National Sales Director

Perennial Artisan Ales


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NATIONAL SALES DIRECTOR 

The ideal National Sales Director is self-motivated, goal driven, disciplined, focused in their work ethic, detail oriented and strives for excellence with every task.

The candidate must be confident as well as professional and organized, outgoing and comfortable in meeting new people and forging lasting relationships.

Primary Responsibilities:

  • Responsible for the development, communication and execution of a regional growth strategy and sales plan to expand Perennial Artisan Ales geographic presence and market share.

  • Must be able to lead and promote the development and utilization of industry-based best practices and maximize current sales resources, data, and tools to ensure a knowledgeable sales team capable of meeting and exceeding customer/market needs. 

  • Manage and oversee CRM 

  • Call on and manage wholesaler relationships.

 

Essential functions:

Account Management

  • Identify opportunities to build new accounts in all territories.  Achieve brand sales and margin goals within allocated territory.  Create growth strategies for our retail and wholesale partners through selection of a strategic product assortment that appeals to our accounts and consumers and drives maximum sales. Negotiate with existing and potential accounts for best pricing, product placement, promotions, branding, etc.

  • Effectively manage and optimize a new account portfolio. Develop tactics and materials necessary to pitch Perennial Artisan Ales to new potential partners.  Open new accounts that appeal to our consumer base.

  • Initiate sales process with new accounts by scheduling appointments, making initial presentations, and understanding account requirements.

 

Wholesaler Management/Communication

  • Communicate regularly with wholesalers regarding forecasting and ordering.  

  • Build sales orders and work with inventory manager on preparing for shipment

  • Establish relationships with wholesaler contacts, as well as key reps in each territory.  

  • Present wholesaler performance data monthly at management meetings. 

  • Conduct annual business plan meetings with each wholesaler

  • Maintain consistent market visits including sales team presentations (frequency dependent on market)

Promotions Management

  • Provide support in promotional activities for new and existing products at accounts.

  • Coordinate with Marketing to develop beer tastings, dinners, etc.

  • Assist with events and festivals as needed

Organizing and Planning

  • Conduct regular formal territory reviews and segment and prioritize your market as needed to maximize sales potential. Evaluate brand performance and inventory levels.

  • Develop quarterly target lists built from goals and objectives.

Team Communication

  • Assist in management, mentoring and oversight of Regional Sales Representative.

  • Maintain regular communication with founders, Production and Regional Sales Representative.

  • Work closely with Marketing to ensure products are presented in a way that engages our customers and delivers a brand experience consistent with our goals. Assist in creating volume projections and marketing budgets.

  • Build and maintain a positive rapport with new and existing accounts through consistent communication, diligent attention to account’s needs, and dependable service.

  • Work closely with production manager to establish clear communication regarding release schedule, packaging mixes, brand demands, etc. 

Judgment and Decision-making

  • Make intelligent sales decisions through a strong understanding of our brand, industry trends, customer demand, and historical quantitative data.

  • Adjust sales tactics to market trends and a dynamic, opportunity-based sales environment.

Job Competencies

  • SALES SKILLS – Develops new business, identifies and sells to customer needs, translates product features to benefits, has good listening skills, is sensitive to customers, delivers effective presentations, negotiates well, uses closing skills appropriately, develops sales skills.

  • CUSTOMER FOCUS – Is focused on customers (both wholesalers and retailers) and committed to increasing customer satisfaction.  Listens and understands customers’ needs and assumes responsibility for solving problems, ensures commitments are met.

  • PRODUCT KNOWLEDGE – Thorough knowledge of entire portfolio, understands and sells the full product line, understands customer’s business operations and needs, understands and responds to the competition, understands our brand’s place in the market, applies market knowledge.

  • INITIATIVE – Actively seeks opportunities to make a contribution rather than passively accepting situations.  Takes action to achieve goals beyond what is necessarily called for.  Maintains a high level of interest and enthusiasm for job responsibilities.

  • RESULTS FOCUS – Targets and achieves results, sets challenging goals, prioritizes tasks, overcomes obstacles, accepts accountability, sets team standards and responsibilities.  Ensures accuracy & completion of work, focuses on desired result.

 

Job Requirements

  • 3 plus years of proven experience in business to business sales of craft beer with significant national account management experience. 

  • Cicerone Certification preferred, but not required

  • Thorough understanding of draft systems preferred

  • Experience with Ekos preferred

  • Ability to travel 30% based on customer and organizational needs

  • Thorough understanding of and experience with distributors.

  • East Coast or St. Louis resident required.  If relocation to St. Louis is not possible, frequent travel to St. Louis will be required.

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