Sample Position Summary and Audience Analysis
Position Summary: The South Sound Beer Ranger is an entry-level sales manager position with New Belgium Brewery. The position is located in the Tacoma and Olympia areas of Washington. The position has three responsibilities: building distributor partnerships, market development, and account management. As a sales rep, the beer ranger builds partnerships with wholesalers, including developing a market plan for each wholesaler. The beer ranger also develops a regional market plan that builds brand recognition, and plans and delivers training and promotional events in conjunction with retailers. NBB is looking for a self-starter with 2-4 years experience in beverage sales including account management experience, analyzing market trends, and strong presentation skills. The applicant should also be knowledgeable about beer and brewing, “grassroots brand marketing,” and managing chaos and having fun. They also require proficiency in Word, Excel, and email. URL:
Audience Analysis: New Belgium Brewing is an employee-owned and home-grown company. It started in the basement of Fort Collins residents and husband-wife team Jim Lebesch and Kim Jordan. Kim was a social worker and is now the company’s CEO, and her interests in social justice are reflected in the company’s core values and beliefs, which include: producing quality beer and promoting beer culture; fostering social, cultural, and environment change as a business model; environmental stewardship; caring for the needs of the company, coworkers, and their families; and having fun. NBB puts these beliefs into action in a myriad of ways. They have a reputation for being a fair and equitable employer, and ownership in the company is rewarded after one year. They sponsor social events in Fort Collins and across the country, many of which include an emphasis on biking and environmentalism, including the Tour-de-fat, Urban Assault Ride, and Bike-in Cinema. In terms of environmental stewardship, the wind-powered brewery features green design and innovative efficiencies in the brewing process, plus their on-site water treatment facility provides 15% of their energy needs. They also encourage environmental advocacy in the community by employees and community members, and all of their events are sustainable. They are going to need a Beer Ranger who shares these green values and knows how to have fun while effectively promoting the business.