Position Title: Sales Manager
Reports to: General Manager
Executive Summary
Craft Massachusetts is hiring a Sales Manager to lead sales for a statewide craft beer and spirits wholesaler. You will own the complete sales ecosystem: supplier relationships, annual planning, team performance, and field execution. You will translate company strategy into clear targets, hold people accountable, and deliver against volume and profit goals.
You must be equally effective walking a retail floor with a sales rep as you are presenting business plans to national brand owners. You will earn the respect from your team and from suppliers by being direct, prepared, and credible. You will be measured on results, on the strength of the team you build, and on the leaders you develop beneath you.
The Right Person for This Role
You are curious by default. You ask questions to understand and improve, not to be performative. You are direct with your team and yourself.
You are critical because honest assessment is the path to improvement. You assess your own decisions clearly and adjust when the evidence says you should.
You are consistent. Your team knows what to expect from you. You admit when you are wrong, you learn, and you move forward. You do not need to be the smartest person in the room. You make the people around you sharper.
People follow you because of who you are and how you lead. Not just your immediate team but the entire organization.
Responsibilities
Supplier Relationships and Strategic Partnerships
Own day-to-day relationships with suppliers and brand partners.
Build and execute annual business plans aligned with supplier objectives and company strategy.
Communicate performance honestly, including underperformance.
Negotiate marketing investments, pricing, and programming.
Team Management and Leadership
Lead a multi-tier sales organization across the state. Hire, develop, retain, and exit talent based on performance and fit.
Set monthly objectives tied to volume and profit targets. Manage pay-for-performance programs and hold the team accountable to clearly defined metrics.
Coach individually. Different people require different approaches; deliver feedback that produces growth, not comfort.
Identify and develop the next layer of leadership. Build a bench.
Sales Execution and Accountability
Translate annual strategy into monthly and quarterly targets by brand, territory, and rep.
Track performance weekly. Identify gaps early, intervene quickly, and document outcomes.
Evaluate and adopt sales technology, AI tools, and process improvements that increase team output and decision quality. Challenge legacy processes.
Field Presence and Account Management
Spend approximately six days per quarter in territory with sales teams and at key accounts.
Build direct relationships with chain buyers, key independents, and on-premise accounts.
Partner with Operations to ensure the sales plan can be executed efficiently and safely.
Required Qualifications
Five plus years of sales management experience leading teams against measurable revenue and volume targets.
Track record of building sales teams with strong retention and internal promotion.
P&L ownership and budget management experience.
Experience managing supplier, vendor, or partner relationships at a senior level.
Beverage alcohol distribution experience or equivalent in complex B2B distribution.
Willingness to travel statewide and work in field environments regularly.
Evidence of self-reflection: a documented example of changing your approach based on feedback or results.
Ability to lead people with different personalities, work styles, and motivations.
Preferred Qualifications
Multi-territory or multi-state sales management.
Working knowledge of alcohol beverage regulations and compliance.
Proficiency with CRM, sales analytics, and AI tools applied to sales strategy and performance.
Familiarity with omnichannel and direct-to-consumer dynamics in beverages.
Experience launching new brands, products, or market segments.
EEO Statement
Sheehan Family Companies is proud to be an Equal Opportunity Employer. We celebrate diversity and are committed to creating an inclusive environment for all employees regardless of race, gender, sexual orientation, religion, age, disability status, or veteran status.
Reasonable Accommodation Statement
Sheehan Family Companies is committed to providing equal employment opportunities to all individuals. If you require a reasonable accommodation to apply for a position or to participate in the interview process, please contact HR. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions of the job.
At-Will Employment Disclaimer
This job description is not intended as a written or implied contract and may be revised by the company at any time. Furthermore, no verbal contract by the supervisor or other company representative is binding, and employment is at the will of the company.
FLSA Status: Exempt, Salaried, Full-time
Schedule: Monday–Friday, 8am –5pm, plus evenings and weekends as required to meet operational and strategic priorities.
Pay Range: $110,000 - $135,000 base annual salary
Benefits: PPO platinum level health insurance plan with low premiums and deductibles, paid holidays, accrued vacation, professional development, employer 401k match
Equal Opportunity Employer
This employer is required to notify all applicants of their rights pursuant to federal employment laws.
For further information, please review the Know Your Rights notice from the Department of Labor.