Director of Commercial Sales

About the Role

The Director of Commercial Sales at Skratch Labs will be a pivotal leader driving the growth of our B2B business with the goal of doubling overall revenue in the upcoming years. This role demands strategic leadership to enhance productivity in current retail channels and secure partnerships with new accounts, channels, and business opportunities. The position holds ownership of commercial strategy and revenue performance across specialty retail, third-party ecommerce, grocery, international markets, and business development segments such as team sports, gyms, and wellness. Reporting to the VP of Sales & Marketing, the Director will craft and execute commercial plans, manage P&L, lead the sales team, and optimize resources to meet strategic goals.

About You

You are an experienced sales and commercial leader in the CPG, sports nutrition, food and beverage, or related sectors, skilled in market analysis, commercial planning, and turning strategies into measurable outcomes. With a history of expanding distribution and acquiring significant new accounts, you balance ambition with quick, data-driven decisions, expertise in channel economics and pricing, and exhibit strong leadership qualities fostering accountability and cross-functional collaboration.

About Skratch Labs

Founded over 14 years ago by professional cyclists, Skratch Labs specializes in athlete nutrition products crafted with authenticity and passion. We thrive in a culture that values both head and heart, promoting teamwork, realness, high performance, and empathy. Our fast-growing company supports a dynamic work environment highlighted by camaraderie and commitment to helping people improve.

Key Responsibilities

• Develop, refine, and implement B2B channel strategies informed by market insights, competitive analysis, and channel economics.
• Lead strategic account planning and reviews to stimulate growth and innovation.
• Identify and secure new key accounts aligned with the B2B strategy.
• Manage B2B pricing, packaging, and trade investments to propel profitable growth and maintain channel integrity.
• Define assortment and shelf strategies in coordination with ecommerce and wholesale channels.
• Incorporate customer, market, and channel insights into broader company initiatives.
• Oversee B2B revenue forecasts, P&L, and operational plans, ensuring forecasting accuracy.
• Manage segments including third-party ecommerce, international, grocery, and partner-led specialty retail and business development teams.
• Expand distribution, optimize channel mix, and enhance velocity and market share.
• Negotiate commercial agreements and performance targets with strategic partners.
• Establish KPIs and utilize data to monitor performance and adjust strategies promptly.
• Lead and develop sales managers and external sales/distributor partners, setting clear performance expectations.
• Collaborate with marketing to align on brand strategy and demand generation.
• Work alongside customer experience and operations teams to optimize service and fulfillment.

Preferred Qualifications and Skills

• 5-7+ years progressive B2B sales experience in CPG, sports nutrition, or related fields.
• Proven leadership capabilities managing sales managers and teams.
• Experience owning channel or multi-channel P&L responsibility and revenue forecasting.
• Successful history of growing existing business and securing new distribution channels.
• Expertise in omnichannel sales dynamics, wholesale economics, and trade-off management.
• Strong financial skills including pricing, forecasting, and trade spend management.
• Excellent decision-making skills with comfort in ambiguity.
• Effective communication skills across sales, marketing, and finance functions.
• Familiarity with ERP systems (e.g., NetSuite), CRM software, sales analytics, Excel reporting, syndicated data services (SPINS, Circana/Nielsen), and productivity suites (Google Workspace or Microsoft Office).

Work Environment and Additional Details

• Hybrid work model requiring in-office presence in Boulder, CO on Tuesdays and Wednesdays, flexible remote work otherwise.
• Travel commitment approximately 15-25% for client meetings, market visits, and events.
• Dynamic, fast-paced workplace fostering ownership and sound judgment.
• Inclusive culture encouraging applicants from diverse backgrounds and experiences.
• Benefits include medical, dental, vision stipends, unlimited trusted time off, paid holidays, 401(K), profit sharing, monthly product allowance, and a supportive team environment.