Sales Coordinator, Western Canada

Sales Coordinator, Western Canada

Location: Burnaby, BC
Reports to: Sales Manager, BC

About Authentic Wine & Spirits Merchants

Authentic Wine & Spirits Merchants (AWSM) is one of Canada's leading wine and spirits agencies, representing an exceptional portfolio of premium wines, spirits, and beverage brands from around the world.

As part of the Charton Hobbs Group, AWSM is committed to building strong supplier partnerships, delivering outstanding customer experiences, and creating opportunities for employees to grow within a collaborative and dynamic environment.

We are currently seeking a Sales Coordinator, Western Canada to support our regional sales team through reporting, sales operations, coordination, and execution support.

Position Summary

The Sales Coordinator, Western Canada plays a central role in supporting the regional sales team with reporting, analysis, sales operations, and event coordination.

This position turns data into actionable insights, helps sales leaders plan and track priorities, and ensures requests involving marketing materials, events, tastings, and customer support are executed accurately and on time.

The role requires strong organizational skills, attention to detail, and the ability to manage multiple priorities while working closely with Sales, Marketing, Logistics, and external partners.

Key Responsibilities

Sales Team Support & Coordination (30%)

Support the sales team’s in-field execution by coordinating and consolidating sales team needs and opportunities, efficiently channeling them to Sales Managers and the Marketing Team using systems such as reports and meetings.

Responsibilities include:

• Support Sales Team requests for marketing assets (e.g., sell sheets, backers, shelf talkers, window graphics, digital assets)
• Audit stock levels, assist with request forms, manage timelines, coordinate communication, and support delivery of materials
• Provide consolidated and organized field-team feedback to the Marketing Team, including:
  • Competitor activities
  • Examples of successful AWSM activations
  • Issues or opportunities related to AWSM products, activities, or materials
• Oversee the schedule of corporate and independent account tastings and ensure tasters have relevant information and materials
• Manage OCM evidence by collecting and providing in-field execution support documentation from sales team activities
• Create and update weekly product allocation reports along with daily representative requests
• Review allocation reports with the team bi-weekly to ensure allocations remain a priority
• Create and update weekly unable-to-ship reports and highlight areas of concern
• Collaborate with the Graphic Designer and Marketing Team to manage and reduce costs and waste associated with POS shipping

Sales Operations & CRM Support (30%)

Coordinate operational processes and day-to-day support activities that help the sales team remain organized, informed, and effective.

Responsibilities include:

• Manage XRM and internal target systems (CRM system training provided)
  • Input quarterly targets in XRM
  • Provide periodic updates across all markets
• Produce quarterly promotional summary sheets using PAWA Marketing Activity Reports
• Periodically, as directed by Sales Managers, calculate and report on Sales Team performance versus KPI and goals/targets
• Manage backend input in the Liquify third-party system:
  • Update bi-weekly inventory reports
  • Prepare monthly WPPs/TPRs
  • Create new product requests
• Liaise with customer account teams to maintain accurate AWSM product information on retail e-commerce sites
• Input Concur expenses and submit vendor invoices to Accounting
• Coordinate periodic 306/7/9 budget reports as guided by Provincial Sales Managers
• Help organize quarterly sales meetings and create presentation decks
• Provide administrative support, including:
  • Phone coverage (as per office schedule)
  • Holiday/OOO back-fill support for some Reception/CHG front desk tasks as directed by the Manager
  • Collaboration with Marketing, Operations, Finance, and other departments to support overall business objectives

Sales Analysis & Reporting (20%)

Work with Provincial Sales Managers and the Western Canada Director of Chain Accounts to support sales growth through analysis that supports effective sales presentations.

Responsibilities include:

• Perform analysis to identify sales insights and create meaningful business cases that support the development of quarterly sales objectives
• Build and update chain account LTO grids
• Track AWSM chain account flyer/newspaper advertisements
• Work with the Director of Chain Accounts and Provincial Sales Managers to produce reports and communications, including:
  • Sales team updates: important key account information, upcoming BCL program activity, and other relevant updates
  • Internal management reporting: account performance reporting (e.g., On-Premise features in key cocktail accounts)
  • Customer reporting: market insight reports (e.g., category insight reports for Chain Buyers)

Event Coordination (20%)

As guided by Sales and Marketing Managers, coordinate the execution of events in line with AWSM standards of excellence.

This includes Family of Wines, Vancouver International Wine Festival, IVSA, Prairie events such as Stampede and Winnipeg Wine Festival, ad hoc sales team events, and events arranged by the Marketing Team. It also includes coordinating supplier itineraries.

Responsibilities include:

• Coordinate supplier itineraries and support an excellent in-market experience
• Send weekly Friday updates, proactively gather required information, and ensure itineraries are complete according to AWSM execution standards
• Track supplier travel and hotel stays, including:
  • Informing hotel management and F&B teams of pending arrivals
  • Coordinating welcome gifts
  • Ensuring key hotel contacts are aware of AWSM supplier visits
• Plan, coordinate, and execute special events and tastings in BC and support Prairie events as directed by Sales and Marketing Managers and the Fine Wine & Spirits Educator
• Coordinate product ordering, representative scheduling, event setup/takedown, and logistics requirements
• Support major events including Family of Wines, Vancouver International Wine Festival, and other large-scale activations by coordinating:
  • Event logistics
  • Legal/event requirements
  • Sample coordination
  • Event materials
  • Staffing
  • Setup and takedown
  • Timeline management
  • Sales opportunities
• Ensure AWSM event execution standards are followed, including:
  • Table dressing
  • Banners and signage
  • Tech sheets and sales materials
  • Tent cards
  • Pour spouts
  • Comfort and safety materials
  • Spit cups
  • SIR updates
  • Dress code requirements
  • Supplier attendance coordination
• Confirm wine samples are correct vintages, deliveries are completed as required, and cleanup/takedown details are addressed

Qualifications

Experience

• Experience in sales coordination, business support, reporting, data analysis, or a related commercial support role

Core Skills

• Strong data analysis skills, including the ability to interpret sales data, identify trends, validate accuracy, and translate findings into clear business insights
• Strong communication, organization, and attention to detail
• Ability to manage multiple priorities and prepare clear, professional reports and presentations
• Self-motivated with the ability to work independently and collaboratively

Technical Skills

• Strong proficiency in Microsoft Excel, PowerPoint, and Word is required
• Experience with CRM systems, reporting tools, and internal sales platforms is an asset

Physical Requirements

• Must be able to lift and carry 41+ pounds
• Ability to build displays and handle heavy POS materials

Why Join AWSM?

At AWSM, you will have the opportunity to work with an exceptional portfolio of wine and spirits brands while collaborating with a passionate and knowledgeable team. This role provides exposure to sales, marketing, operations, and supplier relationships within Canada's beverage alcohol industry.

How to Apply

Interested candidates are invited to submit their resume and cover letter outlining their qualifications and interest in the position.

We thank all applicants for their interest; however, only candidates selected for an interview will be contacted.

AWSM is committed to creating an inclusive and accessible workplace. Accommodation is available throughout the recruitment process upon request.

The above information is representative of the work performed in this position; however, it is not all-inclusive. The omission of a specific duty or responsibility does not exclude the position from performing work that is similar or related. This document is a work in progress and may be reviewed and updated periodically based on business needs.