Head of Retail Expansion
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AI Summary
About Catch Creation
Catch Creation is a global eCommerce company built for the digital age. We create, grow, and manage online brands that inspire customers and deliver real value through exceptional products and experiences. Our team thrives in a fully remote environment, combining creativity, data-driven strategy, and innovation to build scalable eCommerce solutions that perform.
From concept to conversion, we specialize in developing brands that stand out in competitive markets—driven by a passion for design, storytelling, and customer satisfaction. Every product we launch reflects our commitment to quality, authenticity, and growth.
At Catch Creation, we believe great ideas can come from anywhere—and our remote-first culture allows talented people from around the world to collaborate, innovate, and bring those ideas to life.
Head of Retail Expansion
Location: Remote (US-based preferred) with travel required
Reports to: CEO
Type: Full-Time, Senior Leadership
About Muddy Mat
Muddy Mat is the market-leading pet-friendly home products brand, best known for our ultra-absorbent chenille door mats designed to trap mud, water, and dirt from pet paws and shoes. We sell across multiple categories including anti-mud mats, outdoor mats, dog beds, washable rugs, and accessories. With over 50,000 five-star reviews and a $200M+ annual revenue run rate, Muddy Mat has proven massive product-market fit as a direct-to-consumer brand selling through our own website, Amazon, Walmart.com, TikTok Shop, Chewy, and other digital channels.
Now we’re entering the next phase: taking Muddy Mat from a digital-first brand to a brand you can find on retail shelves worldwide. That’s where you come in.
The Role
The Head of Retail Expansion will own the strategy and execution of bringing Muddy Mat into physical retail and wholesale channels, both in the United States and internationally. This is not a store operations role. This is a senior business development and sales leadership position focused on getting Muddy Mat onto shelves at major retailers, building distributor relationships globally, and scaling a profitable retail channel from the ground up.
Core Responsibilities
Retail & Wholesale Expansion (US)
- Identify, pitch, and close deals with major US retailers, including Target, Walmart (in-store), Costco, PetSmart, Chewy (physical), TJ Maxx, HomeGoods, Bed Bath & Beyond, and specialty pet retailers
- Develop and execute the retail go-to-market strategy for each channel, including pricing, packaging, planogram positioning, and promotional planning
- Negotiate terms, margins, co-op advertising, and shelf space agreements with category buyers
- Own the retail P&L and be accountable for revenue targets and channel profitability
International Retail & Distribution
- Build and manage relationships with international distributors to bring Muddy Mat into retail markets in the UK, EU, Canada, Australia, and other target regions
- Evaluate and select distribution partners based on market coverage, retail relationships, logistics capability, and alignment with brand standards
- Develop market entry strategies for each region, including pricing localization, regulatory compliance, and packaging requirements
- Negotiate distributor agreements including exclusivity terms, minimum order commitments, margin structures, and performance benchmarks
- Coordinate with internal teams on international inventory planning, forecasting, and supply chain logistics
Key Account Management & Sell-Through
- Manage day-to-day wholesale account relationships with retail buyers at key chains
- Monitor sell-through rates, manage reorder cycles, and optimize assortment by retailer
- Drive in-store merchandising, brand presentation, and compliance across all retail touchpoints
- Develop co-marketing programs with retail partners to accelerate sell-through velocity
Cross-Functional Coordination
- Work with supply chain and operations to ensure inventory readiness for retail launches and reorders
- Coordinate with marketing on retail-specific packaging, point-of-sale materials, and brand assets
- Partner with finance on retail margin analysis, trade spend management, and channel profitability reporting
- Collaborate with the e-commerce team to ensure retail strategy complements (not cannibalizes) DTC channels
Required Qualifications
- 8+ years of experience in retail sales, wholesale, or business development in consumer goods
- Proven, demonstrable track record of taking a DTC or ecommerce-native brand into physical retail at national or big-box retailers (this is non-negotiable — we need someone who has done this before, not someone who wants to try)
- Direct experience managing international distributors and launching products into retail markets outside the United States
- Existing relationships with retail buyers at major chains in pet, home, housewares, or consumer goods categories
- Deep understanding of retail economics: margin structures, trade spend, co-op programs, slotting fees, and promotional planning
- Experience with retail-specific packaging, compliance, barcode/UPC requirements, and planogram standards
- Strong negotiation skills with a track record of closing complex, high-value retail agreements
- Ability to own a P&L and be accountable for a revenue target
Preferred Qualifications
- Experience specifically in the pet products, home goods, or housewares categories
- Background working at a high-growth DTC brand that successfully expanded into retail (not the other way around — we need the DTC-to-retail playbook)
- Familiarity with Amazon and other marketplace dynamics and how they interact with retail channel strategy
- Experience working with or selling into UK, EU, Canadian, and Australian retail markets
- Existing distributor network in international markets
- Experience managing retail broker relationships (Walmart, Target)
Why Muddy Mat
- Market leader with over 50,000 five-star reviews and massive consumer demand already proven online
- $200M+ annual revenue run rate with strong unit economics and gross margins above 85%
- You’re not building from zero — you’re taking a brand with proven product-market fit and expanding it into an entirely new channel
- Direct access to the CEO and a lean, high-performance leadership team with the resources and ambition to execute at scale
- Opportunity to build the retail division from the ground up and own it entirely
- Compensation package includes competitive base, performance bonus, and equity participation
Compensation
Competitive base salary plus performance-based bonus tied to retail revenue targets. Equity participation available for the right candidate. Full benefits package.
Audit Summary: Changes from Original
This page is for internal review only. Remove before posting.
- Document Type: Complete Rewrite
The original was an internal briefing document explaining the concept of a Head of Retail role, not an actual job description. It could not be posted externally or sent to candidates. Rewrote entirely as a proper job posting.
- Five-Star Reviews: Corrected
Changed from "25,000 five-star reviews" to "50,000+ five-star reviews" per Matthew’s correction.
- International Expansion: Added Entirely
The original document had zero mention of international retail or distribution. Added a complete International Retail & Distribution section as a core responsibility, and added international experience as a hard requirement. This was identified by Matthew as a primary need for this hire.
- Distributor Management: Added Entirely
The original had no mention of distributors. Added distributor relationship management, selection, and negotiation as core responsibilities and requirements. Matthew specified this as essential.
- Source Citations: Removed
Removed all external source citations (Virtual Vocations, Expertia AI, ClearPointHCO, Careersbank). A job description should never cite sources. The original read like a research paper.
- Requirements: Completely Rewritten
Original had a vague "What to Look For" section with generic bullet points. Replaced with specific, measurable hard requirements including years of experience, DTC-to-retail track record, international experience, and existing buyer relationships.
- Why Muddy Mat / Compensation: Added
Original had nothing selling the opportunity. Added a "Why Muddy Mat" section to attract top talent and a compensation section. Revenue run rate ($200M+) and gross margin (85%+) included to demonstrate scale.
- DTC-to-Retail Emphasis: Strengthened
Made explicit that the candidate must have done this exact motion before: taken an online brand into physical retail. The original mentioned it in passing. This version makes it the central, non-negotiable qualification.
- Retail Broker Relationships: Added
Added experience managing retail broker relationships (Walmart, Target) as a preferred qualification. This aligns with Matthew’s task list item to "Connect with Walmart + Target brokers."
Items to Confirm Before Posting:
- Compensation range (recommend $175K-$250K base + bonus + equity for this level)
- Location/remote policy (listed as remote US-based with travel)
- Reports to CEO (confirm)
- Confirm exact revenue figure you want to disclose ($200M+ used)
- Confirm whether Bed Bath & Beyond is still a target or should be removed
- Add application instructions / where to apply
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