Director of Retail Sales

Position Overview

We are seeking an experienced General Director of Retail Sales to lead and expand our retail channel strategy across major food and beverage retailers. This role manages end-to-end retail sales operations, from account development and merchandising strategy to promotional execution and P&L accountability. You'll partner directly with C-suite leadership and work cross-functionally with marketing, supply chain, and finance to drive volume growth and category performance.

───

Key Responsibilities

• Account Management & Growth: Lead strategic relationships with key retail partners (national chains, regional players). Identify and pursue new retail placement opportunities and expand distribution within existing accounts.

• Promotional Pricing & Merchandising: Develop and execute promotional calendars, negotiate slotting fees, and manage trade spend ROI. Oversee in-store execution including planograms, end-caps, and feature placement.

• Sales Strategy & Forecasting: Build annual retail sales plans aligned with corporate objectives. Manage territory/channel performance metrics, conduct regular pipeline reviews, and adjust tactics based on sell-through data.

• Team Leadership: Manage and coach a team of regional sales managers and account executives. Set performance targets, conduct training on category management and retail operations, and drive accountability.

• Category Management: Partner with retail partners on assortment strategy, shelf-set optimization, and data-driven insights. Collaborate with insight teams on market trends, competitor analysis, and consumer behavior.

• P&L Accountability: Manage retail sales budgets, promotional spend, and profitability. Negotiate cost structures, freight, and terms to maximize margin while remaining competitive.

• Cross-Functional Collaboration: Work with Marketing on campaigns and activation support. Coordinate with Supply Chain on inventory, order fulfillment, and logistics to ensure availability for retail commitments.

───

Required Qualifications

• 8+ years of retail sales experience in food & beverage, CPG, or related consumer goods industry

• Proven track record closing and growing retail accounts with national/regional chains

• Deep familiarity with retail jargon and operations: promotional pricing, slotting fees, trade spend, planograms, velocity reports, turns, COGS, co-packing, and category management

• Demonstrated experience with center aisle, perishable, or CPG categories (grocery, frozen, dairy, snacks, beverages)

• Strong P&L management skills and comfort with financial modeling

• Leadership experience managing direct reports and remote teams

• Excellent negotiation and communication skills

• Proficiency with retail data tools (Nielsen, IRI, or equivalent) and CRM/sales systems

───

Preferred Qualifications

• Prior experience with startup or scaling-stage food & beverage companies

• Background in direct-to-retail negotiation (slotting, promotional funds, rebates)

• Experience launching new products or expanding distribution across multiple retailers

• Familiarity with food safety compliance, labeling requirements, and retail procurement standards

• MBA or equivalent business background

───

Compensation & Benefits

• Competitive salary commensurate with experience

• Performance-based incentive structure tied to retail sales volume and distribution goals

• Remote position with flexibility to travel to retail partner meetings (estimated 15-20% travel)

• Health insurance, 401(k), and professional development budget

───

Location

Remote (US-based preferred for retail partnership coordination)

───

Employment Type

Full-Time, Exempt