About Pals:

We’re Pals, the ‘better for you’ RTD brand with global ambitions. Pals launched in NZ in October 2019 and became one of the fastest growing alcohol brands in NZ history. Pals has won the hearts of Kiwis and Australians with its iconic pastel cans seen in the hands of celebrities, musicians, sports players and customers alike. We take the approach of being the originator in every aspect of business.

Australia is a major growth market for Pals, with the business currently delivering strong double-digit growth, and we believe we’re only scratching the surface.

At the same time, Pals is entering an exciting new phase of global expansion, with plans to take the brand into major new international markets.

We’re a founder-led business that continues to think differently, move quickly and challenge the status quo. As we scale, we’re looking for ambitious people who want to have a genuine impact on the next chapter of Pals.

The Chance:

We’re looking for an experienced commercial operator to lead the next stage of Pals’ growth across Australia’s independent and wholesale liquor channels.

You will own our relationships with national and regional wholesalers, drive growth across independent retail banners and buying groups, and lead the performance of our third-party sales agency.

This is a hands-on, market-facing role with real ownership. You’ll be responsible for turning the momentum behind Pals into increased distribution, stronger rate of sale and sustainable commercial growth across Australia.

You’ll work closely with our Global Head of Sales and New Zealand-based team, while becoming a key face of Pals in the Australian market.

For the right person, this is an opportunity to join an iconic Australasian brand at a pivotal stage of growth and play a meaningful role in building what comes next, both in Australia and beyond.

Key Responsibilities:

Own the Commercial Agenda





- Lead the commercial delivery of Pals across Australia's wholesale and independent retail channels.
- Build and execute the channel strategy to grow distribution, revenue, rate of sale and market presence.
- Own performance against sales targets, commercial plans and investment priorities.
- Own the Australian sales forecast across wholesale and independent channels, working closely with supply and finance.
- Turn market opportunities into clear, commercially sound growth plans.

Lead Wholesale Partnerships

- Own senior relationships with national and regional wholesalers across Australia.
- Develop joint plans that unlock distribution, improve execution and drive sustainable growth.
- Lead pricing, promotional programs, ranging opportunities and commercial negotiations.
- Ensure Pals is well represented, well supported and consistently available across wholesale networks.

Drive Independent Retail Growth

- Build solid relationships with independent banners, buying groups and key retail partners.
- Secure new ranging and expand Pals across priority customers, regions and store networks.
- Lead range reviews, customer presentations, promotional plans and new business opportunities.
- Create customer plans that strengthen distribution, visibility and rate of sale.

Lead Agency Performance

- Set the direction and priorities for Pals’ Australian sales agency.
- Establish clear KPIs across distribution, sales, activation and in-store execution.
- Hold the agency accountable for delivery through structured performance reviews and market engagement.




- Ensure field activity is focused on the customers and opportunities that will have the greatest commercial impact.

Shape Market Execution

- Work closely with the Global Head of Sales to support the in-market execution of national retail priorities.
- Translate commercial priorities into strong, consistent execution in market.
- Work closely with marketing and agency teams to deliver impactful launches, activations and customer programs.
- Use sales, distribution and customer data to identify gaps, sharpen priorities and improve performance.
- Manage existing, and build selected lighthouse accounts that enhance the visibility and credibility of the Pals brand.

Represent and Build Pals

- Be a visible and credible representative of Pals across customers, partners and the wider industry.
- Bring energy, ambition and strong commercial judgement to every relationship.
- Build momentum around the brand and create advocacy across the market.
- Play a central role in shaping the next stage of Pals’ growth in Australia.
- Act as the key commercial link between the Australian market and the New Zealand-based Pals team.

The person we're looking for

- 5+ years’ commercial sales experience within FMCG, with Australian alcohol experience strongly preferred

- Strong knowledge of the Australian wholesale and independent liquor landscape.
- Proven experience growing distribution, revenue and customer relationships.
- Experience managing sales agencies, distributors or third-party field teams.

- Strong commercial capability across pricing, promotions, forecasting and customer investment.
- A strategic, solutions-focused mindset with the ability to work independently and take accountability for results.

- Strong communication, negotiation and relationship-building skills.
- The ability to contribute to an ambitious, positive and high-performance culture.
- Willingness to travel frequently across VIC, NSW, and QLD.

📌 National Sales Manager - Australia (Independents & Wholesale)
🏢 Pals
📍 Australia