VP of Sales

• Employee Type Full Time

Badger Liquor is seeking a Vice President of Sales to lead our Southeast Wisconsin market and help shape what’s next for our sales organization. This role is about more than hitting a number. It’s about setting the vision, building a strong sales culture, developing great sales professionals, and turning strategy into results.

You’ll lead a talented team of sales leaders and professionals, drive regional performance, and strengthen partnerships with our customers and suppliers. As a key member of Badger’s leadership team, you’ll also collaborate across the organization to identify opportunities, solve challenges, and make decisions that move our entire business forward. We’re looking for a leader who brings energy, accountability, strong business judgment, and a genuine commitment to developing people and growing the business.

• Growth & Strategy:
  Set the regional sales strategy and turn company and supplier priorities into clear, measurable action.
• People & Leadership:
  Lead, coach, and develop sales leaders while building a culture of accountability, collaboration, and continuous improvement.
• Customers & Suppliers:
  Build trusted, strategic relationships and represent Badger with key customers, suppliers, and industry partners.
• Performance:
  Own regional results, identify opportunities and challenges, and keep the team focused on what matters most.
• Market Leadership:
  Stay close to the market, understand what’s changing, and turn those insights into opportunities for Badger.
• Cross-Functional Partnership:
  Work alongside Sales, Operations, Finance, Customer Experience, HR, and IT to solve problems and make the business better.
• Innovation:
  Challenge the status quo, leverage data and technology, and find smarter ways to grow, serve customers, and support our teams.

• A strategic, goal-driven leader who knows how to lead through people.
• Progressive sales leadership experience, with a track record of delivering growth and business results.
• Experience leading leaders and building high-performing teams.
• Strong business acumen and the ability to turn data and market insights into action.
• The confidence to make decisions, set direction, and hold people accountable.
• A relationship-first approach with customers, suppliers, and employees.
• Excellent communication, influence, and negotiation skills.
• Ability to travel throughout the Southeast Wisconsin market and attend customer, supplier, company, and industry events.

• Proven sales leadership experience with a track record of driving results, developing leaders, and building high-performing teams.
• Strong business acumen with the ability to translate strategy, data, and market insights into action.
• Experience building strong relationships with customers, suppliers, and cross-functional partners.
• Experience in wine & spirits distribution, beverage distribution, consumer products, or a similar industry is strongly preferred.
• Bachelor’s degree or equivalent combination of education and relevant experience.
• Valid driver’s license, appropriate automobile insurance, and satisfactory driving record.

We’re a fourth-generation, family-owned Wisconsin company with a long history and an eye toward the future. We believe great results start with great people—and we’re looking for a leader who wants to make both the business and the team better. If you’re energized by growth, leadership, relationships, and the opportunity to make a meaningful impact, we’d love to hear from you.