Market Manager

Market Manager

Market Manager - Michigan

With pride for community and peerless quality, Craftco is dedicated to creating exceptional spirits and experiences that foster connection and lasting memories. Crafted at our distillery in Holland, Michigan, our portfolio comprises iconic, award-winning brands such as Joseph A. Magnus & Co., Thatcher's Organic Artisan Spirits, Coppercraft Distillery, Flying Ace Bourbon, and Fox & Oden.

We operate as a lean, performance-driven team with national distribution and strong Michigan roots. Holland, Michigan is our home and we are investing to further the legacy of craftsmanship that built our hometown.

Reporting to the CEO, the Market Manager - Michigan serves as the primary commercial driver in the state, setting market priorities, supporting key accounts, and ensuring our brands are actively sold and consistently prioritized through our national sales agency partner.

The role focuses on a defined set of high-impact accounts and retail partners that drive the majority of Michigan volume, delivering consistent execution and sustainable growth. It reinforces priorities and partners with sales agency leadership rather than directly managing those relationships.

The position also maintains visibility into select strategic markets nationally, identifying trends and partnering with sales agency leadership to improve performance where needed.

This is a high-ownership, hands-on role requiring a bias for action and a focus on results. Success in this role requires the ability to drive outcomes through teams you do not directly manage, operating with influence, clarity, and accountability in a distributed sales model.

Market Performance - Michigan

• Drive depletion growth across CraftCo's Michigan portfolio in accordance with company-defined brand priorities and margin objectives

• Establish and align clear weekly and monthly priorities in coordination with the dedicated sales agency representatives

• Identify and close gaps in distribution, shelf placement, and menu presence

• Conduct ride-alongs to improve focus, execution, and account engagement

• Focus efforts on a defined set of priority accounts and retail partners that drive the majority of Michigan volume

Sales Agency Management & Alignment

• Serve as the primary CraftCo contact for the sales agency in Michigan, ensuring alignment, consistency, and effective execution in the Michigan market

• Ensure alignment on priorities, programming, and execution standards

• Hold agency partners accountable to agreed-upon goals and expectations

• Maintain regular communication with regional leadership to reinforce focus

• Escalate issues and advocate for CraftCo priorities within the agency structure

Account Development & Market Presence

• Own and develop relationships with a focused group of high-impact on- and off-premise accounts that drive meaningful volume and brand presence

• Drive targeted, account-specific initiatives that build repeatable demand and support retail pull-through

• Establish anchor accounts that strengthen brand presence and visibility

• Represent CraftCo at targeted market events and activations that drive results

Strategic Market Oversight

• Maintain visibility into performance across select key markets outside Michigan

• Identify trends, gaps, and opportunities in collaboration with agency partners

• Support targeted distributor and agency conversations to improve execution

Commercial Planning & Execution Support

• Translate company strategy into clear, executable market priorities

• Analyze depletion and account-level data using syndicated and distributor reporting tools to prioritize actions and track performance against goals

• Support product launches and portfolio focus with an emphasis on sell-through

• Contribute to allocation decisions based on market performance and opportunity

• Provide regular updates to leadership on performance, challenges, and opportunities

Qualifications and Experience

• 4–8 years of experience in beverage alcohol, preferably in spirits

• Experience working with distributors or third-party sales agencies

• Comfortable working with syndicated data and distribution tracking platforms to measure performance and identify gaps

• Strong understanding of the three-tier system and route-to-market dynamics

• Demonstrated ability to influence and drive results through teams you do not directly manage

• Analytical mindset with the ability to translate data into action that delivers results

• Strong relationship-building and communication skills

Key Attributes

• High ownership mentality with a bias toward action

• Comfortable operating in ambiguity and driving clarity

• Entrepreneurially minded with a focus on results over activity

• Able to balance strategic thinking with hands-on execution

• Motivated to grow into broader commercial or sales leadership

Equal Opportunity Employer This employer is required to notify all applicants of their rights pursuant to federal employment laws. For further information, please review the Know Your Rights notice from the Department of Labor.