Company Context
GoodPop didn't just enter the frozen novelty aisle in 2009, we created a whole new category inside it, reimagining the sugar laden treats we all grew up with. Our iconic BFY lineup is carried across the country from the natural channel, to conventional grocery to club and mass retail.
And we didn't get here just by making great pops. GoodPop is a social enterprise, a certified B Corp and through our non-profit work via Pledge Good Foundation and Good Food Collective, the work we do together turns into real social and environmental impact beyond the freezer aisle.
GoodPop prides itself on a culture unlike anywhere else you've worked: a tight-knit team of passionate do-gooders who show up for each other, for our fans, and for our community, and who believe good products should come from good people with good purpose.
This is a lean, high-ownership environment where the SVP of Sales isn’t inheriting a playbook, but writing the next one, alongside a team that will have your back every step of the way. GoodPop is excited to step into our next chapter of growth, and we're looking for a one-of-one sales leader who wants to help write it.
Position Summary
The Senior Vice President of Sales is a member of GoodPop's Executive Leadership Team and reports directly to the CEO. This leader owns the entire commercial organization and the Sales P&L, overseeing commercial strategy, Sales & Operations Planning (S&OP), long-range planning, forecasting, trade investment and optimization, broker network management, cross-functional execution, and organizational accountability.
The role is responsible for accelerating GoodPop’s profitable growth by going deeper, not wider — strengthening and expanding our relationships within existing customers rather than simply chasing new points of distribution.
The role requires both executive-level strategic thinking and hands-on leadership: personally developing analyses, crafting data driven stories, mentoring and growing a talented sales team and designing business processes that drive consistently improve fundamentals and drive growth.
Commercial Leadership & Business Ownership
Own the overall GoodPop Sales P&L, including revenue, gross margin, trade investment, customer profitability, and commercial performance.
Lead company-wide commercial strategy across all channels and categories.
Drive profitable growth as the top priority — deepening penetration, share, and velocity within existing customers and categories rather than prioritizing new distribution or top-line revenue alone.
Build, manage, and evaluate GoodPop's broker network, setting performance expectations and driving accountability across broker partners.
Develop high-performing commercial teams and a culture of accountability, including rebuilding team structure and morale following a leadership transition.
Strategic Planning & Executive Leadership
Lead Annual Operating Plan (AOP), Long-Range Plan (LRP), and strategic planning cycles.
Translate industry, retailer, and consumer trends into actionable business strategies.
Present recommendations and business performance to executive leadership and, as needed, to the Board or outside stakeholders.
Sales & Operations Planning (S&OP)
Own the monthly S&OP process and align Sales, Operations, Finance, Supply Chain, Marketing, and Innovation.
Drive forecast accuracy, inventory optimization, and demand planning.
Cross-Functional Leadership
Lead enterprise initiatives requiring collaboration across multiple departments.
Hold leaders accountable for execution while improving business processes.
Customer & Channel Leadership
Build and own executive relationships across GoodPop's core retail partners, including Whole Foods, Costco, Walmart, HEB, and Kroger, along with emerging strategic accounts.
Lead high-level negotiations and joint business planning.
Develop and execute a comprehensive omnichannel growth strategy, accelerating eCommerce performance across retailer.com platforms, quick commerce, marketplace partners, and digital merchandising opportunities.
Partner with digital retailers and internal marketing teams to improve online conversion, search visibility, digital shelf execution, and profitable eCommerce growth.
A deep understanding of how to navigate UNFI, KEHE: from day-to-day to top-to-top relationships.
Category Management & Revenue Growth Management
Lead the Category Management function by developing insights-based category strategies, assortment recommendations, shelf optimization, and customer-specific category reviews.
Own Revenue Growth Management (RGM), including pricing architecture, promotional optimization, trade investment governance, assortment strategy, mix management, and customer profitability.
Leverage syndicated data and analytics to identify opportunities that improve revenue, margins, and market share.
Commercial Strategy & Analytics
Personally develop executive presentations, selling stories, dashboards, analyses, and KPIs that guide decision making.
Represent the organization as a whole in discussions with investment groups, senior leadership, and outside stakeholders.
Innovation & Growth
Partner with Marketing and Innovation to commercialize new products and growth platforms.
What Success Looks Like in Year One
Commercial team and broker network are stabilized and performing with clear accountability following the transition from the prior sales leader.
AOP targets are met or exceeded profitably, with improved forecast accuracy through the S&OP process.
Strong, trust-based executive relationships are established with GoodPop's core retail partners.
A clear RGM and trade investment framework is in place and adopted cross-functionally.
Building out, mentoring and coaching our talented team to ensure they are optimized and set up for success.
Who You Are
You've done this before: scaling better-for-you challenger brands quickly, responsibly, and with a pure heart — and you're looking forward to the next challenge, bringing your talent and passion to a brand and product that deserve it.
A doer - self-starter who takes ownership and runs with it.
Entrepreneurial and resourceful, with a systems-builder's mindset: when something's broken or missing, you build the process rather than work around it.
A calm and thoughtful problem-solver
Comfortable across the full spectrum, from classically trained CPG rigor to hands-on, ground-up building - and you've proven you can scale what you build.
A true believer that food companies can challenge the status quo and make things genuinely better for consumers — this isn't just a job to you.
Unflappable under pressure, with unwavering integrity — people trust what you say and how you act, especially when it's hard.
A believer in results, and most importantly, in having fun along the way.
Qualifications
Bachelor's degree required; MBA preferred.
15+ years of progressive commercial leadership within CPG, with a career arc that includes meaningful classical training and experience at a large, established CPG company followed by a growth-stage or founder-led brand — comfortable operating without the infrastructure of a large organization.
Executive experience with full P&L ownership and S&OP leadership.
Demonstrated track record of driving profitable growth — not just top-line revenue — by deepening existing customer relationships and category share.
Direct experience managing and holding accountable a broker network.
Expertise in trade management, category management, revenue growth management, syndicated data, and executive communication.
Demonstrated ability to build and lead teams through change, ideally including experience stepping into a role following a leadership transition.
Comfortable operating as a hands-on builder and a strategic executive simultaneously, within a small, high-trust leadership team.
Location & Travel
Based in or willing to relocate to Austin, TX; hybrid with regular in-office presence expected.
Approximately 30–40% travel for retailer meetings, trade shows, and broker/team engagement.
Compensation
Competitive base salary plus performance bonus and stock options, commensurate with experience; to be finalized based on market benchmarking and candidate profile.
