Senior Director of Retail Sales

Atoria's Family Bakery

Senior Director of Retail Sales

Travel Requirement: Up to 25%

Location: Remote

Pay: $160,000-$185,000 base salary, plus up to a 30% annual bonus and company benefits

The Company

Atoria’s Family Bakery is a family-owned bakery specializing in authentic flatbreads made with simple, high-quality ingredients. Founded in 1992, the company began by baking traditional lavash for local restaurants and neighborhood markets using a generations-old family recipe. Atoria’s Family Bakery has since grown into a nationally distributed brand, available in thousands of grocery stores and restaurants.

Still family-owned and headquartered in Northern California, Atoria’s bakes lavash, naan, and pita using an unhurried, no-shortcuts process that reflects the same care and tradition with which the company began. Atoria’s Family Bakery flatbreads are made with simple, plant-based, non-GMO ingredients and contain no artificial colors, preservatives, or flavors.

The Opportunity

Atoria's Family Bakery is seeking a Senior Director of Retail Sales to accelerate the company’s next phase of retail growth. This role offers the opportunity to shape the sales strategy for a fast-growing, family-owned brand with authentic products, a strong national presence, and significant runway for expansion.

Essential Duties and Responsibilities

• Drive sales and distribution with passion and enthusiasm for the company and its products.
• Build and maintain best-in-class relationships with key decision-makers across leading natural, specialty, and conventional retailers and distributors to strengthen existing distribution, drive growth, and identify new opportunities for expansion.
• Position Atoria's as a trusted strategic partner by delivering data-driven business plans, innovative solutions, and flawless execution that drive mutual growth.
• Partner cross-functionally with Finance and Accounting to develop and align pricing and promotional strategies to support long-term growth, strengthen Atoria’s competitive position within the flatbread category, and maintain profitability.
• Manage relationships with broker partners to drive positive results across assortment, merchandising, retail sales execution, and in-store performance.
• Develop accurate sales forecasts and provide timely business analysis and actionable insights, proactively identifying risks, competitive activity, growth opportunities, and areas for improvement.
• Lead, manage, and develop direct reports by establishing clear priorities and performance expectations, providing regular coaching and feedback, and holding team members accountable for achieving objectives.
• Partner cross-functionally with Marketing and R&D to successfully commercialize innovation and expand market share across the flatbread portfolio.
• Represent the company at industry trade shows, customer meetings, and sales events to strengthen relationships, generate new business, and expand distribution.
• Leverage syndicated data, including SPINS, retailer and distributor reporting, and internal business reporting (MSR and P&L) to identify growth opportunities, develop account strategies, measure performance, and drive executional excellence.

Qualifications

• 10+ years of progressive CPG sales experience, preferably within the natural or specialty food industry; with foodservice experience within that background a plus.
• 5+ years of successful people management and sales leadership experience.
• Bachelor’s degree or an equivalent combination of education and relevant experience.
• Proven experience managing P&Ls, budgets, trade spend, and customer profitability.
• Deep understanding of the retail, broker, distributor, and natural-channel landscape.
• Experience using syndicated data, retailer and distributor reporting, and analytics tools.
• Entrepreneurial, resourceful, and highly results-oriented, with the ability to create momentum in a lean organization.
• Strong commercial and financial acumen, including the ability to balance top-line growth, gross margin, trade investment, and long-term account value.
• Demonstrated ability to take initiative, operate independently, and prioritize effectively in a fast-moving environment.
• Strong planning, organizational, project-management, negotiation, and presentation skills.
• Excellent interpersonal, written, and verbal communication skills.
• Proficiency in Microsoft Excel, PowerPoint, Word, and other business applications.
• Passion for natural food and clean-label products is a plus.