Director of Sales

Director of Sales & Commercial Operations Director of Sales & Commercial Operations
JUSTIN Vineyards & Winery | San Francisco, CA | Sales/merchandising | Executive | Full-time | Job ID: REF6172F
Wonderful Wines, the premium wine division of The Wonderful Company, unites three iconic wineries JUSTIN Vineyards & Winery, Lewis Cellars, and Landmark Vineyards under one visionary umbrella. Known for innovation, entrepreneurial drive, and relentless pursuit of excellence, our mission is to craft extraordinary wines and unforgettable experiences.
As part of The Wonderful Company a Fortune Top 100 Place to Work and PEOPLEs #3 Company That Cares were committed to making a difference for our people, our planet, and our customers.
Under the direction of the VP of Sales & Commercial Operations, the Director of Sales & Commercial Operations is responsible for driving sales execution and ensuring the successful implementation of national and independent on and off-premise programs. This role partners with distributors to develop and implement sales strategies, monitors distributor performance, and addresses gaps proactively. The Director ensures seamless execution of programs across all channels while motivating the team to achieve sales and revenue targets.
Success in this role means driving measurable growth, cultivating strong partnerships, leading with integrity, and bringing the voice of the brand to life in every market we serve.
Sales Strategy & Execution:
Lead the execution of national and independent on- and off-premise sales programs, ensuring alignment with corporate goals and distributor capabilities.
Develop and oversee strategies to enhance distributor engagement and execution of sales programs across all markets and account types.
Monitor distributor execution of sales programs, identifying gaps and implementing corrective actions to maximize effectiveness.
Partner with internal stakeholders to align sales execution with brand marketing strategies and promotional campaigns.
Manage strategic On and Off-premise accounts within your region, ensuring brand growth and market penetration.
Establish and drive sales goals, incentives, and pricing strategies for distributors, ensuring alignment with revenue and margin targets.
Work closely with distributors to execute on-premise and off-premise programming, ensuring strong retail activation and market execution across national and independent accounts.
Conduct regular business reviews with distributor leadership to assess performance, identify opportunities, and drive continuous improvement.
Collaborate with distributors on trade marketing initiatives, merchandising programs, and in-store promotional execution.
Performance Monitoring & Optimization:
Track and analyze key sales metrics, program effectiveness, and market execution to drive data-informed decision-making.
Utilize sales data, inventory reports, and market feedback to proactively address performance gaps and optimize execution across national and independent accounts.
Work weekly with TDM/Portfolio Managers to review program effectiveness, inventory management, and execution trackers, ensuring seamless rollout of initiatives.
Relationship Management & Collaboration:
Build and maintain strong relationships with distributor General Managers (GMs) and Vice Presidents (VPs) to ensure alignment on sales execution strategies.
Organize and lead quarterly and annual national and state-level business meetings with distributors to review program performance and refine execution strategies.
Partner with cross-functional teams, including marketing, finance, and operations, to align sales programs with overall business objectives.
Drive a high-performance sales culture focused on execution, accountability, and results.
Provide coaching and guidance to sales teams to improve field execution and sales performance.
Develop and implement sales training programs that enhance execution excellence and distributor engagement.
You are a visionary sales leader with deep experience in the wine and beverage industry and a proven ability to manage complexity, lead teams, and grow premium brands. You thrive in fast-paced environments, build trusted relationships, and bring a combination of strategic rigor and creative problem-solving. You lead with purpose, develop people with intention, and drive performance through clear expectations and strong partnerships. You ensure distributors and accounts are aligned with business goals and consistently deliver results.
Minimum of 7 years of sales experience in wine and spirits
Deep understanding of distributor management, pricing strategy, and sales execution across diverse markets
Strong analytical and financial management acumen
A true passion for premium wines and a commitment to quality, innovation, and long-term brand building
Bachelors degree in a business-related field; Masters degree in business administration a plus.
You will lead a regionally focused, results-oriented wholesale sales team and collaborate with colleagues across Sales, Marketing, National Accounts, Trade Marketing, Operations, and Analytics. Together, your work will help shape the commercial future of our brands and ensure long-term success in the market.
This role is a key driver of Wonderful Wines' growth and brand strength. Through strong distributor partnerships, disciplined execution, and bold leadership, youll help position our portfolio as the preferred choice in premium wine.
Outstanding performance in this role opens the door to broader opportunities across the organization. Youll play a critical role in shaping regional and national strategy, mentoring the next generation of sales leaders, and contributing meaningfully to the long-term success of Wonderful Wines.
Hybrid work model with remote flexibility and periodic on-site presence
Frequent regional travel and occasional national travel
Physical requirements include mobility for travel and event participation
Pay Range: $125,000 - $135,000 and may include a discretionary bonus. Thriving Wellness Community: Access to top-notch medical coverage comprehensive vision and dental plans, and a 401k with match eligibility to secure your financial future and including:
~24/7 online physician consultations
~ virtual mental health resources
~ life coaching
~ engaging employee community groups
~ cash rewards for healthy habits and fitness reimbursements
~ library of on-demand fitness videos

Unlock your potential with clear paths for career progression and internal mobility across our diverse family of brands and business units.
Focused Learning and Development: Grow as a leader with our dedicated Learning and Organizational Development department, offering extensive resources like People Manager and leadership training, webinars, and eLearning courses.
Continuous Improvement Training: Participate in training that empowers all employees to learn and implement concepts that drive significant, positive change in the workplace.
Building a Healthy Society: To date, our co-Founders Lynda and Stewart Resnick, through their foundations and The Wonderful Company, have invested more than $2.5 billion in education, health and wellness, community development, and sustainability initiatives across Californias Central Valley, Fiji, and the world. In 2024, Wonderful ranked as #3 in PEOPLEs 100 Companies That Care list and was named one of Fortune magazines 100 Best Companies to Work For. To learn more about our corporate social responsibility efforts, visitcsr.Giving Back to the Community: Make a difference with Wonderful Giving , allowing you to allocate company-provided funds to up to three charities of your choice, and join Wonderful Neighbor to contribute to group service projects within our local communities.
Located in Paso Robles, JUSTIN Vineyards & Winery was founded in 1981 and is known for crafting world- class wines using Bordeaux grape varieties, including the iconic ISOSCELES blend of Cabernet Sauvignon, Cabernet Franc and Merlot.]]