VP of Sales

Take the Deeper Dive.

At Rowdy Mermaid, we believe that beverages should be as delicious as they are good for you. That's why we use organic and regenerative botanicals, herbs and mushrooms to create function-forward kombucha and award winning Adaptonic™.  We are one of the fastest-growing beverage brands in the US, with sales in all 50 states. We are life-long learners at heart who are obsessed with what we do. 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


Rowdy Mermaid is seeking a Vice President of Sales to join the rowdy team based at our Boulder, CO office. This is a key leadership position for the company and is accountable for overseeing the sales strategy, sales team and the ultimate profitability of the company. This person will manage the retail and foodservice teams, directly own and manage national strategic accounts, be responsible for trade spend, forecasting and reporting, and manage the sales budget.  This person will also lead future expansion into other sales channels. They will provide leadership, direction, and resource stewardship to the organization’s sales functions.  This person must reside in Boulder/Denver, and have a regular presence in the Boulder office.



  • Set and own the long and short-term strategic sales priorities by channel
  • Understand and communicate company vision to the sales team, building and maintaining alignment with all stakeholders
  • Serve as a key member of the leadership team, presenting regular department updates, hurdles and feedback that contribute to future growth
  • Influence internal business operations and systems to respond to changing customer requirements to keep Rowdy relevant
  • Develop annual sales plan in support of organizational strategy and objectives
  • Establish sales objectives and goals by channel, product line, and team
  • Create annual forecasts and budgets at a channel, customer and SKU level
  • Maintain sales volume, product mix, and selling price by keeping current with supply and demand, changing trends, economic indicators, and competitors
  • Directly develop key national accounts, transferring account management to sales team as the business grows
  • Conduct regular internal reviews to discuss accounts, new opportunities, customer issues, competition, industry updates, and new products
  • Build and manage sustainable profitable relationships that position Rowdy Mermaid as a total functional beverage brand
  • Build top-to-top relationships with key customers, distribution partners and brokers across all channels
  • Coach and guide sales team, building a best-in-class team that is poised for advancement
  • Ongoing evaluation of partners and resources to maximize output
  • Collaborate deeply with Marketing to focus efforts strategically by geography, segment and account
  • Work closely with Operations and Manufacturing to ensure efficient distribution and forecasting strategies that align with customers’ needs
  • Be a contributing member of the Innovation team: influence the design of new products, conduct market opportunity evaluation, develop commercialization plans
  • Synthesize, organize and present content as needed for internal quarterly meetings, board meetings or investor updates
  • Live the Rowdy values and build positive relations with team, partners, and vendors



  • Passion and experience with functional chilled beverages and CPG
  • 10+ years of progressive experience in CPG sales
  • 5+ years of people leadership
  • Experience managing relationships with multiple national retailers
  • Experience leading foodservice and retail channels
  • Excellent internal and external relationship-building skills
  • Strong sales and negotiation skills
  • Bachelor's degree in business or related field
  • Ability to travel
  • Resides in Boulder/Denver-metro



  • Experience leading c-store, ecommerce, and Canadian sales
  • A love for natural products, keeping pace with the industry, and championing brands
  • Experience with a high-growth emerging brand
  • Keen understanding of syndicated data (SPINS, Nielsen) and Crownalytics
  • High proficiency with MS Office, Dropbox, Google Suite



Submit cover letter explaining why you should be our next mermaid, salary requirements and resume to careers@rowdymermaid.com and indicate VP Sales in the subject line.