The Role As
Head of Retail at ULTRA, you will own the strategy and execution of our retail launch and scale-up-starting in 2026 and extending far beyond.
Your mandate is clear:
develop + execute ULTRA's 2026 Retail Launch Plan, turn retail into a repeatable growth channel, and build the sales, distribution, and operational engine required to aggressively scale to $75M+ in retail revenue in 2027
You'll be responsible for everything from
go-to-market strategy and account acquisition to
field execution, distributor and broker management, team hiring, and retail performance instrumentation. This is a true builder role: you'll design the playbook, pressure-test it in the field, and refine it into a system that scales.
You'll work directly with the founders and cross-functional leaders (Growth, Ops, Finance, Marketing) to ensure retail growth is disciplined, data-driven, and aligned with ULTRA's broader strategy. This is not a "spray-and-pray" retail role-we care about
depth, velocity, and learning, not vanity door counts.
What You'll Own Retail Strategy & 2026 Execution- Own the execution of ULTRA's FY-26 Retail Thesis, treating 2026 as a structured retail experiment with clear learning loops and gates.
- Translate thesis into a concrete operating plan: geos, channels, placement strategy, sequencing, and pacing.
- Decide when to push, pause, or pivot based on real performance data
Lighthouse Markets & Channel Focus- Lead launch and scale-up in 3-5 lighthouse markets (e.g. NYC/Tri-State, Texas, SoCal), prioritizing depth over scattered presence.
- Drive penetration across priority channels:
- C-store / gas / select drug
- Select regional grocery / convenience chains
- Influence & proof channels (gyms, fitness, wellness, campus, airports)
- Continuously refine where ULTRA wins best by geo, channel, store type, and placement.
Route-to-Market (RTM) Design & Management- Design and manage a hybrid RTM model: distributors for reach, brokers for access, and an internal team for control and learning.
- Select, onboard, and manage high-quality distributors and brokers-holding them accountable to performance standards.
Sales, Field & Ops Team Building- Hire, lead, and develop a high-performing retail org, including:
- Internal sales leadership
- Field reps / market managers in lighthouse geos
- Sales ops / retail analytics as scale demands
- Establish clear roles, incentives, and operating rhythms across sales, field, and ops.
In-Store Execution & Field Excellence- Own in-store execution standards: placement, facings, displays, pricing, and education.
- Build a real field presence to protect velocity, train staff, run demos, and gather on-the-ground insight.
- Ensure field feedback flows directly into HQ decision-making.
Cross-Functional Alignment- Partner closely with Growth, Marketing, Ops, and Finance to align retail strategy with brand, supply chain, and margin goals.
- Ensure learnings from retail inform product, packaging, education, and DTC strategy-and vice versa.
Why You're a Fit ?- You've built and scaled retail or wholesale channels at a high-growth CPG brand-and understand what breaks when brands move too fast.
- You're fluent in distributors, brokers, field teams, and key accounts, and know when to lean on each.
- You're data-driven and disciplined-you care about velocity, reorder behavior, and contribution margin, not vanity door counts.
- You've hired and led sales, field, and ops teams before and know how to create accountability in the real world.
- You're comfortable operating in ambiguity, testing hypotheses, and refining strategy based on live results.
- You think like an owner and operate with conviction-clear on when to push hard and when to slow down.
- You embody ULTRA's values: Move fast. Be data-driven. Take ownership. Build with intention. Compete to win.
Why You Should Join ULTRA - Build retail from zero to scale.
This is a rare chance to design the retail playbook for a brand with real traction and ambition-not inherit someone else's mess. - Own the outcome.
You'll have full ownership of retail strategy, execution, team, and results-with the authority to push, pause, or double down based on data. - Retail done right.
2026 is a focused Retail Lab Year. We care about velocity, reorders, margin, and learning-not vanity door counts. - Build and lead the team.
You'll hire and run the sales, field, and ops org the way you always thought it should be done. - Define a new category in-store.
ULTRA is creating the functional pouch category-and you'll shape how it wins at retail. - Fast, high-trust environment.
You'll work directly with founders, move quickly, and see the impact of your decisions in real time.
- Benefits and Perks
Benefits include medical, dental, and vision coverage, HSA access, a 401(k), a Bathhouse membership for recovery and reset, and unlimited PTO
