Guest Experience Director

Highland Brewing Co

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This position is responsible for creating a guest experience that reflects our status as brewery in the top 1% of independent breweries in the country. The job is to align the onsite experience with the Highland brand – consistently excellent, lively, enthusiastic, authentic, forward-thinking. If you are interested and meet the qualifications below, please send cover letter and resume along with salary requirements.



  • Build all aspects of our onsite guest experience to align with the Highland brand (consistently excellent, lively, enthusiastic, authentic, forward-thinking), including and not limited to:
    beer knowledge, safety, ambiance, customer service, cleanliness, and comfort
    • “All aspects” refers to:
      • all venues - tasting room, deck, rooftop, meadow, event center and other venues to be developed
      • daily activities, private events, and public events
      • beer, food, merchandise, tours, parking, music and other entertainment
  • Build a can’t-miss destination for Asheville visitors
  • Be the hometown favorite for locals
  • Build a culture of constant improvement
  • Lead hospitality operations to align with the Highland brand, including but not limited to:
    staff, facilities, entertainment, events, services, products and outside vendors/partners
  • Address and resolve hospitality-related complaints and concerns

Key collaborative work outside the department

  • With Marketing:
    • Pursue and secure new and improved sources of revenue related to hospitality and entertainment
    • Assess and evaluate proposed events and partnerships to determine suitability with Highland brand and goals
  • With Event Sales Professional on strategy and execution of hundreds of events annually
  • With VP Operations/facilities team on facilities management, seasonal openings/closings, special event needs
  • With Sales Department for VIP Guest tours/tastings, etc
  • With associated departments such as brewing, outside event organizers and vendors/partners


  • Create and manage annual budget, with proactive planning for capital needs, in a cooperative effort with other team leaders, Controller, and President
  • Establish and maintain monthly budget. Monitor performance, adjust operations or goals as needed 
  • Oversees daily financial recording, reconciling, and reporting
  • Payroll


  • Establish Hospitality as a leading department within the company – in thought, staff selection and development, customer service, business savviness, teamwork, execution
  • Schedule personnel and logistics


  • Ensure all grant-related required procedures, measurements, reporting are accurate and completed timely (Due Jan 2019 and Jan 2020)
  • Lead the creation of a food program – to be developed!



  • Bachelor’s degree in hospitality management, marketing or business administration
  • Certified Cicerone - level one required within 6 months of hire 


  • Five years hospitality management experience with a concentration in financial management, developing budgets, staff training and development, marketing, business plans and strategic planning

Specific Knowledge, Skills, and Abilities:

  • Business acumen
  • Problem solving orientation
  • Tactical reasoning
  • Initiative to learn
  • Advanced organizational skills
  • Ability to manage cash and other Highland assets
  • Working knowledge of the craft brewing industry
  • Working knowledge of major beer styles, including origins and flavor profiles
  • Ability to manage and prioritize multiple tasks
  • Excellent verbal and written communication skills
  • Proficiency in Microsoft Office applications, with strong skills in Excel

Working Conditions:

  • Ability to stand for long periods of time and do physically demanding work is required. 
  • Ability to lift up to 50 lbs. is required. 
  • Willingness to work events on evenings and weekends is required.
  • Willingness to travel overnight is required.

At-Will Employment:  Employment with Highland Brewing Co. may be terminated by either Highland or the employee at any time with or without cause or notice.

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