Director of Sales, Naturals

TRUFF

Director of Sales managing day-to-day sales operations for TRUFF's natural channel retail customers. Driving growth and building strong distributor and broker relationships in a high-growth CPG environment.

Posted 7/7/2026full-timeRemote • 🇺🇸 United StatesLeadWebsite

Core Competencies

Role fit

Core Competencies

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Demonstrates expertise in building annual account plans, managing customer relationships, and executing promotional strategies within the CPG sector. Proficient in utilizing syndicated data tools and managing P&L to drive revenue growth and ensure compliance with customer terms.

Highest-signal resume keywords

7+ Years Sales Experience in CPG3+ Years Sales-Focused People ManagementProficiency in Syndicated Data ToolsExperience Managing Customer-Specific P&LStrong Understanding of Retail Customer Dynamics

ATS Keywords

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Applicant Tracking System Keywords

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Hard Skills

Account PlanningForecastingKPI DefinitionTrade Spend ManagementPromo Calendar ExecutionP&L ManagementData-Driven AnalysisSales Strategy DevelopmentRetail Insights UtilizationRisk Mitigation

Soft Skills

Interpersonal SkillsListening SkillsVerbal CommunicationPresentation SkillsWritten Communication

Tools & Technologies

NielsenIRISPINSRetailer-Specific Portals

Industry Keywords

CPGFood & BeverageNatural Channel RetailersWhole FoodsSproutsTrade BudgetsPromo EfficiencyDistribution ExpansionMULO EnvironmentsCustomer Compliance

About the role

Key responsibilities & impact

Build annual account plans (revenue, distribution, promo targets) aligned to growth goals.
Forecast volume, promo lift, and trade needs with accuracy.
Define KPIs and tracking to drive execution.
Own day-to-day customer relationships and sell-in (new items, packaging, innovation).
Execute promo calendars and in-store activation with Marketing/Trade.
Coordinate cross functionally to meet customer deadlines.
Use syndicated/retailer insights and category trends to inform plans.
Manage trade budgets for ROI; track deductions, promo efficiency, and sales.
Own customer P&L inputs; recommend pricing/promo adjustments to protect margin.
Anticipate forecast/relationship risks; propose mitigations.
Ensure compliance with customer terms, contracts, and promo guidelines.
Monitor execution across supply chain/retail and resolve issues fast.
Expand distribution, win secondary placements, and drive incremental volume.
Deliver data-driven sell stories/category reviews; represent TRUFF at key meetings and events.
Directly manage and guide Account Manager role to meet and exceed KPI’s associated with natural channel customers.

Requirements

What you’ll need

7+ years of progressive sales experience in CPG, ideally within Food & Beverage.
3+ years of effective sales-focused people management
Proven success managing Whole Foods and Sprouts, as well as other chain and independent natural channel retailers
Strong understanding of retail customer dynamics, promotional strategy, and trade spend management.
Experience working with and managing brokers, distributors and direct retailers (small and large)
Proficiency in syndicated data tools (Nielsen/IRI/SPINS) and retailer-specific portals.
Experience managing customer-specific P&L and delivering against ambitious revenue targets.
Demonstrated ability to scale brands within MULO environments.
Possess excellent interpersonal, listening, verbal, presentation, and written communication skills.
Ability to travel 20-30%.

Benefits

Comp & perks

Competitive Salary
Performance Bonus
Equity
Comprehensive Health, Dental, Vision & Life Insurance
401(k) with 3% company match
Generous PTO, Sick Time, Holidays & Parental Leave
Wellness, Internet & Cell Phone Stipends
Company-provided laptop