Position Summary
The Director, Large Format Sales will lead the next phase of growth for our retail business.
Over the past several years, our company has successfully expanded distribution across many of the nation's largest retailers. The company's next challenge is converting distribution gains into sustainable velocity growth, stronger retailer partnerships, improved commercial execution, and long-term category leadership.
This individual will be responsible for leading all Large Format retail sales efforts, managing strategic retailer relationships, directing broker partnerships, overseeing distributor relationships, and building the commercial infrastructure required to support continued national growth.
The ideal candidate combines strategic thinking with hands-on execution and has a proven track record of growing consumer brands within large-format retail environments.
This role reports directly to the National Sales Manager and will serve as a key member of the commercial leadership team.
Key Responsibilities
Retail Leadership
• Develop and execute the Large Format retail strategy for our Bars, Sticks, and select supplement products.
• Lead strategic relationships with major national and regional retailers, including:
o Walmart
o Target
o Kroger
o Albertsons
o Publix
o HEB
o Meijer
o Hy-Vee
o Additional large-format retailers
• Build and execute Joint Business Plans (JBPs) with key customers.
• Drive distribution expansion, assortment optimization, promotional effectiveness, and category growth.
Velocity & Commercial Execution
• Lead initiatives focused on increasing retail velocity and sell-through performance.
• Partner closely with Commercial Marketing, Insights, and Retail Media teams to develop customer-specific growth plans.
• Identify opportunities to improve merchandising, displays, secondary placements, and retail activation programs.
• Utilize consumer, category, and retailer data to drive business decisions and resource allocation.
Distributor & Broker Leadership
• Serve as primary commercial leader for relationships with:
o KeHE
o UNFI
• Manage national and regional broker partners.
• Evaluate broker effectiveness and recommend strategic improvements where necessary.
• Ensure broker partners are aligned to company priorities, performance expectations, and growth objectives.
Team Leadership
• Lead and develop the Large Format sales organization.
• Provide coaching, accountability, and professional development to direct reports.
• Partner with executive leadership on organizational planning, succession planning, and future talent needs.
• Help build a scalable sales structure capable of supporting significant future growth.
Cross Functional Leadership
• Partner closely with:
o Commercial Marketing
o Insights & Analytics
o Supply Chain
o Operations
o Innovation
o Executive Leadership
• Ensure sales priorities are aligned with broader business objectives.
• Contribute to long-term commercial planning and strategic decision-making.
Success Metrics
Success in this role will be measured through:
• Retail velocity growth
• Distribution quality and productivity
• Incremental sales growth
• Retailer relationship strength
• Broker effectiveness
• Joint Business Plan execution
• Team development and performance
• Expansion of profitable large-format retail business
Qualifications
Required
• 10+ years of Consumer Packaged Goods (CPG) sales experience.
• 5+ years leading Large Format retail accounts and teams.
• Deep experience managing relationships with major national retailers.
• Strong understanding of KeHE and UNFI distribution models.
• Proven success managing broker networks.
• Experience developing and executing Joint Business Plans.
• Demonstrated ability to drive velocity, distribution, and revenue growth.
• Strong financial and analytical acumen.
• Exceptional communication, presentation, and negotiation skills.
• Ability to thrive in a fast-paced, entrepreneurial environment.
Preferred
• Experience in functional beverages, nutrition, sports nutrition, snacks, or adjacent Better-For-You categories.
• Experience working within high-growth founder-led organizations.
• Experience scaling emerging brands into national retail distribution.
• Experience managing large retail media and commercial activation programs.
Travel Requirements
• Up to 40% travel.
• Must possess a valid driver's license.
• Must be able to travel regularly to retailers, distributors, trade events, and company meetings.