VP of Sales - Bars

About the Role

We're searching for an elite sales executive to build one of the fastest-growing protein bar businesses in America. This role will report directly to Dom Iacovone, CEO of RAW Nutrition, and will own the commercial strategy for all protein bar sales across RAW Nutrition and MORE Nutrition. We don't need someone who knows how to manage a mature business. We need someone who knows how to create one. This person should already have deep relationships with the buyers that matter — across Club, FDM, Mass, Convenience, Drug, Military, and Export.

Who We're Looking For

You've helped build one of the leading brands in protein bars, functional bars, or better-for-you snacking/candy. This includes companies like: Built, Barebells, David, Quest, RXBAR, ALOHA, ONE, Power Crunch, Robert Irvine, Pure Protein, Think!, KIND, Clif Builders, Perfect Bar, GoMacro, Health Warrior, Mars Wrigley, Hershey, Mondelez, or Ferrero.

You understand: category economics, retailer expectations, promotional planning, innovation strategy, velocity management, assortment optimization, and distribution expansion.

Most importantly, you know how to get products into doors and onto shelves — Club (Costco, Sam's, BJ's), Mass (Walmart, Target), Grocery (Kroger, Publix, Albertsons, H-E-B), Drug (CVS, Walgreens), and Convenience (7-Eleven, Circle K, Casey's, Wawa).

What You'll Own

You will have complete responsibility for growing our Protein Foods business across North America, including:

• Building a commercial strategy from launch through national scale
• Winning new retail distribution across every major channel
• Expanding existing retailer partnerships
• Designing the go-to-market architecture — direct vs. broker, distribution strategy (UNFI, KeHE, C&S, McLane, Core-Mark), and key account coverage model — then hiring and leading the team to execute it
• Developing annual customer plans
• Leading retailer negotiations
• Managing broker relationships
• Building the national sales organization
• Creating category growth strategies
• Driving retailer-specific innovation
• Managing customer P&Ls
• Forecasting distribution opportunities
• Working cross-functionally with Marketing, Supply Chain, Operations, and Product Development
• Helping determine which products should be built specifically for each retailer
• Becoming the face of our protein foods business with our largest customers

What Success Looks Like

Within your first 24 months, you will have:

• Expanded national distribution dramatically
• Secured meaningful wins across Club, FDM, Convenience, and Mass
• Built strategic partnerships with top retailers
• Increased velocities across key accounts
• Established RAW Nutrition as one of the fastest-growing protein food suppliers in North America
• Built a high-performance sales organization capable of supporting a nine-figure business

What Makes Someone Elite in This Role

We're looking for someone who has already accomplished things like:

• Led sales for a leading protein bar, functional bar, or protein snacks company
• Personally opened major retail accounts
• Negotiated with national buying teams
• Launched successful retailer-exclusive products
• Built customer relationships over many years
• Increased distribution nationally
• Managed large customer P&Ls
• Worked closely with category managers to win shelf space
• Successfully executed retailer line reviews
• Built sales organizations that consistently exceeded growth targets

Non-Negotiables

Candidates should possess:

• 8+ years of CPG sales leadership experience — you know the bar that's set: facings, price points, velocity thresholds, resets, and what actually gets a SKU killed
• Significant experience within protein bars, functional foods, functional bars, snacks, candy/confectionery, or sports nutrition
• Existing relationships with senior buyers across major U.S. retailers — not relationships your company had, relationships you have. You've personally sold into Club, Convenience, and/or FDM at a senior level and can get a meeting on the books ASAP
• A proven history of winning new distribution — you can point to specific doors, specific years, and specific results, and your references will confirm it was you
• Experience managing national accounts
• Experience leading high-performing sales teams
• Strong commercial and financial acumen
• Exceptional negotiation skills
• Willingness to travel extensively — wherever the buyer is, you'll be there

This Is NOT the Right Role If...

• You've only managed existing business
• You've never personally sold into major retailers
• Your network lives primarily with brokers instead of buyers
• You require a large team before you can execute
• You're more operator than hunter
• You're uncomfortable being held accountable to aggressive growth goals

Compensation

Our compensation package is designed to reward exceptional performance through:

• Industry-leading base salary
• Aggressive annual performance bonus
• Long-term wealth creation opportunities tied to business performance
• Executive benefits package
• Relocation assistance, if needed

Top performers will have the opportunity to help build one of the most significant protein food businesses in North America.

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