This is a high-impact commercial mandate for a senior sales leader to own the full revenue function of a better-for-you food and beverage platform. The organization competes in the natural, specialty, and club channel landscape where broker network depth, direct retail buyer relationships, and new door acquisition velocity separate market leaders from the field.
The incoming VP of Sales will own the sales P&L, channel strategy, and broker network performance — with direct accountability for net-new distribution, velocity metrics, and top-line growth. This is a role for a commercial leader who has created distribution, not managed it — one who has walked the floor with buyers, built broker accountability systems, and driven slotting wins in competitive shelf environments.
KEY LEADERSHIP MANDATES
Sales P&L Ownership: Own the full sales P&L with direct accountability for revenue, trade spend ROI, channel margin, and net-new distribution targets.
Broker Network Management: Build and manage a high-performance broker network with clear accountability metrics, coverage targets, and performance management systems.
Retail Buyer Relationships: Own direct relationships with Tier-1 grocery, natural, mass, and club channel buyers — driving new item acceptance, promotional programming, and shelf positioning.
New Door Acquisition: Lead new distribution initiatives with a disciplined approach to prospecting, pitch development, and post-placement velocity execution.
Trade Spend Discipline: Manage trade promotion budgets with ROI discipline — allocating spend to programs that drive velocity and new account acquisition, not just retailer satisfaction.
Category Management Execution: Drive category insights, planogram strategy, and promotional effectiveness to build the brand's retail presence and competitive positioning.
Sales Team Leadership: Build and develop a high-accountability field sales and broker management team with a culture of new business production and performance transparency.
Channel Forecasting: Own forecast accuracy across channels, connecting sales activity to inventory planning, production scheduling, and financial performance.
IDEAL EXECUTIVE PROFILE
The successful candidate is a senior CPG sales leader with a verifiable record of building distribution in natural, specialty, grocery, and club channels. You have owned a sales P&L, managed broker networks, and driven net-new slotting wins with Tier-1 retail buyers. You understand the economics of better-for-you categories — trade spend, velocity, and shelf placement — and you build commercial teams that produce new business, not protect existing accounts.
WHAT MAKES THIS OPPORTUNITY DISTINCT
This role offers command of the full commercial function in a growing better-for-you food and beverage platform with established retail relationships and a strong product line. You will have the authority to build the go-to-market strategy, develop the broker network, and drive distribution growth across Tier-1 channels. It is a high-accountability, high-reward seat for a CPG sales leader ready to own the number in a high-growth category.