Vice President of Sales

Role Overview

This executive position, reporting directly to the Co-Founder & CEO, involves leading the national sales efforts of a rapidly expanding company in the wellness sector. Focused on premium CBD, THC, and functional beverages, the brand emphasizes transparency, USDA Organic certification, and innovation. The Vice President of Sales will steer the commercial organization's growth during a pivotal expansion phase into national retail markets.

Key Responsibilities

• Design and implement nationwide sales strategies across THC and functional beverage categories.
• Manage and grow a national sales team comprising Regional and State Sales Managers and a National Account Manager.
• Develop sales operations including organizational frameworks, processes, and key performance indicators to support scaling efforts.
• Strengthen and expand distributor relationships across multiple route-to-market channels.
• Increase retail distribution footprint and improve sales performance with current accounts.
• Forge and maintain robust connections with retail buyers and strategic commercial partners.
• Drive accountability with accurate sales forecasting, KPI oversight, pipeline management, and territory planning.
• Collaborate cross-departmentally with Marketing, Operations, Supply Chain, and Leadership to coordinate product launches, market entries, and promotions.
• Identify and pursue opportunities for distribution expansion, market growth, and partnerships.
• Contribute as a core member of the executive leadership team in guiding the company’s long-term commercial strategy.

Leadership Expectations

Oversee a layered, national sales structure including key account handlers, regional/state sales leaders, field sales teams, brokers, and brand ambassadors. Responsible for organizing resources and refining team structure to support accelerated development.

Required Qualifications

• Over ten years of ascending leadership experience in sales within beverage or CPG sectors.
• Proven capability in managing sales operations for emerging or high-growth beverage brands, including functional and non-alcoholic beverages, beer, or related categories.
• Experience working with distributor networks, especially with regional beer wholesalers and natural product distributors like KeHE or UNFI.
• Track record successfully developing national retail relationships with major chains such as Target, Sprouts, Walmart, Whole Foods, Total Wine, Circle K, Albertsons, Wegmans, among others.
• Competence in building and mentoring multi-state sales teams.
• Strong knowledge of route-to-market strategies, distributor oversight, sales forecasting, and territory management.
• Expertise in scaling sales organizations during rapid growth phases.
• Ability to operate effectively in a founder-led entrepreneurial environment blending strategy with execution.
• Willingness to undertake national travel for distributor, retailer, and industry engagements.

Preferred Attributes

• Prior experience with functional, non-alcoholic, better-for-you, cannabis, or adult alternative beverages.
• Background with fast-growing beverage companies or startups.
• Existing relationships with key national buyers, especially at Target and Sprouts.
• Proven experience launching products in new markets and expanding national retail coverage.
• Experience in startup or private equity-backed firms with responsibility for building commercial infrastructure.

Additional Information

This role requires remote work with travel commitments as necessary. It is not a direct position at ForceBrands but with their client. The position demands strategic leadership and operational excellence to propel national expansion within competitive beverage markets.