The Senior Director, Wholesale/Broker is a critical commercial leadership role responsible for driving profitable growth and advancing enterprise-wide sales strategies across a diverse portfolio of wholesale, distributor, military, and broker-supported businesses. This leader oversees a business generating approximately $500 million in annual net sales across the company's coffee portfolio, including Peet's, Keurig, Stumptown, Caribou, Intelligentsia, Green Mountain, and The Original Donut Shop brands.
The role leads commercial strategy and execution across a network of 26 direct retail customers, 6 distributor partners, and 4 strategic broker partnerships. The broker partnerships provide coverage and support for regional customers across the broader Coffee Co organization, making this position a key connector between customer-facing teams and enterprise commercial priorities.
Reporting to the SVP of Sales, the Senior Director leads a team of six direct reports and is accountable for developing and executing growth strategies that strengthen customer relationships, optimize portfolio performance, expand distribution, improve profitability, and drive sustainable long-term growth. This leader partners closely with Sales, Category Management, Revenue Management, Sales Planning, Supply Chain, Marketing, and Finance to ensure alignment against enterprise growth objectives and commercial priorities.
Success in this role requires exceptional commercial leadership, strategic thinking, financial acumen, and the ability to translate enterprise priorities into actionable customer and channel strategies. The ideal candidate is a collaborative, results-oriented leader who can effectively balance customer, consumer, and business needs while influencing stakeholders across multiple functions and levels of the organization.
Responsibilities
- Lead, develop, and inspire a high-performing team of six direct reports while fostering a culture of inclusion, accountability, collaboration, and continuous growth. Establish clear expectations, monitor performance, and provide ongoing coaching and development.
- Conduct regular performance and development discussions, identifying opportunities for capability building, succession planning, and organizational effectiveness.
- Develop and execute commercial strategies that support both immediate business objectives and broader enterprise growth priorities across multiple channels and customer segments.
- Build and sustain strong customer relationships through strategic account leadership, effective negotiation, and collaborative business planning.
- Establish a clear vision and strategic roadmap for the business, aligning teams around priorities and driving execution against short- and long-term objectives.
- Lead a business generating approximately $500 million in annual net sales across multiple coffee brands, ensuring achievement of revenue, profit, distribution, and market share objectives.
- Provide strategic leadership across 26 direct retail customers, 6 distributor partners, and 4 broker organizations, ensuring alignment with company goals and customer-specific growth plans.
- Oversee broker partnerships supporting regional customers across the broader Coffee Co organization, ensuring effective execution, clear accountability, and consistent delivery against commercial priorities.
- Deliver profitable growth, customer retention, and an optimal portfolio mix across customers, distributors, wholesalers, and broker-supported accounts.
- Develop strong relationships with internal and external stakeholders while ensuring alignment with broker agreements, commercial strategies, performance expectations, and KPIs.
- Achieve sales and profitability goals through regular evaluation of distributor, wholesaler, broker, and customer performance; identification of new business opportunities; and optimization of sales and service levels.
- Manage broker partners effectively by establishing performance metrics, conducting regular business reviews, setting priorities, and measuring execution against agreed-upon plans.
- Partner across customer teams to identify opportunities to improve distribution, pricing, promotion, assortment, and merchandising while maintaining consistency with broader commercial strategies.
- Collaborate closely with Revenue Management, Finance, Category Management, and Supply Chain teams to maximize customer profitability and improve business performance.
- Use data, analytics, and marketplace insights to identify opportunities, influence decision-making, and drive measurable business results.
- Balance customer, consumer, and business needs while demonstrating financial discipline and a strong understanding of P&L drivers and performance.
- Serve as a key commercial leader within the organization, helping shape strategic decisions and providing thought leadership on growth opportunities, channel trends, and customer strategies.
Qualifications
- Bachelor's degree in Business, Economics, Marketing, Data Analytics, or a related field required. MBA preferred but not required.
- 10+ years of progressive experience in CPG Sales, Customer Leadership, Sales Planning, Revenue Management, or a related commercial function.
- Demonstrated success leading large, complex businesses and developing high-performing teams in a matrixed environment.
- Proven experience managing customers, distributors, brokers, and cross-functional stakeholders to deliver profitable growth.
- Strong customer management, vendor management, negotiation, analytical, and decision-making capabilities.
- Excellent executive communication and presentation skills, with the ability to influence cross-functional teams and senior stakeholders.
- Strong proficiency in Excel and Power BI, with experience using Circana and SPINS data.
- Proven ability to translate complex data and business performance into clear, compelling insights and actionable recommendations.
- Strong financial acumen, including experience managing large-scale P&Ls and understanding the financial implications of commercial decisions.
- Demonstrated ability to develop and execute enterprise-level commercial strategies while delivering strong operational execution.
- Self-starter with strong judgment, ownership, and the ability to operate effectively in a fast-paced and evolving environment.
- Ability to travel approximately 20% to support key customer, broker, distributor, and team meetings.
This description outlines the role’s essential functions but may evolve with business needs.
The target annual base salary range for this position is $230,000.00 - $250,000.00. The actual base salary offered will depend on a variety of factors, including the applicant’s qualifications, years of relevant experience, specific and unique skills, level of education, certifications or licenses, other legitimate non-discriminatory business factors, and the geographic location of the role. In addition to base pay, individuals in this position may also be eligible to earn bonuses.
