VP, Sales

Javvy Coffee Company

About The Position

Javvy is on a mission to set a new standard for café favorites with better-for-you beverages that are craveable, convenient, and without compromise. Positioned at the intersection of café culture, convenience, and functional nutrition, we’re reimagining the drinks people buy every day — proving you don’t have to compromise between great taste and quality ingredients. What began as a cult-favorite DTC brand has rapidly scaled into an omnichannel business, now expanding into major retail while building a loyal community around better-for-you café favorites. The Opportunity: The VP of Sales will own and drive the company’s national distribution and retail expansion strategy. This role will lead all aspects of wholesale, retail, and distributor partnerships — from strategy to execution — while building and scaling a high-performing sales team. The ideal candidate is a CPG sales leader with a proven track record of growing brands at retail, building distributor networks, and opening national and regional accounts.

Requirements

8+ years of sales leadership experience in the CPG industry, with a strong focus on retail and distribution growth.
Experience in Mass Grocery (Kroger, Albertson/Safeway, Ahold Delhaize, Publix)
Proven track record of driving national retail expansion and managing key account relationships.
Deep knowledge of distributor networks and broker partnerships.
Strong financial acumen around tradespend, margin, promotional strategy, and sales forecasting.
Experience scaling a sales team in a high-growth, entrepreneurial environment.
Strong leadership, negotiation, and relationship-building skills.
Highly analytical and data-driven, with the ability to translate insights and KPI’s into action
Direct relevant experience & Bachelor’s degree required

Nice To Haves

MBA or relevant advanced degree is a plus.

Responsibilities

Lead Retail & Distributor Expansion: Develop and execute the strategy to grow distribution across natural, specialty, conventional grocery, mass, club, and e-commerce retail channels.
National Accounts: Build and manage relationships with major retail chains (e.g., Whole Foods, Target, Kroger, Walmart, H-E-B etc.) and drive new account wins and growth.
Distributor Management: Expand and optimize partnerships with key distributors (e.g., UNFI, KeHE, Pod Foods, etc.), ensuring strong execution and sell-through.
Build & Lead Sales Team: Recruit, develop, and manage a top-tier sales team, including account managers, broker partners, and field sales reps to support company growth.
Broker & Field Strategy: Oversee broker relationships and field sales execution to ensure brand standards and retail velocity goals are met.
P&L & Forecasting: Own sales forecasting, budgeting, trade spend allocation, and performance reporting by channel and account.
Cross-Functional Collaboration: Work closely with Marketing, Operations, Finance, and Executive Leadership to align go-to-market execution, product launches, and inventory planning.
Strategic Planning: Continuously monitor market trends, retail data, and competitive landscape to identify new opportunities and inform sales strategy.