VP, Sales

Javvy Coffee Company; United States; Remote; USD 180,000 - 260,000; Full time

Benefits offered by this job

Health insurance

Dental & Vision

Life insurance

401(k) plan

Parental leave

Free access to Javvy products

Career growth opportunities

Collaborative startup environment

Job summary

Javvy Coffee Company seeks a seasoned VP of Sales to spearhead nationwide distribution and retail expansion. You will lead wholesale, retail, and distributor partnerships, building a high-performing sales team and driving growth across natural, specialty, and mass channels.

You will own forecasting, budgeting, and trade spend while collaborating closely with Marketing, Operations, Finance, and Leadership to align launches and inventory planning.

Qualifications

• 8+ years of sales leadership experience in the CPG industry with a focus on retail and distribution growth.
• Experience in Mass Grocery (Kroger, Albertson/Safeway, Ahold Delhaize, Publix).
• Proven track record of driving national retail expansion and managing key account relationships.
• Deep knowledge of distributor networks and broker partnerships.
• Strong financial acumen around tradespend, margin, promotional strategy, and sales forecasting.
• Experience scaling a sales team in a high-growth, entrepreneurial environment.
• Strong leadership, negotiation, and relationship-building skills.
• Direct relevant experience & Bachelor’s degree required; MBA or relevant advanced degree is a plus.

Responsibilities

• Lead Retail & Distributor Expansion: grow distribution across natural, specialty, conventional grocery, mass, club, and e‑commerce channels.
• National Accounts: manage relationships with major retail chains and drive new account wins and growth.
• Distributor Management: expand partnerships with key distributors ensuring strong execution and sell-through.
• Build & Lead Sales Team: recruit, develop, and manage account managers, broker partners, and field reps.
• Broker & Field Strategy: oversee broker relationships and field execution to meet brand standards.
• P&L & Forecasting: own sales forecasting, budgeting, and trade spend allocation.
• Cross-Functional Collaboration: align go-to-market with Marketing, Operations, Finance, and Leadership.
• Strategic Planning: monitor market trends to identify opportunities and inform strategy.

Skills

Sales leadership

Retail & distribution

Distributor networks

Negotiation

Forecasting

Team building

Analytical thinking

Bachelor’s degree

Education

Bachelor’s degree in Business/Marketing

MBA or related advanced degree

Job description

Javvy is on a mission to set a new standard for café favorites with better-for-you beverages that are craveable, convenient, and without compromise. Positioned at the intersection of café culture, convenience, and functional nutrition, we’re reimagining the drinks people buy every day — proving you don’t have to compromise between great taste and quality ingredients. What began as a cult-favorite DTC brand has rapidly scaled into an omnichannel business, now expanding into major retail while building a loyal community around better-for-you café favorites.

The Opportunity:

The VP of Sales will own and drive the company’s national distribution and retail expansion strategy. This role will lead all aspects of wholesale, retail, and distributor partnerships — from strategy to execution — while building and scaling a high-performing sales team. The ideal candidate is a CPG sales leader with a proven track record of growing brands at retail, building distributor networks, and opening national and regional accounts.

What You’ll Own:

• Lead Retail & Distributor Expansion: Develop and execute the strategy to grow distribution across natural, specialty, conventional grocery, mass, club, and e-commerce retail channels.

• National Accounts: Build and manage relationships with major retail chains (e.g., Whole Foods, Target, Kroger, Walmart, H-E-B etc.) and drive new account wins and growth.

• Distributor Management: Expand and optimize partnerships with key distributors (e.g., UNFI, KeHE, Pod Foods, etc.), ensuring strong execution and sell-through.

• Build & Lead Sales Team: Recruit, develop, and manage a top-tier sales team, including account managers, broker partners, and field sales reps to support company growth.

• Broker & Field Strategy: Oversee broker relationships and field sales execution to ensure brand standards and retail velocity goals are met.

• P&L & Forecasting: Own sales forecasting, budgeting, trade spend allocation, and performance reporting by channel and account.

• Cross-Functional Collaboration: Work closely with Marketing, Operations, Finance, and Executive Leadership to align go-to-market execution, product launches, and inventory planning.

• Strategic Planning: Continuously monitor market trends, retail data, and competitive landscape to identify new opportunities and inform sales strategy.

You’re a Fit If…

• 8+ years of sales leadership experience in the CPG industry, with a strong focus on retail and distribution growth.

• Experience in Mass Grocery (Kroger, Albertson/Safeway, Ahold Delhaize, Publix)

• Proven track record of driving national retail expansion and managing key account relationships.

• Deep knowledge of distributor networks and broker partnerships.

• Strong financial acumen around tradespend, margin, promotional strategy, and sales forecasting.

• Experience scaling a sales team in a high-growth, entrepreneurial environment.

• Strong leadership, negotiation, and relationship-building skills.

• Highly analytical and data-driven, with the ability to translate insights and KPI’s into action

• Direct relevant experience & Bachelor’s degree required; MBA or relevant advanced degree is a plus.

Why This Role Rocks:

• Competitive Salary + Bonus

• 100% Company-Paid Health, Dental, Vision & Life Insurance for employees
  Family coverage available at employee cost

• 401(k) Retirement Plan

• Parental Leave

• Free Access to Javvy Products

• Career Growth Opportunities

• Collaborative, Fast-Paced Start-Up Environment

Equal Opportunity Employer

Javvy is an Equal Opportunity Employer. We celebrate diversity and are committed to creating an inclusive environment for all employees. All employment decisions are made based on qualifications, merit, business needs, and applicable laws.

This job description is not intended to be an exhaustive list of duties, responsibilities, or qualifications and may be modified as business needs evolve.