Reporting to SVP of Sales - CPG, the VP - Sales will have overall responsibility for driving the Company’s sales performance for our consumer products business. This includes Club, Amazon, Value, Conventional, and Natural, across all the Company’s brands. This executive will manage and optimize a high-performing sales team working cross-functionally with marketing, operations and product development to deliver revenue growth, customer acquisition and brand expansion. This individual will be a hands-on leader managing the development of functional capabilities, critical strategic projects, able to identify and drive specific initiatives and projects to achieve sales expectations, grow existing business, and open new points of availability in a highly competitive marketing within stated profitability goals and the needs of our customers, while aligning with the purpose and values of the Company.
The ideal candidate will have an extensive background in consumer products, specifically within the food & beverage or coffee industry. They will have proven successes from a business standpoint, along with the ability to inspire, develop and scale sales organizations.
KEY ACCOUNTABILITIES
Sales Strategy Development:
- Develop and execute a comprehensive sales strategy that aligns with the Company’s long-term growth objectives.
- Identify new revenue opportunities, both within existing channels and in emerging markets.
- Lead and refine sales forecasts, budgets, and performance metrics, ensuring alignment with company goals.
- Build collaborative relationships with customers; improve JBP and Top-to-Tops with key retail partners
Team Leadership & Development:
- Lead, mentor, and inspire a high-performing sales team across multiple channels.
- Recruit, develop, and retain top talent to build a diverse and dynamic sales organization.
- Foster a culture of collaboration, accountability, and results-driven performance within the team.
- Embrace a growth mindset and help team find comfort in change, moving quickly, and taking risks.
Cross-Functional Collaboration:
- Partner closely with sales planning, insights, marketing, product development, and operations to align sales initiatives with brand messaging, product innovation, and operational capabilities.
- Work with the executive team to inform business strategies and product offerings based on sales insights and market trends.
- Create strong partnership with DSD team; providing clear direction around sales strategies and execution priorities.
- Participate in broader S&OP and MBR meetings, providing sales updates and strategic thought partnership
Customer & Market Focus:
- Build and maintain strong relationships with key customers, retailers, and distributors to drive sustainable business growth.
- Monitor and analyze market trends, consumer behavior, and competitor activities to proactively adjust sales strategies and capitalize on emerging opportunities.
Financial & Performance Management:
- Manage sales budgets and optimize resources to maximize return on investment.
- Analyze sales data and key performance indicators to track performance, identify opportunities for improvement, and drive actionable insights.
- Work closely with revenue management and finance partners to optimize P&L and financial investments.
Brand & Product Advocacy:
- Serve as a passionate brand ambassador for the Company, ensuring the company’s values and mission resonate throughout all sales channels.
- Champion the Company’s quality products, sustainability practices, and innovation in all external interactions.
ESSENTIAL EXPERIENCES
- Minimum of 10 years of sales leadership experience, with at least 5 years in senior sales roles in the consumer products, food & beverage, or coffee industry.
- Bachelor’s degree in business, or related field. MBA is a plus.
- Demonstrated success in driving sales growth across multiple channels (consumer, retail, e-commerce, foodservice, wholesale).
- Proven experience in managing, developing and scaling large, diverse teams.
- Strong strategic thinking and the ability to develop innovative sales strategies.
- Exceptional leadership, team-building, and mentoring skills.
- Deep knowledge of sales analytics and performance metrics.
- Ability to communicate and collaborate effectively with internal and external stakeholders.
- Excellent negotiation, communication, and relationship-building skills
- Hands-on and collaborative leader who has demonstrated the ability to lead and inspire across a business.
- Ability to lead through a combination of influence/inspiration and control.
- A leader who shares the Company’s values Curiosity, Mastery, Ownership and Inclusion.
- Someone who is excited about the potential of growing the company and shaping the future of the business.
- Direct experience working in multinational organizations or part of global teams.
- Experience working internationally is helpful, but not necessary.
LOCATION
- This role will be based full-time out of the Company’s HQ in Emeryville, California.
COMPENSATION
- Base compensation for this role starts at $275k, along with bonus potential and LTIP.
