US Head of Retail Sales

The Challenge 🦅

We are looking for a Head of B&M Sales for the USA to build this channel from the ground up-from first accounts to a $100M+ retail business.

This is not a role to manage existing distribution.
This is a role to create it, scale it, and make it work at shelf.

You will own the retail channel end-to-end: strategy, sales, trade marketing, merchandising, operations, and full P&L-with accountability not only for distribution (sell-in), but more importantly for velocity and repeat purchase (sell-out).

Critically, this role requires a P&L mindset oriented toward customer acquisition and long-term value creation-deploying trade spend and retail investments not just to drive short-term volume, but to acquire customers efficiently and maximize repeat purchase and lifetime value over time.

We are specifically looking for leaders who:

• Have built (from near zero) and scaled a brand in US retail to $50M-$100M+
• Know how to go from no distribution 1 national expansion 1 strong sell-through
• Have deep relationships across retailers, brokers, and distributors (UNFI, KeHE, etc.)
• Know how to deploy trade spend with discipline and ROI focus, treating it as an investment in customer acquisition
• Are obsessed with sell-out, repeat purchase, and long-term profitability
• Operate as owners of the channel, not account managers

The opportunity is to build and scale the retail engine of a proven $100M+ brand in the largest market globally.

We offer competitive compensation and performance incentives aligned with top market standards, along with meaningful equity upside (phantom stock) tied directly to the value created as the business scales. This is designed for individuals who want to build again-and have meaningful participation ($) in the value they create. This is not for everyone-and its not designed to be.

Role Summary

We are seeking a Head of Brick & Mortar (B&M) - USA to build and scale Birdmans retail business from the ground up.

This role owns the full B&M channel P&L and is responsible for scaling the business across:

• Retail Strategy & Expansion (Natural, Specialty, Grocery, Club, etc.)
• Sales & Distribution (retailers, brokers, distributors)
• Trade Marketing, Merchandising & Retail Activation
• Sell-Through, Velocity & In-Store Performance
• Pricing, Pack Architecture & Promotions
• Trade Spend Allocation & ROI

This is a general management role for the retail channel, with a strong bias toward execution, profitability, and customer acquisition through retail. In the early stages, this role requires being a true builder and 2jack of all trades2-personally driving key accounts, managing brokers, executing retail initiatives, and building the foundations of the channel before scaling a team.

You should be equally comfortable setting strategy one hour and executing the next-from defining channel priorities and trade spend frameworks to being hands-on with buyers, merchandising plans, and in-store execution.

This role requires a high level of ownership, intensity, and willingness to roll up sleeves-doing whatever is needed to drive results and build a scalable retail engine from scratch.

Key Responsabilities

Build and lead the B&M organization: start as an individual owner of the channel, then hire and scale a high-performing team and broker network over time

Own the B&M P&L: define strategy and drive revenue, margins, and profitable growth, balancing short-term performance with long-term value creation

Lead retail strategy & expansion: define channel priorities and sequencing, and personally drive early account acquisition before scaling the team

Own sales & distribution (sell-in): build and manage relationships with buyers, brokers, and distributors (UNFI, KeHE, etc.), initially in a highly hands-on manner

Drive sell-through & velocity (sell-out): ensure strong in-store performance through direct involvement in merchandising, promotions, and retail execution

Own trade marketing & merchandising: design and execute retail activation strategies, rolling up sleeves in early stages to test and refine what works

Manage trade spend with ROI discipline: treat trade spend as a customer acquisition lever, with hands-on ownership of testing, measurement, and optimization

Define pricing & pack strategy: balance competitiveness, margins, and velocity through both strategic design and tactical execution

Build retail playbooks: develop scalable frameworks from first principles, based on direct execution and learnings in-market

Operate across strategy and execution: move seamlessly between high-level planning and day-to-day execution, doing whatever is required to drive results

Collaborate cross-functionally: work closely with Marketing, Supply Chain, and Finance to ensure alignment and flawless execution

Leverage omnichannel opportunities: connect retail with digital channels to maximize customer acquisition, retention, and lifetime value

Requirements

• Proven track record building (from near zero) and scaling a CPG brand in US retail to $50M-$100M+ revenue
• Deep experience in Brick & Mortar within Health, Wellness, or VMS, with strong understanding of retail dynamics and velocity drivers
• Strong relationships with key retailers, brokers, and distributors (e.g., Whole Foods, Sprouts, Costco, UNFI, KeHE)
• Hands-on experience driving both sell-in and sell-out, with focus on velocity, repeat purchase, and in-store performance
• Strong expertise in trade marketing, merchandising, and retail execution
• Experience managing trade spend with ROI discipline, treating it as a lever for customer acquisition and long-term value (LTV)
• Experience owning a channel or business P&L, with solid understanding of pricing, margins, and promotions
• Demonstrated ability to build from scratch and scale teams over time, starting hands-on
• Ability to operate as a 2jack of all trades2, combining strategy with execution
• Understanding of omnichannel dynamics, using retail to drive acquisition and repeat
• High level of ownership, accountability, and execution speed
• Ability to operate effectively in high-growth, high-ambiguity environments
• Genuine interest in health, wellness, and nutrition, with strong alignment to the category and consumer