Director of Sales- Retail

Come join the leading functional beverage brand and make wellness deliciously irresistible. 

At Rowdy Mermaid, we believe life is too short to stay at the shallow end of the pool. We believe in the power  of sustainably sourced, functional plant-based medicine. We meld art with science to produce easy-to-drink,  delicious, family-friendly beverages infused with functional botanicals, herbs and mushrooms. We’re obsessive  about ensuring every ingredient has a purpose and every flavor creates a refreshingly rowdy experience. We  honor nature, lean into science, daringly push boundaries, and aim to be neighborly with our geographic and  virtual communities. We are proudly based in Boulder, Colorado. 

When you join our team, you’ll receive 100% paid medical coverage for yourself, and coverage options are  available for your family (including fur-babies). We offer a generous PTO package including 2.5 weeks of  holidays.  

Rowdy Mermaid is seeking a bright, experienced and highly motivated Director of Sales to develop and  accelerate profitable growth with US retailers across conventional, natural, grocery and club channels. This  role requires an entrepreneurial spirit, exceptional leadership and coaching, and deep knowledge of the retail  and distribution landscape. In this role you will build, motivate and develop our US retail sales team, manage  top-level broker relationships, directly manage headquarter sales calls for strategic national customers,  influence key decisions and strategically plan for profitable growth. The Director of Sales reports to the Vice  President of Sales & Marketing, and strong preference will be given to candidates who reside in  Boulder/Denver-metro. Responsibilities include but are not limited to: 



  • Develop annual business growth, sales and margin plans in line with strategic company goals  
  • Plan for thoughtful strategic channel and retailer expansion, which requires immersion in the marketplace and initiating partnerships with customers and distributors
  • Evaluate and launch new distribution opportunities, specifically DSD, as the business enters new markets and channels
  • Directly manage key national accounts; build and manage sustainable profitable relationships that position Rowdy Mermaid as a total functional beverage brand
  • Sell with insights: identify, acquire and communicate insights for customer and marketplace, which serve as the basis for selling strategy and initiatives


  • Recruit, train, motivate, develop and coach a balanced and diverse high-performing sales team
  • Ongoing evaluation of team roles and responsibilities, with recommendations for team expansion or elevation as the business warrants
  • Develop and communicate clear measurable objectives and hold the team accountable to targets, tasks and performance metrics
  • Exhibit quality leadership practices that promote an open, productive and honest communication flow between employees, customers and partners
  • Build and maintain a strong culture within the team to boost morale across the organization, while holding true to company core values 


  • Cultivate relationships with customers across conventional, mass, club and natural channels; serve as the escalation point for field and team challenges
  • Attend top-to-tops and engage leadership as necessary (ie, VP Sales, CEO)
  • With marketing, define how success looks in stores and hold team/partners accountable to deliverables
  • Regularly visit sales team in the field to attend meetings and walk stores to identify and celebrate best practices or to flag issues or concerns
  • Continuously work with team members to understand the day-to-day business, identify areas of improvement and opportunity, influence key strategic decisions, share best practices and experiences
  • Develop impactful relationships with current or prospective brokers at the HQ level that lead to increased market share and support; negotiate or renegotiate contracts as needed to drive company  profitability 
  • Establish and measure top-level broker objectives for volume, share, new items, etc. that can be distributed to regional sales and broker teams
  • Develop programs, metrics and best practices with third-party partners that lead to ACV, market share and revenue growth
  • Oversee forecast and trade planning model from the customer level for current and new products; challenge assumptions and recommend strategies that deliver volume


  • 8+ years of progressive experience in CPG sales
  • 3+ years of people leadership
  • Experience managing relationships with at least two national retailers like Target, Kroger, Safeway/Albertsons, Whole Foods Market and Costco
  • Demonstrated experience with managing channel strategy, and multiple routes-to-market including direct business, UNFI, KeHE and DSD
  • Excellent internal and external relationship-building skills
  • Strong sales and negotiation skills
  • Bachelor's degree in business or related field
  • Ability to travel up to 50%


  • Passion and experience with functional chilled beverages and CPG
  • A love for natural products, keeping pace with the industry, and championing brands
  • Experience with a high-growth emerging brand
  • Resides in Boulder/Denver-metro
  • Keen understanding of syndicated data (SPINS, Nielsen) and Crownalytics
  • High proficiency with MS Office, Dropbox, Google Suite

Salary: $95,00 - $125,000 + bonus DOE 

Submit cover letter explaining why you should be our next mermaid, salary requirements and resume to and indicate DOS - Retail in the subject line.