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Director of Sales and Marketing

Highland Brewing

Last Updated: 8/11/22

Job Description

JOB DESCRIPTION The Director of Sales and Marketing (DSM) provides vision, leadership, direction, and resource stewardship to Highland's sales and marketing teams. The DSM is accountable for overall sales and marketing organization, strategy, and performance, the profitable achievement of sales organization goals, and for aligning sales and marketing objectives with firm business strategy. This position reports to the President/CEO and will report to the COO.


Expert knowledge:

  • Create and lead key Sales and Marketing vision, initiatives, and strategies
  • Wholesaler landscape - legal, pricing, relationship building, negotiating
  • Attract and retain talent
  • Team building
  • Financial management
    • Mastery of pricing analysis: break-evens, payback, cannibalization, margins, competitive impact, POS investment
    • Develop and manage department budgets
    • Develop and execute media plan
  • Manage market research, including competitor analyses and consumer retention monitoring processes
  • Measure and achieve brand standards, program execution and Trade standards
  • Foster a culture of accountability, professional development, high-performance, and ethical behavior
  • Represent the company internally and externally, while promoting Highland values and culture

Ability to lead others who specialize in:
  • Forecasting & depletions (VIP)
  • Entry level Sales to Market Development Management
  • Chain sales
  • Graphic design
  • Social media
  • PR
  • Trades and sponsorships
  • Community engagement

  • Minimum 10 years recent experience in sales, preferably in beverage and specifically in beer. 5 years in sales leadership at or near the highest level at the organization
  • Minimum 5 years recent experience in marketing, preferably in beverage and specifically in beer. 3 years in marketing leadership at or near the highest level at the organization
  • Extensive recent experience leading successful team(s) at a successful company
  • Understanding and demonstrated use of data management systems
  • This is not a remote work position
  • Respect for the craft of brewing, the art of sales, the power of marketing, the magic of hospitality, doing good while you do well, and the pursuit of being a small giant.*

  • You are an inspiring, passionate leader and agent of change
  • You are known to be strategic and well organized
  • You are positive but honest, open to giving and receiving constructive feedback
  • You are a team builder within your team and across the company
  • You can align sales and marketing
  • You can insist on accountability because everyone knows their roles
  • You value being effective over being right

Working Conditions:

Ability to stand for long periods of time and do physically demanding work is required

Ability to lift up to 50 lbs. is required

Willingness to work on evenings and weekends is required (est 10%)

Willingness to travel overnight on occasion is required (est 30%)

At-Will Employment : Employment with Highland Brewing Co. may be terminated by either Highland or the employee at any time with or without cause or notice.

* Small Giants by Bo Burlingham

Company Details

Asheville, North Carolina, United States
“We are a small, family-owned company bent on making consistently excellent beer while embracing constant change. If the challenge of creating systems collaboratively appeals to you, Highland might be a good fit.” – Leah Ashburn  Our Mission is to cultivate and celebrate beer, business, people, and place. Highland was born from a pioneering spirit and we continue...