Sales Rep - Central MA / Worcester

L. Knife & Son, LLC.; Worcester, Northern (MA, KY); Hybrid; USD 52,000 - 63,000; Full time

Job summary

Craft Massachusetts, a division of Sheehan Family Companies, seeks a Sales Representative for Central MA/Worcester to grow our beverage portfolio. You will manage on-premise and off-premise accounts, build relationships, and drive placements while achieving sales targets in a fast-paced environment.

Compensation includes a base pay range of $52,000–$63,000 plus commissions. The role requires a Monday–Friday schedule, travel within the Worcester area, and a strong knowledge of craft beer and

Qualifications

• 2+ years of Outside Beverage Sales experience.
• Must have access to a vehicle with active insurance and license.
• Proficiency with Microsoft Office and CRM systems.
• Bachelor's Degree in Business, Marketing, or related field preferred.

Responsibilities

• Manage and grow sales within an assigned territory of retail accounts (on-premise and off-premise).
• Develop new business opportunities and secure high-visibility accounts.
• Present and promote beverage portfolio to drive placements and menu features.
• Execute promotions and events to build brand awareness and loyalty.
• Meet and exceed sales goals and performance metrics.

Skills

Outside Beverage Sales

Education

Bachelor's Degree in Business/Marketing

Tools

Microsoft Office

CRM systems

Job description

Worcester, Massachusetts | Craft Massachusetts

• Pay or shift range: $52,000 USD to $63,000 USD
  The estimated range reflects the budgeted amount for this position. Final offers will be based on several factors, including skills, experience, qualifications, location, and other job-related considerations, in accordance with applicable pay transparency laws.

Description

Job Title: Sales Representative - Central MA / Worcester

FLSA Status: Exempt, Salaried + Commissions, Full-Time

Schedule: Monday through Friday 8am - 5pm

Pay Range: $52,000 - $63,000 + commissions

Position Objective: The Sales Representative is responsible for managing and growing sales within an assigned territory of retail accounts both on-premise and off-premise. This includes maintaining strategic relationships with existing accounts, developing new business opportunities, and ensuring the proper representation and placement of our portfolio. This role reports directly into the Area Sales Manager [ ASM ].

Essential Duties and Responsibilities:

Account Management:

• Manage and grow sales volume within an assigned territory of on-premise and off-premise accounts.
• Off-premise: store owners, managers, and key decision-makers.
• On-premise: bar managers, beverage directors, general managers, owners, and key decision-makers.
• Build and strengthen long-term customer relationships through regular visits, product knowledge, and responsive service.
• Identify and secure new on-premise and off-premise accounts, focusing on high-visibility and high-volume opportunities.
• Present and promote beverage portfolio to drive placements and increase menu features or tap handles in on-premise accounts.
• Implement promotional programs, displays, and marketing initiatives in off-premise accounts.
• Meet and exceed sales goals, distribution targets, and performance metrics.

Execution and Merchandising:

• Ensure proper product rotation, visibility, and compliance with brand and retailer standards.
• Execute pricing programs, incentives, and retail promotions to drive sell-through.
• Build impactful displays and ensure shelf schematics and promotional materials are implemented effectively.
• Work with bar managers, beverage directors, and staff to maximize brand presentation and sell-through.
• Support events, tastings, and sponsorships that build brand awareness and loyalty.
• Partner with marketing and brand teams to execute local and regional promotional initiatives.
• Work cross-functionally with operations, delivery, and merchandising teams to ensure exceptional service.
• Stay informed on competitor activity, pricing, and emerging trends in the on-premise and off-premise markets.
• Provide market feedback and insights to management for strategic planning.

Qualifications and Requirements:

• 2 or more years of Outside Beverage Sales
• Ability to work flexible hours, occasionally starting before 8am or working evenings / weekends
• Must have access to a vehicle with active insurance and license
• Proficiency with Microsoft Office and CRM systems
• Bachelor's Degree in Business, Marketing, or related field, preferred.

Core Competencies:

• Customer focused with solid relationship building skills
• Self-motivated with proven track record for reaching goals.
• Organized and able to manage and prioritize multiple accounts and goals
• Knowledge of craft beer and beverage industry trends.

Physical Requirements and Work Environment:

• Ability to lift up to 55lbs as needed for product handling and displays
• Ability to stoop, bend, reach, twist
• Repetitive motion while merchandising product
• Daily car travel in the assigned territory
• Exposure to seasonal weather conditions and cold temperatures while working in refrigerated walk-in coolers

EEO Statement:

Craft Massachusetts, a division of Sheehan Family Companies, is an Equal Opportunity Employer and does not discriminate on the basis of race, color, religion, sex, pregnancy, sexual orientation, gender identity, national origin, age, disability, genetic information, veteran status, or any other protected status under applicable law.

Qualifications

Experience

Required

2 years:

Equal Opportunity Employer
This employer is required to notify all applicants of their rights pursuant to federal employment laws.For further information, please review the Know Your Rights notice from the Department of Labor.