Director of Sales, Naturals

TRUFF

40d•Hybrid

About The Position

TRUFF is a premium truffle-infused condiments brand. The Director of Sales – Natural Channel will serve as a strategic partner to TRUFF’s natural channel retail customers, responsible for managing day-to-day sales operations while driving growth and building strong distributor and broker relationships. This role will lead account planning, promotional execution, trade spend management, and joint business planning, ensuring that TRUFF’s strategies are executed effectively at retail. The Director of Sales will also be responsible for business development, including developing and executing sales strategies, and creating and nurturing customer relationships across our Natural Channel Retailers. This includes strategically developing, planning, tracking, and measuring progress against company objectives and KPIs in a fast-paced, high-growth CPG environment. This position reports to the CCO, and will directly manage a Natural Channel Account Manager, handling natural channel chain and independent retailers.

Requirements

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%.

Nice To Haves

People first leader who invests in developing directly managed team + peer group.
Entrepreneurial and resourceful; thrives in a fast-paced, high-growth environment.
Strategic thinker who pairs long-term vision with operational discipline.
Highly analytical; able to translate data into insights and actionable plans.
Strong relationship-builder and communicator, capable of influencing both internally and externally.
Results-driven, with a track record of delivering sales growth and exceeding targets.
Collaborative team player who partners cross-functionally with transparency and accountability.
Passion for consumer brands, retail partnerships, and the Food & Beverage space.
Excited by TRUFF’s unique brand positioning and driven to help make it a household name.

Responsibilities

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.
Lead distributor, broker, and third-party partner relationships to maximize results.
Directly manage and guide Account Manager role to meet and exceed KPI’s associated with natural channel customers.
Ensure effective performance management process is conducted, enabling the account manager to have the support needed, obstacles removed, and proper guidance to develop and thrive.