VP of Sales – Beverage
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Job Description
VP of Sales scaling Cornbread Hemp’s national hemp, THC beverage, and functional wellness distribution. Leading DSD, distributors, brokers, key accounts, and a multi-state commercial organization.
Responsibilities:
- Lead the national sales strategy across the THC beverage, hemp CBD, and functional wellness businesses
- Oversee the DSD sales team, National Key Account Manager team, distributor partners, and national broker network
- Expand DSD team structure and headcount as markets mature
- Set account strategy, KPI targets, and pipeline expectations across national retail channels
- Develop and strengthen DSD, multi-state beverage, KEHE, and UNFI distributor partnerships
- Recruit, negotiate with, onboard, and hold accountable a national broker network
- Develop and execute go-to-market strategy, including new distribution opportunities and new-state DSD launches
- Partner with Marketing on brand ambassador programs, field activation, tasting agencies, and activation budgets
- Build forecasting, KPI management, pipeline reporting, and territory planning systems
- Deliver account-level and revenue reporting to the CEO and leadership team
- Navigate state-by-state hemp regulatory changes and adjust the sales organization as needed
- Partner with Marketing, Operations/Supply Chain, and executive leadership on launches, expansion, and promotions
- Refine the sales organization and determine where additional resources are needed
Requirements:
- 10+ years of progressive sales leadership experience within beverage
- DSD/3-tier beverage distribution experience, preferably with regional beer wholesalers
- Natural-channel distributor experience with KEHE and/or UNFI
- Demonstrated success building, negotiating with, and holding accountable a broker network
- Proven success securing and growing national retail partnerships
- Experience building, coaching, and leading multi-state sales organizations
- Strong understanding of route-to-market strategy, distributor and broker management, VMS mechanics, forecasting, and sales/territory planning
- Comfortable operating amid ambiguity and regulatory uncertainty
- Experience scaling commercial organizations during rapid growth, ideally within a founder-led entrepreneurial company
- Willingness to travel nationally up to 50%
Benefits:
- Quarterly bonus based on clear KPIs
- Grant from the company's option pool, vesting over four years & a one-year cliff
- Full package including 401(k)
- Health, dental, and vision insurance
- Company covers 50% of monthly health insurance costs (base tier)
- Company covers 100% of dental and vision insurance
- 20 days of annual PTO, including vacation and sick days
- Dedicated budget for distributor visits, key account travel, trade shows, and industry events
- $75 monthly product stipend
- 50% off additional orders
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