Director, Channel Sales

Director, Channel Sales

Lassonde Pappas & Company, Inc. (Lassonde Pappas & Co.) is a U.S. leader in beverage manufacturing dedicated to our team members, customers, and consumers’ satisfaction. We remain committed to our small‑town roots and rural values. Hardworking and caring are qualities that make our teams special. Since 1942, we’ve been producing delicious products for customers across the country.

We value each employee’s total wellbeing and support wellness at all stages of the journey. Our robust benefits program includes medical, dental, and vision coverage options; growth and development potential; 401‑K;
Life & Disability Insurance; PTO; tuition reimbursement; health fairs; gym membership discounts and more.

Pay Range: $140,000–$155,000 plus annual bonus, depending on experience and geographical location.

The Channel Sales Director – Mass Channel is responsible for leading and growing the private‑label beverage business with Walmart & Sam’s Club. The role owns the customer strategy, commercial execution, and cross‑functional leadership to deliver profitable growth, strengthen customer relationships and expand Lassonde’s private label footprint. This leader serves as the commercial owner for our Mass Channel, working closely with internal cross‑functional teams to align customer needs with internal capabilities and long‑term growth objectives.

The position reports to the VP Private Label Sales.

• Own the end‑to‑end commercial strategy for Mass – Walmart & Sam’s Club across private label beverage.
• Develop and execute customer‑specific growth plans aligned with Lassonde’s strategic and financial objectives.
• Deliver annual volume, revenue and profitability targets, including pricing strategy, mix management, and margin optimization.
• Serve as the primary sales point of contact for assigned customers, building trusted long‑term strategic partnerships.
• Lead customer negotiations on pricing, contracts, innovation launches, cost recovery and long‑term agreements.
• Drive fact‑based decision‑making using data, insights, and financial acumen.
• Support the VP Sales by tracking and analyzing sales, evaluating progress against plan, recommending corrective action as needed to include line extension and new product introductions.
• Lead, coach and develop direct reports (as applicable).
• Keep VP Sales aware of critical timelines and effectiveness of tactical plan execution.
• All other duties as assigned.

• 10 years progressive sales experience, preferably in CPG, with significant exposure to Mass customers and private label segment. Beverage experience is a plus.
• Direct experience managing Mass – Walmart/Sam’s Club accounts (required).
• Proven track record delivering profitable growth in a complex, fast‑paced environment.
• Excellent negotiation, communication and relationship building skills.
• Bachelor’s Degree required.

• Strategic thinking with strong executional discipline.
• Data‑driven decision making.
• Customer‑centric mindset.
• Collaborative leadership across functions.

This position requires sufficient physical ability to work in a typical office setting; driving a motor vehicle and occasionally working in the field.

Frequent: Sitting, upward and downward flexion of neck; fine finger dexterity and light to moderate finger pressure to include extended periods of keyboard and mouse use; side‑to‑side turning of neck; walking, standing, bending and stooping; pushing/pulling; twisting at waist; moderate wrist torque to twist equipment knobs and dials.

Occasional: Squatting, kneeling; reach above and at shoulder height; moderate grasp to manipulate reference books and manuals; lifting objects weighing 20–35 lbs. from below waist to above shoulders and transporting distances up to 50 feet.

Vision: Ability to see in the normal visual range with or without correction.

Hearing: Ability to hear in the normal audio range with or without correction.

Lassonde Pappas & Co., Inc. provides equal employment opportunities to all employees and applicants and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression or any other characteristic protected by federal, state or local laws. This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation and training.