability objectives.
• Own sales forecasting, volume planning, pricing strategy, and commercial execution across assigned markets.
• Identify opportunities to increase market share, distribution, velocity, and overall brand visibility.
• Analyze market trends, competitive activity, consumer insights, and performance metrics to inform strategic decisions.
• Establish and monitor key performance indicators (KPIs) across distributors, key accounts, and internal sales teams.

Distributor Partnerships & Market Execution

• Lead relationships with distributor partners, executive leadership teams, brand managers, and field organizations.
• Develop annual business plans, market objectives, incentive programs, and execution strategies alongside distributor partners.
• Drive accountability around distribution gains, retail execution, promotional activity, display compliance, and volume growth.
• Conduct recurring business reviews with distributor leadership to evaluate performance and uncover new opportunities.
• Ensure effective inventory management, forecasting accuracy, seasonal program execution, and innovation launches.
• Negotiate distributor support for strategic initiatives and market priorities.
• Develop and propose wholesaler incentives that align with submission deadlines and business objectives.
• Utilize VIP/iDig reporting tools to evaluate wholesale performance and identify opportunities.
• Monitor mandated chain distribution execution and partner with distributors to resolve performance gaps.

Team Leadership

• Recruit, coach, develop, and retain a high-performing sales organization.
• Set clear expectations, accountability measures, and development plans for team members.
• Conduct regular market visits and field coaching sessions to strengthen execution and professional growth.
• Foster a culture centered on ownership, urgency, collaboration, and continuous improvement.
• Partner with marketing to maximize activations, sampling initiatives, events, and promotional effectiveness.
• Guide field priorities related to distribution initiatives, off-premise programming, and sales campaigns.
• Collaborate with marketing and sales leadership to evaluate and execute event opportunities.

Strategic Accounts

• Build and manage relationships with major chain, regional, and strategic on-premise and off-premise customers.
• Pursue expanded distribution, displays, features, menu placements, promotions, and partnership opportunities.
• Collaborate with customers to maximize brand visibility and consumer engagement.
• Support commercialization efforts for new products and innovation launches.
• Identify additional opportunities related to promotions, merchandising, displays, and distribution expansion.

What We're Looking For

Required Experience

• 7–10 years of progressive experience in beverage industry sales, including at least 4 years in a sales leadership capacity.
• Demonstrated success managing distributor networks within a three-tier distribution system.
• Proven ability to lead teams while consistently delivering revenue and volume growth.
• Exceptional critical thinking, organizational ability, professionalism, and personal accountability.
• Strong written and verbal communication skills with sound business judgment.
• Willingness to travel regionally and work evenings or weekends when business needs require.
• Proficiency with Microsoft Office applications, Excel, and VIP data reporting tools.
• Valid driver's license, reliable personal transportation, clean driving record, and personal liability insurance.

Preferred Background

Experience in one or more of the following is highly valued:

• Beverage alcohol
• Functional beverages
• Ready-to-drink products
• Non-alcoholic beverages
• Other consumer packaged goods categories

Additional preferred qualifications include:

• Experience launching new brands, products, or beverage platforms.
• Success operating within entrepreneurial or high-growth organizations.
• Ability to proactively identify opportunities using market intelligence and customer feedback.
• Strong follow-through and stakeholder management skills.
• Excellent interpersonal, written, and presentation abilities.
• Self-directed work style with minimal supervision.
• Financial acumen, including wholesaler margins, retailer cost calculations, and market discount structures.

Work Environment & Physical Requirements

This position requires the ability to:

• Sit, stand, and walk throughout the workday.
• Lift or move items weighing up to 55 pounds.
• Use hands for handling materials and reaching activities.
• Climb stairs or ladders and occasionally stoop, kneel, crouch, or crawl.
• Communicate effectively through speaking and hearing.
• Maintain close, distance, peripheral, and adjustable focus vision.
• Work for extended periods on a computer.
• Travel by automobile and, when necessary, by air or rail.
• Meet minimum legal age requirements applicable to the industry.
• Perform the essential functions of the role with or without reasonable accommodation.

Equal Opportunity

We are committed to fostering an inclusive workplace and are proud to be an Equal Opportunity Employer. Qualified applicants will receive consideration for employment without regard to legally protected characteristics.