Marketing Partnerships Marketing Partnerships


Gavin Wegner
Gavin Wegner Senior Brand Manager - SLIQ Spirited Ice The Jel Sert Company

Job Details:

Title: National Sales Manager, General Market - SLIQ



The NATIONAL SALES MANAGER, GENERAL MARKET - SLIQ will profitably develop and grow 21 Holdings' brand SLIQ within the network of distributors and General Market accounts (on and off premise) for alcoholic beverages.  

21 Holdings LLC (21H) is a wholly-owned subsidiary of The Jel Sert Company and has all the advantages of an established, sizeable infrastructure as its parent company. 21H is a fully licensed and bonded distillery and a fully licensed and bonded brewery that specializes in ideating, developing, and manufacturing alcoholic freezable novelties.

Most recently, 21H launched SLIQ Spirited Ice into the marketplace. The SLIQ brand represents a premium spin in an emerging category, providing retailers and consumers three different variety packs with three different spirit bases: Vodka, Agave, and Rum. The reception to the brand and its offerings has been phenomenal, creating great consumer pull and demand in year one.

With a parent company as the category leader in shelf-stable, freeze-at-home freezer pops – with more than 60 years of experience in formulations and production – 21 Holdings is ideally positioned to create the most reliable, highest quality supply in the category. Market and consumer support, as well as an exciting pipeline of innovation, will keep SLIQ Spirited Ice products at the forefront for years to come.

ESSENTIAL DUTIES AND RESPONSIBILITIES include the following. Other duties may be assigned.

Achieve annual sales and profit objectives as assigned
Leverage trade spending to achieve best possible ROI
Spearhead leads and manages/tracks progress alongside Jel Sert Sales
Serve as the primary point-of-contact with the Distributor portfolio managers and General Market touchpoints
Develop, drive and execute strategic short and long term business plans with each customer
Develop and execute annual business plans for General Market accounts
Develop and execute customer-specific marketing plans
Manage General Market Programming around price and Distributor incentives (QD’s, DA’s, Scans, IRC’s, etc)
Work directly with Brand team to facilitate execution of marketing programs within General Market
Identify and determine ideal trade events and forums for 21H presence, and create appropriate presentations, assets, and samplings leading up to event(s)
Ensure accurate monthly forecast for all promotional and non-promotional volume
Manage and develop solid business relationships within our stable of Distributor partners
Manage and develop solid business relationships with our sales agencies and retail accounts
Analyze category and industry trends and use them to create distribution and feature opportunities
Guide and utilize functions within 21 Holdings, LLC: Jel Sert DSM/Sales roles contributing to 21H, and sales agencies/local reps


To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required.



5+ years sales experience within the alcoholic beverage industry
Experienced with sales presentations and developing customer programs required.
Strong verbal and written communication skills.
Strong business and financial acumen.
Proven track record of consistently growing accounts business.
College degree preferred, but not required
Familiarity with VIP software utilization and data analysis


Ability to succeed in a customer-focused sales organization.
Motivated self-starter with the ability to wear multiple hats within a fast-paced environment.
Experience creating sales presentations and developing customer programs. 
Strong analytical, quantitative, and communication (written and oral) skills.
Solid understanding of business statistics and financials including effective P&L management.
Ability to develop creative solutions to business opportunities by thinking “outside the box”.
Ability to present ideas effectively, listen actively, and work across functional boundaries.
Robust critical thinking, organizational skills, strong initiative, and negotiation skills.
Highly proficient in MS Office (Excel, PowerPoint, & Word).


Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

  • Ability to travel frequently, whether it is driving in a vehicle or in an airplane for a long amount of time ~ 6 hours minimum.

  • Ability to move distances (within and between) office environments and travel environments

  • Must be able to read and write in English on a daily basis.

  • Reaching: Extending hand(s) and arm(s) in any direction.

  • Standing: Remaining upright on the feet, particularly for a sustained amount of time.

  • Walking: Moving about on foot to accomplish tasks, particularly for long distances or moving from one work site to another.

  • Pushing: Using upper extremities to press against something with steady force in order to thrust forward, downward, or outward.

  • Pulling: Using upper extremities to exert force in order to draw, drag, haul or tug objects in a sustained motion.

  • Lifting: Raising objects from a lower to a higher position or moving objects horizontally from position to position.

  • Fingering: Picking, pinching, typing, or otherwise working, primarily with fingers rather than with whole hand or arm as in handling.

  • Grasping: Applying pressure to an object with the fingers and palm.

  • Feeling: Perceiving attributes of objects, such as size, shape, temperature, or texture by touching with skin, particularly that of fingertips.

  • Talking: Expressing or exchanging ideas by means of the spoken word; those activities where detailed or important spoken instructions must be conveyed to other workers accurately, loudly, or quickly.

  • Hearing: Perceiving the nature of sounds at normal speaking levels with or without correction, and having the ability to receive detailed information through oral communication, and making fine discriminations in sound.

  • Repetitive motions: Making substantial movements (motions) of the wrists, hands, and/or fingers.

  • Medium work: Exerting up to 50 pounds of force occasionally, and/or up-to 20 pounds of force frequently, and/or up to 10 pounds of force constantly to move objects.  This could be luggage during travel or product.

  • The worker is required to have close visual acuity to perform an activity such as: preparing and analyzing data and figures; transcribing; viewing a computer terminal; extensive reading and/or visual inspection with the ability to recognize color.

  • The worker is required to have visual acuity to operate motor vehicles.



WFH Office

Additionally, 50% or more travel is required.




  • Prioritizes and schedules own work.

  • Develops long-range objectives and plans to meet them. Develop and process new item submissions as need.

  • Monthly forecast reviews.

  • Monitor; inventory reports, VIP software, and other analytical tools

  • Represent Jel Sert at Distributor and General Market meetings, industry conferences, and conventions.


  • Checks the quality and timeliness of own work.

  • Communicates company programs and procedures to others i.e. team members, Distributors and customers.


  • Establishes and manages annual business plans to achieve sales goals and profit objectives.

  • Plans and evaluates performance results i.e. sales calls, market performance, trade spending analysis.



Follow applicable procedures and work instructions.



This job directly impacts the company’s bottom line through sales and profits.


Application Accommodation Information

Jel Sert is committed to providing reasonable accommodations when necessary for all applicants with disabilities, handicaps, or applicants affected by pregnancy, child birth, or medical conditions related to pregnancy or child birth provided the individual is otherwise qualified to perform the essential functions of the job. 

Please tell us if you require a reasonable accommodation to search or apply for a position by calling our accommodation hotline at (630) 876-4940. Please leave a message and a member of our HR department will call you back within two (2) business days.

Examples of reasonable accommodations may include but are not limited to; making a change to the application process or procedures, providing documents in an alternative format, using a sign language interpreter, or using specialized equipment. 

Please note that if you are calling for any reason other than to request an accommodation to search or apply for a job, such as calling to check on the status of your application, your call WILL NOT be returned. 

Date Posted: Sep 02, 2021

Marketing Partnerships is powered by

LA Office

Copyright © 2021 The L.A. Office. Other trademarks, copyrights, logos and artwork are the property of the applicable owners.