The VP of Sales serves as the critical link between the SVP of Sales and the field organization, ensuring Avaline's national strategy is translated into disciplined, day-to-day execution across all markets.

This role leads five Sales Directors while actively working across regions, distributors, and internal teams to drive pricing integrity, program execution, inventory management, and forecast accuracy.

Avaline has built national distribution and real brand momentum. The opportunity now is to accelerate and turn that distribution foundation into a velocity story. Success in this role is defined by improved execution consistency, stronger alignment with distributors at both the leadership and market levels, and delivery of shipment, depletion, and distribution goals.

Reporting to the SVP Sales.


What You’ll Do

Lead Field Execution:
Partner closely with Sales Directors to drive strong execution across all regions and markets
Translate national priorities into clear, actionable plans at the local level
Create consistency across markets while respecting regional opportunities and nuances
Maintain a strong pulse on in-market execution, distributor engagement, and performance trends
Act as a trusted extension of the SVP of Sales across the field organization

Strengthen Distributor Partnerships:
Deepen alignment with Southern Glazer’s Wine & Spirits at both the leadership and market level
Help raise the standard of in-market execution through strong communication, accountability, and follow-through
Support distributor teams in driving inventory health, pricing integrity, and depletion performance
Participate in key distributor meetings and business reviews to reinforce priorities and build momentum
Identify opportunities and address challenges quickly and collaboratively

Drive Pricing & Program Excellence:
Ensure pricing and programming are executed accurately and consistently across all markets
Partner cross-functionally to support national and regional programs, including displays, TPRs, LTOs, and on-premise activations
Monitor program effectiveness and help optimize performance and ROI
Quickly identify and resolve gaps in pricing, setup, communication, or execution

Lead Forecasting & Performance Management:
Collaborate with Sales Leadership and National Account teams on annual planning and rolling forecasts
Build strong bottoms-up forecasting processes with Sales Directors across regions
Partner with Demand Planning to align inventory, shipments, and depletion expectations
Maintain visibility into key KPIs including depletions, shipments, PODs, distribution, and velocity
Proactively identify risks and implement action plans to support business goals

Collaborate Across Teams:
Partner closely with Marketing and Trade Marketing to bring national campaigns to life in-market
Ensure programs are executable, relevant, and aligned with field realities
Serve as the voice of the field internally, helping improve communication and collaboration across Sales, Marketing, Finance, and Operations
Contribute to a culture of transparency, accountability, and shared ownership

Develop & Lead Teams:
Lead, coach, and support a team of Sales Directors and Area Managers
Foster a high-performance culture rooted in trust, accountability, and development
Establish strong communication rhythms and clear expectations
Support sales recruiting, onboarding, and development of exceptional talent across the organization


Who You Are

You've sat in a distributor QBR and left with a handshake and a measurable commitment, not just a slide deck
You can walk a market on Tuesday, identify what's broken, and have a corrective action in motion by Thursday
You translate between field reality and leadership priorities without losing meaning in either direction
Pricing errors and out-of-stocks bother you personally, and you have a system for catching them before they become patterns
You hold people accountable without burning relationships, and distributor teams want to hear from you because you show up prepared and follow through
You're comfortable in a board room and a back-stock room, and you know which one matters more on any given day
You are flexible and dynamic and understand that not all wine brands are equal. You are ready to dive into a fast-growing wine brand that is disrupting the market and doing things differently.


Qualifications

10+ years of wine/spirits sales experience with deep distributor management
Proven experience managing multi-market sales teams
Strong background in pricing, programming, and commercial execution
Experience working closely with national and regional chain accounts
Demonstrated ability to manage forecasting and performance tracking
Highly analytical and data-driven (VIP, Nielsen/Circana, distributor tools, Excel/G-Suite)
Experience in a high-growth, lean, or entrepreneurial brand environment. You know how to operate without perfect infrastructure and still deliver results

Other Requirements:
Remote-based role with significant travel (~50%)
Frequent in-market time with Sales Directors and distributor partners
Flexibility to support business needs outside traditional business hours as needed