Job: VP of Sales (Sparkling Hydration Drink Startup)

Company description

Our client is a high-growth, health and wellness beverage business backed by a multi-generational, family-owned drinks group with deep expertise in sourcing and product development. The company is building a premium, non-alcoholic sparkling hydration drink with functional benefits and is entering the next phase of U.S. expansion, including a relaunch with updated packaging and a national distribution rollout beginning March 2026. Initial commercial focus is on Florida, Texas, and California, with priority hubs in Miami, Los Angeles, Orange County, and Dallas–Fort Worth. In 2026, the on-premise launch will target approximately 100 priority licensed accounts (licensed to sell alcohol) per hub (with emphasis on hotels, country clubs, and golf courses) while building the foundation for accelerated retail growth. The culture is team-oriented and compliance-first, with a strong expectation of transparent communication and “no surprises.”

Objective of the Role

The Vice President of Sales will develop and execute the national sales strategy across channels, with a clear mandate to build the retail growth engine (expected to represent the majority of long-term volume) while overseeing the on-premise program in licensed accounts. The role will professionalize commercial processes, recruit and lead a scalable sales organization, and guide expansion from test markets to additional states. The initial on-premise route-to-market includes a two-year exclusivity arrangement with a national distribution partner in licensed accounts within the initial states; retail route-to-market remains flexible by account and geography, enabling best-fit partners to lead where they are strongest. Target start is April/May 2026, with an immersion period through the summer and a board-ready growth plan developed in early fall.

Ideal Profile

The ideal candidate is a senior commercial leader from non-alcoholic beverages, functional beverages, or adjacent CPG categories who has successfully scaled distribution and retail velocity from regional to national. This individual combines strategic capability with a builder mindset—comfortable operating hands-on in an entrepreneurial environment, installing “big-company” operating rigor without big-company bureaucracy, and recruiting high-performing talent. Deep retail fluency is essential (trade spend governance, category management, broker oversight, chain negotiations, and shelf-space strategy). Experience managing on-premise through distributor partners is strongly preferred. Personal integrity, operational discipline, and a zero-tolerance approach to legal/regulatory shortcuts are non-negotiable.

Responsibilities

• Own the multi-year national sales strategy and annual operating plans across retail and on-premise channels.
• Build the retail roadmap: key account targeting, channel sequencing, pricing and promotion architecture, and trade spend governance.
• Lead and scale the commercial organization (key accounts, field sales, distributor/broker management), including hiring and developing district sales managers and brand ambassadors in priority hubs.
• Negotiate key customer and route-to-market agreements; drive disciplined execution, reporting, and accountability.
• Expand on-premise distribution in licensed accounts using the “1:9:90” activation model (field seeding, amplified programming, and account-level conversion) and track conversion to repeat purchase.
• Establish KPIs and forecasting cadence; translate market learnings into scalable playbooks for new states; partner with marketing, finance, and operations to align activation, budgets, and supply readiness.

Requirements

• 10+ years of sales leadership in beverage/CPG, including demonstrated success selling into retail channels and negotiating chain authorizations.
• Proven ability to build teams and operating cadence in high-growth environments; experience scaling from test markets to a multi-state or national footprint.
• Strong negotiation skills and executive presence; able to communicate credibly with senior leadership and board-level stakeholders.
• High standards of integrity and legal/regulatory compliance; direct, collaborative communication style aligned with a “no surprises” culture.
• Willingness to travel up to ~50% across Florida, Texas, and California; location flexible with regular presence in priority markets.
• Bachelor’s degree required; MBA or advanced degree preferred. Competitive base salary plus meaningful performance-based incentive and comprehensive benefits.