Director of Sales - Conventional Grocery, Mass, Natural, Club Channels

This position is listed on behalf of a partner company, who manages all applications and next steps. Our partner is looking for a Director of Sales - Conventional Grocery, Mass, Natural, Club Channels based in United States. This is a senior commercial leadership opportunity focused on accelerating growth across major U.S. retail channels. You will own revenue growth by increasing velocity, expanding distribution, and optimizing promotions and profitability across established and emerging product lines. The role combines strategic account leadership with hands-on management of major grocery, mass, natural, and club customers. You will directly lead a team of Sales Managers while guiding broker and distributor relationships across a complex retail network. Using customer, category, and syndicated data, you will shape go-to-market strategies and identify opportunities to strengthen performance. The position offers significant influence in a fast-moving functional beverage category with substantial room for continued consumer and distribution growth. You will thrive in a high-performance, collaborative environment where curiosity, accountability, and continuous improvement are central to success. Lead revenue growth across Conventional Grocery, Mass, Natural, and Club channels by accelerating volume, velocity, distribution, and profitability for core and new product lines. Personally manage strategic relationships and negotiations with major retail accounts, including Costco, Target, Walmart, Publix, and Albertsons Corporate. Develop and execute customer strategies, Joint Business Plans, trade programs, and distribution initiatives that maximize sales and long-term account value. Optimize trade spending, promotions, shelf positioning, and assortment decisions to improve sales per store per week and overall return on investment. Use data from platforms such as SPINS, Nielsen, Circana, Scintilla, Symphony, and retailer portals to assess performance, identify trends, and inform commercial decisions. Lead, coach, mentor, and develop four Sales Managers, establishing clear goals, KPIs, sales budgets, and a culture of accountability and continuous improvement. Strengthen distributor relationships across partners such as UNFI, KeHE, DOT, and specialized produce, dairy, and natural distributors. Manage and develop regional and national broker relationships, including produce, natural, and account-specific partners. Partner with Sales, Marketing, Operations, Finance, and R&D to align commercial strategy, product launches, trade promotions, and supply considerations. Develop strategies for tradeshows and industry events in collaboration with Sales and Marketing leadership, ensuring clear objectives and effective resource allocation. Champion collaboration across functions to improve customer execution, strengthen market positioning, and consistently exceed revenue objectives. Requirements: 7+ years of CPG sales experience, including at least 3–5 years in a leadership role with direct reports, preferably in a remote environment. Experience scaling emerging brands at a national level, ideally within the beverage, wellness, functional beverage, or Better-for-You categories. Bachelor’s degree in Business, Marketing, or a related discipline, or equivalent practical experience. Deep understanding of the U.S. retail landscape, including direct sales, distributors, brokers, grocery, mass, natural, and club channels. Proven experience managing major retailers, distributors, wholesalers, and strategic customer relationships. Strong track record of achieving or exceeding annual revenue targets and delivering measurable commercial growth. Demonstrated expertise in category management, sales analytics, retail pricing, promotion, placement, and distribution strategy. Strong financial acumen, including P&L management, trade-spend optimization, forecasting, and commercial decision-making. Excellent negotiation, persuasion, presentation, and executive comm