We are seeking a Sales Director who will serve as a true Player-Coach — someone who can architect a national commercial strategy while staying close to the field, customers, and distributors. This is a rare opportunity to build a growth engine from the ground up and shape a brand poised for long-term success.

The Opportunity

As the Sales Director, you will own all commercial performance across the U.S. You will build the systems, processes, and culture required for our brand to scale, while personally leading distributor relationships and key account development. You will combine high-level strategy with hands-on execution, ensuring our teams, markets, and partners are aligned behind a disciplined, data-driven plan.

Core Mission

• Deliver the Annual Operating Plan (AOP) for depletions, revenue, velocity, and distribution growth.
• Install scalable, repeatable ways of working grounded in:
• KPI-driven accountability
• Daily and weekly execution rhythms
• Transparent performance management
• Build and lead a high-energy, disciplined, commercial organization.
• Position our brand for sustained growth and eventual exit.

Key Responsibilities

Commercial Ownership

• Own national depletion, revenue, and distribution targets against a 50,000-case long-term trajectory.
• Translate brand strategy into weekly, monthly, and quarterly execution plans.
• Align sales, marketing, and operations to ensure cohesive commercial delivery.

Distributor Leadership

• Lead Tier 1 partners including GA Crown, Allied, and NY W&S.
• Oversee Tier 2 distributors such as MHW and LibDib.
• Drive share-of-mind through goal setting, programming, incentives, and structured accountability.

Team Leadership & Development

• Directly manage Market Managers across GA, FL, NY, and MD/DC.
• Set clear performance expectations, KPIs, and in-market standards.
• Conduct ride-alongs, performance reviews, and territory planning.
• Build a culture defined by energy, discipline, enthusiasm, and results.

Key Account Development

• Personally own the Top 25 national and regional accounts across on-premise and off-premise.
• Secure chain authorizations, national menu placements, feature programs, and display activity.
• Build lasting relationships with influential buyers and partners.

Market Expansion

• Lead expansion into new markets (e.g., TN, VA) ensuring strategic penetration, not just activation.
• Build distributor readiness, launch plans, and early-velocity pathways.

Data, Forecasting & Execution Rigor

• Shift the organization from intuition-driven selling to data-led execution grounded in:
• VIP data
• Depletions and rate-of-sale analytics
• Inventory, supply, and state-level forecasting
• Partner closely with Operations and Marketing to ensure alignment on programming, inventory flow, and velocity.

Required Experience & Profile

• 7–10+ years of beverage alcohol sales leadership, with a strong preference for spirits.
• Deep understanding of the three-tier system.
• Demonstrated success scaling a challenger, craft, or emerging spirits brand.
• Experience with major suppliers (Diageo, Bacardi, Beam, Pernod, etc.) is a plus.
• Whiskey experience is required.
• Established distributor relationships across the Southeast and Northeast.
• Strong financial and commercial acumen including pricing, margin, trade spend, and LMF management.
• Comfortable operating in a high-growth, resource-constrained environment.
• Willingness to travel 40–50%.

 The X-Factor

• Builder mentality — thrives in creating structure, not inheriting it.
• A true Player-Coach who can sell personally and lead teams effectively.
• Highly disciplined operator with clear execution standards.
• Emotionally connected to brand storytelling, culture, and heritage.
• Competitive, accountable, resilient, and motivated by challenge.
• Seeking a career-defining opportunity with long-term impact.