Director of Food Sales

A born and bred San Francisco original, Hotaling & Co. is the leading distiller and importer of artisanal spirits and cocktail essentials. Our dedication to artisanal spirits first started 30 years ago under the name Anchor Distilling Company - heralding the return to copper pot distilling in the U.S. with the original craft introductions of Junipero Gin & Old Potrero Straight Rye Whiskey. We carry on that pioneering legacy with the name Hotaling & Co. as a nod to the local legend A.P. Hotaling, who ventured West during the Gold Rush and quickly became one of the most reputable spirits dealers in the country and a notable figure in American drinking culture. Fueled by a passion for beverage expertise, education and hospitality, Hotaling & Co. carries on this tradition of artisanal excellence by bringing together a family of likeminded spirits that share our commitment to craft and care.

Today, Hotaling & Co.’s portfolio is synonymous with brands of unmatched quality and character, including Luxardo Liqueurs & Cherries, Nikka Whisky, Junipero Gin, HINE Cognac, Convite Mezcal, Severo Tequila, Kavalan Whisky, Denizen Rum, HIRSCH Selected Whiskeys, Writers' Tears Whiskey, Old Pulteney Whisky, Speyburn Whisky, Balblair Whisky, Arran Whisky, Old Potrero Rye Whiskey, and more. Visit www.HotalingandCo.com to explore our full range of brands.

The Director of Food Sales will design and lead the execution of the go-to-market strategy for Hotaling’s new Food Division, scaling revenue from our existing core product (Luxardo cherries) into adjacent product lines and emerging categories. This leader will establish strong, trust-based relationships with our current food broker network, national and regional distributors, and key specialty and confectionery accounts. 

This is a hands-on, strategic role that blends selling, coaching, and system-building. You will personally drive customer acquisition, elevate broker and distributor performance, and develop the processes, tools, and operating rhythms that create predictable, repeatable growth for the division. 

Key Roles & Responsibilities 

Strategic Leadership 

• Develop and implement a 12–24 month go-to-market sales strategy and playbook aligned with company objectives. 

• Define and prioritize target channels (specialty food, bakeries, grocery, foodservice) based on ROI and strategic opportunity. 
   

Revenue Growth 

• Grow Food Division revenue by expanding category penetration and introducing new SKUs. 

• Set, track, and achieve quarterly and annual sales targets, including pipeline creation, conversion rates, average order size, and repeat purchase metrics. 
   

Channel & Partner Management 

• Strengthen relationships with the existing food broker network, ensuring alignment on targets, assortment, and promotional plans. 

• Manage relationships with regional and national distributors; negotiate terms, exclusivity agreements, listings, and joint business plans. 

• Identify and onboard new distributors and specialty brokers as needed to accelerate reach and coverage. 
   

Account Penetration 

• Identify, pursue, and secure key specialty food and confectionery accounts (buyers, category managers, co-packers, manufacturers, gourmet retailers). 

• Develop tailored selling strategies for brokers, distributors, and end customers to improve penetration and retention. 
   

Cross-Functional Collaboration 

• Partner with Marketing, Supply Chain, Operations, and Finance to ensure product readiness, accurate forecasting, pricing, promotional cadence, and efficient order fulfillment. 

• Provide market feedback to inform SKU selection, packaging, labeling, and pricing. 
   

Sales Operations & Reporting 

• Build and refine sales tools, KPIs, CRM processes, forecasting rhythms, and performance scorecards. 

• Prepare and deliver monthly executive-level reporting on pipeline health, win/loss analysis, margins, and go-to-market progress. 
   

Team Development 

• Hire, mentor, and support sales representatives and account managers as the division grows; provide coaching and define measurable performance goals. 
   

Success Metrics (First 12 Months) 

• Establish baseline performance metrics and meet agreed-upon revenue targets (e.g., +X% year-over-year growth—finalized with leadership). 

• Convert X priority specialty/confectionery accounts and/or secure national distributor or retailer listings within 6–12 months. 

• Increase broker-driven revenue conversion by X% through improved planning and incentive alignment. 

• Launch Y new SKUs into target channels and achieve defined sell-through rates. 

• Fully implement CRM tools, reporting cadence, and pipeline coverage metrics. 
   

Compensation & Benefits 

• Competitive base salary: $160,000–$200,000, depending on experience 

• Performance-based bonus or commission up to 25%, tied to revenue and strategic KPIs 

• Comprehensive benefits package including medical, dental, vision, 401(k)/retirement plan, PTO, travel reimbursement, and professional development 
   

How to Apply 

Please submit your resume and a brief cover letter including: 

1. An example of a product launch or channel penetration initiative you led and the results achieved. 

1. Key brokers/distributors or specialty accounts you've worked with (high-level descriptions are fine). 

1. Your proposed 90-day plan for this role (top three priorities). 

Qualifications 

• 7+ years of B2B sales experience in specialty food, ingredients, confectionery, or related CPG categories, including direct experience managing brokers, distributors, and specialty accounts. 

• Proven ability to launch new products and scale revenue through distributor and broker networks. 

• Strong negotiation skills with brokers and distributors; experienced in commercial contracts, pricing, and promotional terms. 

• Excellent relationship-building skills and a history of developing long-term strategic partnerships. 

• Demonstrated strategic and operational capabilities: pipeline management, forecasting, and KPI-driven decision-making. 

• Proficiency with CRM systems (Salesforce preferred), MS Excel, and sales analytics tools. 

• Willingness to travel frequently and represent the company at trade shows and customer meetings. 
   

Preferred Skills 

• Experience collaborating with specialty food and confectionery brokers. 

• Experience with imported specialty ingredients or premium branded ingredients. 

• MBA or advanced degree. 

• Existing relationships with buyers in specialty retail, confectionery manufacturing, gourmet foodservice, or premium grocery. 

How to Apply 

Please submit your resume and a brief cover letter including: 

1. An example of a product launch or channel penetration initiative you led and the results achieved. 

1. Key brokers/distributors or specialty accounts you've worked with (high-level descriptions are fine). 

1. Your proposed 90-day plan for this role (top three priorities).