Sales and Insights Manager

Avery Brewing Company

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Sales and Insights Manager

The primary purpose of this position is to collect and analyze chain data at the industry, market, style, package, brewery, retailer, state and distributor level to increase sales productivity and identify business opportunities for Avery Brewing brands with chain retailers. Provides business insights and analytical support to Avery National Sales Director, National Chain Sales Director, Region Sales leadership, and Avery sales team members in key chain geographies. The secondary purpose of this role is to communicate and sell Avery Brewing brands and retail programming to a select group of mid and small volume distributors across the country from Boulder, Colorado.  Requires the ability to build relationships with distributor brand managers and sales leadership remotely, while integrating annual plans, quarterly portfolio updates, distribution incentives, chain updates and basic order planning.  We are looking for an experienced sales manager who also has confidence in building and leading chain business data and insights into a talented sales team. 

Preferred Location:  Boulder, Colorado

Reports toNational Sales Director


Chain Customer Insights Management:

  • Research and evaluate industry, market, chain account, competitor and customer growth trends and conditions using Nielsen/IRI/Armadillo and VIP data systems
  • Align chain retailer, Avery sales team and distributor decision trees with VIP system and ensure data reporting accuracy
  • Develop and lead communication of weekly and monthly customized chain reporting of sales performance, on and off premise trends, new item placements, lost placements, market comparisons, comparative brand analysis and revenue growth
  • Analyze actual chain performance results vs monthly and annual sales objectives, MBOs, and sales forecasts with National Sales Director and Chain Sales Director
  • Participate in monthly and weekly business meetings to inform sales leadership teams on chain trends and opportunities from market and business analysis

Distributor Management:

  • Lead remote selling discussions from Boulder with select mid to small volume distributors on basic annual planning, quarterly new items, seasonal brands and local spending that will build Avery retail execution on core brands and packages
  • Lead creation of new Item/Seasonal information bundle with Marketing team that will inform sales and distributor teams on priority brand launches and programming
  • Share bi-monthly performance data with assigned distributors
  • Monitor orders of assigned distributors with support from Supply Chain team
  • Inform National Sales Director on volume and business trends with assigned distributors

Business Planning Support:

  • Provide market insights that inform development of chain annual business plans
  • Assist the Chain sales team in creating Annual and Quarterly business plan reviews
  • Support development of chain specific annual budget tracking system for market investment with Chain sales leadership team

 Forecasting and Order Review Process:

  • Support the development of data resources that inform team on sales performance that improves forecasting and distributor product order processes
  • Review chain account sales performance, distribution, rate of sale, and inventory trends that impact ordering direction and reduce both out-of-stocks & potential over-stocks


  • Assist PTR and PTC collection and analysis with sales team vs key competitive brands in core markets and share results with Sales and Finance teams
  • Use PTC data by market to inform potential annual PTR increases and discount programs with key chains and distributors in core markets
  • Support Finance team in maintaining price promotion calendars by state


  • Bachelor’s degree in sales, marketing or business management
  • Strong understanding of the craft beer market and the three-tier beer industry
  • 2+ years of chain analytics and business insights experience with national chains
  • Experience with VIP and third-party market data (IRI, Nielsen, Armadillo)
  • Knowledge of spreadsheet, database, and presentation software
  • Leadership of ideas and business opportunities across organization and sales team
  • 2 + years of distributor selling and business planning experiences
  • Proven track record of selling to beer distributor sales leadership
  • Advanced problem-solving and analysis skills
  • Superior oral and written communication skills
  • Proven ability to construct compelling sales materials for distributor sales teams
  • High level of organization and detail-orientation
  • Strong work-ethic and willingness to take initiative
  • Good attitude toward teamwork as well as the ability to work independently
  • Excellent time management skills
  • A love for Avery and our commitment to high quality beers, desire for continuous learning, focus on retail market excellence and a passion for the Boulder, Colorado area!


  • Compensation will be discussed and outlined during the interview process
  • Avery Brewing Co. is a family owned business with benefits including but not limited to group health insurance, 401(k), competitive vacation time, and a very liberal beer sampling program
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