Birdman

Head of Retail Sales

Birdman

full-time

Posted on:

Location Type: Remote

Location: United States

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Job Level

Lead

About the role

  • Build and lead the B&M organization: start as an individual owner of the channel, then hire and scale a high-performing team and broker network over time
  • Own the B&M P&L: define strategy and drive revenue, margins, and profitable growth, balancing short-term performance with long-term value creation
  • Lead retail strategy & expansion: define channel priorities and sequencing, and personally drive early account acquisition before scaling the team
  • Own sales & distribution (sell-in): build and manage relationships with buyers, brokers, and distributors (UNFI, KeHE, etc.), initially in a highly hands-on manner
  • Drive sell-through & velocity (sell-out): ensure strong in-store performance through direct involvement in merchandising, promotions, and retail execution
  • Own trade marketing & merchandising: design and execute retail activation strategies, rolling up sleeves in early stages to test and refine what works
  • Manage trade spend with ROI discipline: treat trade spend as a customer acquisition lever, with hands-on ownership of testing, measurement, and optimization
  • Define pricing & pack strategy: balance competitiveness, margins, and velocity through both strategic design and tactical execution
  • Build retail playbooks: develop scalable frameworks from first principles, based on direct execution and learnings in-market
  • Operate across strategy and execution: move seamlessly between high-level planning and day-to-day execution, doing whatever is required to drive results
  • Collaborate cross-functionally: work closely with Marketing, Supply Chain, and Finance to ensure alignment and flawless execution
  • Leverage omnichannel opportunities: connect retail with digital channels to maximize customer acquisition, retention, and lifetime value

Requirements

  • Proven track record **building (from near zero) and scaling** a CPG brand in US retail to $50M–$100M+ revenue
  • Deep experience in **Brick & Mortar within Health, Wellness, or VMS**, with strong understanding of retail dynamics and velocity drivers
  • Strong relationships with **key retailers, brokers, and distributors** (e.g., Whole Foods, Sprouts, Costco, UNFI, KeHE)
  • Hands-on experience driving both **sell-in and sell-out**, with focus on **velocity, repeat purchase, and in-store performance**
  • Strong expertise in **trade marketing, merchandising, and retail execution**
  • Experience managing **trade spend with ROI discipline**, treating it as a lever for **customer acquisition and long-term value (LTV)**
  • Experience owning a **channel or business P&L**, with solid understanding of pricing, margins, and promotions
  • Demonstrated ability to **build from scratch and scale teams over time**, starting hands-on
  • Ability to operate as a **“jack of all trades”**, combining strategy with execution
  • Understanding of **omnichannel dynamics**, using retail to drive acquisition and repeat
  • High level of **ownership, accountability, and execution speed**
  • Ability to operate effectively in **high-growth, high-ambiguity environments**
  • **Genuine interest in health, wellness, and nutrition**, with strong alignment to the category and consumer
Applicant Tracking System Keywords

Tip: use these terms in your resume and cover letter to boost ATS matches.

Hard Skills & Tools
P&L managementtrade marketingmerchandisingretail executioncustomer acquisitionpricing strategypack strategysell-insell-outvelocity drivers
Soft Skills
leadershipcollaborationaccountabilityexecution speedstrategic thinkinghands-on approachteam buildingadaptabilityproblem-solvingcommunication