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.
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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.
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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
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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
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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
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Location
Remote (US-based preferred for retail partnership coordination)
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Employment Type
Full-Time, Exempt