Director of Sales - Natural Channel

THE ROLE

The Director of Sales for the Natural Channel will spearhead Poppi's growth strategy in this market segment, overseeing all aspects of natural grocery distribution and sales volume expansion. In this role, you'll manage the channel sales relationship including buyers, brokers, and distributors. You’ll also oversee the execution roadmap to strategically enhance poppi’s market position prioritizing increased ACV, expanded shelf space, and optimized SKU assortment. Your cross-functional leadership will drive success in optimizing promotional ROI and retail marketing initiatives while also transforming Poppi's strategic vision into compelling in-store executions.

WHAT YOU WILL DO

• Lead all natural grocery accounts nationwide, including UNFI and KeHE headquarters call points, with full accountability for current and future business performance
• Cultivate strategic partnerships with key buyers directly while effectively managing broker networks to reach sales targets and drive mutual growth through customized account-specific planning
• Create, execute, and track promotional objectives and KPIs by account while operating within established trade spend parameters to maximize return on investment
• Continuously analyze brand performance, category trends, price architecture, merchandising effectiveness, and promotional impact across the natural channel
• Monitor weekly OH & OO inventory for UNFI and KeHE, providing recommendations for reorders and executing reporting
• Strategically optimize SKU mix, merchandising, planogram location and secondary placement opportunities by account to maximize sales velocity and brand presence
• Collaborate with field sales, shopper marketing, and finance teams to ensure ROI on retail marketing programs, accurate budget management, and proper month-end accounting/accruals
• Actively contribute to poppi's culture, serving as a mentor and coach to other teammates and operating with a mindset of "what's right and best"
• Build and structure the Natural channel team as business growth justifies expansion, creating systems and processes that scale with the organization

WHAT YOU BRING

• Resourceful, integrity-driven problem-solver who takes initiative, navigates complexity independently, and thrives in rapidly changing environments
• Experience managing relationships with key Natural Channel decision makers, building trust by showing clear grasp of customer policy
• Extensive experience in sales account management or sales leadership overseeing accounts including Wholefoods, Sprouts, INFRA, NCG, Natural Grocers, The Fresh Market, Fresh Thyme Market, Harmons, Earth Fare, and Erewhon
• Experience partnering with broker and distributor networks, including UNFI and KeHE
• Ability to leverage market insights to create compelling selling stories and take a data-driven approach to guide sales and marketing strategies
• Excellent negotiation and leadership skills with prior experience managing forecasting and budgeting for a market segment
• Works effectively both independently and as part of a collaborative team, adapting communication style to diverse stakeholders and backgrounds

YOUR BACKGROUND

• 8+ years of sales experience in CPG/Food & Beverage Industry
• 4+ years of experience in a senior sales account management position with direct experience leading the Natural Channel
• Bachelor’s degree in business, marketing, finance or a related field preferred; or equivalent practical experience.
• Proficient with Microsoft Office Suite (Excel, PowerPoint, Word, and Outlook) and industry systems and platforms (VIP/IDIG, Repsly, IRI, SPINS, Nielsen, and Retailer Scan Data)

ADDITIONAL REQUIREMENTS

• Ability to travel for business related meetings
• Ability and willingness to work in the market to validate strategy execution and maintain frontline insights
• Some lifting and the movement of moderate loads require 50-pound lifting requirement
• Ability to work outside of standard business hours, including evenings and weekends, based on business demands

The above statements cover what are generally believed to be principal and essential functions of the job. Specific circumstances may allow or require some incumbents assigned to the job to perform a different combination of duties.  

COMPENSATION

Our comprehensive compensation package plays a big part in how we recognize you for the impact you have on our path to achieving our mission. For this role, the estimated base salary range is between $135,000 - $145,000. The actual base salary will vary based on various factors, including market, minimum wage requirements, and individual qualifications objectively assessed during the interview process. The listed range above is a guideline, and the base salary range for this role may be modified.