VP of Wholesale

Ana Luisa is a direct-to-consumer jewelry company based in Brooklyn, NY. We bring exceptional jewelry into the life of every woman. Our founders come from the world of high-fashion jewelry, where they’ve spent years designing for some of the most coveted brands. Our mission is to change the way jewelry is designed, made and enjoyed across the world.

Mission: The VP of Wholesale will lead and direct the execution of all wholesale functions for Ana Luisa. This person will execute long-term and seasonal sales strategies to meet or exceed annual net sales and EBITDA budgets. This person will direct and oversee a review of partnership criteria to ensure best in class distribution and building long-term strategic partnerships within retailer channels.

This position is responsible for managing a Wholesale Team while developing and maintaining strong cross-functional partnerships with Operations, Merchandising, Marketing, Finance, Customer Experience, Demand Planning and the executive leadership team.

Reports to
: CMO
Direct reports
:
Yes- 3

• Develop and execute comprehensive wholesale strategies aligned with company objectives and brand positioning.
• Evaluate and refine partnership criteria to ensure high-quality, strategic retail distribution.
• Build and maintain long-term relationships with wholesale partners across key retail channels.
• Lead initiatives to expand wholesale distribution while protecting brand integrity and customer experience.
• Prepare the wholesale business for future growth through thoughtful planning, structure, and capability building.

• Build, lead, and develop a high-performing Wholesale Sales organization, including agency and field sales representation.
• Establish clear roles, responsibilities, and workflows within the wholesale team.
• Provide coaching, performance feedback, and professional development to team members.
• Foster a culture of accountability, collaboration, and continuous improvement.

• Oversee account acquisition, onboarding, and ongoing account management.
• Lead account-level selling activities, including outreach, pitching, sampling, and in-person visits during market weeks in New York
• Manage order flow, assortments, deliveries, and ongoing account needs.
• Conduct sales reviews and joint business planning with wholesale partners.
• Lead trade merchandising initiatives to support sell-through and assortment expansion.

• Fully integrate the wholesale function into the company’s cross-functional operating model.
• Partner closely with Demand Planning to support forecasting, S&OP, and inventory alignment.
• Collaborate with Marketing on account-specific marketing, consumer campaigns, and media support to drive awareness and in-store traffic.
• Work with Merchandising to align collections, assortments, and seasonal strategies.
• Partner with Finance to support planning, forecasting, and expense management.
• Align with Operations and Customer Experience to ensure seamless fulfillment and service.

• Develop and implement in-store sales training programs for wholesale partners and floor staff.
• Ensure partners are well-equipped to sell the brand, products, and collections effectively.
• Create tools, materials, and processes that support consistent brand storytelling at the retailer level.

• Oversee wholesale sales analysis, including order cadence, sell-through performance, and seasonal trends.
• Use insights to inform account strategy, assortment decisions, and future growth opportunities.
• Establish integrated workflows across Sales, Demand Planning, and Marketing to improve efficiency and decision-making.
• Create and contribute to long-term growth strategies leveraging the wholesale channel.

• Plan, coordinate, and execute trade events and industry shows.
• Oversee development and deployment of trade marketing materials, including booths and sales collateral.
• Ensure consistent brand representation across all wholesale touchpoints.

• Own and manage wholesale operating expenses.
• Ensure responsible budget oversight aligned with company priorities.
• Establish controls and processes to support scalable and efficient wholesale operations.

• Extensive leadership experience in wholesale sales within a consumer brand, retail, or related industry.
• Proven ability to build and scale wholesale organizations and processes.
• Strong strategic planning, account management, and cross-functional leadership capabilities.
• Deep understanding of retail channels, wholesale operations, and trade marketing.
• Highly analytical with the ability to translate insights into action.
• Exceptional communication, negotiation, and relationship-building skills.