VP, Retail Sales

Grow with Welch's!

Welch's is on a journey towards our bold ambition of being the global leader of convenient, good for you fruit-based food and beverages. To turn this goal into a reality we need you and other exceptionally talented, agile, and innovative individuals who are eager to contribute to something extraordinary!

At Welch's, we're not just offering a job; we're inviting you to be a part of a vibrant, authentic, and inclusive culture where you not only belong, but also have the opportunity to unleash the best, most authentic version of you.

The Vice President of Retail Sales is responsible for leading Welch’s retail sales organization across Grocery, Mass, Club, Value, and eCommerce while translating enterprise commercial priorities into customer-specific strategies that accelerate profitable growth.

Welch’s is transforming its commercial organization to become a more customer-centric, strategically focused, and capability-driven organization. The VP of Retail Sales will play a central leadership role in that transformation by building best-in-class retailer partnerships, elevating customer-first perspective and leadership across the organization, and translating enterprise initiatives and growth objectives into clear channel plans and retail execution.

The successful candidate is first and foremost an exceptional customer leader—someone with deep experience managing complex national retailers, building executive-level customer relationships, coaching high‑performing sales organizations, and shaping winning retailer strategies. This individual will provide informed perspectives on channel strategy, retailer trends, customer economics, and competitive dynamics while partnering closely with the Chief Customer Officer to execute Welch’s long‑term commercial agenda.

This role requires equal strengths in customer leadership, financial acumen, team development, and cross-functional influence. Over time, this individual should develop and demonstrate the executive presence, commercial judgment, and enterprise mindset necessary to assume broader commercial leadership responsibilities. This role reports to the Chief Commercial Officer.

Retail Sales Leadership

• Lead Welch’s retail sales organization across Grocery, Mass, Club, Value, and eCommerce channels, ensuring consistent execution of enterprise priorities through customer-specific strategies and exceptional customer management.
• Deliver annual revenue, volume, distribution, trade investment, market share, and profitability objectives.
• Translate enterprise commercial priorities into differentiated retailer strategies and customer management plans.
• Establish operating discipline across customer planning, forecasting, joint business planning, customer investment, business reviews, and execution tracking.
• Ensure customer plans are commercially ambitious, financially disciplined, and aligned with enterprise priorities.

Customer Strategy & Growth

• Translate enterprise channel strategies into differentiated retailer landscape considerations and customer management strategies.
• Provide informed recommendations that help shape channel priorities based on retailer trends, customer relationships, competitive dynamics, and marketplace experience.
• Shape customer‑specific growth strategies that align retailer priorities with Welch’s long‑term objectives.
• Identify and pursue emerging revenue opportunities across customers, channels, occasions, pack formats, and new go‑to‑market opportunities, helping incubate and prove new growth platforms before dedicated organizational resources are established.
• Support the continued evolution of Welch’s omnichannel capabilities, including eCommerce customers and retailer digital commerce opportunities.

Strategic Customer Management

• Own executive relationships across Welch’s largest retail customers.
• Elevate retailer relationships from annual negotiations to long‑term strategic partnerships that create value for both Welch’s and the customer.
• Develop customer management strategies that align retailer priorities with enterprise growth objectives.
• Coach sales leaders to become stronger strategic customer…