VP of Sales - Better-For-You Food & Beverage ​/ CPG

VP Of Sales

Build the revenue engine behind a high-growth, better-for-you food and beverage platform. Operating across the natural, specialty, and club channels, the company is seeking a proven VP of Sales who understands that market leadership is won through strong buyer relationships, a high-performing broker network, and the relentless pursuit of new distribution. With ownership of the sales P&L, channel strategy, and broker performance, this leader will be accountable for opening new doors, accelerating velocity, and delivering top-line growth.

The ideal candidate has created distribution—not merely managed it—and knows how to engage buyers, hold brokers accountable, win competitive shelf space, and turn commercial strategy into measurable results.

Key Leadership Mandates

• Sales P&L Ownership:
  Own the full sales P&L with direct accountability for revenue, trade spend ROI, channel margin, and net-new distribution targets.
• Broker Network Management:
  Build and manage a high-performance broker network with clear accountability metrics, coverage targets, and performance management systems.
• Retail Buyer Relationships:
  Own direct relationships with Tier-1 grocery, natural, mass, and club channel buyers — driving new item acceptance, promotional programming, and shelf positioning.
• New Door Acquisition:
  Lead new distribution initiatives with a disciplined approach to prospecting, pitch development, and post-placement velocity execution.
• Trade Spend Discipline:
  Manage trade promotion budgets with ROI discipline — allocating spend to programs that drive velocity and new account acquisition, not just retailer satisfaction.
• Category Management Execution:
  Drive category insights, planogram strategy, and promotional effectiveness to build the brand's retail presence and competitive positioning.
• Sales Team Leadership:
  Build and develop a high-accountability field sales and broker management team with a culture of new business production and performance transparency.
• Channel Forecasting:
  Own forecast accuracy across channels, connecting sales activity to inventory planning, production scheduling, and financial performance.

Ideal Executive Profile

The successful candidate is a senior CPG sales leader with a verifiable record of building distribution in natural, specialty, grocery, and club channels. You have owned a sales P&L, managed broker networks, and driven net-new slotting wins with Tier-1 retail buyers. You understand the economics of better-for-you categories — trade spend, velocity, and shelf placement — and you build commercial teams that produce new business, not protect existing accounts.

What Makes This Opportunity Distinct

This role offers command of the full commercial function in a growing better-for-you food and beverage platform with established retail relationships and a strong product line. You will have the authority to build the go-to-market strategy, develop the broker network, and drive distribution growth across Tier-1 channels. It is a high-accountability, high-reward seat for a CPG sales leader ready to own the number in a high-growth category.