VP of Sales - Bars at Raw Nutrition

Affinity Waste Solutions LLC

Staff

Sales Leadership

Commercial Strategy

Category Management

+5 more

Job Description

About the Role

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.

Who We're Looking For

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).

What You'll Own

You will have complete responsibility for growing our Protein Foods business across North America, including:

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

What Success Looks Like

Within your first 24 months, you will have:

Expanded national distribution dramatically
Secured meaningful wins across Club, FDM, Convenience, and Mass
Built strategic partnerships with top retailers
Increased velocities across key accounts
Established RAW Nutrition as one of the fastest-growing protein food suppliers in North America
Built a high-performance sales organization capable of supporting a nine-figure business

What Makes Someone Elite in This Role

We're looking for someone who has already accomplished things like:

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

Non-Negotiables

Candidates should possess:

8+ years of CPG sales leadership experience — you know the bar that's set: facings, price points, velocity thresholds, resets, and what actually gets a SKU killed
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 — not relationships your company had, relationships you have. You've personally sold into Club, Convenience, and/or FDM at a senior level and can get a meeting on the books ASAP
A proven history of winning new distribution — you can point to specific doors, specific years, and specific results, and your references will confirm it was you
Experience managing national accounts
Experience leading high-performing sales teams
Strong commercial and financial acumen
Exceptional negotiation skills
Willingness to travel extensively — wherever the buyer is, you'll be there

This Is NOT the Right Role If...

You've only managed existing business
You've never personally sold into major retailers
Your network lives primarily with brokers instead of buyers
You require a large team before you can execute
You're more operator than hunter
You're uncomfortable being held accountable to aggressive growth goals

Compensation

Our compensation package is designed to reward exceptional performance through:

Industry-leading base salary
Aggressive annual performance bonus
Long-term wealth creation opportunities tied to business performance
Executive benefits package
Relocation assistance, if needed

Top performers will have the opportunity to help build one of the most significant protein food businesses in North America.

#LI-Remote

Benefits

Performance Bonus

Skills

Sales Leadership

Commercial Strategy

Category Management

Distribution Expansion

P&L Management

Go-to-Market Strategy

Broker Management

Retailer negotiations

Ready to Apply?

Join Raw Nutrition today

Posted 2 months ago

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