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Full-timeDescriptionA Sales Execution Coordinator (SEC) is responsible for driving Hardywood’s wholesale sales growth in partnership with its distributors. This can be achieved by building strong relationships with distributor team members, clearly communicating brand priorities, sales objectives, and metrics that define success, and fostering a sense of accountability in achieving shared goals. With the direction of Hardywood’s sales leadership, an SEC will collaborate with distributor brand managers on an annual brand plan, to be presented each fall, and will be charged with leveraging the available resources at Hardywood and its distributors to execute on that plan.
Clear communication internally between Hardywood’s sales, marketing, and operations teams will be critical in this role, as will the ongoing management of adequate distributor inventory. An SEC will deploy targeted distributor sales incentives developed by Hardywood sales leadership, with clearly defined and measured goals and outcomes, and concisely report on new placements, chain commitments, and distribution gaps. Targeted communication to distributor sales team members about specific opportunities and successes, as well as a broader, monthly “Distribution Progress Report” that clearly outlines each assigned distributor’s progress in achieving specific Key Performance Indicators (KPIs), will be central to success in this role. The SEC will oversee, schedule, and direct the Brand Ambassadors, as needed, for samplings and event activations in the assigned territories.
They will maintain a consistent meeting schedule with the assigned wholesalers and their sales representatives in the territory, and provide a concise agenda to Hardywood’s sales team leadership prior to each meeting. The sales execution coordinator will also be responsible for accurately submitting the required information and forms to each Wholesaler in their territory, and assisting with any administrative work necessary to achieve wholesale sales objectives. The SEC will report directly to the Director of Sales.RequirementsResponsibilities:
- Leverage distributor management, sales, marketing, and operations team members to exceed annual sales goals within assigned territories.
- Work with Hardywood sales team to establish and implement sales plans, including an Annual Brand Plan (each fall), and chain distribution execution.
- Serve as key contact with distributor Brand Managers to build distributor relationships and ensure execution of sales initiatives and marketing plans in the assigned territory.
- Monitor inventories at assigned distributors and communicate concerns to the Sales Director and Operations Director. Hold distributors accountable for maintaining adequate inventory levels (target 20+ days on average).
- Develop a “Distributor Progress Report” based on Annual Brand Plan objectives, and issue monthly to assigned wholesalers in an effort to build a collective awareness and buy-in to achieving goals in the long run.
- Review and communicate possible distribution gaps by account for assigned distributors. Defend established placements, and drive net growth in active points of distribution (PODs).
- Develop, implement, and communicate progress on distributor incentive programs with clearly defined goals, and quantifiable outcomes.
- Optimize utilization of Hardywood’s available sales technology tools (including syndicated data reporting, VIP, etc.) to help grow sales and improve communication with distributors.
- Establish a running list of target accounts in partnership with the Sales Execution Coordinator (or equivalent role) at each wholesaler.
- Develop forecasts and provide target sales based on prior history for seasonal and rotational portfolio items like Virginia Roots Series beers, Fresh Drops, and other special releases.
- Maintain a consistent meeting calendar with distributor sales personnel.
- Submit all necessary paperwork including NIFs to assigned distributors.
- Work with the Marketing Team to ensure all accounts have requested POS, swag, coverage for features and events. Ensure distributor team members are aware of, and execute properly on, Hardywood’s merchandising standards (ex. how 12-packs should be faced on a cold shelf, what shelf talkers/POS should accommodate a GBS display, etc.).
- Coordinate and assist in execution of large case displays in conjunction with key events, holidays, or releases complete with signage and POS materials (ex. Gingerbread Stout displays in November, Richmond Lager displays around Independence Day, etc.).
- Schedule and coordinate regular presentations with assigned distributors to educate them on new or rotational/seasonal releases.
- Conduct and submit market surveys on a periodic basis, ideally in collaboration with distributor sales teams.
- Participate in distributor trade shows.
- Assist with optimal execution of marketing, visibility, and sales success with any sponsorships within the assigned territory.
- Utilize syndicated (Nielsen) data to assess relative velocity of key Hardywood items relative to its distributor’s key competitors. Wherever possible, present this unbiased (but favorable) data as ammunition for our wholesalers to grow their business and increase market share against their competition.
- Work with the Marketing Team to establish priorities for distributor e-newsletters and communications.
- Support National Account Manager with execution recaps and wholesaler communication and feature management.
- Effectively coordinate Brand Ambassador successful execution of in-market samplings.
- Deliberately work to build meaningful relationships with key distributor personnel, and key retail accounts, to drive sales.
- Additional responsibilities, as needed.
Qualifications:
- Bachelor’s Degree or equivalent experience.
- Strong written and verbal communication skills.
- A sound understanding of the three tier system, and how small craft breweries operate.
- Competency with a range of computing software, including Google Workspace, Slack, Excel, PowerPoint, and government websites. Experience with VIP, Nielsen Data.
- Ability to physically lift and stack dozens of cases of beer.
Benefits:
- Health Insurance including medical, dental and vision coverage
- Retirement Plan: 401K program
- Accrued paid time off and holidays
- Discounted taproom merchandise and beer
- Work-life balance
