Director of Sales – Food Service & Alternative Channels

Job Description:

• Own the Foodservice and Alternative Channels strategy and deliver a multiyear plan
• Size opportunities and prioritize near-term wins by revenue potential, strategic fit, and ease of execution
• Identify products, formats, bundles, capabilities, and investments required to scale priority channels
• Own and grow alternative channel accounts across hardware and outdoor, off-price, specialty, and department store retail, plus subscription and gifting partners
• Build and direct broker relationships across channels
• Develop distributor partnerships, including national and regional distributors
• Represent TRUFF at customer meetings, trade shows, distributor shows, and industry events
• Own key customer relationships across restaurant chains, coffee, independent restaurants, and priority foodservice segments
• Partner with Marketing to develop and sell chain programs, including branded menu items and product placements
• Lead sell-in, launches, and ongoing execution with brokers and Supply Chain
• Pilot local restaurant programs, measure conversion and repeat orders, and scale successful programs
• Build account plans and support models to retain and grow major customers
• Manage pricing, promotions, and channel investments to grow profitable revenue
• Track distribution, conversion, repeat orders, and program ROI; adjust plans based on results
• Anticipate risks to supply, margins, forecasts, and account retention; lead timely resolution
• Ensure programs meet customer terms and operational requirements
• Work closely with TRUFF’s Chief Commercial Officer, founders, and cross-functional leaders

Requirements:

• 7+ years in CPG sales or business development, including 4+ years across Foodservice and Alternative Channels, with a record of profitable growth
• Proven success winning large restaurant chains, coffee chains, or independent operators and expanding distribution in segments such as colleges, hospitality, and business dining
• Experience growing sales in hardware retail, such as Ace Hardware or Tractor Supply
• Experience in outdoor, off-price, specialty, or department stores is a plus
• Experience building and managing brokers across channels, such as A&G, BBI, or Green Nature Marketing
• Experience working with distributors such as Dot Foods, Vistar, Sysco, US Foods, or regional partners
• Strength in channel planning, pricing, forecasting, trade investment, negotiation, and account economics
• Experience representing a brand at foodservice trade shows, distributor shows, customer meetings, and industry events
• Strong analytical, presentation, and relationship management skills
• Ability to travel 25%–40%
• Experience with subscription services or gifting partners, such as HelloFresh or ButcherBox (preferred)
• Experience in a high-growth food or beverage business (preferred)

Benefits:

• Competitive salary and performance bonus
• Equity eligibility
• Health, dental, vision, and life insurance
• 401(k) with company match
• Paid time off, sick time, holidays, and parental leave
• Wellness, internet, and cell phone stipends
• Company-provided laptop