The AVP, Sales - North America will be responsible for accelerating growth, expanding distribution, strengthening strategic partnerships, and building the commercial organization required to take WHOOP to the next level.

The AVP, Sales - North America is responsible for leading the sales and distribution strategy for WHOOP across the United States and Canada.

This leader will own the North American commercial plan across retail, wholesale, strategic accounts, and other third-party channels, with a clear focus on driving profitable revenue growth and membership acquisition.

The role requires a leader who can operate at both the strategic and tactical level: setting the commercial vision, developing executive relationships with our most important partners, negotiating major opportunities, and ensuring outstanding execution in stores and across channels.

The successful candidate will be a builder; someone who can scale a high-performing organization, create new growth engines, and continuously raise the standard for commercial execution.

RESPONSIBILITIES:
North America Commercial Strategy

• Develop and execute the North America sales strategy and annual operating plan for WHOOP.
• Own regional sales targets, forecasts, channel strategy, and commercial performance.
• Identify and prioritize the largest opportunities to increase distribution, market share, and membership acquisition.
• Balance near-term revenue delivery with long-term category development and brand building.
• Partner with the WHOOP leadership team to shape the broader WHOOP commercial strategy.

Retail & Distribution

• Lead the strategy to expand the WHOOP presence across national, regional, specialty, sporting goods, electronics, and other relevant retail channels.
• Build a distribution network that makes WHOOP increasingly accessible to mainstream consumers while protecting its premium positioning.
• Develop channel strategies that maximize productivity rather than simply maximizing doors.
• Establish standards for merchandising, retail execution, product demonstration, inventory availability, and member acquisition.
• Identify opportunities to create new retail experiences and points of presence.
• Continuously evaluate distribution gaps relative to competitors.

Strategic Accounts

• Build and maintain C-suite and senior executive relationships with the most important WHOOP retail and strategic partners.
• Lead negotiations for major commercial agreements, launches, exclusives, promotions, and strategic partnerships.
• Establish joint business plans with key accounts and hold partners accountable for agreed growth objectives.
• Develop relationships that go beyond transactional selling to create long-term strategic value for both WHOOP and its partners.
• Represent WHOOP externally with major customers, partners, and industry stakeholders.

Sales Performance & Commercial Excellence

• Deliver the North American sales target.
• Be accountable for sell-in, sell-through, inventory productivity, revenue, and membership acquisition.
• Establish rigorous sales forecasting, pipeline management, and performance-management processes.
• Develop channel-level economics and ensure commercial decisions are grounded in contribution margin and lifetime value.
• Establish clear targets and KPIs for the sales organization and individual account teams.
• Identify and address performance gaps quickly.
• Build a culture of data-driven decision making and operational excellence.

Go-to-Market & Launch Excellence

• Partner with Marketing, Product, Operations, and Finance to deliver major product and membership launches.
• Develop channel-specific launch strategies that maximize awareness, distribution, availability, and conversion.
• Ensure sales organizations and retail partners are fully prepared for launches.
• Establish best practices for retail training, merchandising, demos, sampling, and consumer education.
• Ensure WHOOP maintains a consistent and premium brand experience across all channels.

Team Leadership

• Build and lead a high-performing North American sales organization.
• Define the appropriate organizational structure across key accounts, retail, channel development, sales operations, and strategic partnerships.
• Recruit, develop, and retain exceptional commercial talent.
• Establish a culture of high standards, accountability, urgency, and collaboration.
• Ensure the organization remains highly connected to global WHOOP commercial and functional teams.

Cross-Functional Leadership

• Partner closely with Marketing, Growth, Finance, Operations, Supply Chain, Product, Membership, and Customer Experience.
• Create a single North American commercial plan across functions.
• Ensure sales priorities are aligned with company-wide strategic objectives.
• Bring market, consumer, competitive, and retailer insights into global decision-making.
• Act as the voice of the North American customer and retail ecosystem within WHOOP.

QUALIFICATIONS:
Required

• 15+ years of experience in sales, commercial leadership, or general management within consumer technology, consumer electronics, wearables, fitness, health technology, or another relevant premium consumer category.
• 8+ years leading large-scale sales or commercial organizations.
• Proven track record of delivering significant revenue growth in North America.
• Deep experience with national retail, specialty retail, wholesale, and/or omnichannel businesses.
• Demonstrated success negotiating and managing relationships with major US retailers.
• Strong understanding of both physical retail and e-commerce.
• Experience building and scaling high-performing sales organizations.
• Strong financial acumen and experience managing forecasts, budgets, and commercial economics.
• Demonstrated ability to operate effectively with C-suite executives, both internally and externally.
• Exceptional communication, negotiation, and influencing skills.
• Willingness to travel regularly.

Preferred

• Experience scaling a premium consumer technology or connected-device brand.
• Experience with subscription, membership, or recurring revenue businesses.
• Experience taking a consumer technology product from enthusiast adoption toward mainstream adoption.
• Experience working across both DTC and third-party channels.
• Passion for health, fitness, human performance, and technology.
• Experience in a high-growth, entrepreneurial environment.
• Strong commitment to embracing and leveraging AI tools in day-to-day tasks, ensuring AI-assisted work aligns with the same high-quality standards as personal contributions.

Interested in the role, but don't meet every qualification? We encourage you to still apply! At WHOOP, we believe there is much more to a candidate than what is written on paper, and we value character as much as experience. As we continue to build a diverse and inclusive environment, we encourage anyone who is interested in this role to apply.