SALES MANAGER - Beverage Alcohol

Job Description

About Maverick Distillery<p>Maverick Distillery is Ontario's largest privately owned craft distillery and one of Canada's most dynamic spirits companies. Since 2009, we've built a portfolio of award-winning brands including <strong>TAG No.5 Vodka, Barnburner Whisky, Ginslinger Gin, Cargo Rum</strong>, and <strong>Lunàtico Tequila</strong> (launching Q1 2026).</p><p>The beverage alcohol industry is fast-moving, creative, and relationship-driven-and we thrive in that space. At Maverick, we combine entrepreneurial energy with disciplined execution, modern tools, and a bold growth mindset. We're building the future of Canadian spirits and are looking for leaders who want to help shape it.</p>Position Overview<p>We are seeking a <strong>strategic, commercially minded Sales Manager</strong> to lead and elevate our sales performance across Ontario's key channels: <strong>LCBO, Grocery, Convenience, and On-Premise</strong>.</p><p>This role is responsible for driving revenue growth, leading and developing a high-performing sales team, and managing senior customer relationships. The ideal candidate brings <strong>deep beverage alcohol experience</strong>, strong leadership skills, and an <strong>open, progressive mindset toward modern selling tools-including AI-enabled sales, forecasting, and CRM technologies</strong>.</p><p>This is a hands-on leadership role for someone who blends industry instincts with data-driven decision-making and embraces innovation to outperform the market.</p>Key ResponsibilitiesSales Leadership & Team Development<ul><li>Lead, coach, and inspire a high-performing sales team to exceed volume, distribution, and execution KPIs across all channels.</li><li>Set clear performance objectives, conduct regular business reviews, and drive accountability through structured planning and follow-up.</li><li>Build a collaborative, performance-driven sales culture focused on continuous improvement and results.</li></ul>Key Account & Channel Management<ul><li>Act as the senior commercial lead for major customer relationships, including:</li><li><strong>LCBO:</strong> Manage Head Office relationships, support listing strategies, pricing, promotions, and in-store execution.</li><li><strong>Grocery & Convenience:</strong> Lead national and regional chain relationships, securing listings, distribution growth, promotional alignment, and compliance.</li><li><strong>On-Premise:</strong> Support field execution with key accounts, influencers, and partners; drive menu placements, features, and brand visibility.</li></ul>Strategic Planning & Execution<ul><li>Develop and execute channel and regional sales plans aligned with company and brand objectives.</li><li>Partner with marketing to translate brand strategies into effective in-market programs.</li><li>Analyze sales performance, category data, and competitive activity to identify opportunities and course-correct proactively.</li></ul>Modern Selling & AI Enablement<ul><li>Champion the adoption of <strong>CRM, analytics, and AI-enabled sales tools</strong> to improve forecasting accuracy, pipeline visibility, customer targeting, and sales effectiveness.</li><li>Leverage data, dashboards, and insights to guide decision-making and team execution.</li><li>Continuously explore and implement new technologies that enhance productivity and performance.</li></ul>Cross-Functional Collaboration<ul><li>Work closely with Supply Chain, Finance, and Marketing to ensure aligned planning, execution, and service levels.</li><li>Provide clear, timely performance updates and strategic insights to senior leadership.</li></ul>Qualifications & Experience<ul><li><strong>5+ years of beverage alcohol sales experience</strong>, with <strong>2+ years in a sales leadership or management role</strong>.</li><li>Demonstrated experience working with the <strong>LCBO and/or other provincial retailers</strong>; strong understanding of the Ontario market is essential.</li><li>Proven knowledge of <strong>grocery, convenience, and on-premise</strong> channels.</li><li>Strong people leadership skills with the ability to motivate, develop, and hold teams accountable.</li><li>Data-driven mindset with experience translating insights into action.</li><li>Curiosity and openness to adopting <strong>AI-driven and technology-enabled sales tools</strong>.</li><li>Excellent communication, negotiation, and relationship-building skills.</li><li>Highly organized, self-directed, and comfortable operating in a fast-growth environment.</li><li>Post-secondary education in Business, Marketing, or a related field preferred.</li><li>Proficiency with Microsoft Office; experience with CRM platforms strongly preferred.</li><li>Valid driver's license; ability to travel within Ontario.</li><li>Ability to lift up to 40 lbs as required for trade activity.</li></ul>Why Join Maverick?<ul><li>Work with one of Canada's most innovative private spirits companies</li><li>Lead meaningful growth across iconic and emerging brands</li><li>Shape the future of sales through technology, data, and AI</li><li>Entrepreneurial culture with real influence and accountability</li><li>Competitive compensation and growth opportunity</li></ul>