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Misunderstood Brands:
Howdy! Misunderstood Brands is a start-up spirits company that was started from a kitchen recipe by two childhood friends in NJ. Their flagship whiskey, Misunderstood Whiskey Co., started with a dream to uproot all perceptions of what whiskey should be and craft a tale of what whiskey can be - creating fun, approachable, and unique whiskeys for everyone.
Misunderstood Whiskey’s, Ginger Spiced Whiskey, is made with real good whiskey, real good ginger and is proudly bottled in Bardstown, KY! Misunderstood launched America’s first dairy-free egg nog, Misunderstood Oat Nog, in 2022 and achieved instant success. It is the fastest growing product in the category according to Nielsen’s.
Misunderstood is now a multi-award winning brand that is embraced by customers in over 30 states and three countries. There is incredibly exciting innovation under development and the company is expanding its team to support brand growth.
The company is launching their new product line, Oatrageous Oat Milk Liqueurs, with the mission to create delicious 'Oat of this World' all-natural cream liqueurs without the dairy. Oatrageous is committed to crafting products with high quality ingredients and doing its part to keep our planet in mind every step of the journey.
The Opportunity:
Misunderstood is seeking a talented and motivated Brand Development Representative based in Buffalo to join its growing team. The position will be responsible for representing our portfolio of products (Misunderstood Whiskey and Oatrageous) in the Western New York market, driving sales growth, and increasing brand awareness strategically. The ideal candidate will be a self-starter with a passion for the spirits industry and will be effective in managing accounts and distributor relationships daily. The Brand Development Representative will work directly with senior leadership to deliver brand KPIs and meet growth goals.
Time Allocation:
- 80% of the time will be spent in the field, building account relationships and meeting account visit quota (20 account visits per week)
- 20% of time will be spent in the office (admin days) for account follow ups, internal status meetings, planning and distributor meetings
Travel: Expected travel to other Western/Upstate NY key markets is expected 2-4 times per month.
Key Account Sales:
- Identify, pitch and gain new points of distribution in both the on and off premise
- Build relationships with top accounts in both on and off premise
- Maintain regular appointments, follow up, and plan activations with top accounts
- Implement brand programming to drive volume at bars/restaurants not limited to cocktail menus, features, and staff trainings
- Develop and execute key retail programming to increase sales velocity off of the shelf
- Gain brand visibility in retail stores
- Identify, plan and execute tastings in off premise channels
- Regularly update Customer Relationship Management platforms
- Maintain in-depth knowledge of our clients brands production with an understanding of how client’s brand and production techniques differentiate themselves from competitors
Distributor Management:
- Develop annual plan with senior management and ensure plan is executed with distributor business manager
- Showcase brand and programs at distributor General Sales Meetings
- Build relationships with distributor sales reps to keep brands top of mind
- Support distributor incentives and programs that have been implemented by the sales management team
- Plan and execute solo market blitzes as well as formal distributor work-withs
- Monitor inventory levels, clearly communicate market forecasts and recommend orders to the distributor
Qualifications:
- 2+ years of sales experience in the spirits, beer or wine industry preferred
- Strong existing relationships with accounts preferred and ability to develop new relationships required
- Willing to work industry hours when needed (nights and weekends)
- Excellent communication skills
- Performance motivated and competitive
- Commercially savvy to understand cost and benefits to certain opportunities
- An entrepreneurial mindset and ability to work independently
- Analytical abilities and problem-solving skills
- Ability to multitask, pay attention to detail, and meet deadlines
- Willing to be very “hands-on” to get the job accomplished
- Has knowledge and is passionate about spirits category
- Has a car and is willing to travel regionally
Salary and Benefits:
- Base Salary range $50K-$60K, depending on experience
- Bonus – up to a 20% cash bonus awarded for individual if KPIs are met.
- Additional Comp: Ability to earn in and participate in company stock program
- Company health insurance plan
- Travel reimbursement and expense account
- Flexible PTO
- Personal Development Programs
- Work Directly with Senior Leadership
Join Misunderstood and be part of a dynamic team dedicated to representing and growing some of the most exciting spirits products in the industry! To apply, please submit a cover letter tailored to this position (why do you want to be at Misunderstood and why should we choose you!) and resume in your application.
Thank you for considering our company!
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