Senior Vice President of Sales

GoodPop•Austin, TX

3d•Hybrid

About The Position

The Senior Vice President of Sales is a member of GoodPop's Executive Leadership Team and reports directly to the CEO. This leader owns the entire commercial organization and the Sales P&L, overseeing commercial strategy, Sales & Operations Planning (S&OP), long-range planning, forecasting, trade investment and optimization, broker network management, cross-functional execution, and organizational accountability. The role is responsible for accelerating GoodPop's profitable growth by going deeper, not wider - strengthening and expanding our relationships within existing customers rather than simply chasing new points of distribution. The role requires both executive-level strategic thinking and hands-on leadership: personally developing analyses, crafting data driven stories, mentoring and growing a talented sales team and designing business processes that drive consistently improve fundamentals and drive growth.

Requirements

Bachelor's degree required; MBA preferred.
15+ years of progressive commercial leadership within CPG, with a career arc that includes meaningful classical training and experience at a large, established CPG company followed by a growth-stage or founder-led brand - comfortable operating without the infrastructure of a large organization.
Executive experience with full P&L ownership and S&OP leadership.
Demonstrated track record of driving profitable growth - not just top-line revenue - by deepening existing customer relationships and category share.
Direct experience managing and holding accountable a broker network.
Expertise in trade management, category management, revenue growth management, syndicated data, and executive communication.
Demonstrated ability to build and lead teams through change, ideally including experience stepping into a role following a leadership transition.
Comfortable operating as a hands-on builder and a strategic executive simultaneously, within a small, high-trust leadership team.

Nice To Haves

MBA preferred.

Responsibilities

Own the overall GoodPop Sales P&L, including revenue, gross margin, trade investment, customer profitability, and commercial performance.
Lead company-wide commercial strategy across all channels and categories.
Drive profitable growth as the top priority - deepening penetration, share, and velocity within existing customers and categories rather than prioritizing new distribution or top-line revenue alone.
Build, manage, and evaluate GoodPop's broker network, setting performance expectations and driving accountability across broker partners.
Develop high-performing commercial teams and a culture of accountability, including rebuilding team structure and morale following a leadership transition.
Lead Annual Operating Plan (AOP), Long-Range Plan (LRP), and strategic planning cycles.
Translate industry, retailer, and consumer trends into actionable business strategies.
Present recommendations and business performance to executive leadership and, as needed, to the Board or outside stakeholders.
Own the monthly S&OP process and align Sales, Operations, Finance, Supply Chain, Marketing, and Innovation.
Drive forecast accuracy, inventory optimization, and demand planning.
Lead enterprise initiatives requiring collaboration across multiple departments.
Hold leaders accountable for execution while improving business processes.
Build and own executive relationships across GoodPop's core retail partners, including Whole Foods, Costco, Walmart, HEB, and Kroger, along with emerging strategic accounts.
Lead high-level negotiations and joint business planning.
Develop and execute a comprehensive omnichannel growth strategy, accelerating eCommerce performance across retailer.com platforms, quick commerce, marketplace partners, and digital merchandising opportunities.
Partner with digital retailers and internal marketing teams to improve online conversion, search visibility, digital shelf execution, and profitable eCommerce growth.
A deep understanding of how to navigate UNFI, KEHE: from day-to-day to top-to-top relationships.
Lead the Category Management function by developing insights-based category strategies, assortment recommendations, shelf optimization, and customer-specific category reviews.
Own Revenue Growth Management (RGM), including pricing architecture, promotional optimization, trade investment governance, assortment strategy, mix management, and customer profitability.
Leverage syndicated data and analytics to identify opportunities that improve revenue, margins, and market share.
Personally develop executive presentations, selling stories, dashboards, analyses, and KPIs that guide decision making.
Represent the organization as a whole in discussions with investment groups, senior leadership, and outside stakeholders.
Partner with Marketing and Innovation to commercialize new products and growth platforms.