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About the Role
Black Family Hospitality (BFH) is seeking a National Sales Manager to drive sales growth, hospitality integration, and wine programs. This role supports the company's strategic direction and focuses on wholesale, retail, DTC, and national account sales for the estate wine portfolio. The ideal candidate is an experienced hospitality and wine professional adept at building relationships and elevating BFH brands across all channels.
Responsibilities
- 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 strategy to make BFH wines preferred 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
- 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
- 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
Requirements
- 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
Skills
- National Sales Management
- Distributor & Key Account Development
- Hospitality Operations
- Brand Building & Storytelling
- Guest Experience Excellence
- Vendor & Supplier Negotiation
- Cross-Functional Collaboration
Location
- Remote
Work Type
- Full-time
Experience Level
- 3+ years of wine sales experience
Education Level
- Bachelor’s degree in Hospitality Management, Business, Marketing, Wine Business, or related field preferred
- WSET, Court of Master Sommeliers, or related certifications preferred
About the Company
- 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.