Director of Sales, Mass and Grocery

As Director of Sales, Mass and Grocery, you will serve as the strategic leader driving growth across two of the most critical and high-volume retail channels for Reduce™. This role owns the commercial strategy for our established mass channel accounts (Walmart, Target, Meijer) and leads the development and growth of Reduce™'s grocery channel presence with key accounts including Kroger, Publix, HEB, and others. We are seeking a seasoned, commercially sharp sales leader who brings deep multi-channel expertise, a proven ability to grow and win at major retailers, and the entrepreneurial drive to build something meaningful in a fast-paced, lean environment. Located in the Westside Provisions District of Atlanta, Base Brands, makers of Reduce™ products, was founded in 2006 with a mission to make the most useful, sustainable and reliable drinkware. As a family-owned company, we take pride in delivering quality products to simplify life — which is why the company stands behind a lifetime guarantee. Reduce™ cares deeply about supporting our community on a local level in Atlanta, Georgia and on a global scale by minimizing our collective impact on the environment. We have achieved significant distribution across major national retailers and we are searching for team members who can help drive sustainable growth and strive for our core values: Seek Balance, Be Humble, Stay Curious, Bring Passion, Be Authentic, and Have Fun! If you are passionate about helping businesses grow and want to work in a welcoming, flexible yet ambitious environment, come join our team. Always Useful. Never Wasteful. Team Players Only! About the Role As Director of Sales, Mass and Grocery, you will own the P&L and strategic direction across two high-priority retail channels. In mass, you will partner with rep groups at Walmart and Target while elevating those relationships to a senior level and driving the strategy and investment to grow share. In grocery, you will lead the effort to expand Reduce™'s presence at Kroger, Publix, HEB, and other key regional and national grocery accounts — building relationships, shaping the commercial strategy, and winning at shelf. This is a rare opportunity to shape the commercial future of a beloved brand across two large and distinct retail environments — ideal for a multi-channel operator who thrives on both growing existing businesses and opening new ones.

PRIMARY FUNCTIONS AND RESPONSIBILITIES

Own and drive the overall mass channel strategy — including annual business planning, long-range growth targets, and channel-level investment priorities. Develop and manage senior-level retailer relationships, building strategic partnerships beyond day-to-day account management and rep group interactions. Partner closely with rep groups at Walmart and Target, providing strategic direction, setting expectations, and holding them accountable to performance. Lead the development and execution of the promotional calendar across mass accounts — driving promo strategy, timing, funding, and post-event analysis. Own pricing strategy for the mass channel, including price architecture, promotional pricing, and retailer-specific decisions aligned with company margin objectives. Develop and manage the marketing and trade spend plan for mass accounts, ensuring investments are ROI-driven and aligned with brand objectives. Lead assortment and shelf strategy — identifying white space, driving new item introductions, and managing portfolio decisions to maximize distribution and revenue. Build and present compelling business reviews, joint business plans, and line review presentations to senior retail buyers and internal leadership. Monitor channel performance including POS data, market share, competitive activity, and account-level P&L to inform strategy and drive continuous improvement. Grocery Channel (Kroger, Publix, HEB, and Beyond) Own and drive the overall grocery channel strategy — defining account priorities, channel positioning, assortment architecture, and go-to-market approach. Build and manage senior-level relationships with buyers and merchant teams at key grocery accounts including Kroger, Publix, and HEB, as well as regional grocery partners. Develop the commercial strategy for grocery entry and expansion: assortment recommendations, pricing architecture, promotional framework, and ROI case. Lead the full account development lifecycle — from initial relationship-building through line review, item setup, and first purchase order — at both new and existing grocery accounts. Own the promotional calendar and trade spend strategy for the grocery channel, ensuring investments are performance-driven and aligned with brand objectives. Lead assortment and shelf strategy across grocery accounts, identifying distribution opportunities and driving new item introductions. Partner with Marketing and Product Development to ensure the brand story, packaging, and assortment are positioned competitively for the grocery channel. Monitor grocery channel performance and competitive landscape to identify growth opportunities and refine strategy over time. Cross-Functional & Internal Leadership Partner cross-functionally with Marketing, Supply Chain, Finance, and Product Development to align internal capabilities and resources with customer and channel growth opportunities. Support forecasting and demand planning by communicating account-level expectations and promotional activity to internal teams. Contribute to broader commercial strategy discussions as a senior member of the sales leadership team.

SKILLS

This role requires a person who can be: Strategic: Develop and execute clear, differentiated channel strategies across mass and grocery — balancing growth of established accounts with the complexity of building new ones. A Business Developer: Bring existing relationships and/or a proven track record of opening and growing accounts at major mass and grocery retailers. Comfortable managing the full sales cycle across multiple channel types simultaneously. Influential: Build credibility with senior retail buyers, rep groups, and internal stakeholders. Craft compelling commercial narratives that move people to act across very different types of retail partners. Relationship-Driven: Cultivate deep, long-term partnerships with key decision-makers at Walmart, Target, Meijer, Kroger, Publix, HEB, and other accounts — going well beyond transactional account management. Commercially Sharp: Demonstrate strong command of P&L management, trade spending, pricing strategy, and retail economics across channels with distinct dynamics and margin profiles. Independent: Operate with high ownership and autonomy across a broad scope. Set priorities, make decisions, and move with urgency — especially when navigating new territory. Collaborative: Lead cross‑functional alignment across Marketing, Finance, Supply Chain, and Product Development to ensure the business is organized to win at retail. Analytically Rigorous: Leverage POS data, syndicated data, and financial metrics to identify opportunities, build investment cases, and measure performance across channels. Experienced with Rep Groups: Understand how to effectively direct and manage broker/rep group relationships in both mass and grocery contexts, holding them accountable while setting them up to succeed. Flexible and Resilient: Thrive in a fast‑moving, lean environment with a wide mandate. Comfortable building structure and process where it doesn't yet exist.

EDUCATION & EXPERIENCE

Bachelor's degree required; MBA or equivalent experience a plus. 8–12 years of progressive sales experience in consumer goods, with experience spanning mass and/or grocery retail channels. Demonstrated experience in new business development — specifically opening and launching new retail accounts at the national or regional level. Existing relationships at Kroger, Publix, HEB, or other major grocery or mass accounts is a strong plus. Proven track record of developing and executing multi‑channel strategy, driving revenue growth, and managing senior‑level retail relationships. Experience working with and directing broker/rep groups across mass and/or grocery channels. Deep understanding of retail dynamics, category management, trade marketing, and retail economics across mass and grocery channels. Strong command of P&L management and trade fund optimization. Proficiency in analyzing syndicated data (e.g., Circana/IRI, Nielsen) and retailer POS systems. Advanced proficiency in Microsoft Office Suite, particularly Excel and PowerPoint. Excellent written, verbal, and presentation skills; comfortable presenting to C‑suite and senior retail executives. Highly self‑motivated with a strong ownership mentality and bias toward action. Experience in housewares, drinkware, or adjacent consumer goods categories is a plus. #J-18808-Ljbffr Valid8 Financial, Inc.