Director of Retail Sales at Fitt

Fitt Talent Partners is a specialized recruitment firm for top health and wellness companies.

We’re filling this role for a client -- a fast-growing wellness startup developing herbal remedies for modern health challenges.

Job Description

The primary function of the role is to drive sustainable, profitable growth across all retail partners. You will be responsible for executing a global retail sales strategy -- developing new key account partnerships and nurturing existing ones -- within the fast-growing wellness and beauty category. You will contribute in-depth sales management expertise and be responsible for increasing both sell-in and sell-through. You will build and manage the field team, lead events, and ensure the brand is properly represented across all accounts.

The ideal candidate is passionate about beauty from the inside out, a strategic leader, a team player, detail-oriented, results-driven, and eager to roll up their sleeves with a fast-growing brand. Being energetic, well-spoken, and eager to increase revenue is essential.

The role will report directly into the SVP of Marketing, and have a direct line of communication with our Founder & CEO. The role will work closely with our Head of Finance, Head of Operations, Director of Digital, and Director of Growth.

Responsibilities

• Develop and execute a commercial strategy that drives profitable top-line revenue and market share growth in the wellness and natural grocer categories

• Systematically evaluate and identify new market opportunities to diversify revenue streams and drive growth

• Lead the sales strategy of all products including assortment, merchandising, pricing, promotion, and shelving initiatives

• Provide strategic direction to the sales team, brokers, and distributors to ensure consistent execution of our brand plans across all trade channels

• Manage, grow, and improve relationships with key existing retail partners to expand distribution and improve shelf positioning

• Oversee distributor partnerships with UNFI and other key distributors to ensure optimal product placement and availability

• Leverage syndicated data (IRI, Nielsen, SPINS) to track performance and optimize pricing, and report data on a weekly basis to executive team

• Manage trade spend efficiency and ROI to optimize promotional investments and improve profitability

• Partner with Finance to develop budgets, forecast revenue, and ensure cost-effective commercial initiatives

• Work with Creative and Brand team to execute on eye catching marketing campaigns in-store and various OOH / trade marketing to drive velocities in-store

• Work closely with Operations & Supply Chain to align demand planning and inventory strategies with sales growth

• Collaborate with the CEO & Board on commercial growth plans, ensuring transparency and alignment on strategic priorities

• Secure new key accounts and expand into new channels: practitioner, independent, hospitality (hotels), and create high branded marketing partnerships in conjunction with Brand team

• Prospect and build a pipeline of potential accounts and leads inclusive of retail and ecommerce partners

• Train store staff in person or zoom, demos and visit stores with products on shelf

• Analyze and upsell existing accounts based on customer buying history; suggest related and new products; explain technical features based on customer-identified needs

• Analyze and summarize competitor information and trends to identify new sales opportunities

• Travel as needed to meet with clients, attend and host at industry events (Expo West), and nurture relationships

Requirements

• Bachelor's degree in Business, Marketing, or a related field; MBA preferred

• 5+ years of progressively responsible sales experience in the consumer goods, beauty or wellness industry

• Demonstrated experience working with key retailers such as Whole Foods, Target, Ulta, Sprouts, or similar national chains

• Proven track record of driving sales growth, especially within natural and beauty retail channels

• Strong leadership skills with a history of managing high-performing sales teams and external broker relationships

• Excellent communication, negotiation, and presentation abilities with C-level executives

• Strategic thinker with the ability to translate market insights into actionable growth plans

• Proficiency with syndicated data platforms (IRI, Nielsen, SPINS) and retail analytics

• Entrepreneurial spirit and a passion for contributing to a (very) fast-paced environment

• Willingness to adapt, learn, and thrive in a rapidly changing industry

• Availability for travel as required (approx. 25-30%)

Why work with us?

• Be part of a fast-growing health & wellness startup disrupting the intersection of food and medicine – preventative healthcare rooted in herbal medicine.

• We’ve experienced 100x growth in two years, raised over $16M in capital, and quadrupled the size of our team in the last 9 months.

• Work in a tight-knit, passionate team where you’ll have ownership of your responsibilities and the opportunity to learn and grow.

• Collaborate with a seasoned second-time founder and executive team.