Director of Sales - Conventional Grocery, Mass, Natural, Club Channels

Job Description

SGSY is the fastest-growing brand in functional beverages, the #1 juice shot brand, and has been on Inc’s list of fastest growing private companies for the last 6 consecutive years as well as Bain’s list of Insurgent Brands for the last 2 years. This thriving category is still developing, and there is a ton of continued upside as we accelerate consumer penetration.

This exciting new role at SGSY is absolutely critical to our future growth ambitions. We have realigned our sales function so that our largest, most powerful customers roll into this leadership position. You will be responsible for driving revenue by accelerating volume, velocity, and store count distribution for our Core Juice Shot and New Product Lines. You will directly manage 4 Sales Managers, top retail accounts, and broker networks while personally steering relationships with key Conventional Grocery, Mass, Natural, and Club channel accounts. You will help shape our go-to-market strategies, direct and distributor networks, and optimize product distribution, promotions, and profitability.

SGSY has been newly acquired by Bansk, a leading Private Equity firm. They bring an exciting ambition for growth supported by the resources we need to achieve it. You will be a critical part of the leadership on this journey!

So Good So You Values

At So Good So You, it is our mission to care for our bodies and the planet. We also believe that work should be enjoyable. We have a fun, high-performance environment rooted in doing more good together, celebrating curiosity, and focusing on what matters. This value set is the secret behind our incredible growth, amazing team, and why the future looks even brighter.

What You'll Do

• Key Account Management Accelerate Velocity: Optimize trade spending, promotions, and shelf positioning to maximize sales per store per week.
• Expand Distribution: Secure new shelf placements for core shots and new product lines.
• Build Relationships: Negotiate contracts and Joint Business Plans (JBPs) with top grocery, mass, natural, and club accounts. Support your direct reports in leveling up the relationships at each retailer.
• Data Analysis: Use data platforms (SPINS, Nielsen, Circana, Scintilla, Symphony, Retailer Portals) to track velocity, ROI, and performance.
• Specific Accounts to Manage: Costco, Target, Walmart, Publix, and Albertsons Corporate*
• Team Leadership Develop Sales Management Team: Train, mentor, coach, and develop Sales Managers/Direct Reports.
• Collaborate with Sales team leadership for alignment, strategy and support for the Sales team
• Set Team Goals: Establish annual goals, KPIs, and sales budgets for you and your sales managers.
• Tradeshow and Events: partner with Sales & Marketing Project Lead to create the strategy for events including who attends, specific needs and key objectives
• Distributor, Broker, & Trade Management Distributor Relationships: UNFI, KeHE, DOT, and specialized Produce, Dairy, and Natural Distributors.
• Broker Relationships: Regional and National, Produce and Natural, account specific.
• Trade Strategy & Execution
• Cross-Functional Partnership: Marketing, Operations, Finance, R&D.

Who You Are

• You have a deep passion for wellness, a data-driven approach to category management, and a proven track record of scaling emerging functional brands at a national level.
• You are relentlessly driven and self-motivated, with high emotional intelligence, and excellent negotiation skills.
• You excel in a fast-paced, ever-evolving retail landscape.
• You are a natural leader who enjoys inspiring, mentoring, and upskilling an already high-performing sales team to consistently exceed sales objectives.
• You cultivate a coaching culture of accountability, resilience, and continuous improvement.
• Finally, you love to be challenged and celebrate curiosity by learning everyday.

Qualifications

• Experience: 7+ years in CPG Sales, with at least 3-5 years in a leadership role, managing direct reports in a remote setup. Beverage and/or Better For You Brand ideal.
• Education: Bachelor’s degree in Business, Marketing, or equivalent practical experience.
• Skills: Excellent persuasion and presentation skills, strong financial acumen, P&L management, and contract negotiation skills.
• Knowledge: Deep understanding of US Retail, Direct, Distributor, and Broker Networks.
• Leadership: Champion collaboration between sales, brand marketing, and supply chain to optimize product launches and trade promotions.

Preferred Skills

• Proven history of beating annual revenue targets.
• Past success selling to major retailers, distributors, and wholesalers within our customer portfolio.
• Category Management and Sales Analytics: Understanding how products are placed, priced, and promoted in stores, using data tools to track trends and forecast future revenue.
• Experience in short shelf life, refrigerated products is a plus
• Strong computer skills – Word, Excel & PowerPoint essential. G-Suite and CRM software a plus.