We’re looking for a strategic and driven VP of Sales to take our retail business to the next level. This person will lead our national retail sales strategy, manage top accounts, and work closely with a network of brokers to accelerate growth across key channels and regions. You’ll be a player-coach—someone who can think big, execute fast, and build strong relationships internally and externally.
What You’ll Do
- Lead the retail sales function across grocery, natural, and mass channels.
- Build and execute retail strategies to expand distribution, increase velocity, and drive category leadership
- Own key customer relationships (e.g., Walmart, Whole Foods etc.) and lead high-impact business reviews
- Set and manager trade and promotional activity to ensure net sales.
- Manage and mentor a network of regional and national brokers, ensuring alignment with brand goals, clear KPIs, and consistent execution
- Conduct regular broker check-ins and field visits to optimize retail performance and hold partners accountable
- Train brokers on brand story, product benefits, and promotional strategy to ensure consistent messaging in the field
- Collaborate with brokers to develop customer-specific plans, secure new placements, and troubleshoot retail challenges
- Align with internal teams (Marketing, Ops, Finance, Innovation) to support account-specific initiatives and category growth and lead promotional planning, trade spend strategy, and ROI analysis
- Represent the company at trade shows, buyer meetings, and category reviews
What You Bring
- 8–12 years of CPG retail sales experience, with at least 4 years in a leadership role
- Proven success managing top-tier retail accounts and broker networks
- Deep understanding of retail sales processes, from pitch to shelf execution
- Experience building and managing national broker partnerships, including setting goals and driving accountability
- Strong analytical skills with experience in sales data, forecasting, and promotional planning
- Exceptional communicator with strong presentation, negotiation, and relationship-building abilities
- Passion for plant-based, better-for-you foods and a desire to shake up the status quo
- Startup/scale-up experience highly preferred, ability to travel as needed.
What are we looking for?
A motivated and successful sales leader, someone who takes initiative, eager to take a seat at our leadership table, and play a pivotal role in shaping our future growth strategy.
At Daring, our culture is built on a “flex up and flex down” mentality: we move quickly, adapt as needed, and genuinely care about each other and the business. We want a self-starter who’s not afraid to speak up, influence decisions, and inspire the team while embodying our shared values.
