Overview

We are seeking a highly driven and strategic Director of Sales to lead and expand our presence within the specialty fitness and wellness retail channel, with a strong focus on key accounts such as The Vitamin Shoppe, GNC, and similar retailers.

This role is ideal for a sales leader who can independently own major accounts while also driving new business growth. You will be responsible for managing and expanding existing retail partnerships as well as identifying and securing new accounts. As a lean team, this role requires a hands-on approach.

Key Responsibilities



Account Leadership & Growth

• Own and manage strategic relationships with key accounts including Vitamin Shoppe, GNC, and other specialty fitness/wellness retailers 

• Develop and execute joint business plans to drive revenue, distribution, and visibility across in-store and e-commerce channels 

• Identify opportunities for assortment expansion, promotions, and category growth

Business Development

• Identify, target, and open new accounts within the fitness, specialty retail, and adjacent channels 

• Build and manage a pipeline of prospective partners, leading outreach, negotiations, and onboarding

Sales Strategy & Execution

• Develop and execute channel strategies aligned with overall company growth objectives 

• Forecast revenue, manage trade spend, and deliver against sales targets and KPIs 

• Analyze sell-through data, customer performance, and market trends to inform decisions

Team Leadership

• Manage and support a Regional Account Manager, providing clear direction and accountability 

• Set priorities, track performance, and ensure execution against sales goals

Cross-Functional Collaboration

• Partner with Marketing, Supply Chain, and Finance to support product launches, promotions, and inventory planning 

• Bring forward insights from customers and the market to inform internal strategy

Qualifications

• 7+ years of sales experience in the CPG industry, ideally within health, wellness, supplements, or fitness-related categories 

• Proven experience managing and growing specialty retail accounts, including Vitamin Shoppe, GNC, or similar 

• Track record of both expanding existing business and opening new accounts 

• Comfortable operating in a lean, high-accountability environment 

• Strong negotiation, analytical, and planning skills 

• Experience managing direct reports