DIRECTOR OF SALES - FOOD SERVICE & ALTERNATIVE CHANNELS

TRUFF

2d•Hybrid

About The Position

TRUFF is seeking an entrepreneurial, growth-minded Director of Sales to build Foodservice and Alternative Channels into meaningful growth engines. This leader will own channel strategy, customer development, distributor execution, and profitable growth. Foodservice will be the primary focus, driving both revenue and consumer discovery. The opportunity spans restaurant operators, distributors, hospitality, corporate dining, colleges and universities, as well as specialty, off-price, department store, hardware, outdoor, and other alternative channels. This is a builder role with the opportunity to shape the strategy, secure partnerships, and scale new businesses for TRUFF.

Requirements

7+ years in CPG sales or business development, including 4+ years across Foodservice and Alternative Channels, with a record of profitable growth.
Proven success winning large restaurant chains, coffee chains, or independent operators and expanding distribution in segments such as colleges, hospitality, and business dining.
Experience growing sales in hardware retail, such as Ace Hardware or Tractor Supply.
Experience building and managing brokers across channels, such as A&G, BBI, or Green Nature Marketing, and working with distributors such as Dot Foods, Vistar, Sysco, US Foods, or regional partners.
Strength in channel planning, pricing, forecasting, trade investment, negotiation, and account economics.
Experience representing a brand at foodservice trade shows, distributor shows, customer meetings, and industry events.
Strong analytical, presentation, and relationship management skills; ability to travel 25%–40%.

Nice To Haves

Experience in outdoor, off-price, specialty, or department stores is a plus.
Experience with subscription services or gifting partners, such as HelloFresh or ButcherBox.
Experience in a high-growth food or beverage business.

Responsibilities

Own the Foodservice and Alternative Channels strategy and deliver a multiyear plan for what it takes to win.
Size opportunities and prioritize near-term wins by revenue potential, strategic fit, and ease of execution.
Identify the products, formats, and bundles needed in each priority channel, along with the capabilities and investment required to scale.
Own and grow alternative channel accounts across hardware and outdoor, off-price, specialty, and department store retail, plus relevant subscription and gifting partners.
Build and direct broker relationships across channels, including partners such as A&G, BBI, and Green Nature Marketing.
Develop distributor partnerships, including Dot Foods, Vistar, Sysco, US Foods, and regional distributors.
Represent TRUFF at customer meetings, trade shows, distributor shows, and industry events.
Own key customer relationships across restaurant chains, coffee, independent restaurants, and priority foodservice segments.
Partner with Marketing to develop and sell chain programs, including branded menu items and other product placements.
Lead sell-in, launches, and ongoing execution with brokers and Supply Chain.
Pilot local restaurant programs with brokers and distributors, measure conversion and repeat orders, and scale what works.
Build account plans and support models that retain and grow major customers as the business scales.
Manage pricing, promotions, and channel investments to grow profitable revenue.
Track distribution, conversion, repeat orders, and program ROI; adjust plans based on results.
Anticipate risks to supply, margins, forecasts, and account retention; lead timely resolution.
Ensure programs meet customer terms and operational requirements.