VP of Sales - Bars

Raw Nutrition

13d•Remote

About The Position

We're searching for an elite sales executive to build one of the fastest-growing protein bar businesses in America. This role will report directly to Dom Iacovone, CEO of RAW Nutrition, and will own the commercial strategy for all protein bar sales across RAW Nutrition and MORE Nutrition. We don't need someone who knows how to manage a mature business. We need someone who knows how to create one. This person should already have deep relationships with the buyers that matter — across Club, FDM, Mass, Convenience, Drug, Military, and Export.

Requirements

8+ years of CPG sales leadership experience
Significant experience within protein bars, functional foods, functional bars, snacks, candy/confectionery, or sports nutrition
Existing relationships with senior buyers across major U.S. retailers
Proven history of winning new distribution
Experience managing national accounts
Experience leading high-performing sales teams
Strong commercial and financial acumen
Exceptional negotiation skills
Willingness to travel extensively

Nice To Haves

You've helped build one of the leading brands in protein bars, functional bars, or better-for-you snacking/candy. This includes companies like: Built, Barebells, David, Quest, RXBAR, ALOHA, ONE, Power Crunch, Robert Irvine, Pure Protein, Think!, KIND, Clif Builders, Perfect Bar, GoMacro, Health Warrior, Mars Wrigley, Hershey, Mondelez, or Ferrero.
You understand: category economics, retailer expectations, promotional planning, innovation strategy, velocity management, assortment optimization, and distribution expansion.
Most importantly, you know how to get products into doors and onto shelves — Club (Costco, Sam's, BJ's), Mass (Walmart, Target), Grocery (Kroger, Publix, Albertsons, H-E-B), Drug (CVS, Walgreens), and Convenience (7-Eleven, Circle K, Casey's, Wawa).
Led sales for a leading protein bar, functional bar, or protein snacks company
Personally opened major retail accounts
Negotiated with national buying teams
Launched successful retailer-exclusive products
Built customer relationships over many years
Increased distribution nationally
Managed large customer P&Ls
Worked closely with category managers to win shelf space
Successfully executed retailer line reviews
Built sales organizations that consistently exceeded growth targets

Responsibilities

Building a commercial strategy from launch through national scale
Winning new retail distribution across every major channel
Expanding existing retailer partnerships
Designing the go-to-market architecture — direct vs. broker, distribution strategy (UNFI, KeHE, C&S, McLane, Core-Mark), and key account coverage model — then hiring and leading the team to execute it
Developing annual customer plans
Leading retailer negotiations
Managing broker relationships
Building the national sales organization
Creating category growth strategies
Driving retailer-specific innovation
Managing customer P&Ls
Forecasting distribution opportunities
Working cross-functionally with Marketing, Supply Chain, Operations, and Product Development
Helping determine which products should be built specifically for each retailer
Becoming the face of our protein foods business with our largest customers