Director of Sales - West

Director of Sales - West

Are you ready to drive sales on an exciting, growing brand while putting good into the world? Are you a team player dedicated to leaving things better than you found them? Most importantly, are you looking for a role where you can do good while selling a great product?

GoodPop started in 2009 in Austin, Texas at a local farmers market. Since those humble beginnings, GoodPop's wholesome, mouth-watering frozen treats have become one of the top performing BFY brands in the frozen novelty category and a staple in home freezers across the country.

The "GOOD" in our name isn't just about our ingredients or the way our GoodPops taste, it's about our company's commitment to using our products as a vehicle to do social Good. Through our commitment as a certified B Corp, responsible Fair Trade ingredient sourcing, & non-profit & humanitarian efforts, we're a small company with a big passion for doing good and giving back.

The person in this role as the GoodPop National Sales Director will be responsible for developing, managing and overseeing all sales in the conventional grocery, club and mass market channel for GoodPop. This individual will be data driven in all decisions and will develop and execute a short and long term go-to market sales plan.

This role will be key to the company's aggressive growth expectations and will be responsible for contributing annual sales revenue goals and simultaneously maintaining net gross profit expectations per account. This role requires someone comfortable with a culture of communication, accountability, and collaboration.

Role Description

The Account Manager, Grocery & Natural - West reports directly to the SVP of Sales and owns GoodPop's grocery and natural channel business across the western United States, including key retail accounts such as Sprouts Farmers Market, AIS (in total), Raley's, and New Seasons Market, along with full management of the KeHE distributor partnership.

This person will be the face of GoodPop to their retail partners - building trusted buyer relationships, identifying growth opportunities, and working cross-functionally to bring every promotion, product launch, and forecast to life. The ideal candidate combines strong West Coast grocery and natural channel relationships with the flexibility to manage a broad, varied account base.

Specific Responsibilities include:

• Selling & Distribution Growth

  Own annual sales, distribution, and market share objectives across Sprouts Farmers Market, AIS (in total), Raley's, New Seasons Market, and other assigned West region grocery and natural accounts.

  Identify and close new distribution opportunities, prioritizing depth and penetration within current doors and banners.

  Lead category reviews and new item presentations, building compelling, data-backed sell stories using syndicated data (e.g., SPINS, Nielsen).

  Build and maintain strong, trust-based relationships with buyers and category managers across the territory.

  Distributor Management (KeHE)

  Own full distributor relationship management with KeHE.

  Serve as the primary point of contact for distributor operations teams, resolving issues related to ordering, fill rates, chargebacks, and compliance.

  Monitor distributor inventory and performance to prevent stockouts or service gaps that could impact accounts across the territory.

  Partner with cross-functional teams on inventory, forecasting, and distributor escalations.

  Promotional Planning & Execution

  Own promo submission and calendar management for all accounts, ensuring deadlines, program details, and pricing are submitted accurately and on time.

  Partner with the merchandising team to execute promotions flawlessly in-store - from display placement to ad support to timing.

  Monitor promotional performance post-execution, identifying what's working and adjusting future plans accordingly.

  Track and manage trade spend by account, ensuring promotional investment is delivering a strong return.

  Forecasting & Demand Planning

  Provide account-level sales forecasts and regularly update projections based on promotional activity, innovation sell in, and any subsequent details.

  Manage KeHE inventory and fill-rate tracking to ensure distributor supply supports account-level demand.

  Flag forecast risks or opportunities early, keeping cross-functional partners ahead of account needs.

  Account & Relationship Management

  Serve as the primary point of contact for all assigned West region accounts, managing day-to-day needs and long-term strategic planning alike.

  Develop and present joint business plans and account reviews to retail partners.

  Stay close to shopper, category, and competitive trends within the natural and grocery channels to inform strategy and identify white space.

  What You Bring

  8+ years of CPG sales or account management experience, with direct buyer relationships in the West region grocery and/or natural channel strongly preferred.

  Experience managing distributor relationships, ideally with KeHE.

  Proven track record of gaining distribution and driving profitable growth within existing retail accounts.

  Strong analytical skills, with experience using syndicated data (SPINS, Nielsen, Circana) to build forecasts and sell stories.

  Excellent relationship-building and presentation skills; comfortable leading category reviews and account negotiations.

  Based in a major West Coast city with easy airport access; ability to travel 30-40% of the time across the territory.

  Comfort operating in a lean, fast-moving environment without a fully built-out playbook.

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