Director of Sales - Natural Channel

About the role

The Director of Sales - Natural Channel will serve as a strategic partner to TRUFF's natural channel retail customers, responsible for managing day-to-day sales operations while driving growth and building strong distributor and broker relationships. This role will lead account planning, promotional execution, trade spend management, and joint business planning, ensuring that TRUFF's strategies are executed effectively at retail. The Director of Sales will also be responsible for business development, including developing and executing sales strategies, and creating and nurturing customer relationships across our Natural Channel Retailers. This includes strategically developing, planning, tracking, and measuring progress against company objectives and KPIs in a fast-paced, high-growth CPG environment.

Responsibilities

• Planning: Build annual account plans (revenue, distribution, promo targets) aligned to growth goals. Forecast volume, promo lift, and trade needs with accuracy. Define KPIs and tracking to drive execution.
• Account Operations & Activation: Own day-to-day customer relationships and sell-in (new items, packaging, innovation). Execute promo calendars and in-store activation with Marketing/Trade. Coordinate cross functionally to meet customer deadlines. Use syndicated/retailer insights and category trends to inform plans.
• Sales & Trade Management: Manage trade budgets for ROI; track deductions, promo efficiency, and sales. Own customer P&L inputs; recommend pricing/promo adjustments to protect margin.
• Risk & Compliance: Anticipate forecast/relationship risks; propose mitigations. Ensure compliance with customer terms, contracts, and promo guidelines. Monitor execution across supply chain/retail and resolve issues fast.
• Growth & Partnerships: Expand distribution, win secondary placements, and drive incremental volume. Deliver data-driven sell stories/category reviews; represent TRUFF at key meetings and events. Lead distributor, broker, and third-party partner relationships to maximize results.

Requirements

• Professional Qualifications: 7+ years of progressive sales experience in CPG, ideally within Food & Beverage. 3+ years of effective sales-focused people management. Proven success managing Whole Foods and Sprouts, as well as other chain and independent natural channel retailers. Strong understanding of retail customer dynamics, promotional strategy, and trade spend management. Experience working with and managing brokers, distributors and direct retailers (small and large). Proficiency in syndicated data tools (Nielsen/IRI/SPINS) and retailer-specific portals. Experience managing customer-specific P&L and delivering against ambitious revenue targets. Demonstrated ability to scale brands within MULO environments. Possess excellent interpersonal, listening, verbal, presentation, and written communication skills. Ability to travel 20-30%.
• Personal Characteristics: People first leader who invests in developing directly managed team + peer group. Entrepreneurial and resourceful; thrives in a fast-paced, high-growth environment. Strategic thinker who pairs long-term vision with operational discipline. Highly analytical; able to translate data into insights and actionable plans. Strong relationship-builder and communicator, capable of influencing both internally and externally. Results-driven, with a track record of delivering sales growth and exceeding targets. Collaborative team player who partners cross-functionally with transparency and accountability. Passion for consumer brands, retail partnerships, and the Food & Beverage space. Excited by TRUFF's unique brand positioning and driven to help make it a household name.

Why TRUFF

• A Brand with Real Consumer Pull: TRUFF is not a brand trying to manufacture relevance — people already love it. Our products have built a loyal fanbase organically, with consumers sharing, gifting, and talking about TRUFF long before we asked them to. That kind of authentic brand affinity is rare in CPG.
• A Seat at the Table: At TRUFF, strong ideas move quickly. You'll work closely with founders and senior leadership in a highly collaborative environment where your voice, relationships, and strategic thinking can make a visible impact on the business.
• A Brand in Its Next Growth Chapter: TRUFF is entering an exciting new phase of growth, including new product innovation, expanded distribution, elevated brand storytelling, and continued investment in the business. This is an opportunity to help shape what comes next for one of the most recognizable premium flavor brands in the market.
• Build Something Meaningful: We're a team that cares deeply about quality, creativity, innovation, and winning together. This role is ideal for someone who wants to help grow a disruptive brand, build strong retail partnerships, and contribute meaningfully in a fast-moving environment.

Benefits

• Competitive Salary
• Performance Bonus
• Equity
• Comprehensive Health, Dental, Vision & Life Insurance
• 401(k) with 3% company match
• Generous PTO, Sick Time, Holidays & Parental Leave
• Wellness, Internet & Cell Phone Stipends
• Company-provided laptop