Sales Manager

O'Rourke Family Vineyards is a family-owned wine and hospitality group rooted in the Okanagan, bringing together premium vineyards, thoughtful wine production, and elevated guest experiences. With two distinct destination properties, the company spans both approachable and luxury expressions of wine tourism. Peak Cellars is a welcoming winery focused on expressive wines and warm hospitality, complemented by the Garden Bistro, where seasonal cuisine and vineyard surroundings create an inviting setting for guests. O'Rourke Family Estate represents the group's flagship vision, combining ambitious architecture, estate-driven winemaking, and refined dining experiences that showcase the estate's culinary and wine programs.

Across the portfolio, O'Rourke Family Vineyards is deeply involved in every stage of the process, from vineyard stewardship and farming decisions through to winemaking, blending, and bottling. The company also produces a diverse calendar of events and experiences that bring together wine, food, and community, supported by close collaboration across hospitality, culinary, production, and events teams. For prospective team members, O'Rourke Family Vineyards offers a dynamic, growth-oriented workplace that values craftsmanship, professionalism, teamwork, and pride in creating memorable experiences within one of Canada's most exciting wine regions.

Location

Kelowna/Okanagan or Lower Mainland (hybrid/field-based). Travel throughout assigned territory required.

Reports To

General Manager

Role Summary

The Sales Manager is responsible for driving profitable sales growth and brand execution across an assigned wholesale territory. This role owns the development and execution of the sales plan, builds the systems and team needed to deliver it, and fosters a high-performance environment that drives high-impact growth. Success is measured by depletion/sell-through, distribution gains, account growth, team effectiveness, and execution of annual plans.

Key Responsibilities

Sales Strategy & Planning

• Build, own, and continually refine the annual and quarterly sales plan for the territory, aligned to volume, revenue, margin, distribution, and brand objectives.
• Translate company goals into clear targets by channel/account, SKU priorities, programming calendars, and execution standards.
• Establish performance rhythms (weekly priorities, pipeline reviews, KPI reporting) that keep the team focused on high-impact activities.

Team Build & High-Performance Culture

• Help build and scale the wholesale sales function as the business grows (structure, roles, coverage model, call frequency, tools).
• Recruit, onboard, coach, and develop sales talent (as applicable to current headcount and growth plans).
• Foster a performance culture grounded in accountability, collaboration, and continuous improvement—celebrating wins while quickly addressing gaps.
• Create consistent selling standards and training plans so the team can execute with confidence and professionalism.

Territory & Account Management

• Manage a portfolio of wholesale accounts (on-premise and/or retail) and develop new business in priority segments.
• Build strong relationships with decision-makers (buyers, beverage directors, GMs, owners) and act as the primary brand ambassador in-market.
• Maintain a disciplined call cycle, pipeline, and account prioritization model to maximize ROI on time in-market.

Sales Execution & Growth

• Present and sell-in seasonal programs, features, menu placements, displays, and promotional activity.
• Negotiate pricing, programming, and placements within approved guidelines to achieve profitable growth.
• Identify whitespace opportunities (new listings, by-the-glass placements, menu features, store sets) and convert them to measurable results.
• Support chain/key account execution where applicable, ensuring compliance at store/venue level.

Brand Building & Education

• Deliver staff trainings, tastings, and ride-alongs; provide tools to improve sell-through (talkers, tasting notes, pairing suggestions, POS).
• Represent the winery at trade events, winemaker dinners, consumer tastings, and industry functions as required.
• Ensure brand standards and merchandising expectations are met in-market.

Forecasting, Reporting & Administration

• Forecast monthly/quarterly volume by SKU and account; manage inventory risk through proactive planning.
• Track performance vs. targets and provide clear, timely reporting (KPIs, distribution, program results, pipeline, key wins/risks).
• Maintain accurate CRM notes, account records, and activity tracking.
• Coordinate with internal teams (marketing, operations, finance) to ensure orders, allocations, and programs are executed smoothly.

Compliance & Professional Standards

• Operate within all applicable B.C. liquor regulations and company policies.
• Maintain professional conduct, safe driving practices, and responsible service standards.

Success Metrics (KPIs)

• Revenue and case volume / depletion performance vs. target
• Distribution gains (new listings, placements, menu features, chain authorizations)
• Same-account growth and retention
• Program execution compliance (features, displays, staff training completion)
• Forecast accuracy and CRM/reporting discipline
• Team outcomes (ramp time, attainment, execution consistency, talent development—where applicable)

Required Qualifications

• 3+ years of territory/wholesale sales experience (wine/spirits/beer/CPG strongly preferred)
• Demonstrated ability to build and execute a sales plan, including target setting, pipeline management, and program execution
• Strong negotiation, relationship-building, and presentation skills
• Valid driver's license and ability to travel frequently within B.C.
• Proficiency with CRM tools, winery software, government systems, and Microsoft Office
• Ability to lift and move wine cases (up to ~40 lb / 18 kg) as needed

Preferred Qualifications

• Winery direct wholesale experience in B.C. (licensee + private retail environment)
• Experience building or leading a small sales team (hiring, coaching, performance management)
• WSET 2+ (or equivalent) and strong product/region knowledge
• Experience with key accounts/chains and program execution across multiple locations
• Event execution experience (trade and consumer)

Working Conditions

• Field-based role with frequent driving and regular evening/weekend work during peak event periods.
• Travel within territory; with travel to the winery for training, planning, and harvest/launch events.

Compensation & Benefits (Template)

• Base salary: $75,000–$95,000 (commensurate with experience)
• Variable compensation: commission/bonus plan tied to results
• Vehicle allowance or mileage reimbursement + approved business expenses
• Benefits