Sales Director, Pet Channel

Overview

Every customer deserves somebody who can effectively help organize and orchestrate them towards success. The Sales Director, Pet Channel owns strategy and execution for Pet Specialty retailers and distributors, combining big-picture planning with hands-on account leadership to deliver revenue, profit, distribution, and velocity. This role develops top-to-top customer relationships, leads the Pet Channel team, manages channel trade within guardrails, and champions in-store and online excellence.

The Director is responsible for the planning, forecasting, trade, data-driven selling, and team performance for the Pet channel, while collaborating with the Non-Pet Director to harmonize price-value slopes, trade architecture, and selling standards. This is a player-coach role, requiring the direct management of a small number of accounts. Final enterprise strategy, pricing/trade guardrails, cross-channel budget arbitration, and SLT representation sit with the CCO.

Key Responsibilities:

• Revenue Growth Strategy
  Build and own the Pet Channel annual plan (topline, mix, trade, contribution), resource plan, and budget; set monthly/quarterly targets and accountability cadences for KAMs and brokers/distributors.
• Align customer plans with brand strategy; ensure exceptional sell-in, distribution, and on-shelf velocity for launches and core.
• Trade strategy and execution within CCO-set guardrails; optimize price-pack architecture (with Product Management) and trade ROI by account.
• Personal book of business within the Pet Channel, with complete accountability for annual plans, JBPs, terms and promo negotiation, pricing/trade, mix, profit, and execution.
• Contribution margin delivery for the channel and for direct accounts; proactively identify margin erosion drivers and implement corrective action plans.
• Terms governance
  : maintain current, documented terms for key accounts, ensure renewal timelines are met, and escalate exception requests outside guardrails with a clear business case.

• Data, Insights, and Forecasting
  Utilize retailer portals, distributor data, and syndicated sources (e.g., Nielsen) to shape plans, category narratives, pipeline health, and forecast accuracy.
• In-store and digital shelf excellence in Pet Specialty; set execution standards and KPIs (distribution, facings, share of shelf, search/content, ratings/reviews).
• CRM discipline (Salesforce) across the team for activities, pipeline, and close rates; improve forecast accuracy and bias management.
• Forecast process with Finance and S&OP to align a formal forecast sign-off process for the channel.
• Chargebacks and deductions management for the channel in partnership with Finance.

• Customer and Market Development
  Build/deepen strategic top-to-top relationships with key pet retailers and distributors; lead JBPs and unlock distribution, premium placement, and activation.
• New opportunities to expand Earth Rated’s footprint in Pet Specialty and distribution.
• Deal quarterback for complex negotiations/escalations on team accounts, stepping in selectively to close strategic gaps while preserving day-to-day ownership with KAMs.
• Direct accounts development
  , leading line reviews and JBPs, securing distribution, premium placement, and activation.

• Leadership & Collaboration
  Build, coach, organize, and performance-manage the Pet Channel team; ensure capabilities match strategy and targets.
• Co-lead weekly sales meetings with Sales Director, Non-Pet.
• Q  readiness for internal meetings.
• Cross-functional collaboration with Marketing, S&OP/Supply Chain, Finance, E-Comm, and EU/UK KAM to deliver integrated plans and remove commercialization barriers.
• Team development and career growth, ensuring capabilities to deliver the business strategy.
• Relationship management with customers and internal partners; strong communication skills.
• Account coverage optimization and reallocation as needed to balance capacity and opportunity.
• Forecast reviews and coaching for pipeline quality and trade ROI.
• Distributor/broker/rep performance management where applicable; set KPIs, conduct regular reviews, and train for launches and priorities.
• Risk management and contingency planning;…