Dan-O’s Seasoning, LLC
Description
Dan-O’s Seasoning is seeking a commercially savvy, strategically minded sales leader to serve as Vice President of Sales. This executive will lead our sales strategy across all channels - including grocery, club, mass and e-commerce - while elevating our customer narrative, expanding distribution and accelerating profitable growth. The ideal candidate is a proven CPG sales leader with deep retail relationships, strong financial acumen and the ability to unite teams behind a clear vision. This role requires both strategic foresight and hands-on execution - someone who can connect internal teams, sharpen our go-to-market capabilities and ensure our investments deliver measurable results. Requirements
Key Responsibilities
Sales Strategy & Customer Leadership Develop and execute a comprehensive sales strategy aligned with company goals and brand positioning. Lead retailer negotiations and manage executive-level relationships with key accounts (e.g., Kroger, Walmart, Costco, UNFI, KeHe). Identify new market opportunities, expand distribution and help guide entry into new accounts and geographies. Establish KPIs, forecasts and scorecards to monitor performance and adjust strategies in real time. Commercial Selling & Storytelling Build and deliver a clear, compelling selling narrative rooted in shopper insights, brand positioning and category dynamics. Partner cross-functionally to align on selling stories, customer-facing materials and points of difference. Elevate customer meetings with strategic asks, clear partnerships and tailored selling strategies. Revenue Growth Management (RGM) Own trade spend strategy, pricing architecture and sales budget allocation across all channels. Drive disciplined management of promotional investments to maximize ROI Partner with Finance to continuously elevate trade and promotional effectiveness. Category Management & Channel Strategy Define channel strategies grounded in shopper behavior, category dynamics and consumer targets. Leverage category data and retail insights to recommend shelf layouts, adjacencies and promotional mechanics. Guide how our products should look and perform at shelf to disrupt the category and capture shopper attention. Shopper Engagement & Brand Growth Partner with Marketing to design and execute shopper activations that elevate awareness, trial and repeat purchases. Support innovation planning by identifying whitespace opportunities based on retailer input and consumer trends. Represent Dan-O’s at industry trade shows, events and customer meetings. Team Leadership & Development Build, lead and grow a high-performing sales team, including internal sales team members, brokers and distributors. Identify capability gaps and implement training, coaching and development programs to close them. Actively mentor high-potential talent, fostering a culture of accountability, curiosity and commercial excellence. Inspire and align internal teams across Sales, Marketing, Finance and Operations to deliver unified customer solutions. Qualifications 10+ years of progressive sales experience in CPG, preferably food and beverage. Proven track record managing national retail and distributor relationships with top-tier accounts. Deep expertise in syndicated data (e.g., Nielsen, SPINS, etc.) to identify opportunities and inform strategies. Strong command of trade spend management, promotional planning and margin analysis. Skilled at leveraging consumer and shopper insights to shape selling stores, category plans and engagement strategies. Demonstrated success in building customer narratives that influence buyers and secure business. Experience managing and scaling broker networks and sales teams. Exceptional communicator and persuasive presenter with the ability to inspire and influence at all levels. Entrepreneurial mindset, comfortable in a fast-paced, high-growth environment.
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Dan-O’s Seasoning is seeking a commercially savvy, strategically minded sales leader to serve as Vice President of Sales. This executive will lead our sales strategy across all channels - including grocery, club, mass and e-commerce - while elevating our customer narrative, expanding distribution and accelerating profitable growth. The ideal candidate is a proven CPG sales leader with deep retail relationships, strong financial acumen and the ability to unite teams behind a clear vision. This role requires both strategic foresight and hands-on execution - someone who can connect internal teams, sharpen our go-to-market capabilities and ensure our investments deliver measurable results. Requirements
Key Responsibilities
Sales Strategy & Customer Leadership Develop and execute a comprehensive sales strategy aligned with company goals and brand positioning. Lead retailer negotiations and manage executive-level relationships with key accounts (e.g., Kroger, Walmart, Costco, UNFI, KeHe). Identify new market opportunities, expand distribution and help guide entry into new accounts and geographies. Establish KPIs, forecasts and scorecards to monitor performance and adjust strategies in real time. Commercial Selling & Storytelling Build and deliver a clear, compelling selling narrative rooted in shopper insights, brand positioning and category dynamics. Partner cross-functionally to align on selling stories, customer-facing materials and points of difference. Elevate customer meetings with strategic asks, clear partnerships and tailored selling strategies. Revenue Growth Management (RGM) Own trade spend strategy, pricing architecture and sales budget allocation across all channels. Drive disciplined management of promotional investments to maximize ROI Partner with Finance to continuously elevate trade and promotional effectiveness. Category Management & Channel Strategy Define channel strategies grounded in shopper behavior, category dynamics and consumer targets. Leverage category data and retail insights to recommend shelf layouts, adjacencies and promotional mechanics. Guide how our products should look and perform at shelf to disrupt the category and capture shopper attention. Shopper Engagement & Brand Growth Partner with Marketing to design and execute shopper activations that elevate awareness, trial and repeat purchases. Support innovation planning by identifying whitespace opportunities based on retailer input and consumer trends. Represent Dan-O’s at industry trade shows, events and customer meetings. Team Leadership & Development Build, lead and grow a high-performing sales team, including internal sales team members, brokers and distributors. Identify capability gaps and implement training, coaching and development programs to close them. Actively mentor high-potential talent, fostering a culture of accountability, curiosity and commercial excellence. Inspire and align internal teams across Sales, Marketing, Finance and Operations to deliver unified customer solutions. Qualifications 10+ years of progressive sales experience in CPG, preferably food and beverage. Proven track record managing national retail and distributor relationships with top-tier accounts. Deep expertise in syndicated data (e.g., Nielsen, SPINS, etc.) to identify opportunities and inform strategies. Strong command of trade spend management, promotional planning and margin analysis. Skilled at leveraging consumer and shopper insights to shape selling stores, category plans and engagement strategies. Demonstrated success in building customer narratives that influence buyers and secure business. Experience managing and scaling broker networks and sales teams. Exceptional communicator and persuasive presenter with the ability to inspire and influence at all levels. Entrepreneurial mindset, comfortable in a fast-paced, high-growth environment.
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