VP of Retail Sales

VP of Retail Sales
Core Responsibilities:
Lead company's retail sales strategy, driving revenue growth across all retail channels while ensuring exceptional customer experiences and achieving profitability and market share objectives
Translate corporate strategy into actionable retail sales plans; lead multi-location or multi-channel retail teams ensuring quota attainment, operational excellence, and customer satisfaction across retail footprint
Develop and execute overall retail sales strategy aligned with company growth objectives and market opportunities
Create bold sales plans to boost revenue; set high-impact targets for sales teams (conversion rates, transaction values, units per transaction); track progress and adjust tactics to consistently surpass goals
Manage top-level broker relationships for entire retail product portfolio; establish and measure broker objectives for volume, trade spending, share, distribution, new items, and deductions
Lead retail sales organization across Grocery, Mass, Club, Value, and eCommerce channels while translating enterprise commercial priorities into customer-specific strategies that accelerate profitable growth
Set and enforce clear clienteling metrics (client outreach, engagement, repeat business); monitor client book growth to drive personalized sales and customer loyalty
Build and lead dynamic training programs on sales techniques, client relationships, and product knowledge; provide hands-on coaching and incentives to create competitive, high-performing sales teams
Manage broker partner sales execution and scorecard performance against store-level objectives and priorities
Motivate, coach, and lead sales team; maintain sales operations and outline/manage sales budget to plan
Provide detailed sales forecasting and pipeline management; ensure accurate revenue projections and resource allocation
Analyze market trends, customer preferences, and competitive dynamics to optimize sales strategies and maintain competitive positioning
Monitor performance metrics including sales per square foot, store productivity, conversion rates, and average transaction value
Ensure excellent customer service standards are maintained across all retail locations and channels
Partner with Marketing, Merchandising, Operations, and Finance teams to align retail strategies with overall business objectives
Represent company at industry events, trade shows, and retailer meetings to build brand visibility and strengthen partnerships
Typical Profile:
Bachelor's degree in Business, Marketing, Retail Management, or related field required; MBA preferred
18+ years of experience in retail sales, store operations, or related leadership roles
8+ years leading retail sales teams with proven success driving revenue, clienteling, and managing multi-store teams in high-SKU environments
Deep expertise in retail sales strategy, broker management, key account relationships, and multi-channel retail (Grocery, Mass, Club, Value, eCommerce)
Strong knowledge of retail metrics, sales analytics, trade spending, and retail execution
Experience managing national broker relationships and major retail partnerships (Walmart, Target, Costco, Kroger, etc.)
Master of sales strategy, client management, data analytics, and team motivation; skilled with retail tech (CRM, retail analytics, clienteling platforms)
Strong negotiation, presentation, and coaching skills; ability to influence retail buyers and internal stakeholders
Excellent leadership, communication, and executive presence; ability to inspire and develop high-performing teams
Strong analytical and problem-solving skills with data-driven decision-making mindset
Experience in relevant industry verticals (CPG, food & beverage, apparel, consumer goods, pharmaceuticals, etc.)
Strategic thinker with hands-on execution mindset; comfortable operating in fast-paced retail environments
Willingness to travel extensively for store visits, retailer meetings, and industry events
Key Metrics:
Sales target achievement and quota attainment rates
Revenue growth and market share gains across retail channels
Store-level productivity and sales per square foot
Conversion rates, average transaction value, and units per transaction
Broker/retailer performance and trade spending ROI
Distribution expansion and new item placements
Customer satisfaction (CSAT, NPS) and clienteling effectiveness
Forecast accuracy and budget adherence
Team performance, retention, and capability development
eCommerce sales growth and omni-channel integration
Retail partner satisfaction and relationship strength

Work arrangement
No