THE ROLE:
- This position will report to the: Chief Revenue Officer
- Travel Requirement: Extensive
- Location: Remote
- FLSA Status: Exempt
- Employment Category: Full time Regular
- Pay Range: $235,000-$260,000 + Annual Bonus Opportunity
Generous Brands is dedicated to inspiring people to thrive through the power of vibrant nutrition through its leading brands, Bolthouse Farms, Health-Ade, and Evolution Fresh. Generous Brands partners with SAMBAZON to manufacture, distribute and sell SAMBAZON branded beverages.
Bolthouse Farms is a pre-eminent provider of chilled juice, smoothies, shakes, and protein drinks. Health-Ade is the fastest growing kombucha brand, dedicated to creating bubbly beverages that boost gut health. Evolution Fresh is a premier cold-pressed juice brand with national availability. And, SAMBAZON beverages bottle the superfruit power of açaí in juice and natural energy cans.
The company operates its North American business from facilities in Southern California, and the Greater Chicago Area. To learn more, please visit www.generousbrands.com.
JOB DESCRIPTION:
The Vice President, National Accounts is a senior sales leadership role responsible for developing and executing the company's national sales strategy while driving sustainable revenue, profitability, and customer growth across assigned accounts. Reporting as a member of the sales leadership team and XLT, this role leads a high-performing sales organization consisting of National Sales Directors and field-based sales professionals in a customer-centric environment.
The VP, National Accounts partners closely with cross-functional teams including Marketing, Finance, Operations, Sales Strategy and Executive Leadership to deliver growth objectives, optimize customer relationships, and build long-term strategic plans. This position requires significant customer engagement and travel (~40%) and plays a key role in shaping the future direction of the organization.
KEY RESPONSIBILITIES:
Sales Leadership & Team Development
Lead, develop, and inspire a national accounts team who covers Club (Costco/Sam’s), Mass (W-M/Target), Value (Aldi, Lidl, DG) sales channels to exceed revenue and profitability goals.
- Provide direction, coaching, mentoring, and professional development opportunities for National Sales Directors and field sales teams.
- Build organizational capability by recruiting, developing, and retaining top sales talent.
- Foster a culture of accountability, collaboration, execution, and employee engagement.
- Provide hands-on coaching through customer visits, presentations, and joint sales calls.
- Serve as an escalation point for complex customer, pricing, and resource issues.
Strategic Planning & Business Development
- Develop and execute a sustainable, adaptable, and progressive sales strategy aligned with company objectives.
- Identify and pursue new business opportunities and customer relationships to drive growth.
- Lead annual customer planning processes and monthly business reviews.
- Partner with internal stakeholders to develop cross-selling opportunities and integrated growth strategies.
- Provide thought leadership to the organization with a strong focus on revenue growth, profitability, and execution excellence.
Revenue Management & Forecasting
- Own revenue, net sales growth, gross margin, and profit performance across national, regional, and strategic accounts.
- Forecast annual, quarterly, and monthly sales performance accurately.
- Analyze market trends, customer performance, and sales data to identify opportunities and risks.
- Lead growth planning initiatives and develop actionable recommendations based on business insights.
- Manage trade spend processes and support effective investment decisions.
Customer & Partner Management
- Build and maintain strong relationships with key customers, distributors, brokers, and strategic partners.
- Develop and execute joint business plans with customers and partner organizations.
- Support onboarding and ongoing management of new partners.
- Evaluate account performance and recommend strategies to improve results.
- Address customer service, pricing, and sales-related issues in a timely and professional manner.
- Represent the company at customer meetings, trade shows, and industry events.
Cross-Functional Leadership
- Partner closely with Marketing to evaluate promotional effectiveness and align commercial strategies.
- Collaborate with Finance on forecasting, budgeting, and revenue management.
- Work cross-functionally to ensure alignment between sales plans and operational capabilities.
- Communicate business performance, opportunities, and priorities to executive leadership and key stakeholders.
- Present at company meetings and contribute to strategic decision-making as a member of the leadership team.
Budget Management & Reporting
- Develop and manage sales budgets and related expenses.
- Establish and monitor key performance indicators (KPIs) for the sales organization.
- Create and deliver regular reporting and business reviews.
- Utilize data and analytics to drive decisions and improve business performance.
Industry Leadership
- Stay informed on industry trends, competitive activity, and evolving customer needs.
- Leverage relationships with industry leaders, distributors, and customers to expand the business.
- Represent the company professionally and uphold the organization's values and reputation
REQUIRED SKILLS AND ABILITIES
Required Qualifications
- Bachelor's degree required; MBA preferred.
- 10+ years of progressive sales leadership experience, including Director and/or Vice President-level roles.
- 15+ years of experience within the food and beverage industry; refrigerated products experience preferred.
- Proven track record of delivering revenue growth and business results within national account environments.
- Experience managing both field-based and internal sales organizations.
- Strong understanding of customer trade practices, distributor relationships, and account profitability.
- Demonstrated ability to recruit, develop, and retain high-performing teams.
- Exceptional leadership, communication, and relationship-building skills.
- Strong analytical capabilities with experience using data to drive decisions and forecasts.
- Highly organized, self-motivated, and execution-oriented.
- Passion for customer service and creating exceptional customer experiences.
- Ability to travel overnight up to 60% of the time.
- Valid driver's license and acceptable driving record.
Preferred Qualifications
- Experience leading sales organizations in companies with annual revenues exceeding $500MM.
- Strong industry network within food and beverage.
- Experience working with beverage and food distributors and broker networks.
- Background in strategic planning, business development, and revenue management.
- Demonstrated success building brands and delivering profitable growth.
Physical Requirements
- Ability to travel extensively, including overnight travel.
- Ability to attend customer meetings, trade shows, and field sales activities.
- Ability to operate a motor vehicle and maintain a valid driver's license.
WHAT WE OFFER plus more!
Our rich benefits packages are designed to support the health and well-being of both our eligible team members and families.
- Medical, Dental & Vision
- Group Life and AD&D
- Voluntary Life and AD&D
- Group Short & Long-Term Disability
- 401(k)
- Paid Time Off
- Flexible Spending Accounts
- Employee Assistance Program
- Gym Membership Discounts
EQUAL EMPLOYMENT OPPORTUNITY
We are an equal opportunity employer committed to fostering a culturally diverse organization. We strive for inclusiveness and a workplace where mutual respect is paramount. We encourage applications from a diverse pool of candidates, and all qualified applicants will receive consideration for employment without regard to race, color, ethnicity, religion, sex, age, national origin, disability, sexual orientation, gender identity and expression, or veteran status. We will provide reasonable accommodation for qualified individuals with disabilities, as needed, to assist them in performing essential job functions.
REASONABLE ACCOMMODATIONS
Reasonable accommodations will be made to enable individuals with disabilities to perform the essential functions. If you are interested in applying for employment with Generous Brands and need special assistance to apply for a posted position, or if you believe you do not meet any of the required qualifications of a posted position due to a protected disability and would like to explore the possibility of an accommodation, please contact our Talent Acquisition team at [email protected].
RECRUITMENT AGENCIES:
Confidential does not accept unsolicited agency resumes. Generous Brands is not responsible for any fees related to unsolicited resumes.
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