Director / Senior Director of Sale

The Opportunity

Chi Forest is seeking a highly connected, hands-on Director or Senior Director of Sales to accelerate expansion across major national and regional West Coast retail accounts. The final title will reflect the selected candidate’s relevant experience, track record, and scope of sales leadership.

This individual will actively sell into priority accounts, open new distribution, and manage the day-to-day commercial work required to move opportunities from initial buyer conversations through authorization, launch, and ongoing account growth.

The ideal candidate brings established buyer relationships with major national and regional retailers. Candidates based on the West Coast with strong California retailer connections are preferred, as are candidates with beverage industry experience.

This role requires direct ownership of buyer outreach, line reviews, negotiations, follow-up, broker relationships, and launch execution.As the U.S. business grows, the position may expand into broader sales leadership responsibilities.

Key Responsibilities

• Own the sales process for priority national and regional retail accounts, from initial outreach and buyer meetings through line reviews, negotiations, retail authorization, first purchase orders, and launch execution.

• Use established buyer and category-management relationships with major national and regional accounts to create distribution opportunities and expand Chi Forest’s presence in mainstream U.S. retail, including priority West Coast markets.

• Prioritize new business opportunities across major national chains and regional retailers based on strategic fit, commercial potential, and readiness to launch.

• Build and maintain a qualified retail pipeline that converts into new listings, distribution gains, and measurable revenue.

• Develop account-specific sales strategies, presentations, pricing recommendations, assortment plans, promotional programs, and selling materials.

•Analyze Circana or Nielsen data to identify category and shopper trends, develop compelling buyer presentations, evaluate velocity and distribution, and recommend assortment and promotional opportunities.

• Lead retailer line reviews, commercial negotiations, annual planning, and new product presentations.

• Identify, establish, and manage effective broker and distributor partnerships in priority markets, including the West Coast, to support broader national expansion.

• Hold broker and distributor partners accountable for activity, execution, distribution goals, and account performance.

• Partner closely with the U.S. General Manager and Head of Brand on forecasting, inventory planning, promotional activity, pricing, and customer-specific opportunities.

• Monitor account performance and identify opportunities to expand assortment, increase velocity, improve promotional effectiveness, and grow distribution.

• Help establish the sales processes, reporting systems, and commercial infrastructure needed to support Chi Forest’s long-term U.S. growth.

• Provide market insights and recommendations regarding the future structure and talent needs of the U.S. sales organization.

Ideal Background

• 10+ years of relevant CPG selling experience , with direct responsibility for major national and regional retail accounts. Beverage industry experience is preferred.

• Established, active buyer and category-management relationships with major national and regional retail accounts. West Coast-based candidates with strong California retailer connections are highly preferred.

•A proven track record of securing new retail listings and expanding distribution for emerging or high-growth CPG brands; beverage brand experience is a plus.

• Proficiency with Circana or Nielsen syndicated data, including translating category, distribution, velocity, and promotional insights into retailer selling stories and account plans.

• Experience managing the full sales cycle, including buyer outreach, presentations, line reviews, negotiations, onboarding, launch execution, and ongoing account management.

• Experience selecting and managing broker and distributor networks and holding external partners accountable for results.

• Strong knowledge of retail pricing, assortment strategy, promotional planning, forecasting, andcustomerspecific selling requirements.

• Experience working within a lean, entrepreneurial, or international organization, with a hands-on, highly responsive, and results-oriented approach.

• The ability to balance long-term account strategy with day-to-day execution and take on broader commercial responsibility as the U.S. business grows.

Senior Director-level candidates should demonstrate broader ownership of national account strategy, complex commercial negotiations, and sales leadership. Both levels require direct, hands-on selling and account execution.

Success in This Role

Success will be measured by commercial execution and measurable business outcomes, including:

• New retail listings, distribution gains, and measurable revenue growth across priority national and regional accounts.

• Conversion of buyer conversations and a qualified pipeline into authorizations, purchase orders, and successful launches.

• Productive broker and distributor partnerships and strong in-market execution.

• Growth in assortment, distribution, and velocity within existing accounts.

• Commercial processes and infrastructure that support national growth and establish Chi Forest as a credible, differentiated beverage brand in mainstream U.S. retail.