Korn Ferry
Base Pay Range
$150,000.00/yr - $400,000.00/yr
About the Company & Role Nongfu Spring (“the Company”) is seeking a distinguished and accomplished senior beverage executive with deep market experience operating in North America and a strong understanding of the U.S. beverage consumer. The Head of Commercial, North America will be a key leader and strategic partner to the Company, advising on go-to-market strategies related to manufacturing, distribution, and sales for the Company’s imminent expansion into the North American market.
Key Responsibilities
Lead and manage the development of a comprehensive commercial strategy and roadmap for Nongfu Spring’s entry into the North American market.
Provide deep insights and competitive evaluation of the North American beverage landscape, including market dynamics, consumer trends, and key competitors.
Define and communicate the commercial strategy for growth—both organic and through strategic partnerships or acquisitions—and secure alignment from senior leadership.
Collaborate on the formulation of manufacturing, distribution, and supply chain plans to support successful market entry and long‑term scalability.
Analyze and interpret key trends and attributes of the U.S. beverage consumer, including customer needs, buyer behavior, and market positioning.
Serve as a thought leader and operator in areas such as market definition, business planning, pricing strategy, profitability, and innovation.
Identify and prioritize a pipeline of viable products tailored to North American consumer preferences and market opportunities.
Evaluate potential investment opportunities and assess the talent and resources required to support commercial success in the region.
Develop and execute brand positioning and marketing strategies that resonate with North American consumers, driving awareness, engagement, and loyalty.
Set strategic direction and tactical plans for product portfolio and distribution channels, including eCommerce, to enable profitable sales growth.
Build and lead a high‑performing, cross‑functional commercial team, fostering a collaborative and accountable work environment.
Establish and refine commercial policies and processes to enhance operational and financial effectiveness.
Provide strategic leadership and decision‑making on high‑level commercial issues impacting the organization’s success in North America.
Represent the company’s commercial interests and brand in the marketplace, helping to build and maintain a strong reputation.
Strategic Priorities & Role Context
Retail‑Centric Leadership Focus:
Nongfu Spring’s North American strategy prioritizes leadership with deep expertise in branded and private label execution. The ideal candidate will bring a strong track record of developing and scaling branded or private label programs with major U.S. retailers such as Walmart, Costco, or Target etc. Proven success in driving national sales and delivering measurable commercial impact is essential. This retail‑first approach ensures the company can navigate complex buyer relationships, align with retailer expectations, and accelerate market penetration through trusted private label channels.
Private Label and Brand Strategy Alignment:
Nongfu Spring’s proprietary manufacturing technology is its key competitive advantage. To enter the U.S. market, the company will initially pursue private label partnerships to establish distribution and gain market insights. Over time, it plans to build its own brand presence, leveraging its quality and innovation to compete directly in the premium beverage segment.
Current Market Status:
Nongfu Spring is currently in the early stages of establishing its direct sales presence in the U.S., presenting a unique greenfield opportunity to build the commercial strategy from the ground up. The Head of Commercial will play a critical role in laying the groundwork for market entry, including designing the sales infrastructure, identifying key distribution channels, and shaping go‑to‑market strategies. While the role will collaborate on supply chain planning, its core mandate is commercial execution—driving market development, securing initial wins, and building momentum for long‑term growth.
Short‑Term Operational Goals (2–3 Years):
In the first phase of U.S. expansion, Nongfu Spring plans to establish a localized supply chain to support domestic production and distribution. This includes the development of 2 to 5 manufacturing facilities strategically located to optimize logistics, reduce costs, and ensure responsiveness to regional demand. These facilities will serve as the backbone for scaling operations and supporting both private label and branded product lines.
Mid‑Term Sales Evaluation (3–5 Years):
Over the next 3 to 5 years, the company will closely monitor sales performance across channels to evaluate the effectiveness of its market strategy. This phase will focus on refining product‑market fit, optimizing pricing and promotional tactics, and identifying high‑potential regions for deeper investment. The insights gained will inform decisions on expanding manufacturing capacity, increasing marketing spend, and potentially launching new product categories tailored to U.S. consumer preferences.
Long‑Term Brand Vision:
Nongfu Spring envisions becoming a globally recognized beverage brand over the next two decades. This long‑term ambition includes expanding its footprint well beyond China, with a strong presence in North America, Europe, and other key international markets. The company will invest in brand‑building, innovation, and sustainability to position itself as a trusted name in health‑focused beverages, aiming to compete not just on volume, but on brand equity and consumer loyalty.
Ideal Candidate and Experience The ideal candidate is a senior commercial executive with a strong background in retail and consumer packaged goods (CPG), particularly within the North American beverage industry. They should bring deep expertise in merchandising, product development, consumer behavior, and private label strategy—especially with major retailers such as Walmart, Costco, Kroger, etc. This role demands a strategic thinker and operator who can lead market entry, build foundational sales infrastructure, and drive long‑term brand growth.
The candidate must be immediately recognizable as a leader, with exceptional communication, listening, and interpersonal skills. They should be able to quickly establish credibility with Mr. Stan Zhong and Mr. Zhong Shanshan (Founder, Chairman of the Board, & General Manager of Nongfu Spring) and other senior executives and serve as a trusted advisor in shaping Nongfu Spring’s commercial strategy for North America.
The ideal background is rooted in retail, with strong capabilities in retail merchandising and commercial strategy. Candidates should bring a commercial mindset and operational rigor, with the ability to translate consumer insights into actionable go‑to‑market strategies.
Demonstrated success in developing and executing private label strategies for major U.S. retailers with national sales exposure is strongly preferred. While private label experience is highly valued, it is not a strict requirement.
The Head of Commercial will be responsible for building and leading a high‑performing sales organization, including account and regional leadership roles, to support market penetration and growth.
Ability to define and lead a commercial roadmap for market entry, including segment expansion, supply chain strategy, and M&A opportunities.
Analyze and interpret key trends and attributes of the U.S. beverage consumer, including customer needs, buyer behavior, and market positioning.
Develop and execute brand positioning and marketing strategies that resonate with North American consumers, driving awareness, engagement, and loyalty.
Provide strategic leadership and decision‑making on high‑level commercial issues impacting the organization’s success in North America.
Represent the company’s commercial interests and brand in the marketplace, helping to build and maintain a strong reputation.
Comfortable with ambiguity and capable of structuring and executing initiatives in early‑stage environments.
Hands‑on leadership style with a bias for action and ability to build and lead a high‑performing sales team, including account and regional leaders.
Mandarin Chinese fluency is a plus, but not required.
Key Characteristics
Self‑starter who can lead through ambiguity to create clarity and structure that best serves the team.
Nimble, able to work effectively in an environment of change.
Ability to work at a fast pace and demonstrate agility of thinking and acting.
Strategic planner with ability to execute under tight deadlines.
Instill trust and influence decision making.
Strong orientation towards high performance and execution.
Have a discerning eye for quality.
Excellent people and team building skills.
Polished public speaking, writing and communication skills.
Education
Bachelor's degree required.
Advanced degree preferred.
Compensation A competitive total compensation package will be offered to the final candidate.
Seniority Level Executive
Employment Type Full‑time
Job Function Consumer Services
SE#510707390
#J-18808-Ljbffr
About the Company & Role Nongfu Spring (“the Company”) is seeking a distinguished and accomplished senior beverage executive with deep market experience operating in North America and a strong understanding of the U.S. beverage consumer. The Head of Commercial, North America will be a key leader and strategic partner to the Company, advising on go-to-market strategies related to manufacturing, distribution, and sales for the Company’s imminent expansion into the North American market.
Key Responsibilities
Lead and manage the development of a comprehensive commercial strategy and roadmap for Nongfu Spring’s entry into the North American market.
Provide deep insights and competitive evaluation of the North American beverage landscape, including market dynamics, consumer trends, and key competitors.
Define and communicate the commercial strategy for growth—both organic and through strategic partnerships or acquisitions—and secure alignment from senior leadership.
Collaborate on the formulation of manufacturing, distribution, and supply chain plans to support successful market entry and long‑term scalability.
Analyze and interpret key trends and attributes of the U.S. beverage consumer, including customer needs, buyer behavior, and market positioning.
Serve as a thought leader and operator in areas such as market definition, business planning, pricing strategy, profitability, and innovation.
Identify and prioritize a pipeline of viable products tailored to North American consumer preferences and market opportunities.
Evaluate potential investment opportunities and assess the talent and resources required to support commercial success in the region.
Develop and execute brand positioning and marketing strategies that resonate with North American consumers, driving awareness, engagement, and loyalty.
Set strategic direction and tactical plans for product portfolio and distribution channels, including eCommerce, to enable profitable sales growth.
Build and lead a high‑performing, cross‑functional commercial team, fostering a collaborative and accountable work environment.
Establish and refine commercial policies and processes to enhance operational and financial effectiveness.
Provide strategic leadership and decision‑making on high‑level commercial issues impacting the organization’s success in North America.
Represent the company’s commercial interests and brand in the marketplace, helping to build and maintain a strong reputation.
Strategic Priorities & Role Context
Retail‑Centric Leadership Focus:
Nongfu Spring’s North American strategy prioritizes leadership with deep expertise in branded and private label execution. The ideal candidate will bring a strong track record of developing and scaling branded or private label programs with major U.S. retailers such as Walmart, Costco, or Target etc. Proven success in driving national sales and delivering measurable commercial impact is essential. This retail‑first approach ensures the company can navigate complex buyer relationships, align with retailer expectations, and accelerate market penetration through trusted private label channels.
Private Label and Brand Strategy Alignment:
Nongfu Spring’s proprietary manufacturing technology is its key competitive advantage. To enter the U.S. market, the company will initially pursue private label partnerships to establish distribution and gain market insights. Over time, it plans to build its own brand presence, leveraging its quality and innovation to compete directly in the premium beverage segment.
Current Market Status:
Nongfu Spring is currently in the early stages of establishing its direct sales presence in the U.S., presenting a unique greenfield opportunity to build the commercial strategy from the ground up. The Head of Commercial will play a critical role in laying the groundwork for market entry, including designing the sales infrastructure, identifying key distribution channels, and shaping go‑to‑market strategies. While the role will collaborate on supply chain planning, its core mandate is commercial execution—driving market development, securing initial wins, and building momentum for long‑term growth.
Short‑Term Operational Goals (2–3 Years):
In the first phase of U.S. expansion, Nongfu Spring plans to establish a localized supply chain to support domestic production and distribution. This includes the development of 2 to 5 manufacturing facilities strategically located to optimize logistics, reduce costs, and ensure responsiveness to regional demand. These facilities will serve as the backbone for scaling operations and supporting both private label and branded product lines.
Mid‑Term Sales Evaluation (3–5 Years):
Over the next 3 to 5 years, the company will closely monitor sales performance across channels to evaluate the effectiveness of its market strategy. This phase will focus on refining product‑market fit, optimizing pricing and promotional tactics, and identifying high‑potential regions for deeper investment. The insights gained will inform decisions on expanding manufacturing capacity, increasing marketing spend, and potentially launching new product categories tailored to U.S. consumer preferences.
Long‑Term Brand Vision:
Nongfu Spring envisions becoming a globally recognized beverage brand over the next two decades. This long‑term ambition includes expanding its footprint well beyond China, with a strong presence in North America, Europe, and other key international markets. The company will invest in brand‑building, innovation, and sustainability to position itself as a trusted name in health‑focused beverages, aiming to compete not just on volume, but on brand equity and consumer loyalty.
Ideal Candidate and Experience The ideal candidate is a senior commercial executive with a strong background in retail and consumer packaged goods (CPG), particularly within the North American beverage industry. They should bring deep expertise in merchandising, product development, consumer behavior, and private label strategy—especially with major retailers such as Walmart, Costco, Kroger, etc. This role demands a strategic thinker and operator who can lead market entry, build foundational sales infrastructure, and drive long‑term brand growth.
The candidate must be immediately recognizable as a leader, with exceptional communication, listening, and interpersonal skills. They should be able to quickly establish credibility with Mr. Stan Zhong and Mr. Zhong Shanshan (Founder, Chairman of the Board, & General Manager of Nongfu Spring) and other senior executives and serve as a trusted advisor in shaping Nongfu Spring’s commercial strategy for North America.
The ideal background is rooted in retail, with strong capabilities in retail merchandising and commercial strategy. Candidates should bring a commercial mindset and operational rigor, with the ability to translate consumer insights into actionable go‑to‑market strategies.
Demonstrated success in developing and executing private label strategies for major U.S. retailers with national sales exposure is strongly preferred. While private label experience is highly valued, it is not a strict requirement.
The Head of Commercial will be responsible for building and leading a high‑performing sales organization, including account and regional leadership roles, to support market penetration and growth.
Ability to define and lead a commercial roadmap for market entry, including segment expansion, supply chain strategy, and M&A opportunities.
Analyze and interpret key trends and attributes of the U.S. beverage consumer, including customer needs, buyer behavior, and market positioning.
Develop and execute brand positioning and marketing strategies that resonate with North American consumers, driving awareness, engagement, and loyalty.
Provide strategic leadership and decision‑making on high‑level commercial issues impacting the organization’s success in North America.
Represent the company’s commercial interests and brand in the marketplace, helping to build and maintain a strong reputation.
Comfortable with ambiguity and capable of structuring and executing initiatives in early‑stage environments.
Hands‑on leadership style with a bias for action and ability to build and lead a high‑performing sales team, including account and regional leaders.
Mandarin Chinese fluency is a plus, but not required.
Key Characteristics
Self‑starter who can lead through ambiguity to create clarity and structure that best serves the team.
Nimble, able to work effectively in an environment of change.
Ability to work at a fast pace and demonstrate agility of thinking and acting.
Strategic planner with ability to execute under tight deadlines.
Instill trust and influence decision making.
Strong orientation towards high performance and execution.
Have a discerning eye for quality.
Excellent people and team building skills.
Polished public speaking, writing and communication skills.
Education
Bachelor's degree required.
Advanced degree preferred.
Compensation A competitive total compensation package will be offered to the final candidate.
Seniority Level Executive
Employment Type Full‑time
Job Function Consumer Services
SE#510707390
#J-18808-Ljbffr