VP - Mass Channel Sales

The VP of Mass Channel Sales is a newly created, high-impact leadership role responsible for building and executing Real Truck's strategy for mass market retail—including big-box, club, home improvement, and general merchandise retailers such as Walmart, Costco, Sam’s, Target, and Home Depot. This position will develop and scale the channel rapidly: defining the go-to-market approach, selecting the product assortment required to win, establishing retail partnerships, building a cross-functional team, and delivering profitable, sustainable revenue growth.

Reporting to the President – Direct to Consumer and National Accounts, this leader will collaborate cross-functionally with Product, Marketing, Procurement, Fulfillment, and Finance to ensure Real Truck's mass channel presence is strategically sound and operationally excellent.

CORE FUNCTIONS

Channel Strategy & Business Development

• Develop and own Real Truck's mass channel strategy, including retailer prioritization, product assortment architecture, pricing strategy, and shelf/digital placement goals.
• Identify, prospect, and secure new retail partnerships with major mass, club, home improvement, and general merchandise accounts.
• Build and manage senior-level retailer relationships, including buyer, category manager, and executive contacts at target accounts.
• Lead Joint Business Planning (JBP) processes and negotiate annual trading terms with key partners.

Market Analysis & Insights

• Size the mass retail opportunity by retailer, category, and price tier, and use that analysis to build the business case and multi-year channel plan.
• Analyze the competitive landscape — including competitor brands, private label, assortment, pricing, and shelf share at each target retailer — to identify white space and points of differentiation.
• Track category trends, vehicle parc data, and shopper behavior to understand who buys accessories at mass retail, what they buy, and how they shop in store versus online.
• Conduct regular store and online audits of target retailers to benchmark placement, pricing, and presentation.
• Build a category point of view that positions Real Truck as a trusted category advisor to retail buyers, using market data and shopper insights to support line reviews and assortment recommendations.
• Partner with Finance and Insights teams to establish channel reporting, dashboards, and data sources (POS, syndicated data, retailer portals) that support ongoing decision-making.

Product Launch & Commercialization

• Partner with Product and Procurement teams to identify, develop, and source products tailored for mass retail channels—packaging, pricing, and assortment design included.
• Own the end-to-end launch process for new and existing products entering mass retail, from line review preparation through on-shelf execution.
• Build playbooks and processes for scalable, repeatable product introductions across multiple retail banners.

Revenue & P&L Ownership

• Own the mass channel P&L, including net revenue, gross margin, trade spending, and operating cost targets.
• Set annual budget and monthly revenue forecasts and manage performance to plan, escalating risks and opportunities proactively.
• Drive sell-through performance through data-driven insights, promotional planning, and in-store/online activation.
• Develop and manage retail media investments (e.g., Walmart Connect, Roundel, Costco and Sam's Club retail media programs) to drive in-store sales.
• Define team structure (internal team and/or reps) and hiring plan to support channel growth objectives.
• Set clear goals, coach for performance, and build a culture of accountability, collaboration, and customer focus.
• Establish team processes, reporting cadences, and incentive plans aligned with channel goals.

Cross-Functional…