Director of Sales, Wholesale

Description

Key Responsibilities

• Own the wholesale sales P&L and develop strategic plans to meet or exceed revenue and margin goals. 
• Develop national and regional sales strategies that expand our retail presence. 
• Lead and coach internal sales teams and external brokers. 
• Set and manage KPIs for sales performance, customer development, and trade efficiency. 

• Build and maintain relationships with key accounts and retail broker groups. 
• Oversee retailer relationships, including small grocery and independent retailers. 
• Oversee the Customer Experience function and ensure issues are resolved quickly. 
• Lead contract negotiations, new product presentations, and promotional planning. 
• Collaborate with key partners to execute effective merchandising and seasonal plans. 

• Oversee CRM usage, sales reporting, and administrative processes. 
• Manage onboarding and training for new sales representatives and brokers. 
• Continuously improve sales workflows, reporting, and customer service touchpoints. 
• Monitor and reduce deduction balances and drive sales-related supply chain improvements. 

• Work closely with Sales Operations on demand forecasting, logistics, and fulfillment. 
• Partner with Marketing on trade marketing, in-store promotions, and co-branded events. 
• Share insights with product development based on retail trends and buyer feedback. 

Skills, Knowledge and Expertise

• 7+ years of CPG sales experience. 
• Proven success leading high-performing sales teams and managing national accounts. 
• A hands-on, data-driven leadership approach with a strong track record in natural CPG, broker management, and customer relationship development. 
• Experience with brokers, CRM systems (e.g., Salesforce), and EDI platforms. 
• Strong understanding of distributor networks (UNFI, KeHE, Hardware Distribution) and natural retail channels. 
• Analytical mindset with the ability to translate data into growth strategies. 

• A mission-aligned mindset, with a passion for sustainability, the outdoors, and doing good. 
• Proven leadership and coaching capabilities with a passion for team development. 
• Experience working in a fast-paced, high-growth startup environment. 
• The ability to translate the brand and product details into a great story. 
• Excellent negotiation, interpersonal, and communication skills. 
• A proactive self-starter mentality with strong organizational skills and attention to detail. 

Benefits

• Health & Wellness
  • Comprehensive medical, dental, and vision insurance
  • Mental health support through EAP
• Financial Future
  • 401(k) retirement plan with 3% employer Safe Harbor contribution 
• Time to Recharge
  • 3 weeks (120 hours/15 days) PTO in 1st year of employment
  • Up to 12 weeks paid parental leave
• Community
  • Quarterly paid company-wide volunteer opportunities