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New Calgary Alberta Distillery looking for VP Sales and Marketing


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Settled in Calgary Alberta Canada at the base of the Rocky Mountains, True Wild Distilling is setting a course to write a new chapter for Canadian distilling. I multi use space consisting of a restaurant, event space, production distillery, and barrel warehouse set in a historic electrical substation is the most exciting project in Western Canada to date. With a class team involved with the project already, we want to seek out the excellent candidates that can help setup our sales team and strategy.

Please message me direct with any inquiries. Position is based in Calgary Alberta. Compensation is 100K+ based on experience, with benefits, travel, phone/laptop, profit share/bonus structure. 

Vice President of Sales Job Description

Job Overview

We are looking for a strong sales executive from the Spirits industry with nationwide experience in dealing with distributors and key accounts on and off-premise. As the primary sales leader, the VP of Sales will drive performance by providing strategic direction and oversight of profitability management, distributor management, trade channels, field execution, team performance, and talent development.

Job Description

Manage Importer/Distributor

·       Build excellent relationships and work closely with importer/distributor marketing, sales, and promotional personnel, to ensure the effective execution of marketing plans and the achievement of established sales goals.

·       Develop pricing and discount strategy in line with brand positioning and plan.

·       Work with importer/distributor staff and the trade to educate them on our brands to ensure their understanding of our brands and strategies, and to maximize their attention to our brands.

·       Create the framework for full importer/distributor accountability through agreed-upon marketing & sales plans; conduct review meetings to evaluate brand performance against objectives and to recommend improvements.

·       Interface with distributor trade marketing and sales team to facilitate implementation of marketing initiatives and identify opportunities to expand the business in existing channels of trade.

·       Ensure product and channel strategies are executed; ensure compliance,

·       Monitor inventory level of product and POS to avoid out-of-stocks. Ensures demand planning is timely and accurate.

·       Conduct trade research and gap analysis, evaluating sales and trade data and reports, including competitive activity.

·       Develop strategic alliances to enhance sales, profitability, and brand presence.

·       Participate in Quarterly Business Reviews with Importer/Distributor and CEO.

Manage Brand(s)

·       Develop & execute distribution strategy, commercial plans, and growth drivers in line with brand strategy.

·       Develop merchandising and point of sale programs and guidelines.

·       Co-develop and implement brand plans to deliver annual goals, in terms of share, volume, revenue, contribution, distribution, and pricing.

·       Promotions, especially on-premise, will be an important element in the development of the company’s brands. The Commercial Director will supervise promotions to ensure effective implementation of promotional activity and adherence to brand positioning guidelines.

·       Co-develop & execute experiential programs for consumers, bartenders, and trade, including drinks strategy.

·       Conduct pre & post-promotion/event ROI analysis.

·       Monitor marketing and operational expense budgets to within agreed levels of spend. Ensure proper control.

·       Lead financial and operational management including oversight of pricing, inventory, budget, invoicing, and expenses.



Manage Trade

·       Develop and maintain effective personal relationships with key trade customers, including distributors, wholesalers, retailers, bar suppliers, and on-premise accounts.

·       Develop plans to motivate key on and off-premise accounts to purchase and promote company brands; ensure proper shelf management and adherence to merchandising strategy.

·       Monitor accounts sold and distribution levels regularly to ensure achievement of brand goals.

·       Monitor trade inventory levels of product and POS to eliminate out-of-stocks.

People Development/Relationships

·       Provide leadership, internally across the organization and externally with the importer/distributor personnel, by setting an example, providing guidance, and inspiring all key stakeholders.

·       Train and develop sales and marketing reports on performance expectations and KPIs, to achieve their full potential.

·       Challenge and hold the team accountable for identifying and capitalizing on market opportunities, driving distributor performance, visual merchandising execution, and adoption of sales technology.

·       Lead sales culture (aligned with Company core values), standards, performance coaching, and regional talent development

·       Provide direction, coaching, and feedback to the team through regular team and 1:1 meetings.

·       Set short and long-term priorities and develop annual goals while adhering to budgeting, forecasting, and financial control processes



·       Maintain a regular reporting procedure to the CEO, including, but not limited to:

    • Performance versus plan (sales, marketing expenditures, pricing)

    • Distribution and key account performance and relationships

    • Competitive activity

    • Changes in the market environment

    • Contribute to developing the company’s business plan and ensure to your best ability that the companies business plan is followed and achieved.  Including: sales targets and KPI, markets of distribution by year and managing the marketing budget.

·       Assist the CEO with information and other special projects as required.

·       Allocate over 30% of time out of the office/home, in the market.


·       Proven ability and experience in the sales, marketing, and promotion of fast-moving consumer goods.

·       At least 8-10 years of sales/marketing experience; minimum 2-3 years with beverage alcohol products.

·       Knowledge of the alcoholic beverage market/industry.

·       Knowledge of distribution channels, and experience in managing distributors.

·       Must be able to travel and dedicate some evenings to on-premise work if needed.

·       Bachelor’s Degree in a related field; or an equivalent combination of education and experience

·       People Leadership experience

·       Financial & Business Acumen in the areas of data analysis, reporting, marketing knowledge

·       Excellent written and verbal communication

  • Able to obtain and meet industry licensing requirements as needed

  • Must possess a valid driver’s license and secure and maintain auto-liability insurance by state laws

·       Must be 21 years of age

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