General Sales Manager

Lakeshore Beverage is seeking a General Sales Manager to lead the execution of the Company's strategic sales and marketing initiatives while driving maximum sales growth, market share, and product distribution throughout the assigned territory. This leadership role is responsible for delivering exceptional customer service by effectively leading, coaching, and developing the Sales team to achieve sales volume, distribution, merchandising, and brand execution goals. The General Sales Manager will oversee the successful implementation of Company programs and policies, ensuring our portfolio of brands is effectively represented to both retailers and consumers. The ideal candidate possesses extensive knowledge of market conditions, economic trends, competitive activity, key customer accounts, pricing, distribution, merchandising, promotional execution, and the demographic and geographic characteristics of the assigned market. This role also requires a thorough understanding of all federal, state, and local laws and regulations governing the sale and distribution of malt beverages, along with the ability to leverage market insights and data-driven decision-making to achieve business objectives.

DUTIES & RESPONSIBILITIES

• Lead, coach, mentor, and develop Sales Managers and Sales Representatives to maximize individual and team performance
• Conduct regular ride-withs and work-withs to provide field coaching, training, and performance feedback.
• Monitor execution through account audits, sales reporting, performance metrics, and business reviews to ensure sales objectives are achieved.
• Evaluate sales results and implement corrective actions to improve performance and drive continuous improvement.
• Will “inspect what he expects” through account audits and regular review of a variety of reports and information available to him and will act as needed to influence results.   
• Ensure compliance with brewery standards and execution requirements at both the distributor and retail account levels.
• Partner with Corporate and Regional Leadership teams to execute strategic sales initiatives and departmental objectives.
• Support, communicate, and enforce all company policies, programs, and procedures while ensuring the sales team understands and complies with established standards.
• Foster a culture of accountability, collaboration, open communication, and operational excellence across the Sales organization.
• Represent the Sales department in local, regional, and corporate meetings, initiatives, and business activities.
• Utilize technology, reporting tools, and sales analytics to monitor performance, identify opportunities, and support data-driven decision-making.
• Lead sales training initiatives using available technology and learning platforms to enhance team effectiveness.

QUALIFICATION

• Bachelor's degree in Sales, Business, Management, Marketing, or a related field preferred.
• Minimum of five (5) years of sales management experience
• Minimum of two (2) years of leadership experience with a proven ability to coach, develop, and motivate high-performing teams.
• Strong knowledge of the beer industry, including competitive market dynamics, distributor operations, and sales execution strategies.
• Demonstrated ability to analyze sales data, identify trends, and make strategic business decisions.
• Proficiency with Microsoft Office Suite, CRM systems, reporting platforms, and sales technology.
• Excellent leadership, communication, organizational, and presentation skills.
• Ability to travel throughout the assigned territory for customer visits, account audits, coaching, and business meetings.

COMPETENCIES

• Market Knowledge                              
• Program and Policy Execution              
• Brand Knowledge                             
• Development of Team Member
• Communication                                    
• Quality Assurance