Director of Sales - Natural Channel

About this role

ABOUT TRUFF
TRUFF is a premium truffle-infused condiments brand born at the intersection of heat and flavor. In 2015, TRUFF co-founders built the popular food and lifestyle Instagram account @sauce. Just 2 years later, in 2017, TRUFF co-founders launched their first viral product, TRUFF Original Hot Sauce, which catapulted to success when Oprah selected it as one of her Favorite Things. After six years on Oprah's Favorite Things list and several groundbreaking new hot sauce flavors, TRUFF has become one of the fastest growing brands in the hot sauce category. Over the last few years, TRUFF has built on its unique flavor profile to launch new products in complementary condiment categories including pasta sauce, mayo, oil, and seasonings. TRUFF's uniquely premium taste and aroma amplify the flavor experience of everyday dishes to make every day a culinary moment.
TRUFF has also become a major player in retail, now carried in well over 15,000 doors across the country. That retail growth is something we are incredibly proud of. And as we continue building on that foundation, we are just as excited to revamp the digital origins and DNA of what made TRUFF accelerate in the first place. This is a brand that was built online, and we are ready to bring that energy back in a big way.
THE ROLE
The Director of Sales – Natural Channel will serve as a strategic partner to TRUFF’s natural channel retail customers, responsible for managing day-to-day sales operations while driving growth and building strong distributor and broker relationships. This role will lead account planning, promotional execution, trade spend management, and joint business planning, ensuring that TRUFF’s strategies are executed effectively at retail. The Director of Sales will also be responsible for business development, including developing and executing sales strategies, and creating and nurturing customer relationships across our Natural Channel Retailers. This includes strategically developing, planning, tracking, and measuring progress against company objectives and KPIs in a fast-paced, high-growth CPG environment. This position reports to the CCO, and will directly manage a Natural Channel Account Manager, handling natural channel chain and independent retailers.
WHAT YOU'LL OWN
Planning
Build annual account plans (revenue, distribution, promo targets) aligned to growth goals.
Forecast volume, promo lift, and trade needs with accuracy.
Define KPIs and tracking to drive execution.
Account Operations & Activation
Own day-to-day customer relationships and sell-in (new items, packaging, innovation).
Execute promo calendars and in-store activation with Marketing/Trade.
Coordinate cross functionally to meet customer deadlines.
Use syndicated/retailer insights and category trends to inform plans.
Sales & Trade Management
Manage trade budgets for ROI; track deductions, promo efficiency, and sales.
Own customer P&L inputs; recommend pricing/promo adjustments to protect margin.
Risk & Compliance
Anticipate forecast/relationship risks; propose mitigations.
Ensure compliance with customer terms, contracts, and promo guidelines.
Monitor execution across supply chain/retail and resolve issues fast.
Growth & Partnerships
Expand distribution, win secondary placements, and drive incremental volume.
Deliver data-driven sell stories/category reviews; represent TRUFF at key meetings and events.
Lead distributor, broker, and third-party partner relationships to maximize results.
People Leadership
Directly manage and guide Account Manager role to meet and exceed KPI’s associated with natural channel customers
Ensure effective performance management process is conducted, enabling the account manager to have the support needed, obstacles removed, and proper guidance to develop and thrive
Requirements
PROFESSIONAL QUALIFICATIONS
7+ years of progressive sales experience in CPG, ideally within Food & Beverage.
3+ years of effective sales-focused people management
Proven success managing Whole Foods and Sprouts, as well as other chain and independent natural channel retailers
Strong understanding of retail customer dynamics, promotional strategy, and trade spend management.
Experience working with and managing brokers, distributors and direct retailers (small and large)
Proficiency in syndicated data tools (Nielsen/IRI/SPINS) and retailer-specific portals.
Experience managing customer-specific P&L and delivering against ambitious revenue targets.
Demonstrated ability to scale brands within MULO environments.
Possess excellent interpersonal, listening, verbal, presentation, and written communication skills.
Ability to travel 20-30%.
PERSONAL CHARACTERISTICS
People first leader who invests in developing directly managed team + peer group
Entrepreneurial and resourceful; thrives in a fast-paced, high-growth environment.
Strategic thinker who pairs long-term vision with operational discipline.
Highly analytical; able to translate data into insights and actionable plans.
Strong relationship-builder and communicator, capable of influencing both internally and externally.
Results-driven, with a track record of delivering sales growth and exceeding targets.
Collaborative team player who partners cross-functionally with transparency and accountability.
Passion for consumer brands, retail partnerships, and the Food & Beverage space.
Excited by TRUFF’s unique brand positioning and driven to help make it a household name
WHY TRUFF
A Brand with Real Consumer Pull
TRUFF is not a brand trying to manufacture relevance — people already love it. Our products have built a loyal fanbase organically, with consumers sharing, gifting, and talking about TRUFF long before we asked them to. That kind of authentic brand affinity is rare in CPG.
A Seat at the Table
At TRUFF, strong ideas move quickly. You’ll work closely with founders and senior leadership in a highly collaborative environment where your voice, relationships, and strategic thinking can make a visible impact…