Director of Sales (Albertson's/Kroger)

ForceBrands; New York (NY); On-site; USD 150,000 - 230,000; Full time

Job summary

ForceBrands is launching into the U.S. market and seeks a hands-on Sales Director to build the U.S. sales organization from the ground up.

You will own national and regional retailer relationships, focusing on key accounts like Albertons and Kroger, and develop entry strategies for new channels with brokers and distributors. You will work closely with the U.S. and China teams to scale the business and shape the future sales organization.

Qualifications

• Strong food, beverage, or broader CPG sales experience, ideally in the U.S. beverage market.
• Direct experience with priority customers/channels (Albertsons, Kroger) and channel expansion.
• Demonstrated ability to build distribution, identify partners, and manage relationships.

Responsibilities

• Help build U.S. sales organization and GTM structure from ground up.
• Own and develop national and regional retail relationships with initial focus on key accounts.
• Develop strategy for entering new channels, brokers, distributors, and partners.
• Expand distributor network beyond existing relationships and navigate retailer-mandated partners.
• Support initial U.S. launch of 9–10 SKUs across unsweetened and fruit-flavored teas.
• Lead retailer presentations and sell-in efforts with compelling brand stories and data.
• Collaborate with U.S. and China teams to determine resources and future hires.
• Operate hands-on, potentially extending beyond traditional Sales Director scope.

Skills

CPG sales

Beverage market

Channel development

Distributor networks

Broker relationships

Retail sales

Entrepreneurial mindset

hands-on execution

Job description

*PLEASE NOTE: THIS ROLE IS AT AN INTERNATIONAL BRAND LAUNCHING INTO THE US MARKET IN 2027*

Responsibilities:

• Help build U.S. sales organization and go-to-market structure from the ground up, operating in an entrepreneurial environment without an established U.S. commercial infrastructure.
• Own and develop key national and regional retail relationships, with an initial focus across either 7-Eleven, Kroger, and Albertsons, while also supporting broader regional sales development based on geography.
• Develop a detailed, hands-on strategy for entering new channels, including identifying the appropriate brokers, distributors, retail partners, and other resources needed to successfully launch and scale the brand.
• Expand distributor network beyond its existing relationships, including identifying strong regional beverage distributors as well as navigating retailer-mandated distribution partners where applicable.
• Support the initial U.S. launch of 9–10 SKUs across unsweetened and fruit-flavored teas, with additional beverage categories expected to follow over time.
• Lead retailer presentations and sell-in efforts by developing a compelling story around the brand, product portfolio, market opportunity, and available sales/consumer data.
• Work cross-functionally with the broader U.S. and China-based teams while helping determine what resources, tools, data, brokers, distributors, and future team members are needed to scale the business.
• Operate as a true builder within the organization, remaining hands-on and comfortable taking on responsibilities outside of a traditionally defined Sales Director scope as the U.S. business evolves.
• Help shape the future U.S. sales organization, with the potential to eventually lead Key Account Managers and/or broader regional teams as additional hires are made.

Candidate Profile:

• Strong food, beverage, or broader CPG sales experience, ideally with recent experience in the highly competitive U.S. beverage market.
• Direct experience with one or more priority customers/channels in Albertons/Kroger
• Demonstrated experience building distribution and entering new channels, rather than relying solely on pre-existing buyer relationships.
• Strong working knowledge of brokers and distributor networks, including the ability to determine which partners to use, why to use them, and how to manage those relationships effectively.
• Highly hands-on, tactical, and execution-oriented - less focused on candidates who have recently operated only at a high-level strategic or executive capacity.
• Systematic and logical thinker who can clearly walk through how they have solved problems, entered channels, selected partners, and connected resources to achieve an objective.
• Comfortable working within ambiguity and limited existing infrastructure; excited by the opportunity to help create the structure rather than inherit an established one.
• Concise and thoughtful communicator who listens carefully, identifies the core question or issue, and responds directly with clear examples and details.
• Recent experience is especially important. The team would like to understand what candidates have accomplished over approximately the last three years, given the significant changes and increased competition within the U.S. beverage market.
• Strong tenure/stability is valued where it demonstrates that the candidate has had enough time within an organization to build, execute, and show measurable results.
• Entrepreneurial and growth-oriented, with interest in potentially expanding beyond a traditional sales scope as organization builds its U.S. organization.
• Candidates do not need to come from the largest CPG companies; individuals from smaller/emerging businesses who have personally built channels, distribution, and infrastructure may be particularly relevant.