General Manager of Sales - Independents

BrightSide Executive Search; Melbourne; On-site; AUD 150,000 - 220,000; Full time

Job summary

BrightSide Executive Search is seeking a General Manager of Sales to shape the commercial future of a fast-growing Australian spirits business. You will own sales strategy and performance across independent retail, key accounts and wholesale channels in a hands-on leadership role.

We’re looking for a proven track record in liquor sales, strong negotiation skills, and the ability to build strategic customer plans.

Qualifications

• Proven liquor sales experience with established relationships across retail and/or wholesale channels.
• Strong track record in national retail negotiations and securing new listings.
• Experience managing independent retail customers and wholesale partners.
• Solid commercial acumen including pricing, margins and promotions.
• Ability to develop and execute customer plans and achieve sales targets.

Responsibilities

• Develop and execute the sales strategy to drive distribution, revenue, volume and profitable growth across channels.
• Lead national retail range reviews, negotiations and ranging opportunities with compelling proposals.
• Build relationships with key retail buying teams and wholesale partners.
• Create and implement customer business plans covering pricing, promos and activations.
• Identify new opportunities, drive account openings and increase rate of sale.
• Own pricing structures, terms, promotions and margin management.
• Monitor wholesaler performance and stock levels to maximise distribution.
• Provide forecasts, pipeline updates and performance reporting to support brand growth.

Skills

Liquor sales

Key account management

Negotiation

Entrepreneurial mindset

Leadership

Strategic thinker

Job description

An exciting opportunity to join a fast-growing Australian spirits business that is challenging the traditional dark spirits category with innovative technology, premium liquid and an accessible price point. Home to a portfolio of emerging and established brands, this ambitious business has big plans for growth, with national retail range reviews underway and further brands in the pipeline.

As General Manager of Sales, you’ll play a pivotal role in shaping the commercial future of the business, taking ownership of sales strategy and performance across independent retail, key accounts and wholesale channels. This is a hands-on leadership role offering the opportunity to make a genuine impact in an entrepreneurial environment where initiative, commercial thinking and a proactive approach are valued.

Key Responsibilities

• Develop and execute the sales strategy to drive distribution, revenue, volume and profitable growth across independent retail, key accounts and wholesale channels.
• Lead national retail range review submissions, customer negotiations and ranging opportunities, developing compelling commercial proposals supported by category insights and sales data.
• Build and strengthen relationships with key retail buying teams, independent retailers and wholesale partners.
• Develop and execute customer business plans covering ranging, pricing, promotional programs and brand activations.
• Identify new business opportunities, drive account openings and increase rate of sale across existing and new distribution.
• Own pricing structures, trading terms, promotional investment and margin management to deliver sustainable commercial outcomes.
• Monitor wholesaler performance, stock levels and depletion data to maximise distribution effectiveness and market coverage.
• Provide sales forecasts, pipeline updates and performance reporting, while working closely with marketing and leadership to support brand growth and new product launches.

What We're Looking For

• Proven experience in liquor sales, ideally within the spirits category, with established relationships across retail and/or wholesale channels.
• A strong track record in key account management, national retail negotiations and securing new listings and distribution.
• Experience managing independent retail customers and wholesale distribution partners.
• Strong commercial acumen, including pricing, margins, promotional investment and customer trading terms.
• The ability to develop and execute customer plans, identify growth opportunities and deliver against sales targets.
• A confident negotiator and relationship builder, comfortable engaging with senior customer stakeholders and decision-makers.
• An entrepreneurial, hands-on approach, with the ability to thrive in a lean, fast-moving business.
• Highly organised, commercially driven and proactive, with the energy and resilience to take ownership and get things done.
• A genuine passion for the drinks industry and the opportunity to build something with ambition.

What's Great About This Role?

This is a chance to step into a genuine leadership role with an ambitious Australian spirits business at an exciting stage of its growth. You'll have the autonomy to shape the commercial strategy, influence key customer relationships and play a meaningful role in building the future of a growing portfolio of brands. If you're commercially switched on, love the challenge of winning in market and want to make your mark in a business where you can see the direct impact of your work, this is one worth exploring!