National Sales Manager

Terry Black s Barbecue LLC; Austin (TX); On-site; USD 70,000 - 120,000; Full time

Job 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 oversees sales growth, hospitality integration, and wine programs while supporting the broader strategic direction by the SVP of Beverages & Estates. This position drives wholesale, retail, DTC, and national account sales for BFH’s estate wine portfolio.

Qualifications

• Bachelor's degree in related field preferred.
• Minimum 3 years of wine sales experience.
• Existing relationships within the hospitality community.
• Strong hunter mentality with 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 environment.
• Experience with multi-unit hospitality groups, luxury brands, wineries, or lifestyle concepts preferred.
• Ability to travel frequently and work flexible hours as business needs require.
• WSET, Court of Master Sommeliers or related certifications preferred.

Responsibilities

• Achieve sales goals within set timeframes and meet business objectives.
• Acquire new business and maintain distribution channels and key accounts.
• Represent the company at trade shows, distributor meetings, wine tastings, and events.
• Drive growth in wine club memberships, e-commerce, and DTC initiatives.
• Plan regular sales visits to accounts and manage a structured CRM pipeline.
• Execute BFH wines as preferred wines by the glass in leading hospitality accounts.
• Identify new business opportunities and expand relationships.
• Oversee estate winery DTC activities and member programs.
• Collaborate with marketing and culinary teams for storytelling around estate wines.
• Ensure estate operations comply with regulations.

Skills

Wine sales

Hunter mentality

Negotiation

Presentation

Relationship-building

Organized

Independent

Travel flexible

Hospitality experience

Multi-unit experience

Education

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

Job description

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Full Time Sales Austin, TX, US

Salary Range: $70,000.00 To $120,000.00 Annually

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

• 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
• Minimum3 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

• Hospitality Operations
• Brand Building & Storytelling
• Guest Experience Excellence
• Cross-Functional Collaboration

Performance Expectations

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

Disclaimer: This job description provides a general outline of responsibilities and expectations associated with the position. Duties and responsibilities may evolve or change based on organizational needs and business growth.