OverviewThe Sales Director is responsible for developing and executing a comprehensive sales strategy to drive volume, market share, and profitability within an assigned territory or channel. This role leads a team of Leaders and Account Managers, providing strategic guidance, coaching, and performance oversight. The Sales Director plays a vital role in aligning frontline execution with company goals ensuring distribution growth, adherence to product freshness standards, and in-store excellence while fostering a culture of accountability, ownership, and team development.
Primary Responsibilities- Translate company sales initiatives into actionable territory-level plans
- Drive sales performance by developing and executing sales strategies, route-level priorities, and promotional plans to achieve KPIs
- Lead execution of pricing strategies, promotional programming, and new product launches across retail channels
- Monitor performance via daily, weekly, and monthly reports; use data insights to optimize execution and close performance gaps
- Ensure executional accountability for product rotation and adherence to freshness standards across all retail partners
- Lead and coach Team Leaders and Account Managers to ensure high-performing sales execution across all accounts
- Foster a culture of ownership, urgency, and excellence within the sales organization
- Conduct regular ride-alongs, team meetings, and one-on-one coaching sessions to assess execution and provide development feedback
- Own staffing decisions, performance reviews, and career development plans for direct reports
- Hold teams accountable for identifying and addressing aging inventory, stale SKUs, and out-of-code product risks in the market
- Build and maintain strong relationships with key retail customers, supplier partners, and internal stakeholders
Additional Primary Responsibilities- Actively engage in market visits to identify execution opportunities and ensure brand visibility, shelf standards, and proactive product rotation
- Attend retail events, tastings, dinners, and trade shows to support account relationships and brand activation
- Regularly audit product freshness in-market and lead corrective actions in collaboration with team leaders and supply chain partners
- Partner with supply chain, delivery, and operations teams to ensure alignment between sales plans and operational execution
- Lead budget planning and expense management efforts for the assigned territory
- Oversee billing, pricing, and credit issue resolution in partnership with internal teams
- Support operational routines that reduce product waste and ensure freshness standards are maintained at all customer locations
- Utilize advanced sales tools, data analytics, and retail reporting platforms to identify gaps, guide strategies, and enhance productivity
- Participate in monthly meetings to review KPI alignment and adjust strategies as needed
- Leverage data to monitor aging inventory trends, flag underperforming SKUs, and adjust forecasts to preserve freshness across the portfolio
Minimum Qualifications- 5+ years of progressive sales leadership experience in the beverage or CPG industry
- Strong background in territory management, account development, and team leadership
- Proven track record of driving distribution, growing market share, and leading field sales teams
- Experience with pricing strategy, promotional execution, and category management
- Proficient in Microsoft Office (Excel, Word, Outlook, PowerPoint); experience with CRM, VIP/Encompass, and EDI platforms preferred
- Strategic thinker with strong business acumen and analytical skills
- Inspiring leader who builds trust, accountability, and results-oriented teams
- Passionate about executional excellence and ensuring freshness and quality of all in-market products
- Comfortable navigating a fast-paced, dynamic environment while delivering results
- Clear communicator who can engage stakeholders at all levels-from sales reps to suppliers
Physical Demands- Physical demands with activity or condition for a considerable amount of time may include sitting and typing/keyboarding using a computer (e.g., keyboard, mouse, and monitor) or mobile device
- Physical demands with activity or condition may include walking, bending, reaching, standing, squatting, and stooping
- Physical demands with activity or condition for a considerable amount of time include driving throughout the day with segments up to 2 hours
- May require lifting/lowering, pushing, carrying, or pulling up to 48lbs
