Two Roads Brewing Company
Position Overview
The Field Sales Manager is the account and consumer facing contact for Two Roads Brewing Company within their designated territory. The goal of the Field Sales Manager is to increase sales in their territory by identifying new distribution opportunities and fostering the growth of existing accounts. They must also represent the TRB brand to consumer in their territory by educating them through events, samplings and other consumer‑facing initiatives.
Working Relationships A Field Sales Manager must work independently, as well as with their wholesalers, to identify new opportunities. Field Sales Managers report directly to Territory or Regional Sales Managers and collaborate with the Sales Department leaders, Chain Team, Marketing Team and Logistics.
Essential Duties & Responsibilities Wholesaler Interaction and In-Market Execution
Develop business building relationships with key wholesaler supervisors and sales representatives.
Understand brand programming and communicate to wholesalers.
Work with wholesaler brand manager and sales representatives to promote sales, brand awareness and consumption.
Provide upcoming event schedule to wholesalers.
Participate in wholesaler work‐withs in their respective territory.
Build account base by targeting new or non‑buying accounts.
Create target lists and collect data to build routes that efficiently support sales efforts.
Develop positive relationships with major accounts throughout the territory to foster growth.
Identify and communicate chain opportunities to chain team.
Ensure proper merchandising at retail.
Achieve planned sales and distribution goals.
Use VIP retail data to look for opportunities and to track progress on goals.
Conduct wait staff/bartender educations.
Host retailers and wholesalers at the brewery.
Coordinate Social Media and other promotion activities.
Comply with all local, state and federal laws and regulations.
Lead by example.
Consumer Interaction
Serve as the direct representative from the brewery to the consumer in designated territory.
Plan, organize and represent the brewery at public events and festivals.
Plan and execute on‑premise events with focus on fostering supportive relationships with accounts.
Conduct off‑premise tastings to support accounts and interact directly with consumers.
Reporting, Budgets and Fiscal Responsibility
Provide supervisor with accurate and timely retailer, wholesaler and market information necessary to improve business, including competitive pricing, promotions, sales trends and other competitive activity as well as a reasonable action plan.
Provide management with weekly reports to recap previous week and summarize plans for the upcoming week.
Be proficient with the use of Lilypad to assist in retail account tracking, planning and execution.
Conduct weekly recaps and pre‑planning for future week’s objectives.
Manage sales tactical budgets.
Manage own spending to maximize effectiveness of travel/expense budgets.
Execute all administrative responsibilities in a timely manner.
Skills, Abilities and Personal Characteristics
Strong passion and understanding of craft beer.
Ability to create and present PowerPoint presentations to distributor sales teams.
Strong sense of urgency and commitment to achieving results.
Self‑driven, organized and willing to wear a lot of hats.
Strong communication skills and ability to speak in front of large groups.
Ability and willingness to accept feedback and grow from it.
Organized and task‑oriented approach to administrative work.
Creative approach to consumer‑facing events.
Technical competence in using syndicated data from VIP and Excel.
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Working Relationships A Field Sales Manager must work independently, as well as with their wholesalers, to identify new opportunities. Field Sales Managers report directly to Territory or Regional Sales Managers and collaborate with the Sales Department leaders, Chain Team, Marketing Team and Logistics.
Essential Duties & Responsibilities Wholesaler Interaction and In-Market Execution
Develop business building relationships with key wholesaler supervisors and sales representatives.
Understand brand programming and communicate to wholesalers.
Work with wholesaler brand manager and sales representatives to promote sales, brand awareness and consumption.
Provide upcoming event schedule to wholesalers.
Participate in wholesaler work‐withs in their respective territory.
Build account base by targeting new or non‑buying accounts.
Create target lists and collect data to build routes that efficiently support sales efforts.
Develop positive relationships with major accounts throughout the territory to foster growth.
Identify and communicate chain opportunities to chain team.
Ensure proper merchandising at retail.
Achieve planned sales and distribution goals.
Use VIP retail data to look for opportunities and to track progress on goals.
Conduct wait staff/bartender educations.
Host retailers and wholesalers at the brewery.
Coordinate Social Media and other promotion activities.
Comply with all local, state and federal laws and regulations.
Lead by example.
Consumer Interaction
Serve as the direct representative from the brewery to the consumer in designated territory.
Plan, organize and represent the brewery at public events and festivals.
Plan and execute on‑premise events with focus on fostering supportive relationships with accounts.
Conduct off‑premise tastings to support accounts and interact directly with consumers.
Reporting, Budgets and Fiscal Responsibility
Provide supervisor with accurate and timely retailer, wholesaler and market information necessary to improve business, including competitive pricing, promotions, sales trends and other competitive activity as well as a reasonable action plan.
Provide management with weekly reports to recap previous week and summarize plans for the upcoming week.
Be proficient with the use of Lilypad to assist in retail account tracking, planning and execution.
Conduct weekly recaps and pre‑planning for future week’s objectives.
Manage sales tactical budgets.
Manage own spending to maximize effectiveness of travel/expense budgets.
Execute all administrative responsibilities in a timely manner.
Skills, Abilities and Personal Characteristics
Strong passion and understanding of craft beer.
Ability to create and present PowerPoint presentations to distributor sales teams.
Strong sense of urgency and commitment to achieving results.
Self‑driven, organized and willing to wear a lot of hats.
Strong communication skills and ability to speak in front of large groups.
Ability and willingness to accept feedback and grow from it.
Organized and task‑oriented approach to administrative work.
Creative approach to consumer‑facing events.
Technical competence in using syndicated data from VIP and Excel.
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