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NY Sales Director for new spirits launch


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Company: New World Spirits

Title: Sales Director

Location: Metro NY

Well-backed new spirits company seeks head of sales to support the launch of a new to world spirit.

The role will lead establishing the key account universe and spearhead trade and consumer activation. Initial focus will be in New York City, but the role can scale to have national responsibility.


Create and implement go-to-market strategies:

o Identify market opportunities and consumer needs. Position will require active involvement in the field, working with ambassadors and distributors to optimize go-to-market strategies

o Establish trade-marketing plans, including, market objectives, pricing strategies, account action plans, schedules, and assignments.

o Develop and direct a dynamic brand ambassador program to educate the trade, consumers and press

o Lead field initiatives with sales and wholesaler partners

o Build brand awareness by planning, developing, implementing, and evaluating trade marketing programs

Develop relationships with key accounts, both on-premise & off-premise:

o Develop relationships with key influencers in key accounts

o Drive distribution through cocktail and menu listings in targeted universe

o Improve visibility and merchandising through tactical POS

o Create trade pull through customized programming

o Raise the profile of the brand within the trade

o Build new distribution and generate incremental sales volume


· Develop and maintain strong relationships with bartenders, account managers, and account owners

· Educate the retail and wholesale trade to drive distribution, improve visibility and increase sales

· Increase in-account visibility with merchandising materials and menu / drink list placements

· Work with key accounts to develop customized programs that drive consumer trial

· Use networking ability to target influencers and increase brand loyalty and consumption

· Provide feedback concerning brand positioning, competitive activities and market trends and report key insights with recommendations for solutions

· Provide input regarding future marketing / sales plan development

· Coordinate with Trade Marketing agencies to ensure proper implementation and execution programming

First 6 months Critical Success Factors:

· Develop Sales Organization (NY priority) and secure strong base of 100 accounts by end of Q1

· Work with Founders in finalizing consumer and trade marketing plans for Q2 market launch

· Identify and secure potential distribution partner for Q2 market launch

Skills & Requirements

· 5+ Years beverage marketing/sales experience

· Preferred experience in managing a distribution network in wine and spirits industry

· Preferred experience in building and managing team of local ambassadors / key account managers

· Candidate must be able to operate in a fast-paced, entrepreneurial environment

· Candidate must be able to foster a culture of accountability and a drive for success

· Must be creative with experience in grass root sales marketing initiatives, inspiring both internal teams and external agencies.

· Experience in promotional / guerrilla marketing and event execution

· Experience with traditional and new media consumer marketing

· Demonstrated public-speaking, presentation and writing skills

· Ability to sell, influence and partner with customers and co-workers

· Ability to manage budgets and provide timely, concise reporting

· Excellent execution and time management skills; strong attention to detail with ability to take initiative, prioritize and meet deadlines

· Passion and knowledge of food and drinks as well as cocktail culture

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