State Manager: North Carolina and Virginia

Lawson’s Finest Liquids (“LFL”), based in Waitsfield, Vermont, crafts and delivers the finest and freshest beer to delight our fans. We are a values-driven company with a focus on quality beer, cultivating and supporting vibrant communities, and having fun. We are passionate about delivering world-class beer throughout our distribution footprint, and our State Managers are the frontline representatives for our brand and wholesale business in each of our markets. The State Manager reports directly to the Senior Sales Manager

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The Lawson’s Finest Liquids State Manager is responsible for driving sales growth aligned with LFL’s strategic plan in North Carolina (70% of the time) and Virginia (30% of the time), nurturing and growing key retail and distribution partnerships in both states, and building brand affinity within the states. This role involves building strong relationships with key retailers, closing new business, managing the day-to-day partnership with our distributors and their sales teams, and delivering sales and budgetary objectives. State Managers are equal parts strategy and execution, with a focus on strong communication and business results. 

Ideally, our State Manager will live in the Raleigh-Durham area of North Carolina, with deep knowledge of the entire state. From this location, the candidate will also have quick access to Virginia, including our Virginia wholesaler, which is located in Richmond. Monthly trips to Virginia will be necessary.  

The ideal candidate: 

• Has a passion for, and a range of experience in, craft beer brand and sales representation. 
• Thrives working independently and has robust prioritization skills.  
• Is extremely organized, detail-oriented, and has strong follow through with tasks. 
• Possesses excellent communication skills, is honest, and is motivated by goals and challenges.  
• Exudes natural charisma and has a friendly, outgoing personality. 

Primary Responsibilities: 

• Embody the company’s core values: be the finest, keep it authentic, take good care, focus on community and have fun. 
• Operate in alignment with, and pursuit of, Lawson’s Finest Liquids’ mission and vision. 
• Uphold B Corp ethos and general principles in business operations and interpersonal connections. 

• Distributor Management (10-15% of the time) 
• Oversee and manage the day-to-day performance of the assigned distributor(s) within the states. 
• Conduct regular business reviews with distributors and ensure they meet or exceed agreed upon sales targets, distribution goals, and brand standards. 
• Analyze sales data, identify opportunities for growth, and developing action plans to address challenges. 
• Along with senior sales leadership support, help negotiate distributor agreements and manage pricing strategies within the states. 
• Train distributor sales teams on product knowledge, sales techniques, and brand messaging. 

• Sales & Market Development (60-70% of the time) 
•  Create and implement a comprehensive sales plan for the states, aligned with the overall company strategy. 
• Identify and target key retail accounts (on-premise and off-premise) to expand distribution and increase sales volume. 
• Build and maintain strong relationships with key retailers, understanding their needs and providing exceptional customer service. 
• Monitor market trends, competitor activity, and consumer preferences to identify opportunities and adapt sales strategies accordingly. 
• Incorporate elements of brand advocacy into sales activities, ensuring clear communication of the brewery's core values and brand message. 

• Budgetary Responsibility (< 5% of the time) 
• Monitor budget performance throughout the year, identifying and addressing any variances. 
• Along with senior sales leadership, review and approve expenditures within the established budget guidelines. 
• Hold distribution partners accountable to agreed upon incentives and marketing spends. 
• Analyze ROI on marketing and promotional activities within the state as requested. 
• Manage individual expenses while tracking and reporting monthly. 

• Brand Communication (10% of the time) 
• Represent the brewery at industry events, festivals, and other promotional activities as needed. 
• Educate consumers and retailers about the brewery's brands and the craft beer category. 
• Ensure consistent brand messaging and execution across all channels. 
• Reporting & Analysis (10% of the time) 
• Track and analyze key performance metrics to identify trends and areas for improvement and create action plans to close gaps. 
• Along with senior sales leadership, present annual sales plans and budgets to distribution partners. 

Requirements and Expectations: 

• 5+ years of experience in sales management within the beverage industry, preferably with experience managing distributors and budgets. 
• Proven track record of achieving sales targets, growing market share, and managing budgets effectively. 
• Passion for craft beer and a strong understanding of the craft beer market and three-tier distribution system. 
• Excellent communication, interpersonal, and presentation skills. 
• Strong analytical and problem-solving skills. 
• Highly organized with proficiency in relevant industry software (e.g., VIP, Encompass, Excel, Microsoft Office Suite). 
• Ability to build and maintain strong relationships with distributors, retailers, and our close-knit Lawson’s Finest sales team members. 
• Must live within assigned state(s) and have the ability to travel frequently within the state. 
• Willing to travel to our headquarters in Waitsfield, VT ~4 times per year 
• Valid driver's license and clean driving record. 
• Willing and able to work nights, early mornings, weekends, and holidays as needed. 
• Able to maintain sobriety and professionalism working in settings where beer is flowing. 
• Physically capable of a variety of duties including, but not limited to, repeated lifting of 30 pounds or more, and extended amounts of physical activity with prolonged standing and talking. 

Compensation: 

We offer a generous total compensation package, opportunities to give back, and yes — some of the finest beer you’ll ever taste.  

• This is a full-time, remote position 
• Starting salary: $65,000-$80,000 plus potential quarterly and annual bonuses  
• Total compensation package includes:    
• Medical, Dental & Vision   
• Combined time-off   
• Profit sharing   
• 401k plan with company match   
• Wellness Reimbursement   
• Professional Development Opportunities   
• Tuition Reimbursement   
• Employee & Local Discounts   
• Life Insurance   
• Paid Family Leave   
• Paid Parental Leave   
• Five Year Sabbatical   
• Free EV Charging   
• Paid Holidays   
• Short- & Long-Term Disability Insurance   

Lawson’s Finest Liquids is an Equal Opportunity Employer and committed to equity, inclusion and diversity. We believe that all forms of diversity make us better at everything that we do – fostering innovation and connecting us more closely to our customers and communities. Lawson’s Finest is especially interested in candidates that contribute to the diversity, inclusion and excellence of our organization.  

Lawson’s Finest Liquids provides equal opportunities to all employees and applicants for employment without regard to race, religion, color, age, sex, national origin, sexual orientation, gender identity, genetic disposition, neurodiversity, disability, veteran status or any other protected category under federal, state and local law.