JOB TITLE: Director of Sales
Reports To: President
Location: Remote (Must have access to a major airport)
ABOUT BERRI ORGANICS
Berri Organics is one of the fastest growing beverage brands in natural CPG, making award-winning, plant-based electrolyte drinks sold nationwide at retailers like Sprouts, Whole Foods Market, Walmart, H-E-B and Wegmans. Our product lines, Berri Lyte and Berri Fit, are disrupting two massive categories: hydration and sports performance.
Founded by Jerome Tse, a cancer survivor and Forbes 30 Under 30 honoree, Berri Organics is building a culture designed for people who want to grow fast, take ownership, and help us become one of the '100 Best Companies to Work For.'
ROLE SUMMARY
The Director of Sales is supported by a national broker network, distributor partners, retail merchandising resources, and executive leadership.
This is a Director-level role with VP-level ownership in a lean, high-growth environment. The Director of Sales will build and scale Berri Organics' national commercial growth engine. This leader will accelerate distribution across Conventional Grocery, Club, Drug, and other strategic retail channels while expanding relationships with the country's leading retailers and distributors. Success will require both growing existing national accounts and opening new channels that meaningfully increase household penetration and revenue, including Albertsons, Publix, Ahold Delhaize, Meijer, Harris Teeter, Costco, Smart & Final, and other leading national accounts. You'll own the end-to-end commercial strategy across national accounts, distributors, brokers, and field execution while driving profitable revenue growth and expanding household penetration.
You will serve as both a strategist and an operator who can translate vision into execution. You will partner closely with the executive team, orchestrating cross-functional commercial initiatives while managing internal and external partners to deliver measurable, sustainable growth.
CORE RESPONSIBILITIES
Key Commercial Objectives
• Expand distribution of Berri Lyte RTD across leading Conventional Grocery retailers.
• Build a national Club strategy for Berri Lyte Powder Packs and future innovation platforms. Develop scalable broker and distributor strategies that maximize retail execution.
• Create customer growth plans that increase ACV, velocity, distribution, and profitability for:
o Primary Growth Channels
o Secondary Growth Channels
- Drug
- Mass Retail
- Specialty/Natural
Sales Strategy & Leadership
• Own the national sales strategy across Conventional, Club, Drug, Mass, Specialty/Natural, and alternative channels, with primary emphasis on accelerating growth within Conventional Grocery and Club channels.
• Set channel-specific KPIs and drive accountability around:
• Revenue growth by channel
• Gross margin and trade spend effectiveness
• Distribution gains (ACV/TDP)
• New account acquisition
• Velocity and same-store sales growth
• Promotional ROI
• Forecast accuracy
• Retail execution and merchandising compliance
• Develop annual sales plans, customer strategies, and business reviews.
• Oversee broker strategy, performance management, and accountability.
National Accounts & Distribution
• Lead relationships with key retail buyers and distributor partners.
• Expand distribution across priority national retailers.
• Develop executive relationships with buyers and category leaders across Berri Organics' highest-priority retail partners.
• Build strategic relationships with retailers including Albertsons, Publix, Ahold Delhaize, Meijer, Harris Teeter, Costco, Smart & Final, and other leading national accounts.
• Develop annual joint business plans with strategic customers.
• Identify new channels and whitespace opportunities.
• Lead retailer line reviews, category reviews, and innovation presentations.
• Build executive-level relationships across retailers, distributors, brokers, and strategic partners.
Commercial Execution
• Lead successful launches of new products and innovation across retail.
• Oversee promotional planning and retail marketing execution.
• Drive best-in-class merchandising, displays, and retail activation.
• Ensure flawless execution across brokers and field teams.
• Monitor competitive activity and recommend strategic actions.
Revenue Growth & Performance
• Develop channel-specific growth strategies that improve ACV, distribution, velocity, gross margin, and promotional effectiveness.
• Own sales forecasting, pipeline management, and revenue planning.
• Oversee trade investment and promotional budgets.
• Build dashboards and reporting to measure business performance.
• Identify opportunities to improve profitability and operating leverage.
• Drive disciplined sales execution using data and analytics.
Cross-Functional Partnership
• Partner with Marketing to align brand strategy, retail media, shopper marketing, and product launches.
• Collaborate with Operations to align inventory, forecasting, and customer service.
• Partner with Finance on budgeting, pricing strategy, trade investment, and margin management.
• Work closely with Product Development on innovation commercialization and launch planning.
WHAT DOES SUCCESS LOOK LIKE IN 90 DAYS?
• Secure meetings with at least 2 new major conventional grocery chains: Albertsons, Publix, Ahold Delhaize, Meijer, or Harris Teeter
• Secure meetings with at least one Costco region or Smart & Final
• Complete a comprehensive assessment of all current retail accounts, distributors, brokers, and sales processes.
• Present a 12-month commercial growth strategy.
• Present a Conventional Grocery expansion strategy.
• Present a Club channel strategy for Powder Packs and future innovation.
• Evaluate current broker coverage and recommend opportunities to strengthen Conventional, Club, and Drug channels.
• Develop a priority target list of the Top 25 retail opportunities.
• Establish a KPI dashboard and weekly sales scorecard.
• Develop strategic growth plans for Top 10 retail accounts.
• Evaluate broker performance and recommend improvements.
• Build pipeline of priority retail opportunities.
YOU'LL BE A GREAT FIT IF YOU HAVE...
• 7+ years leading sales for high-growth CPG brands.
• Proven success scaling emerging brands into national retailers.
• Demonstrated success developing executive relationships with leading Conventional Grocery and Club retailers, with experience calling on customers such as Albertsons, Publix, Ahold Delhaize, Meijer, Harris Teeter, Costco, or comparable national accounts.
• Strong broker and distributor management experience.
• Startup or high-growth brand experience strongly preferred; thrives in fast-moving, resource-lean environments.
• Strong strategic thinking paired with hands-on execution.
• Experience leading customer negotiations, annual business planning, and category reviews.
• Excellent communicator, highly organized, proactive, and solutions oriented.
• Proven ability to lead cross-functional initiatives end-to-end.
PREFERRED CATEGORY EXPERIENCE
Experience successfully scaling emerging brands within one or more of the following categories:
• Pediatric Nutrition
• Kids Food & Beverage
• Functional Beverages
• Hydration
• Powdered Drink Mixes
• Better-for-You Grocery
We are seeking a builder, not a maintainer. The ideal candidate has helped scale an emerging consumer brand from regional distribution into national retail and is excited by the opportunity to build one of the next iconic hydration brands.
COMPENSATION & BENEFITS
• Competitive Salary
• Bonus based on KPIs
• Equity
• Leadership development, executive coaching, and networking events
• 401(k) retirement and savings plan
• Paid holidays, unlimited vacation, and sick leave
• Health and vision insurance
COMMERCIAL SYSTEMS & ANALYTICS
Experience with many of the following is preferred:
• SPINS, Circana (IRI), NielsenIQ, or other syndicated retail data platforms
• Retailer reporting and analytics portals (Retail Link, Luminate, Scintilla, Supplier Hub)
• Distributor and broker reporting platforms
• CRM systems (Salesforce, HubSpot, Microsoft Dynamics, or similar)
• Microsoft Excel and PowerPoint with strong analytical and presentation skills
• Sales forecasting, trade promotion, and business planning tools
RESUME SUBMISSION:
All candidates with relevant experience please submit a resume to [email protected]
COMPANY WEBSITE: www.berriorganics.com
Berri Pro, Inc. is an Equal Opportunity Employer. The Company does not discriminate against
employees or applicants for employment on the basis of race, color, religion, sex (including
pregnancy), age, national origin, ancestry, citizenship status, sexual orientation, gender identity
or expression, transgender status, marital status, familial status, disability, genetic information,
protected veteran/military status, or any other characteristic protected by applicable federal,
state or local law.