Sales Manager

  • El Guapo
  • New Orleans, Louisiana
  • Aug 25, 2021
Full time General Managers and Management Executives Sales and Marketing

Job Description

Founded in 2017, El Guapo is a brand of award-winning bitters, syrups and mixers manufactured in New Orleans. We're known for impeccable sourcing and superior taste + quality, in addition to being pioneers in the zero proof bitters market. El Guapo primarily serves the upper end of the market, having established relationships with some of the world's best bars, restaurants and hotels, in addition to serving the home bar market via D2C online and retail sales through fine independent bottle shops and national chains.

Our products are alcohol free, non-GMO, gluten free, high fructose corn syrup free and vegetarian, too. Currently found on store shelves and behind bars in 42 states and 3 countries, El Guapo is rapidly expanding distribution to meet growing demand. Current corporate clients include The Four Seasons, Whole Foods, Total Wine, World Market, Ace Hotels, Virgin Hotels, and The Ritz Carlton, in addition to fine dining establishments like Commander's Palace, Cochon, Brennan's, The Chapel Club at The Saint Vincent and The Inn at Little Washington.

We're looking for a Sales Manager to cover the New Orleans market, with limited responsibilities in other parts of Louisiana. The idea candidate will have the aptitude and passion to become an expert on El Guapo bitters, syrups and mixers and grow our business

Summary of Position

The Sales Manager role is charged with driving brand sales and awareness within an assigned territory. They are an ambassador for our products across both on or off-premise locations, and are comfortable speaking fluently about El Guapo and our line of bitters, syrups and mixers. They act as a liaison to our distributor in their market and are the face of the brand at area events, including tastings and festivals. A positive attitude and results-driven mindset are core parts of this role. We care about our customers' success and we're extremely passionate about the quality of our products.

Sales manager territory will be geographically determined and may evolve as the brand gains traction in additional markets, necessitating the need for further representation.

This position reports directly to the CEO, however, will also work closely with and receive input and direction from operational managers as well.


  • Develop strong relationships with customers, connecting with key business stakeholders to onboard new accounts and scale existing accounts.
  • Serve as the lead point of contact for all customer matters
  • Drive awareness, education and sale of El Guapo bitters, syrups and mixers in the market, specifically, at on and off-premise accounts, at tastings and other area events, including bar spends and festivals.
  • Monitor sales reporting weekly and use reporting to inform market strategy.
  • Maintain up-to-date records of account visits, from prospective pickups to routine check-ins
  • Troubleshoot account issues as needed. Communicate relevant customer feedback to CEO and management team.
  • Act as a liaison to distributor in the market, communicating to distributor reps regarding prospective pickups and issues, helping facilitate incentives as needed and ensuring on-hand inventory is ample for market needs.
  • Represent the brand through passion for our products, knowledge of our process and a positive attitude.
  • Collaborate with CEO and management on market strategy and planning to achieve quarterly goals while keeping clients satisfied.
  • Manage expenses, including gas and accommodations, as needed.
  • Forecast & track key account metrics.


  • At least 5 years of relevant experience within sales, distribution or F&B.
  • Proficiency in Microsoft Word, Excel & PowerPoint
  • Working knowledge of the liquor industry and 3-tier distribution system in addition to the New Orleans fine dining landscape.
  • Proven ability to collaborate and build strong relationships with customers
  • Proven ability to engage across corporate functions (sales, marketing, customer support, professional services and product management)
  • Demonstrable ability to communicate, present and influence key stakeholders at all levels of an organization
  • Excellent listening, negotiating and presenting abilities.
  • BA/BS or equivalent work experience.
  • Must play well with others.


  • Full Time
  • Base + Commission
  • Benefits include paid time off + medical, dental and vision insurance

El Guapo's Hiring Commitment

We understand that many candidates may not be perfectly qualified for a job posting. Experience comes in different forms; many skills are transferable - and passion goes a long way. Even more important than your resume is a clear demonstration of dedication, impact, and the ability to thrive in a dynamic, collaborative environment. We want you to learn new things in this role, and we encourage you to apply if your experience is near the desired qualifications.

We also know that diversity of background and thought can enhance problem-solving and encourage more creative thinking, which is why we're dedicated to adding new perspectives to the team.

At El Guapo we foster a collaborative and inspiring workplace. We pride ourselves in doing this by recruiting, hiring and retaining diverse, passionate, and forward-thinking talent. El Guapo is committed to and encourages an inclusive environment and we are dedicated to providing equal employment opportunity regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, citizenship, marital status, disability, gender identity or Veteran status. If you have a disability or special need that requires accommodation, please let us know.