General Sales Manager - Spirits

We’re Growing – Come Grow With Us! Are you a strategic, results-driven leader ready to make a bold impact? Johnson Brothers is entering an exciting phase of growth and we're seeking an experienced executive to lead the way! As a leading family-owned distributor of wine, spirits, and beer since 1953, we pride ourselves on delivering world-class service and representing some of the most iconic brands in the industry. This is a unique opportunity to build a high-performing team, shape go-to-market strategy, and drive long-term growth in a key territory. Join us in shaping the future of the beverage industry. The General Sales Manager is accountable for driving holistic business performance, spearheading strategic sales leadership, and cultivating robust supplier partnerships. This leader shapes market strategy and execution to ensure long-term growth, profitability, and organizational excellence. A proven strategist and change agent, this individual will lead cross-functional business units—spanning sales, supplier relations, trade development, finance, and operations—to elevate commercial outcomes while fostering a high-performance, inclusive culture. This role is based in Dallas, TX but must be willing to travel to other locations as needed. Job Description Leadership Own the end-to-end P&L, with full accountability for top-line revenue growth, bottom-line profitability, and operational leverage across the branch or regional market. Translate enterprise strategy into actionable regional growth plans with measurable KPIs across all commercial teams (sales, marketing, trade, analytics). Drive breakthrough growth in both volume and value, leveraging pricing strategy, mix management, and whitespace market development. Sales Leadership & Market Expansion Lead a high-performing, multi-tiered sales organization across all channels (on-premise, off-premise, national accounts, independents). Define and execute dynamic sales strategies to expand market share, penetrate underdeveloped segments, and deliver sustainable year-over-year growth. Implement data-driven sales planning, forecasting, and territory management aligned with route-to-market optimization. Strategic Supplier Engagement Serve as the executive point of contact for key supplier partners—national, strategic, and emerging—building long-term, mutually profitable relationships. Negotiate and operationalize Annual Operating Plans (AOPs) and Joint Business Plans (JBPs) to drive portfolio activation, innovation launches, and brand acceleration. Establish and govern supplier KPIs, sales targets, promotional investment returns, and distribution goals to deliver win-win outcomes. Cross-Functional and Operational Excellence Partner with regional operations and finance leaders to ensure seamless execution across delivery, logistics, demand planning, inventory, and trade spending. Lead monthly Sales & Operations Planning (S&OP) reviews to align forecasts, inventory levels, and service performance with revenue goals. Monitor branch-level operating expenses, AR, and working capital targets, collaborating on corrective actions as needed. People & Culture Leadership Build and develop a diverse, high-performing leadership bench. Cultivate an inclusive culture rooted in accountability, innovation, and professional growth. Inspire through vision and clarity of purpose—coaching and mentoring leaders at all levels to drive business impact and team engagement. Foster a continuous improvement mindset by encouraging experimentation, agile learning, and change leadership. Qualifications Minimum Requirements: Bachelor's degree in Business, Marketing, or a related field (MBA strongly preferred). 12+ years of progressive commercial leadership experience, with demonstrated success leading multi-channel sales teams, owning a full P&L, and delivering complex revenue strategies. Proven track record of driving growth in both franchise and non-franchise markets, across control and open states. Preferred Experience Deep experience managing national or high-priority supplier portfolios, including strategic alignment, negotiation, and performance management. Background in both supplier and distributor environments, with the ability to navigate joint planning and execution complexities. Demonstrated success leading business transformation efforts and scaling best practices across regions and functional silos. Strong financial acumen, including pricing strategy, trade investment ROI, and cost-to-serve analysis. Executive Competencies Strategic Agility: Synthesizes insights to shape proactive strategies in dynamic market conditions. Influential Communication: Inspires confidence and mobilizes internal and external stakeholders around a unified vision. Customer & Supplier Centricity: Balances commercial priorities with a sharp understanding of customer and supplier motivations. Results-Driven Execution: Sets bold goals and builds disciplined plans to deliver results with urgency and precision. Inclusive & Courageous Leadership: Models a growth mindset, seeks diverse perspectives, and fosters psychological safety. Equal Opportunity Employer Johnson Brothers Maverick of Texas is an equal opportunity employer, committed to fair treatment and hiring based on qualifications. We prohibit discrimination based on race, color, religion, gender identity, sexual orientation, age, disability, military status, or any other protected status under applicable laws. Worker Sub-Type Worker Sub-Type: Regular Time Type: Full time Company Overview Johnson Brothers is a single-family owned wine, beer, and spirits distributor, led by Michael and Todd Johnson. Founded in 1953 by their father, Lynn Johnson, the company has grown into one of the largest wholesale distribution companies in the United States, operating across 20 states. Johnson Brothers partners with top-tier suppliers to deliver a world-class portfolio and exceptional customer service. The company remains rooted in its founding values of integrity, innovation, and excellence. For the third year in a row, Newsweek has named Johnson Brothers one of America’s Most Trustworthy Companies for 2025. Learn more at johnsonbrothers.com | LinkedIn | Instagram. #J-18808-Ljbffr Johnson Brothers Liquor Company