Vice President of Sales

Functional Beverage / Cramping

The Vice President of Sales will lead the commercial growth strategy for a high-growth CPG company operating in the functional sports, hydration, and cramping segments. The company has a differentiated product platform, strong consumer relevance, and significant white-space opportunity across existing and emerging channels.

Reporting directly to the CEO, the VP of Sales will be responsible for accelerating revenue growth, expanding distribution, building strategic customer relationships, improving sales execution, and developing a high-performing commercial organization.

As a valued member of our team, we ask that you exemplify and uphold our Company’s core values in your daily work. These values—Collaboration, Accountability, Solution Driven, Integrity, and Champion Mindset—are central to our company culture and guide how we interact with each other, our customers, and our community.

This is a hands-on leadership role. The successful candidate must be equally comfortable developing a multi-year channel strategy, presenting to a major national retailer, coaching a Sales Team, analyzing customer profitability, setting & reviewing forecasts, removing barriers to facilitate team efficiency and personally helping close high-value opportunities.

The VP of Sales will inherit a lean commercial team and will be expected to create the structure, accountability, processes, and urgency necessary to support aggressive growth expectations.

As a valued member of our team, we ask that you exemplify and uphold our Company’s core values in your daily work. These values—Collaboration, Accountability, Solution Driven, Integrity, and Champion Mindset—are central to our company culture and guide how we interact with each other, our customers, and our community.

The VP of Sales will lead a team consisting of:

• VP, E-Commerce, Strategic & Emerging Channels - responsible for e-commerce, mass, digital commerce, and development of emerging/nontraditional channels.
• Sales Director – Grocery - responsible for grocery channel strategy, customer development, distribution expansion, and execution.
• Sales Director – Convenience - responsible for the C-store and impulse channel, including national, regional, and distributor relationships.
• AE, Sales Planning & Support - responsible for sales analytics, forecasting, customer planning, reporting, sales administration, and commercial support.

The VP of Sales will also work closely with the CEO and leaders across Marketing, Operations, Finance, Supply Chain, Product Development, and other functional areas.

1. Deliver Aggressive Revenue Growth

Own the company’s overall sales plan and deliver annual revenue, distribution, and profitability objectives.

Translate company growth expectations into clear channel, customer, and individual sales objectives.

Develop a balanced growth strategy incorporating:

• Same-store/customer growth
• New item placement
• New customer acquisition
• Increased points of distribution
• Geographic expansion
• New channel development
• E-commerce and emerging channels
• Strategic partnerships and distribution opportunities

Maintain a strong pipeline of opportunities capable of delivering both near-term results and sustainable long-term growth.

2. Attack the White Space

A critical responsibility of this position is identifying where the company is not currently doing business and determining how to win there.

Develop a comprehensive white-space strategy across channels, customers, geographies, occasions, and consumer segments.

Identify and prioritize the highest-potential opportunities based on revenue potential, probability of success, strategic value, profitability, and required resources.

Build actionable plans to…