Director, National Sales - Penfolds

Key Responsibilities

• Lead sales strategy and execution across the U.S., with a focus fine wine brand building.
• Build budgets that align with strategy and manage expenses accordingly.
• Act as a strategic partner to Senior Leadership to develop and execute business plans.
• Collaborate with Sales and Marketing to establish pricing strategies and investment plans.
• Conduct routine sales activities including market visits, trade shows, dinners, and events.
• Cultivate strong relationships with key distributor personnel and luxury accounts.
• Develop and manage account target lists, drive distribution, track account activity, and ensure cross-functional alignment.
• Provide market feedback to Senior Leadership.
• Leverage sales data and strategic insights to develop action plans.
• Conduct and report weekly, monthly and fiscal year performance.

• Bachelor’s degree required; MBA or equivalent business qualification preferred.
• Minimum 10 years of progressive sales leadership experience in the wine and spirits industry, with a strong emphasis on luxury and fine wine brand building.
• Proven track record in developing and executing strategic sales plans across multiple markets, ideally in Canada and the U.S.
• Managed distributor relationships and key accounts with demonstrated ability to drive volume, distribution, and profitability.
• Understanding of North American trade dynamics - pricing strategies, market investment, and regulatory environments.
• Exceptional ability to influence stakeholders at all levels.
• Experience in market analysis, budgeting, and performance tracking.
• Ability to develop and execute long‑term sales strategies.
• Understanding of P&L management, pricing strategies, and market investment planning.
• Ability to stay current with luxury wine market insight and purchasing behaviors across the U.S.
• Skilled in relationship management with executives, distributors, restaurant owners, sommeliers, and buying managers.
• Outstanding written, verbal, presentation skills.
• Ability to lead diverse teams, foster collaboration, and drive performance.
• Polished, trustworthy, and confident leader who embraces feedback and maintains humility.
• Presents brand with style, elegance, and professionalism, embodying the luxury positioning of Penfolds.
• Comfortable navigating cross-border business environments and travel logistics.
• Proficient in interpreting sales data, market analysis, and performance metrics to inform decision‑making.
• Deep knowledge of wine, regions, and industry terminology.
• Proficiency in CRM systems and sales reporting tools.
• Willingness and ability to travel a minimum of one week per month

The base salary range listed ($127k - $180k) reflects the expected range for this role across all U.S. locations. Actual compensation will be determined based on factors including, but not limited to, candidate experience, skills, internal equity, geographic location, and applicable employment laws. This role will be eligible for an annual bonus as well as a comprehensive benefits package. Treasury reserves the right to modify the range in the future.