Director of Sales

About the role

AEnoteca is seeking a dynamic Director of Sales to lead its nationwide sales organization across wine, spirits, and selected food‑and‑beverage products. Based in Vientiane, you will drive profitable growth by building strong channel partnerships, key‑account relationships, and a high‑performing sales team.

Key responsibilities

• Develop and execute the national sales strategy, annual budget, channel plan, territory targets and rolling forecast.
• Lead regional Sales Managers, B2B Sales Associates, Wine Ambassador and other commercial roles through target setting, coaching, field visits and performance reviews.
• Manage strategic relationships with hotels, restaurants, bars, retailers, distributors and corporate clients, translating portfolio priorities into listings, menu placements, launches and activations.
• Control pricing, discounts, trade spend, commissions and deal approvals to protect gross margin and ensure compliance with commercial policy.
• Maintain accurate CRM, pipeline and sales data; analyse performance and coordinate demand forecasts with Procurement, Warehouse, Marketing and Finance.
• Uphold responsible alcohol‑sales standards, customer due diligence and professional representation at events.

Required profile

• Bachelor’s degree in sales, marketing, business administration, hospitality, F&B management or related field; master’s degree preferred.
• 7‑10 years of progressive sales and commercial experience in F&B, beverage alcohol, FMCG, hospitality, importation or distribution, with proven team‑leadership responsibility.
• Strong background in wine industry preferred; spirits expertise or recognised wine qualification is an advantage.
• Demonstrated success in key‑account growth, multi‑territory sales leadership, negotiation, pricing, margin management and trade marketing.
• Business‑level English and fluency in Lao or Thai; ability to work across Lao‑Thai business cultures and willingness to travel frequently.

Required skills