Vice President of Sales & Marketing

Role Summary

The Vice President of Sales & Marketing is responsible for driving revenue growth, strengthening brand performance, and expanding market presence across all wholesale channels. This role owns the end-to-end wholesale strategy, including brand positioning, demand generation, distributor performance, chain account execution, and pricing strategy.

The VP serves as a cross-functional leader, aligning sales, marketing, operations, and finance to ensure strategy is translated into disciplined execution and measurable results. This role requires both strategic leadership and hands-on operational oversight, with accountability for execution quality, risk management, and building scalable systems, strong teams, and effective partnerships.

• Own overall revenue strategy across wholesale, on-premise, off-premise, chain, and key account channels
• Partner with finance to set annual and quarterly sales goals, KPIs, and performance benchmarks tied to Case Equivalents, rate of sale, distribution, and profitability
• Lead distributor strategy, including selection, onboarding, performance management, and annual business planning
• Develop and manage pricing strategy, including FOB and PTR alignment, margin targets, and promotional guardrails with finance
• Oversee chain account strategy, including resets, sell‑in, execution standards, and long‑term relationship management
• Establish and enforce go‑to‑market standards for launches, promotions, and distributor execution across all markets
• Serve as the final escalation point for complex distributor, chain, and key account issues
• Identify growth opportunities by market, brand, channel, and account tier

• Own brand strategy and portfolio architecture, ensuring focus on core brands while managing innovation responsibly
• Own portfolio discipline, prioritizing initiatives that drive meaningful growth while preventing unnecessary complexity or SKU proliferation
• Lead integrated marketing strategy across digital, retail, experiential, sponsor ships, and field marketing
• Ensure marketing initiatives directly support sales priorities, distributor needs, and retail execution
• Oversee content strategy, creative direction, POS development, and campaign planning
• Manage brand partnerships, sponsor ships, and licensed programs with a focus on ROI and brand alignment
• Serve as brand steward, ensuring consistency across all consumer and trade touchpoints

• Lead, mentor, and develop sales and marketing teams
• Define roles, responsibilities, and accountability across the sales and marketing organization
• Build scalable processes, tools, and operating systems to support consistent execution
• Establish operating rhythms and performance reviews to drive accountability across teams and distributor partners
• Foster strong collaboration across sales, marketing, operations, finance, and hospitality teams
• Lead teams through periods of change, growth, and organizational transition while maintaining performance and morale
• Set clear expectations and performance standards, addressing gaps quickly and constructively
• Own sales forecasting in partnership with finance and operations
• Leverage internal and external data to guide decision‑making and resource allocation
• Evaluate ROI on marketing spend, promotions, and distributor programs
• Partner with finance on budgets, pricing models, and long‑term growth planning
• Ensure alignment between inventory planning, production schedules, and sales priorities
• Own execution accuracy by ensuring forecasts, pricing, and plans are aligned and market‑ready

• Serve as a key member of the executive leadership team, contributing to company‑wide strategy
• Develop long‑term growth plans and partnership and market expansion strategies
• Identify risks, opportunities, and structural challenges before they impact performance
• Represent the company externally with distributors, partners, media, and key stakeholders
• Translate vision into clear, executable plans and documented processes that reduce reliance on institutional knowledge

• 10+…