Vice President of Sales/Minister of Trade


Date Published: 5 September 2023

Our client is a mid-sized, successful, family-owned CPG company. They are seeking a multifaceted VP of Sales to lead all revenue-generating channels including Wholesale, E-Commerce (Direct-To-Consumer), and Foodservice channels within the company to align a unified vision. This role will play a critical part in shaping the company’s long-term strategy and competitive positioning in the market across all channels. This role spans several market segments including specialty grocery, natural grocery, conventional grocery, food service and other on-premise segments in addition to all digital sales, both owned and other marketplaces.


This leader transcends traditional boundaries and takes a holistic approach, ensuring that strategies created permeate through all channels, making sure all Teams are informed, aligned and motivated to achieve the company’s revenue objectives.


This position is remote and it’s estimated the VP could be traveling up to 75% of the time when necessary. Candidates should be based in a major metropolitan region.



  • Work in close collaboration with the President and Strategic Planning Team to develop and execute customer-specific growth plans aligned with revenue targets.
  • Lead and unify revenue-generating departments to foster a high-performing culture in both business-to-business (B2B) and direct-to-consumer (DTC) sales.
  • Partner with Finance, Marketing, and Operations to create a cohesive approach to revenue generation.
  • Establish and monitor sales goals for territories, channels, and key accounts. Keep the leadership Team updated on performance metrics.
  • Conduct business planning and reviews with key accounts, implementing distribution, merchandising, and promotional plans within set budgets.
  • Stay current on industry trends, product collections, competitive landscape to guide the Sales Team effectively.
  • Manage revenue and expenses, including trade spend, for each revenue channel.
  • Direct the sales forecasting activities and set performance goals accordingly.
  • Oversee all distribution, shelving (digital and brick and mortar) and merchandising plans for company and customer specific strategies, while adhering to promotional guidelines and budgets.
  • Conduct business planning/reviews with key accounts and top accounts.
  • Proactively establish and monitor specific sales goals per territory, channel and per Key Account.
  • Monitor the accuracy and efficient distribution of sales reports and other intelligence essential to the sales organization. Recommend revisions to existing reports and assist in the development of new reporting tools as needed.
  • Responsible for reporting and addressing shortfalls and concerns both internally and externally.
  • Demonstrate knowledge of Broker Groups, Distributors and Conventional versus Specialty sales tactics.
  • Ensure the company is well represented in the marketplace to include trade shows, food shows and industry events.
  • Run cross-functional Company sales meetings in person, and or/by video (if traveling).
  • Develop sales strategies and new-item initiatives for accounts.
  • Establish and maintain working relationships with key customers and national retailers.
  • Work with regional sales managers and broker principals in the marketplace nationwide.
  • Work with Key Account Manager to grow and develop National Accounts and International Business.
  • Work with Grocery Channel Account Manager to grow and develop national grocery business.
  • Collaborate with the E-Commerce leader to support sales strategies and directives.



  • 10-15 years of progressive sales experience with a focus on Specialty Food, E-Commerce, traditional grocery, key account, omnichannel marketplaces.
  • Minimum 5+ years in a leadership role managing a Sales Team.
  • Experience with managing a Broker network and utilizing and working with Distributors.
  • Proficiency in E-Commerce and third-party marketplaces such as Amazon is required.
  • Bachelor’s degree in business, MBA preferred.


Compensation and Benefits

  • $200,000+ base, depending on exp, plus annual bonus
  • 401k
  • Healthcare coverage
  • PTO
  • Childcare reimbursement
  • Educational Assistance
  • Wellness reimbursement