Director of Sales, Natural

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

📋 Description

• Establish the long-term strategy for MUD\WTR’s Natural channel, including prioritization of sub-channels, account targets, innovation roadmap, and investment levels for each.

• Take full ownership of the Natural channel, being completely accountable for strategy, execution, P&L, and outcomes across Sprouts, Whole Foods Market, Erewhon, Fresh Thyme, Natural Grocers, and Natural Independents.

• Cultivate and manage buyer relationships across all accounts, ensuring strategic alignment and a consistent monthly business review process.

• Execute flawless product launches on schedule and in full, covering merchandising strategy, promotional plans, marketing alignment, and operational readiness.

• Oversee promotional planning and post-event analysis, optimizing cadence, depth, and mechanics to enhance contribution margin at each retailer.

• Create a continuous pipeline of incremental opportunities through void closures, distribution expansion, secondary placements, always-on displays, and limited-time offers (LTOs).

• Develop retailer-specific playbooks for display, promotion, and innovation, while managing relationships with UNFI and KeHE to optimize cost-to-serve.

• Design and lead MUD\WTR’s broker network within the Natural channel, setting KPIs, managing scorecards, and ensuring partners are held accountable for velocity, distribution gains, and execution; making informed decisions on investments, restructuring, and direct engagement as needed.

• Identify and prioritize Natural Independent accounts based on revenue potential and strategic fit while building scalable onboarding playbooks to foster incremental distribution.

• Collaborate cross-functionally with Operations, Finance, Marketing, and Analytics on forecasting, OTIF, display compliance, and EDI.

⛳️ Requirements

• A minimum of 8 years of experience in CPG sales, including at least 3 years engaging with Sprouts and/or Whole Foods Market.

• Experience in people leadership, encompassing the building, hiring, and development of sales talent and/or broker partnerships.

• Comprehensive understanding of Natural channel economics, including UNFI/KeHE dynamics, merchant strategies, distributor versus direct models, and the cost-to-serve implications of each.

• A proven history of increasing door counts, executing off-shelf programs, and launching new products in complex Natural retail settings.

• Proficiency in margin mathematics, disciplined trade-spend management, and the capability to negotiate slotting, display fees, and promotional terms that safeguard contribution margin.

• Ability to synthesize SPINS Natural channel data, panel data, and retailer portal information into compelling sell-in narratives and opportunity pipelines.

• Experience in collaborating with and through broker partners, knowing how to hold them accountable, when to rely on them, and when to engage directly.

• Proficiency in Excel/Google Sheets and PowerPoint/Slides, with the skill to create clear models, dashboards, and persuasive presentations.

• A startup mentality — comfortable with ambiguity, possessing an instinct to create processes where none exist, and demonstrating a bias toward action.

• Availability for travel of 25–40%.

• Bachelor’s degree or equivalent qualification.

🏝️ Benefits

• Competitive salary and performance-based bonuses.

• Comprehensive health, dental, and vision insurance.

• Opportunities for professional development and career advancement.

• Flexible work environment and remote work options.

• Employee discounts on MUD\WTR products.