Senior Sales Manager

Lawson’s Finest Liquids crafts and delivers the finest and freshest beer to delight our fans. We are a B Corp certified values-driven company with a focus on excellence, cultivating and supporting vibrant communities, and having fun. We are passionate about delivering world-class brews throughout our nine-state Northeast region and beyond. The Senior Sales Manager will report directly to Lawson’s Finest Liquids Sales Director and is essential to leading our 10+ person sales team and being the day-to-day contact for our distribution partners.  


The ideal candidate: 

  • Has a passion for, and a range of experience in, the craft beer industry. 
  • Has a successful history of managing, inspiring, and developing a high performing sales team of at least 6 individuals. 
  • Has experience utilizing data insights and analytics to successfully grow a business and market footprint. 
  • Thrives working independently and with a team and has keen prioritization skills.  
  • Is extremely organized, detail oriented, and has strong follow through.  
  • Possesses excellent communication skills, is honest, and motivated by goals and challenges. 
  • Exudes natural charisma and has a friendly, outgoing personality.  

Primary Responsibilities: 

  • Embody the company’s core values: be the finest, keep it authentic, take good care, focus on community and have fun
  • Operate in alignment with, and pursuit of, Lawson’s Finest mission and vision
  • Uphold B Corp ethos and general principles in business operations and interpersonal connections
  • Lead, mentor and inspire the sales team to achieve goals and objectives while providing guidance and performance measurables including monthly business objectives. 
  • Help to develop and implement comprehensive sales strategies to achieve growth targets, goals and expand market presence. 
  • Leverage insights and analytics to monitor trends and market performance, create compelling sales stories, and execute activations. 
  • Identify and cultivate new business opportunities while being day- to- day contact for distribution partners, retail accounts and regional sales representatives. 
  • Work in tandem with Chain Account manager to establish relationships with key retailers ensuring excellent communication, follow-through, and execution. 
  • Monitor market trends, customer preferences and analyze data to inform forecasting and identify potential adjustments. 
  • Ensure compliance with all state laws including price posting, brand registration and permits. 
  • Manage the sales team’s budget effectively, including monthly spending, sponsorships, and distributor billbacks.  


  • At least 5 years’ experience successfully managing a sales team of 6+ people in the craft beer industry. 
  • Aside from occasional trips to Lawson’s VT headquarters, role is entirely remote within our nine-state distribution network (VT, MA, CT, NY, NH, ME, NJ, RI, PA)
  • Ability to maintain sobriety and professionalism in settings where beer is flowing
  • Highly organized with demonstrated proficiency in Microsoft Office, Excel spreadsheets, VIP and Encompass. 
  • Must have a positive personality and offer creative solutions to challenges. 
  • Excellent communication, negotiation, and presentation abilities. 
  • Ability to stay calm under stress while focusing on attention to details.  
  • Valid driver’s license willingness to work nights and weekends as a regular work schedule with routine travel throughout the Northeast. 
  • Physically capable of various duties including repeated lifting of 30 pounds or more and extended amounts of physical activity with prolonged standing and talking. 


This is a full-time salaried position with the opportunity to grow with the company. Starting salary is commensurate with experience and benefits include paid time-off & sick time, profit sharing, paid holidays, company medical, dental, vision and 401k plans, among others. 

Lawson’s Finest Liquids is an Equal Opportunity Employer and committed to equity, inclusion and diversity. We believe that all forms of diversity make us better at everything that we do – fostering innovation and connecting us more closely to our customers and communities. Lawson’s Finest is especially interested in candidates that contribute to the diversity, inclusion and excellence of our organization.

Lawson’s Finest Liquids provides equal opportunities to all employees and applicants for employment without regard to race, religion, color, age, sex, national origin, sexual orientation, gender identity, genetic disposition, neurodiversity, disability, veteran status or any other protected category under federal, state and local law.