National Sales Manager

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
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.