Director of Sales - Salem, Virginia

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Position Purpose/Summary

Join the Blue Ridge Beverage Team!

Blue Ridge Beverage Company, Inc., a leading distributor of beer, wine, and non-alcoholic beverages in Central and Southwest Virginia, is looking for an experienced DIRECTOR OF SALES to grow with us in our Salem Division. The Director of Sales plans, leads, directs, and manages the resources of the organization’s sales, marketing, and merchandising functions. Accountable for the sales organization’s overall performance, including the achievement of sales, brand development, service, and trade quality objectives. Fosters a culture of accountability, legal and regulatory compliance, high performance, and ethical behavior.

Job Type: Full-time, Exempt

Pay Range: DOE

Position Benefits

  • Paid time off plus 3 scheduled paid holidays
  • Bereavement Leave
  • Comprehensive Medical Insurance including health, dental, prescription, and vision care
  • Basic Life and AD&D Insurance
  • Short-term and Long-term Disability
  • Flexible Spending Accounts for health care and dependent care
  • 401(k) Retirement Plan with some employer contribution
  • Employee Assistance Program

Position Duties

  • Implement and maintain the sales organization’s activity-based compensation (“ABC”) program, including specific performance, executional and achievement-oriented goals, objectives, and quotas (as appropriate). This includes establishing guiding principles for managing and evaluating performance across all sales positions in the divisional organization; prioritizing critical performance objectives; overseeing the development, allocation and tracking of specific goals across all channels, brands, managers, and sales routes; and ensuring all sales employees and managers are held accountable for assigned results.
  • Ensure consistent daily, weekly, monthly sales planning, presentation, meeting, and communications cycles, including timely written work plans, channel breakouts and periodic delivery and merchandising meetings. Meet weekly and monthly with sales managers to assess departments’ product against goals, objectives, and other key performance indicators.
  • Ensure the sales and merchandising departments’ compliance with all company policies, practices, procedures, and controls, including Virginia ABC regulations.
  • Ensure compliance with the company’s and key suppliers’ quality programs, including product rotation, draft technology, and line cleaning standards.
  • Adhere to and support the company’s safety policies and practices.
  • Lead training and development initiatives (in coordination with appropriate company leaders as appropriate) for the division’s sales and merchandising organization. Work with the company senior leadership, suppliers, and vendors to establish learning and development goals essential to departmental success and individual managers’ and employees’ professional and career development.
  • Align, with the company senior leadership, the sales organization’s goals with the company’s vision and strategic objectives by participating in corporate strategic planning meetings, supplier planning meetings, sales forecasting, and departmental resource planning and budgeting.
  • Manage, with SVP, Sales & Marketing and other appropriate leadership, the marketing assets, and resources available for achieving the company’s brand-building objectives, including legal point-of-sale materials, trade spending, customer entertainment, and advertising partnerships within mutually agreed budgets.
  • Coordinate with SVP, Sales & Marketing and other appropriate leadership to ensure timely expense reporting, paid time-off monitoring, and supplier AR billing for marketing activities.
  • Establish and manage a work-with schedule for all levels of the sales, and merchandising organization.
  • Work at retail with team members on a scheduled, weekly basis to assess retail execution and to coach, mentor, and train team members.
  • Assist in maintaining close working relationships with retailers and in making key account calls as appropriate and necessary.
  • Responsible for recruiting, hiring, onboarding, training, and terminating sales, and merchandising staff.
  • Responsible for evaluating, counseling, and disciplining sales and merchandising employees, including to ensure compliance with all company policies.
  • Oversee performance improvement plans for underperforming employees.
  • Maintain a formal retail survey process, including retail pricing surveys, at the sales, channel, and area manager levels.
  • Assist in providing weekly and monthly sales forecasts to support inventory ordering efforts.
  • Support the SVP, Sales & Marketing in leading sales organization changes and continuously assesses such needs and opportunities.
  • Attend beer, wine, and NA supplier meetings on behalf of the division and execute supplier-initiated sales and marketing programs as mutually agreed with the company senior leadership.
  • Ensure that RAS, Excel, and other technical and analytical skills are developed to a high level; must be willing to pursue advanced training.
  • Other duties as assigned.

Minimum Position Requirements

  • Bachelor’s degree preferred.
  • 10 years of relevant sales or marketing experience in the three-tier system of beer, wine, or spirits.
  • Demonstrated strong leadership skills, competitive, with a keen sense of urgency.
  • Demonstrated passion for the beverage alcohol industry.
  • Ability to communicate, present and influence all levels of the organization.
  • Demonstrated experience driving the sales process from plan to close and achieve results.
  • Ability to articulate distinct brand and product attributes and competitive position.
  • Excellent listening, negotiating and presentation skills with retailers and community partners.
  • Strong computer skills, including advanced proficiency in Microsoft Office suite.
  • Strong organizational, verbal, and written communication skills.
  • Demonstrated success in setting priorities; exceptional analytic, organization, and problem-solving skills; strong ability to multi-task across diverse projects, issues, and scenarios, with the ability to pivot quickly.


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