Director of Sales – Food Service & Alternative Channels

This is a fully remote position, open to applicants in United States.

📋 Description

• Take ownership of the Foodservice and Alternative Channels strategy while delivering a multiyear plan.

• Evaluate opportunities and prioritize immediate wins based on revenue potential, strategic alignment, and ease of execution.

• Determine the necessary products, formats, bundles, capabilities, and investments needed to scale priority channels.

• Manage and expand alternative channel accounts across hardware and outdoor sectors, off-price, specialty, department store retail, along with subscription and gifting partners.

• Establish and oversee broker relationships across various channels.

• Cultivate distributor partnerships, including both national and regional distributors.

• Represent TRUFF at customer meetings, trade shows, distributor events, and industry gatherings.

• Maintain key customer relationships across restaurant chains, coffee shops, independent restaurants, and significant foodservice segments.

• Collaborate with Marketing to create and promote chain programs, including branded menu items and product placements.

• Lead sell-in initiatives, launches, and ongoing execution with brokers and Supply Chain.

• Initiate local restaurant programs, assess conversion and repeat orders, and scale successful initiatives.

• Develop account plans and support models to retain and enhance major customer relationships.

• Oversee pricing, promotions, and channel investments to drive profitable revenue growth.

• Monitor distribution, conversion rates, repeat orders, and program ROI; adapt plans based on performance outcomes.

• Anticipate risks related to supply, margins, forecasts, and account retention; facilitate timely resolutions.

• Ensure programs align with customer terms and operational requirements.

• Collaborate closely with TRUFF’s Chief Commercial Officer, founders, and cross-functional leaders.

⛳️ Requirements

• Over 7 years of experience in CPG sales or business development, including at least 4 years in Foodservice and Alternative Channels, demonstrating a track record of profitable growth.

• Proven success in securing large restaurant chains, coffee chains, or independent operators, along with expanding distribution in sectors such as colleges, hospitality, and business dining.

• Experience in driving sales within hardware retail, such as Ace Hardware or Tractor Supply.

• Familiarity with outdoor, off-price, specialty, or department stores is a plus.

• Background in building and managing brokers across channels, such as A&G, BBI, or Green Nature Marketing.

• Experience collaborating with distributors like Dot Foods, Vistar, Sysco, US Foods, or regional partners.

• Strong skills in channel planning, pricing, forecasting, trade investment, negotiation, and account economics.

• Experience representing a brand at foodservice trade shows, distributor events, customer meetings, and industry functions.

• Excellent analytical, presentation, and relationship management capabilities.

• Willingness to travel 25%–40% of the time.

• Experience with subscription services or gifting partners, such as HelloFresh or ButcherBox (preferred).

• Background in a high-growth food or beverage business (preferred).

🏝️ Benefits

• Competitive salary and performance-based bonus.

• Eligibility for equity participation.

• Health, dental, vision, and life insurance coverage.

• 401(k) plan with company matching contributions.

• Paid time off, sick days, holidays, and parental leave.

• Stipends for wellness, internet, and cell phone expenses.

• Company-provided laptop.