Sales Director

About Earthly

Earthly Co.® is a Vancouver-based, female-founded sustainable household consumer goods brand on a mission to make sustainable living easy and fun. We bring a design-forward approach to a category that has traditionally been overlooked, creating products made from better materials that are highly functional and super cute. Our lineup includes notpaper™ towels, the Scrubby Sponge™, accessories and bundles.

We sell through two established channels — wholesale and direct-to-consumer (Shopify and Amazon) — and are actively developing additional channel opportunities, including corporate gifting, hospitality, and retail collaborations.

Wholesale is our primary growth channel, spanning national retail, regional and independent home and lifestyle retailers, and grocery, across Canada and the United States.

Position Overview

Earthly Co.® is seeking a sales leader to build and own our wholesale sales function. This role will manage the direct sales pipeline, oversee our network of independent sales representatives, lead expansion into the U.S. market, and build out a sales team over time.

This is a leadership role with significant scope for the right candidate: you will help define the structure of the sales organization, set process, and make hiring decisions as the team grows.

Why This Role Is Different

We’re reimagining a household and cleaning essentials category that has been overlooked and boring for too long, bringing thoughtful design and accessible pricing to everyday products. You’ll work directly with the Founder & CEO to shape and grow this new approach to the category, make the sales function your own and grow with the business.

How We Work

• Think Like an Owner: Take initiative and make thoughtful decisions.
• Build Systems: Create repeatable processes that scale.
• Learn Constantly: Stay curious and keep learning.
• Experiment: Test, measure and improve.
• Work With AI: AI is a big part of how we operate. Use it in everyday research, sales planning, reporting and workflows.
• Build Partnerships: Treat everyone we do business with as a partner and collaborator; build trust and shared success.
• Put People First: We’re human beings first. Listen with empathy, communicate with care and consider the human impact of decisions.

Key Responsibilities

Direct Wholesale Sales

• Own the direct wholesale pipeline: prospecting, pitching, negotiating, and closing new accounts across Canada and the United States.
• Build and maintain account-level growth plans for key retail partners, including assortment expansion, seasonal programs, promotional planning, and program economics.
• Manage the annual account planning cycle with major retail partners, including line reviews, order forecasting, and co-op marketing negotiations.
• Own the growth of our smaller wholesale channel, including customers ordering through our website. Work with marketing and operations to support onboarding, a clear ordering experience and repeat business.
  

Sales Representative Network Management

• Manage a network of independent sales representatives and rep groups operating on a commission basis. Set territory and account coverage, define performance expectations, and establish reporting cadence.
• Recruit new representative groups to fill coverage gaps, with a particular focus on the United States.
• Lead rep-group onboarding, product and sales training, and regular meetings. Work with marketing to ensure representatives have current product information, sales materials and launch support, and follow through on the support they need to succeed.
• Travel at least once per quarter to visit key accounts or meet with and train sales representative groups.
• Hold representatives accountable to pipeline and revenue targets, and make recommendations on the composition of the network as needed.
  

U.S. Market Expansion

• Lead the build-out of the U.S. wholesale channel from an early stage. This includes cross-border logistics, landed cost and duties, retailer compliance requirements, and the operational differences between the Canadian and U.S. markets.

Channel Strategy

• Partner with the founding team on customer tiering and pricing architecture across direct-to-consumer, wholesale, house and corporate accounts, and negotiated contract customers.
• Evaluate distributor and channel partnership opportunities on a case-by-case basis, with a preference for narrow, non-exclusive arrangements that extend reach into segments not currently served directly.
• Support the development of the corporate gifting and retail collaboration pipeline alongside core wholesale activity.
• Explore hospitality opportunities where they fit our products and channel strategy.
  

Forecasting and Pipeline Management

• Own the wholesale sales forecast, maintaining a probability-weighted pipeline and updating projections on a monthly basis.
• Partner with the finance function to ensure sales forecasts inform cash flow planning, inventory management, and production scheduling.
  

Team Building

• Define the structure of the sales team and lead hiring as the function scales, including input into role design, compensation structure, and onboarding.
• Own performance management for any direct reports.

Product and Assortment Opportunities 

• Identify opportunities for new products, assortment expansion, packaging changes and different pack formats through conversations with buyers and sales representatives.
• Recognize when a product or packaging format is creating an objection, and work with the Founder, marketing and operations to develop a commercially viable proposal that helps move the deal forward.
• Bring these opportunities into account growth plans and channel strategy, considering retailer needs, margins and operational feasibility.
  

Who You Are

Required

• You have 7+ years in B2B CPG sales, including 2–3 years managing sales reps, rep groups or a sales team.
• You’ve successfully and profitably launched and grown brands in national and regional retail accounts, and have existing relationships with key buyers in relevant categories.
• You have relationships with sales rep groups and have recruited, onboarded, trained and supported groups for other brands.
• You have experience selling into Canada and the U.S., with a clear understanding of cross-border considerations.
• You understand wholesale economics, including margins, minimum order quantities, payment terms, chargebacks, listing fees, co-op marketing and program economics.
• You’re comfortable prospecting, negotiating and closing accounts, developing sales presentations and pitching confidently to large groups of buyers and decision-makers.
• You’ve helped other brands identify product, packaging or pack-format opportunities that overcome buyer objections and grow accounts.
• You have at least basic proficiency with AI tools and systems, and are open to using them in daily work and continuing to learn.
• You’re willing and able to travel at least once per quarter for key-account visits or rep-group meetings and training.
  

Preferred

• Experience selling cleaning products or household care, or selling into home goods, housewares, gift, grocery or hardware retail channels.
• Experience with dealer-owned or cooperative retail models, where store-level merchandising and program economics are as important as centralized negotiation.
• Experience in a growing or startup CPG business, with an understanding of the operational demands that come with scaling.
• Experience with inventory management system Cin7.

We welcome candidates with experience at larger CPG companies, smaller brands or both.

Attributes

• Critical Thinking and Independent Judgment: You assess problems, make sound decisions and resolve issues without requiring constant oversight.
• Proactive: You identify opportunities, anticipate issues and follow through without waiting to be asked.
• Collaborative: You build partnerships and work closely with marketing, finance, operations and sales partners.
• Adaptable: You’re comfortable in a small, fast-paced team focused on efficiency and growth, including when systems and processes are still being built.
• Direct and Transparent: You communicate clearly and raise concerns proactively.
  

What Success Looks Like

Profitable launches and account growth, productive rep partnerships, wholesale reorders, useful assortment opportunities, and reliable forecasts supported by repeatable sales systems and AI.

Compensation and Benefits

• Base salary: $100,000–$125,000, depending on experience and scope.
  
• Performance bonus: Based on wholesale growth, new accounts and margins; structure finalized with the successful candidate.
• Benefits: Extended health and dental coverage.

To Apply

Please send your resume and a brief example of a retail account you opened, including how its program evolved within the first two years.