Director of Sales - Natural Channel

About TRUFF

TRUFF is a high-end condiment brand centered on the blend of heat and truffle flavor. The company began in 2015 when its founders created the @sauce Instagram account, which quickly gained popularity. In 2017, they introduced TRUFF Original Hot Sauce, a product that gained major attention after being chosen by Oprah as one of her Favorite Things. Following six straight years on that list and the launch of additional hot sauce varieties, TRUFF has grown into one of the fastest-expanding brands in the hot sauce market.

Over time, the brand has extended its premium flavor profile into related categories such as pasta sauce, mayonnaise, oil, and seasonings. TRUFF aims to elevate everyday meals with a distinctive aroma and taste that turn ordinary food moments into something more special.

TRUFF has also established a strong retail presence, with products available in more than 15,000 stores nationwide. While proud of that expansion, the company is also focused on reinvigorating the digital-first energy that helped shape the brand in the early days. Because TRUFF was built online, the team is eager to bring that momentum back in a bigger way.

Role Overview

The Director of Sales for the Natural Channel will act as a key strategic partner to TRUFF’s natural retail customers. The role balances daily sales operations with growth planning, distributor and broker relationship management, account planning, promotional execution, trade spend oversight, and joint business planning. It is responsible for ensuring TRUFF’s retail strategy is carried out effectively at store level.

This leader will also drive new business development by designing and implementing sales strategies and by building strong customer relationships across natural channel retailers. The role requires regular planning, tracking, and measurement against company goals and KPIs in a fast-moving, high-growth CPG environment. Reporting to the CCO, this position directly manages a Natural Channel Account Manager and oversees both chain and independent natural retailers.

What You Will Lead

• Develop annual account plans covering revenue, distribution, and promotional goals that support overall growth objectives.
• Prepare accurate forecasts for volume, promotional lift, and trade investment requirements.
• Set clear KPIs and monitoring systems to keep execution on track.
• Own customer relationships and sell-in efforts for new items, packaging updates, and innovation launches.
• Run promotional calendars and in-store activation work in partnership with Marketing and Trade teams.
• Coordinate across functions to ensure customer deadlines are met.
• Use syndicated data, retailer insights, and category trends to shape account strategy.
• Manage trade budgets with a focus on return on investment, while tracking deductions, promotional efficiency, and sales performance.
• Oversee customer P&L inputs and advise on pricing or promotion changes that help protect margin.
• Identify forecast and relationship risks early and recommend practical mitigation steps.
• Ensure adherence to customer terms, contract requirements, and promotional rules.
• Monitor execution across supply chain and retail touchpoints, resolving issues quickly.
• Grow distribution, secure secondary placements, and generate incremental volume.
• Build data-backed sell stories and category reviews, and represent TRUFF in important meetings and events.
• Lead relationships with distributors, brokers, and third-party partners to improve results.
• Manage and coach the Natural Channel Account Manager so they can meet and exceed KPI expectations.
• Run a strong performance management process that removes barriers, provides support, and helps the account manager develop and succeed.

Professional Qualifications

• At least 7 years of progressive sales experience in CPG, preferably in Food & Beverage.
• At least 3 years of people management experience in a sales-focused role.
• Proven success working with Whole Foods, Sprouts, and other natural channel chain and independent retailers.
• Strong knowledge of retail customer behavior, promotional planning, and trade spend management.
• Experience managing brokers, distributors, and both small and large direct retail accounts.
• Comfort with syndicated data platforms such as Nielsen, IRI, and SPINS, along with retailer portals.
• Background in managing customer-specific P&L and hitting aggressive revenue goals.
• Proven ability to grow brands in MULO environments.
• Excellent interpersonal, listening, speaking, presentation, and written communication abilities.
• Willingness to travel 20-30%.

Personal Characteristics

• A people-first leader who actively develops direct reports and peers.
• Entrepreneurial, adaptable, and comfortable in a fast-paced growth setting.
• Strategic in outlook while remaining disciplined in execution.
• Strong at analysis and able to turn data into practical actions.
• A confident relationship builder who can influence internal and external stakeholders.
• Motivated by results and experienced in exceeding sales targets.
• Collaborative and transparent when working across functions.
• Genuinely interested in consumer brands, retail partnerships, and the Food & Beverage sector.
• Excited by TRUFF’s premium positioning and motivated to help grow its household recognition.

Why TRUFF

TRUFF has real consumer demand behind it. The brand has earned loyal fans organically, with people sharing, gifting, and discussing TRUFF without being prompted. That level of authentic brand love is uncommon in CPG.

You will have exposure to founders and senior leaders in a highly collaborative environment where strong ideas move quickly and your relationships and strategy can create visible business impact.

The company is entering a new phase of growth, including fresh product innovation, broader distribution, stronger brand storytelling, and continued investment in the business. This is a chance to help shape the next stage of a distinctive premium flavor brand.

The team values quality, creativity, innovation, and winning together. This role suits someone who wants to help scale a disruptive brand, strengthen retail partnerships, and contribute meaningfully in a dynamic environment.

Benefits

• Competitive salary
• Performance bonus
• Equity participation
• Medical, dental, vision, and life insurance coverage
• 401(k) plan with a 3% company match
• Generous PTO, sick leave, holidays, and parental leave
• Wellness, internet, and mobile phone stipends
• Company-issued laptop