West Sales Manager

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, 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, knowledgeable and highly motivated West Sales Manager to drive revenue, acquire new customers, manage and grow key accounts, and oversee field execution in the West, Southwest and Rocky Mountain regions. This role requires deep knowledge of the retail and distribution landscape, established relationships with strategic accounts, exceptional broker management skills and inventory, pricing and retailer management experience. The West Sales Manager will manage Natural, Specialty and Conventional regional and independent retail accounts throughout the territory. This position reports to the Director of Sales.  This is a remote position, based anywhere in the territory. Responsibilities include but are not limited to:


  • New Business Development
      • Identify and secure critical and key accounts in the region to hit annual sales goals
      • Secure meetings with Category Managers and buyers during review cycles
      • Establish relationships with Category Managers and buyers outside of review periods
      • Develop and deliver compelling presentations that secure distribution of products in natural, specialty and conventional accounts
      • On own or with broker, identify and target independent regional accounts for market penetration that drive velocities through our current distribution channels
      • On own or with broker, onboard new accounts with high attention to detail


  • Account Management
      • Develop strong relationships with Category Managers in existing accounts that lead to results
      • Develop and implement promotional plans that improve velocities and increase brand recognition, while adhering to company trade spend guidelines
      • Establish programs that develop brand dominance in the region
      • Evaluate sales reporting and tools to minimize OOS and work with brokers or merchandisers and retailers to fill voids
      • Have a strong understanding of the pricing and category assortment at any given retailer
      • Familiarity with category trends and pricing ensuring Rowdy Mermaid is positioned competitively
      • Ensure all paperwork has been properly submitted to both retailer and distributors to ensure seamless new item or retailer launch as well as promotions


  • Broker, Distributor and Merchandising Management
    • Develop strong motivating relationships with broker and merchandising networks in region
    • Ensure that our partners have adequate training, tools and knowledge to manage the sell-in of Rowdy Mermaid to regional independent accounts
    • Create, deliver and monitor semi-annual goals and progress to goals
    • Add key DSD and other distributor partners in geographies of high focus and potential
    • Build out and execute comprehensive annual plans for brokers, distributors and merchandising groups ensuring goals are measurable and trackable
    • Translate Rowdy Mermaid company and sales objectives into clear and locally executable plans


  • Miscellaneous
    • Execute set amount of market visits to key regions and retailers as identified and agreed upon with the Director of Sales
    • Translate regional business strategies and trends to Director of Sales to help shape future sales initiatives
    • Engage with home office via regularly scheduled calls and actively use team tools and resources to share market data
    • Collaborate on targets, approach and best practices with Area Sales Managers or Territory Sales Managers within the region
    • Participate in trade shows as needed
    • Identify marketing opportunities in region and communicate with Marketing Manager
    • Recruit, train and monitor regional demo reps as needed
    • Works with the cross-functional team to establish and implement successful customer programs to profitably increase product availability and points of distribution


    • Minimum 4-5 years experience in regional sales
    • Existing relationships with natural-channel distributor reps, regional accounts and brokers
    • Demonstrated experience with understanding retail channels and routes-to-market
    • Strong command of sales presentations
    • Excellent project management and relationship-building skills
    • Strong written and verbal communication skills
    • Bachelor's degree in business or related field
    • Based in territory (Rocky Mountains, West Coast, Southwest)
    • Ability to travel up to 50%
    • Ability to lift and move 15-pound cases / Frequently climb, kneel to fill point of sale or build displays
    • Safe driving record
    • Valid driver’s license 



    • Existing relationships with natural & conventional distributor reps, regional accounts and brokers
    • Experience with DSD
    • 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


    Salary: $80,000 - $90,000 + bonus DOE

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