VP of Sales

Depere-Liquor-Co.,-LLC; Milwaukee (WI); On-site; USD 150,000 - 230,000; Full time

Job summary

Badger Liquor seeks a Vice President of Sales to lead the Southeast Wisconsin market, shaping the sales organization’s vision and culture. You will guide a team of sales leaders, drive regional performance, and partner with customers and suppliers to grow the business.

You’ll collaborate across functions to identify opportunities, solve challenges, and turn strategy into measurable results, bringing energy, accountability, and strong business judgment to the organization.

Qualifications

• Experience leading sales leaders and driving growth.
• Ability to turn data and market insights into strategy.
• Excellent communication, influence, and negotiation skills.

Responsibilities

• Set regional sales strategy and convert priorities into actionable plans.
• Lead and develop sales leaders; build a culture of accountability and continuous improvement.
• Build trusted relationships with customers and suppliers; represent the company externally.

Skills

Sales leadership

People leadership

Strategic thinking

Data-driven

Negotiation

Communication

Travel readiness

Education

Bachelor’s degree or equivalent

Job description

• Employee Type Full Time

Vice President of Sales | Southeast Wisconsin

Badger Liquor is seeking a Vice President of Sales to lead our Southeast Wisconsin market and help shape what’s next for our sales organization. This role is about more than hitting a number. It’s about setting the vision, building a strong sales culture, developing great sales professionals, and turning strategy into results.

You’ll lead a talented team of sales leaders and professionals, drive regional performance, and strengthen partnerships with our customers and suppliers. As a key member of Badger’s leadership team, you’ll also collaborate across the organization to identify opportunities, solve challenges, and make decisions that move our entire business forward. We’re looking for a leader who brings energy, accountability, strong business judgment, and a genuine commitment to developing people and growing the business.

What you’ll own:

• Growth & Strategy: Set the regional sales strategy and turn company and supplier priorities into clear, measurable action.
• People & Leadership: Lead, coach, and develop sales leaders while building a culture of accountability, collaboration, and continuous improvement.
• Customers & Suppliers: Build trusted, strategic relationships and represent Badger with key customers, suppliers, and industry partners.
• Performance: Own regional results, identify opportunities and challenges, and keep the team focused on what matters most.
• Market Leadership: Stay close to the market, understand what’s changing, and turn those insights into opportunities for Badger.
• Cross-Functional Partnership: Work alongside Sales, Operations, Finance, Customer Experience, HR, and IT to solve problems and make the business better.
• Innovation: Challenge the status quo, leverage data and technology, and find smarter ways to grow, serve customers, and support our teams.

What we’re looking for:

• A strategic, goal-driven leader who knows how to lead through people.
• Progressive sales leadership experience, with a track record of delivering growth and business results.
• Experience leading leaders and building high-performing teams.
• Strong business acumen and the ability to turn data and market insights into action.
• The confidence to make decisions, set direction, and hold people accountable.
• A relationship-first approach with customers, suppliers, and employees.
• Excellent communication, influence, and negotiation skills.
• Ability to travel throughout the Southeast Wisconsin market and attend customer, supplier, company, and industry events.

What You Bring:

• Proven sales leadership experience with a track record of driving results, developing leaders, and building high-performing teams.
• Strong business acumen with the ability to translate strategy, data, and market insights into action.
• Experience building strong relationships with customers, suppliers, and cross-functional partners.
• Experience in wine & spirits distribution, beverage distribution, consumer products, or a similar industry is strongly preferred.
• Bachelor’s degree or equivalent combination of education and relevant experience.
• Valid driver’s license, appropriate automobile insurance, and satisfactory driving record.

We’re a fourth-generation, family-owned Wisconsin company with a long history and an eye toward the future. We believe great results start with great people—and we’re looking for a leader who wants to make both the business and the team better. If you’re energized by growth, leadership, relationships, and the opportunity to make a meaningful impact, we’d love to hear from you.