Director of Sales - Personal Care

21CV is a celebrity-brand–focused Consumer Packaged Goods company led by a team of experienced operators who build and scale high-performing brands. We partner with celebrities who bring authentic passion and personal investment to their ventures.

Our mission is to create high-quality, authentic CPG brands that reflect the personalities and values of our celebrity partners, delivering innovative products that inspire and connect with fans worldwide. We leverage celebrity influence and creative brand-building to convert fan bases into loyal consumer bases.

Now a proud portfolio company of 21CV, InStyle 21 is an established personal care and fragrance brand built on accessibility, quality, and everyday luxury. As we prepare to expand into the celebrity and lifestyle product space, we are seeking talented individuals to accelerate growth in this category.

The Director of Sales, Personal Care leads the commercial strategy, customer development, and revenue growth for a portfolio of personal care and fragrance brands. This role is accountable for delivering annual sales targets, expanding distribution, strengthening retailer partnerships, and shaping long‑term channel strategy across drug, mass, specialty, and emerging retail platforms.

The ideal candidate brings 7+ years of experience in personal care sales and a proven track record of driving growth in drug channels such as CVS, Walgreens, and regional drug accounts.

• Develop and execute the annual sales strategy and volume goals for personal care categories, delivering against revenue, profit, and distribution goals. Categories may expand outside of personal care over time.
• Build and manage customer-specific business plans, including promotional strategy, trade investment, and joint business planning.
• Identify growth opportunities across categories, channels, and retailers, leveraging consumer insights and competitive trends.
• Execute distribution objectives for new item launches.
• Lead forecasting, demand planning inputs, and sales performance reviews to ensure accuracy and alignment with supply chain and finance.

• Serve as the primary commercial lead for key drug channel customers; expand distribution and strengthen strategic partnerships.
• Manage national and regional accounts across drug, mass, specialty beauty, and e‑commerce as needed.
• Lead line reviews, new item presentations, and collaborative planning sessions with buyers and category managers.
• Negotiate contracts, pricing, trade terms, and promotional programs to maximize ROI and long‑term brand health.
• Lead and drive broker team, focused on executional excellence and customer partnership.
• Establish clear KPI’s, accountability frameworks, and development plans to elevate team performance.

• Partner closely with marketing, revenue growth marketing, finance, and operations to ensure seamless execution of brand and customer initiatives.
• Provide customer and channel insights to guide innovation, packaging, and marketing activation.
• Align internal teams on customer expectations, timelines, and performance metrics.

• 7+ years of sales experience in CPG with personal care, beauty, skincare, haircare, or fragrance experience strongly preferred.
• Experience selling into the drug channel (CVS, Walgreens, regional drug) is required with multi‑channel experience preferred.
• Experience managing national accounts and delivering sustained revenue growth.

• Strong negotiation, relationship‑building, and customer management skills.
• Proven ability to develop strategic plans and translate them into actionable execution.
• Financial acumen, including P&L understanding, trade management, and forecasting.
• Ability to thrive in a fast‑paced, entrepreneurial environment.
• Collaborative team player with strong verbal and written communication skills.

• Bachelor’s degree in Business or related field; MBA a plus.