Overview
Head of Sales Jobs in United States at ForceBrands
Title: Head of Sales
Company: ForceBrands
Location: United States
Director / Vice President of Sales — U.S. Natural Channel Expansion
Natural & Organic CPG Brand | U.S. Remote
A rapidly growing natural and organic food brand with an established presence in Canada is seeking a Director or VP of Sales to lead its expansion across the United States natural channel. With strong momentum in the Canadian market and a differentiated portfolio of premium plant-based products, the company is entering a critical growth phase focused on building meaningful distribution and brand presence throughout the U.S.
This role will serve as the primary commercial leader for the U.S. business, owning sales strategy, retail partnerships, distributor management, and overall market expansion efforts. The ideal candidate has experience scaling emerging or early-stage natural CPG brands within the U.S. market and thrives in highly entrepreneurial environments.
The company is open to candidates currently operating at the Director or VP level, as well as high-performing senior sales leaders ready to step into broader ownership and leadership responsibility.
Key Responsibilities
Retail Account Development & Relationship Management
- Lead business development efforts with key natural retailers, including Sprouts Farmers Market and Whole Foods Market (regional and global)
- Own retailer relationships, category reviews, promotional planning, and ongoing account growth initiatives
- Develop compelling sell-in strategies that drive distribution, velocity, and long-term partnership growth
Distributor & Broker Management
- Manage relationships with major natural channel distributors, including UNFI and KeHE
- Oversee pricing strategy, trade spend management, fill rates, and retail execution
- Evaluate, onboard, and manage broker partners across priority U.S. regions
P&L Ownership, Forecasting & Sales Planning
- Own the U.S. sales P&L with responsibility for revenue growth, forecasting accuracy, margin management, and trade efficiency
- Develop annual operating plans and account-level forecasts
- Provide leadership with visibility into business performance, risks, and growth opportunities
Go-to-Market Strategy
- Build and execute a phased U.S. expansion strategy across the natural channel
- Identify priority markets, retail partners, and growth opportunities
- Position the brand competitively within an increasingly crowded natural and organic landscape
Sales Storytelling & Commercial Development
- Develop polished, data-driven sales materials, retailer presentations, and account-specific proposals
- Translate brand positioning into commercially compelling narratives tailored to U.S. buyers
- Leverage syndicated data and market trends to strengthen customer presentations
Cross-Functional Collaboration
- Partner closely with marketing, operations, and supply chain teams to support launches and retail growth
- Provide field-level insights to inform promotional strategy and consumer activation
- Coordinate with Canadian leadership on inventory planning, compliance readiness, and operational scalability
Data & Technology Fluency
- Utilize SPINS, Circana, CRM platforms, and reporting tools to drive strategic decisions
- Analyze performance data to identify whitespace opportunities and improve execution
- Candidates who thoughtfully leverage AI tools to improve productivity, reporting, or sales strategy are encouraged
Ideal Background
- Proven experience scaling a natural or organic CPG brand within the U.S. market
- Strong relationships within the natural channel, particularly with Sprouts and/or Whole Foods buyers
- Deep understanding of the natural consumer and retail landscape
- Experience managing distributor relationships, broker networks, and trade investment
- Strong analytical and financial acumen, including forecasting and P&L ownership
- Entrepreneurial mindset with the ability to build infrastructure while remaining highly hands-on
- Comfortable operating independently within a remote environment while collaborating cross-functionally with leadership teams
Salary range: $150,000- $180,00 base + bonus, health benefits & equity
