The Opportunity:The VP of Sales will own and drive the company's national distribution and retail expansion strategy. This role will lead all aspects of wholesale, retail, and distributor partnerships - from strategy to execution - while building and scaling a high-performing sales team. The ideal candidate is a CPG sales leader with a proven track record of growing brands at retail, building distributor networks, and opening national and regional accounts.
What You'll Own:- Lead Retail & Distributor Expansion: Develop and execute the strategy to grow distribution across natural, specialty, conventional grocery, mass, club, and e-commerce retail channels.
- National Accounts: Build and manage relationships with major retail chains (e.g., Whole Foods, Target, Kroger, Walmart, H-E-B etc.) and drive new account wins and growth.
- Distributor Management: Expand and optimize partnerships with key distributors (e.g., UNFI, KeHE, Pod Foods, etc.), ensuring strong execution and sell-through.
- Build & Lead Sales Team: Recruit, develop, and manage a top-tier sales team, including account managers, broker partners, and field sales reps to support company growth.
- Broker & Field Strategy: Oversee broker relationships and field sales execution to ensure brand standards and retail velocity goals are met.
- P&L & Forecasting: Own sales forecasting, budgeting, trade spend allocation, and performance reporting by channel and account.
- Cross-Functional Collaboration: Work closely with Marketing, Operations, Finance, and Executive Leadership to align go-to-market execution, product launches, and inventory planning.
- Strategic Planning: Continuously monitor market trends, retail data, and competitive landscape to identify new opportunities and inform sales strategy.
You're a Fit If...- 8+ years of sales leadership experience in the CPG industry, with a strong focus on retail and distribution growth.
- Experience in Mass Grocery (Kroger, Albertson/Safeway, Ahold Delhaize, Publix)
- Proven track record of driving national retail expansion and managing key account relationships.
- Deep knowledge of distributor networks and broker partnerships.
- Strong financial acumen around tradespend, margin, promotional strategy, and sales forecasting.
- Experience scaling a sales team in a high-growth, entrepreneurial environment.
- Strong leadership, negotiation, and relationship-building skills.
- Highly analytical and data-driven, with the ability to translate insights and KPI's into action
- Direct relevant experience & Bachelor's degree required; MBA or relevant advanced degree is a plus.
Why This Role Rocks:- Competitive Salary + Bonus
- 100% Company-Paid Health, Dental, Vision & Life Insurance for employees
(Family coverage available at employee cost) - 401(k) Retirement Plan
- Parental Leave
- Free Access to Javvy Products
- Career Growth Opportunities
- Collaborative, Fast-Paced Start-Up Environment
This job description is not intended to be an exhaustive list of duties, responsibilities, or qualifications and may be modified as business needs evolve. 
