Vice President, Sales

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 Southern Glazer's Wine & Spirits at both the leadership and market levels, and delivery of shipment, depletion, and distribution goals.

Reporting to the SVP Sales. Remote-based with significant travel (~50%). Availability outside standard business hours as needed.

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 in to 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

Compensation & Benefits:

This role offers a salary of $200,000–$240,000 base salary + bonus. Benefits package includes Medical (90% employer contribution), Dental (75% employer contribution), Vision (75% employer contribution), Share Options, Unlimited PTO, 18 paid holidays, Car Allowance, Product Allowance, Electronics Allowance, HSA/FSA, 401k, Paid Parental Leave, Life & Disability Insurance, Company-sponsored WSET Certification, Employee Discounts and much more!

Please apply by submitting your resume to matt@drinkavaline.com.