Director of Sales, Alternative Channels

Director of Sales, Alternative Channels

Department: Sales

Reports To: VP of Sales

Location: Remote (U.S.)

Travel: Up to 60%

About Like Air

Like Air was founded by siblings Steve Atieh and Allison Lin with a mission to reinvent snacking through delicious, better-for-you products made with simple ingredients. Since launching in 2020, Like Air has grown rapidly and is now available in more than 15,000 retail stores nationwide, including Kroger, Publix, Albertsons, Walmart, Costco, Sam’s Club, BJ’s, Sprouts, Wakefern, Meijer, H-E-B, Wegmans, Hy-Vee, CVS, and many more.

Today, Like Air is the fastest-growing and largest family-owned brand in its category, according to Nielsen. The brand has been featured on Shark Tank, Good Morning America, The View, QVC, Inc.s list of Americas Fastest-Growing Private Companies, Good Housekeeping, and numerous other national media outlets.

Were building a high-performing, entrepreneurial team thats passionate about disrupting the snack aisle and creating the next iconic CPG brand.

Position Summary

The Director of Sales, Alternative Channels will own and drive Like Airs growth across Away From Home, Foodservice and specialty channels, including C-Store, Travel, Vending, Military and other emerging channels.

This person will be responsible for building the channel strategy, identifying and developing new customers, expanding distribution and assortment, securing displays and incremental merchandising opportunities, launching new products and LTOs, and delivering profitable sales growth.

The ideal candidate is a highly entrepreneurial, strategic salesperson who loves to build businesses from the ground up. This person should be equally comfortable developing a channel strategy, prospecting a new account, negotiating a distribution opportunity, selling a display or LTO program, and working cross-functionally to solve operational challenges.

Key Responsibilities

• Own the overall sales strategy and growth plan for Like Airs Alternative Channels business.
• Develop and execute annual business plans across Away From Home/Foodservice, C-Store, Travel, Vending, and other emerging channels.
• Manage and grow business with distributors such as DOT, Vistar, Core-Mark, and others.
• Partner with channel-specific brokers.
• Identify, prospect, and develop new customers and channel opportunities.
• Build trusted relationships with distributors, brokers, operators, buyers, and key decision-makers.
• Drive new distribution, expanded assortment, increased points of distribution, and incremental placements.
• Develop compelling selling stories using customer, category, POS, Nielsen/Circana, and internal sales data.
• Lead customer presentations, line reviews, business reviews, trade shows, and new item meetings.
• Negotiate pricing, promotions, displays, merchandising programs, distribution agreements, and other customer opportunities.
• Aggressively pursue incremental displays, secondary placements, seasonal programs, LTOs, and other volume-driving opportunities.
• Identify opportunities to tailor Like Airs assortment, pack sizes, pricing, and programs to specific channels and customers.
• Partner with Supply Chain, Operations, Marketing, and Finance to support launches, forecasting, inventory, pricing, and customer requirements.
• Monitor channel and customer performance and proactively identify risks and opportunities.
• Develop and manage a pipeline of prospective customers and opportunities.
• Build the infrastructure, relationships, and processes necessary to scale Like Airs presence across alternative channels.

Qualifications

• Bachelors degree in Business, Marketing, Finance, or related field.
• 7–10+ years of experience in Consumer Packaged Goods (CPG) sales.
• Deep understanding of the Food Service & Vending channels.
• Experience working with DOT, Foodbuy, and Vistar.
• Proven track record of developing new accounts and driving incremental distribution and sales.
• Experience selling a high-velocity, impulse-driven category such as Snacks or Beverage strongly preferred.
• Strong distributor, broker, and customer relationships within alternative channels.
• Demonstrated experience negotiating pricing, promotions, distribution, displays, and customer programs.
• Strong understanding of channel economics, pricing, trade spending, and customer profitability.
• Strong negotiation, communication, presentation, and relationship-building skills.
• Strong financial and business acumen.
• Live near a major airport and comfortable with frequent travel and trade shows (up to 60% of the time).
• Comfortable working independently in a fast-moving, entrepreneurial environment.

Success in This Role

Within the first year, this person will:

• Deliver strong sales growth across Alternative Channels.
• Build a robust pipeline of new customers and channel opportunities.
• Establish strong relationships with key customers, distributors, and channel partners.
• Expand Like Airs distribution and points of sale across Foodservice, C-Store, Travel, and other alternative channels.
• Secure meaningful new distribution, displays, merchandising programs, and incremental volume.
• Successfully launch and grow new products, LTOs, and channel-specific programs.
• Identify and execute creative new opportunities to expand Like Airs reach beyond traditional grocery.
• Build a scalable strategy and foundation for significant long-term Alternative Channel growth.
• Become a trusted strategic partner to Like Air leadership and key customers.

What Were Looking For

Were looking for someone who is:

• A true salesperson who loves prospecting, selling, negotiating, and winning.
• Entrepreneurial and excited to build something from the ground up.
• Highly accountable and takes ownership of their business.
• Creative and relentless in finding new customers and incremental volume.
• Well-connected and comfortable opening doors and building relationships.
• Confident and persuasive with customers, distributors, and internal stakeholders.
• Data-driven but practical.
• Willing to roll up their sleeves and do whatever it takes.
• Collaborative and able to influence cross-functionally.
• Comfortable balancing strategy with hands-on execution.
• Passionate about helping build a high-growth emerging CPG brand.

Salary & Benefits

• Salary & bonus commensurate with experience
• Health insurance benefits
• 401K match plan
• Communications allowance
• Unlimited PTO

At Like Air, every team member has the opportunity to make a meaningful impact. If youre excited to help build the next iconic CPG snack brand and want significant ownership over a major area of growth, wed love to hear from you.