National Sales Manager

Black Family Hospitality; Austin (TX); On-site; USD 120,000 - 180,000; Full time

Job summary

Black Family Hospitality (BFH) is an expanding boutique hospitality company focused on wine, food, and guest experiences. The National Sales Manager leads sales growth across wholesale, retail, and DTC while aligning with the SVP of Beverages & Estates.

You will work with founders, winemakers, distributors, and key accounts to elevate BFH wine brands across channels. The role emphasizes driving national account partnerships, strong hospitality integration, and a results-driven approach to

Qualifications

• Bachelor’s degree in Hospitality Management, Business, Marketing, Wine Business, or related field preferred.
• Minimum 3 years of successful wine sales experience.
• Existing relationships within the hospitality community.
• Strong hunter mentality with a demonstrated ability to open new accounts.
• Excellent presentation, communication, negotiation, and relationship-building skills.
• Highly organized, self-motivated, and accountable.
• Comfortable working independently in a fast-growing entrepreneurial environment.
• Experience working with multi-unit hospitality groups, luxury brands, wineries, or lifestyle-driven concepts preferred.
• Ability to travel frequently and work flexible hours as business needs require.

Responsibilities

• Drive wholesale, retail, DTC, and national account sales initiatives for BFH’s estate wine portfolio.
• Oversee sales growth, hospitality integration, and wine programs in line with SVP direction.
• Represent BFH at trade shows, distributor meetings, wine tastings, media events, and industry functions.
• Build annual onsite events calendar with hospitality, marketing, and culinary teams.
• Develop and manage a structured sales pipeline using CRM and sales data.
• Enhance guest experiences and hospitality execution across BFH venues.

Skills

Hunter mentality

Presentation skills

Communication

Negotiation

Relationship building

Organizational skills

Independent work

Travel readiness

Hospitality industry knowledge

Education

Bachelor’s degree in Hospitality Management, Business, Marketing, Wine Business, or related field

Job description

Position Summary

Black Family Hospitality (BFH) is an expanding boutique hospitality company built on creativity, operational excellence, elevated guest experiences, and a deep commitment to wine, food, and hospitality culture. The National Sales Manager role is responsible for overseeing sales growth, hospitality integration, and wine programs while supporting the broader strategic direction established by the SVP of Beverages & Estates.

Position Summary

Black Family Hospitality (BFH) is an expanding boutique hospitality company built on creativity, operational excellence, elevated guest experiences, and a deep commitment to wine, food, and hospitality culture. The National Sales Manager role is responsible for overseeing sales growth, hospitality integration, and wine programs while supporting the broader strategic direction established by the SVP of Beverages & Estates. Driving wholesale, retail, direct-to-consumer (DTC), and national account sales initiatives for the company’s estate wine portfolio. The ideal candidate is an experienced hospitality and wine professional with a proven track record in driving wholesale, retail, direct-to-consumer (DTC), and national account sales initiatives. This individual will work closely with founders, winemakers, hospitality teams, distributors, and key account partners to elevate the BFH beverage and wine brands across all channels.

Key Responsibilities

National Sales Leadership

• Achieve sales goals within assigned timeframes that meet business objectives
• Acquire new business and maintain established distribution channels, brokers, national accounts, retail chains, hospitality groups, and key buyers
• Represent the company at trade shows, distributor meetings, wine tastings, media events, and industry functions
• Drive growth in wine club memberships, e-commerce sales, and direct-to-consumer initiatives
• Plan and conduct regular sales visits to accounts
• Execute our strategy of making BFH wines the preferred wines by the glass in leading hospitality accounts
• Identify and aggressively pursue new business opportunities while expanding existing relationships
• Manage a structured sales pipeline using CRM and sales data
• Analyze account performance and identify opportunities to improve distribution, depletions, and profitability
• Partner with hospitality, marketing, and culinary teams to build an annual onsite events calendar that drives visitation and DTC revenue
• Represent BFH Wines and our producers with professionalism, energy, and authenticity

Estate Winery Duties And Responsibilities

• Drive onsite direct-to-consumer (DTC) sales at Cloaked Valley, converting tasting room guests into bottle, case, and club purchases.
• Conduct wine tastings, staff trainings, and educational events to increase product knowledge and brand advocacy
• Grow and retain Cloaked Valley Society (Founders Club) membership, meeting monthly sign-up and retention targets
• Plan and host wine club member events on site, including club pickup parties, new release events, winemaker dinners, and property tours
• Deliver memorable guest experiences at Cloaked Valley, including seated tastings, private tours, and vineyard walks, that build lasting brand loyalty
• Sell and host private and corporate events at Cloaked Valley (buyouts, company retreats, rehearsal dinners, celebrations), coordinating with culinary and operations teams on execution
• Support vineyard and estate maintenance, facilities management, guest-facing presentation, and operational excellence
• Partner with marketing and hospitality teams to build compelling storytelling around estate wines, vineyard-designated releases, and winery experiences
• Oversee tasting room operations including staffing, service standards, POS systems, private events, and retail performance
• Ensure all estate operations comply with local, state, and federal regulations.

Hospitality & Guest Experience

• Maintain exceptional standards for guest service, beverage presentation, and hospitality execution across all venues
• Create elevated guest engagement strategies that enhance retail sales, wine education, and customer loyalty.
• Support the execution of winery dinners, events, activations, and experiential programming
• Partner with hospitality, marketing, and culinary teams to build an annual onsite events calendar that drives visitation and DTC revenue

Qualifications

• Bachelor’s degree in Hospitality Management, Business, Marketing, Wine Business, or related field preferred
• Minimum 3 years of successful wine sales experience
• Existing relationships within the hospitality community
• Strong hunter mentality with a demonstrated ability to open new accounts
• Excellent presentation, communication, negotiation, and relationship-building skills
• Highly organized, self-motivated, and accountable
• Comfortable working independently in a fast-growing entrepreneurial environment
• Experience working with multi-unit hospitality groups, luxury brands, wineries, or lifestyle-driven concepts preferred
• Ability to travel frequently and work flexible hours as business needs require
• WSET, Court of Master Sommeliers, or related certifications preferred

Core Competencies

• National Sales Management
• Distributor & Key Account Development
• Hospitality Operations
• Brand Building & Storytelling
• Guest Experience Excellence
• Vendor & Supplier Negotiation
• Cross-Functional Collaboration

Success In This Role Will Be Measured By

• Revenue growth across wholesale, retail, and DTC channels
• Expansion of national account and distributor partnerships
• Wine program profitability and operational performance
• Estate wine placement and brand visibility
• Guest satisfaction and hospitality experience metrics