Job Summary:The Vice President of Sales will lead the national sales strategy across Cornbread Hemp's THC beverage, hemp CBD, and functional wellness businesses. Reporting directly to the Co-Founder & CEO, this executive will oversee the company's full B2B commercial engine - the DSD sales team, the National Key Account Manager team, our distributor partners (including KEHE and UNFI), and our national broker network - while building the infrastructure needed to scale the business nationally.
This role is equal parts strategist, builder, and operator. The ideal candidate has successfully grown an emerging beverage brand, understands distributor and broker management inside and out, has established relationships with key national retailers, and enjoys building high-performing teams in a fast-paced, entrepreneurial environment.
Key Responsibilities:- Lead the DSD sales team. Directly manage and hold accountable the company's Direct Store Delivery organization - Regional Sales Managers, State Sales Managers, and street-level Field Sales Representatives - expanding team structure and headcount as markets mature.
- Manage the Key Account Manager team. Lead and develop the National Key Account Managers (Beverage/THC and Natural Channel/functional wellness), setting account strategy, KPI targets, and pipeline expectations across mass, grocery, club, convenience, and specialty retail.
- Own distributor relationships. Develop and strengthen partnerships across every route-to-market lane: DSD beer wholesalers and multi-state beverage distributors, and natural/specialty distributors KEHE and UNFI - negotiating programs, DC rollouts, and state-by-state contractual terms.
- Build and manage the broker network. Recruit, negotiate with, onboard, and hold accountable a national network of brokers supporting both the DSD/beverage and natural channels, ensuring broker efforts stay coordinated with direct sales and account strategy.
- Drive national go-to-market strategy. Develop and execute the sales strategy across the THC beverage, hemp CBD, and functional/NA beverage portfolios; identify new distribution opportunities, market expansion (including new-state DSD launches), and commercial partnerships.
- Coordinate field and trade marketing. Partner with Marketing on brand ambassador programs, field activation, tasting agencies, and distributor/broker activation budgets to drive in-store velocity.
- Create accountability through data. Build and maintain forecasting, KPI management, pipeline reporting, and territory planning across the full commercial organization; deliver clean, reliable account-level and revenue reporting to the CEO and leadership team.
- Navigate portfolio and regulatory complexity. Balance strategy across hemp CBD, hemp-derived THC, and functional/NA beverage lines, with particular attention to state-by-state hemp regulatory change and the ability to pivot the sales org quickly as compliance requirements shift.
- Partner cross-functionally. Work closely with Marketing, Operations/Supply Chain, and executive leadership on product launches, market expansion, and promotional strategy; serve as a key member of the executive leadership team shaping long-term commercial vision.
Team Leadership:The Vice President of Sales will oversee a growing national commercial organization, including:
• National Key Account Managers - Beverage/THC and Natural Channel/Functional Wellness
• Regional Sales Managers (Southeast, Midwest, North Central, expanding as new regions launch)
• State Sales Managers across active DSD markets
• Field Sales Representatives as markets continue to expand
This leader will play a significant role in refining the sales organization, determining where additional resources are needed, and building the structure required for continued growth without adding unnecessary bureaucracy.
Requirements:- 10+ years of progressive sales leadership experience within beverage
- A blend of DSD/3-tier beverage distribution experience (regional beer wholesalers preferred) and natural-channel distributor experience (KEHE and/or UNFI). This dual-channel background is the primary differentiator for this role.
- Demonstrated success building, negotiating with, and holding accountable a broker network to extend retail reach across DSD and/or natural channels.
- Proven track record securing and growing national retail partnerships with retailers such as Target, Walmart, Sprouts, Whole Foods, Total Wine, Circle K, Albertsons, ABC Liquors, and natural/specialty grocery.
- Experience building, coaching, and leading multi-state sales organizations (regional managers, state managers, and field reps).
- Strong understanding of route-to-market strategy, distributor and broker management, VMS mechanics, forecasting, and sales/territory planning.
- Comfortable operating in ambiguity and regulatory uncertainty - state-by-state hemp/THC compliance is a constant, not an exception.
- Experience scaling commercial organizations during periods of rapid growth, ideally within a founder-led, entrepreneurial company.
- Willingness to travel nationally (up to 50%) to support distributors, brokers, retailers, key accounts, and industry events.
What We Offer:•
Base Salary: $175,000-$200,000, commensurate with experience.
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Performance Bonus: Quarterly bonus based on clear KPIs.
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Equity: Grant from the company's option pool, vesting over four years & a one-year cliff.
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Benefits: Full package including 401(k), and health, dental, and vision insurance - the company covers 50% of monthly health insurance costs (base tier) and 100% of dental and vision.
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PTO: 20 days of annual PTO, including vacation and sick days.
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Travel & Expense: Dedicated budget for distributor visits, key account travel, trade shows, and industry events.
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Product: $75 monthly product stipend, plus 50% off additional orders.
