Job Status: Filled

Sales Manager (Wine Jobs: Sales & Marketing)


  Authentic Wine & Spirits Merchants (

  Burnaby, British Columbia

Authentic Wine and Spirits Merchants (AWSM) is a national wine & spirits agency that represents some of the most iconic brands in the world including Champagne Louis Roederer, Vina Cono Sur, Masi, Victoria Distillers, Halewood, Pascual Toso, Fantini, Michter’s American Whiskey, Hine and other world-renowned brands. Our team is expanding, and we are looking for driven team players.

Job Summary:

This exciting position is responsible for managing and motivating the sales team in BC. They execute day to day coaching and mentoring responsibilities and develop the sales team in the “AWSM way”. The BC Sales Manager ensures that the team exceeds quarterly and annual targets and delivers on the volume committed to the organization.

This is a 12 month Maternity / Parental Leave contract. 

Essential Duties and Responsibilities:

Sales Team Coaching:

  •  Responsible for sales team achieving quarterly goals and targets and annual KPI’s
    •  Analyze various tracking reports to monitor and coach against team’s results
      •  Review weekly updates of goals and targets to highlight areas of concern and follow up with reps
      •  Review monthly call logs in XRM
      •  Celebrate wins with management
      •  Review monthly KPI trackers and coach against results
    • Point of contact for sales team communication on targets, territories, account issues and consolidate as needed for management reporting
    • Perform the established number of trade coaching days per rep, per quarter.
      • BC reps once per rep per quarter = minimum 7 days a quarter or 28 per year
      • Collect and review rep trade day forms prior to coaching days and complete coaching day review form when complete
    • Coach against AWSM execution standards and lead in the AWSM way. Review and make recommendations for ongoing improvements
    • Take ownership of BC region and be confident in recommending adjustments in go to market strategy to the VP for consideration


Sales Manager Duties:

  • Conduct bi-weekly sales meetings Monday morning at 9:00am for the BC team
    • Review how team is tracking towards quarterly goals and targets. Review committed quarterly volume targets and ensure still achievable. If unable to achieve, redistribute on team and develop mitigation plan
    • Monthly, review with the team the KPI volume target grids to ensure top of mind
    • Review upcoming BCL monthly marketing programs and supplier visits
  • Stay within assigned sales budgets as well as operating budgets by reviewing monthly updates. Ensure funds are being spent ethically and along the lines of the provincial liquor regulations
  • Work with Marketing Mangers to drive the established goals and targets
    • Sales Manager to meet with marketing managers to agree on quarterly targets.  Marketing will have already provided suggestions that align with brand plans
  • Plan and lead quarterly rollout meetings for BC. Review agenda with VP prior to meeting to ensure alignment.  Ensure team participation at the meetings via presentations on appropriate topics relating to what they do
  • Conduct/participate in the monthly sales review/mitigation process.
    • Review and offer expertise and market feedback for finding solutions and provide comments to VP
  • Responsible for ensuring supplier itineraries are updated weekly by the Marketing Coordinator. Appropriately assign reps with suppliers visits according to their market needs.
  • Daily review and approve Liquify orders
  • Plan and execute quarterly Blitz’s
  • Work with Marketing and Sales Coordinators to make sure all quarterly materials, samples and POS are available to support sales team
  • Update ageing inventory and create and submit cross dock forms to Inventory Manager
  • Update rep events calendar and help coordinate and support Marketing Managers and Marketing Coordinator on event execution

Direct Sales:

  • Call on BC mainland retail chain head offices through quarterly meetings and build annual plans to grow core brand sales
  • Liaise with Marketing Managers to find new exclusive sku opportunities for chains, review quarterly programming and work with office team to help support sales team
  • Call on Yukon liquor board and private channel and explore programming opportunities

Reporting Structure:

  • Direct supervision of all BC sales reps
  • Dotted line supervision of BC Sales Coordinator and BC Marketing Coordinator


  • University degree and minimum of 5-7 years of sales experience
  • At least 3 years of team lead/management experience within the beverage alcohol industry
  • Existing trade relationships and experience dealing with key buyers


  • Superior written and verbal communication skills
  • Highly organized and displays excellent motivational and leadership skills
  • Strong analytical skills and ability to turn analysis into effective strategies and plan
  • Hands on, entrepreneurial spirit, willing to change status quo
  • Must function cooperatively and effectively within a team environment, contribute to overall team objectives and dynamics
  • Ability to prioritize needs and meet deadlines
  • Proficiency in using Microsoft Office applications (Outlook, Excel, Word, PowerPoint)

Interested? Apply today

The above information is representative of the work performed in this position, however it is not all-inclusive.  The omission of a specific duty or responsibility does not exclude it from the position if the work is similar or related to the essential duties and responsibilities.  This document is a ‘work in progress’ and can be reviewed and updated at least annually.

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