Vice President of Sales - Natural Food

Vice President of Sales – USA

Natural Food Startup

Location: ideally Austin, Texas.

The Role

The Vice President of Sales will be responsible for leading and growing an established CPG brand while operating within clearly defined financial parameters. This role requires a balance of strategic leadership and hands‑on execution, with accountability for revenue growth, profitability, team leadership, and senior retail relationships.

Key responsibilities include:

• Manage and maintain profitable growth of an established CPG brand within strict financial parameters
• Identify, develop, and execute new business growth strategies while maintaining margin and working capital discipline
• Lead the strategic launch of innovation, ensuring all new initiatives are commercially robust and financially viable
• Lead and develop the sales team while retaining direct responsibility for critical customer accounts and all senior retail relationships
• Own and manage the sales P&L (NSV), working closely with Supply Chain and Finance to protect profitability and working capital KPIs
• Act as a proactive and engaged member of the Senior Leadership Team, collaborating closely on interdepartmental and cross‑functional initiatives

This role requires a leader who can think and operate at enterprise level, while remaining comfortable rolling up their sleeves in a smaller, fast‑growing organization.

The Individual

The successful candidate will be a highly commercial, financially rigorous sales leader with deep U.S. CPG experience, strong retail relationships, and the ability to operate effectively in both large and small organizational environments.

Experience & Background

• A minimum of three years’ experience in the current role as VP of Sales for a $50m+ brand, with clear evidence of strong, profitable growth over the past three years
• A clear career progression within larger, established brands, demonstrating exposure to best‑in‑class training, systems, and commercial processes
• Broad multi‑channel U.S. experience across Natural, Conventional, Online/E‑commerce, and Alternative channels
• Proven ownership and accountability for sales P&L performance, profitability, and disciplined financial management
• Experience working with, and influencing, senior‑level retail partners, supported by strong and credible retail relationships
• Experience working with, and influencing, senior‑level Broker partners, supported by strong and credible relationships

Skills & Attributes

• Best‑in‑class commercial acumen, with strong financial and numerical capability
• A collaborative team player and team builder, capable of leading, engaging, and developing high‑performing teams
• Resilient and self‑directed, able to operate independently without becoming isolated from the wider organization
• Highly professional, with the credibility and maturity to represent the business at senior customer level
• Comfortable operating within a smaller but growing business, bringing structure without over‑engineering
• Experience working with non‑U.S. companies is advantageous, ideally within a European‑owned organization
• Able to balance senior, strategic thinking with a “can‑do/ roll‑your‑sleeves‑up” mindset, clearly understanding the differences between large corporate environments and entrepreneurial businesses

Salary & Package

• Salary: $200k
• STIP: 30%
• LTIP: TBD