Cove Soda · 6 hours ago
Senior Director of US Sales, US
United States
Full-time
Remote
Director/Executive
10+ years expCove Soda is a company focused on driving revenue growth in the beverage sector, and they are seeking a Senior Director of Large & Small Format Sales to lead their sales channels. This role involves developing and implementing sales strategies, managing key relationships with retailers, and ensuring revenue targets are met across various sales formats.
Food and BeverageHealth CareLifestyleRetail
Responsibilities
Deliver annual revenue objectives in line with the Company’s AOP by expanding the brand’s presence in Large Format (Mass, Club, Food) and developing new and emerging channels (Drug, Convenience & Dollar)
Accelerate growth with existing retailers and in key markets through expanded/enhanced assortment, increased shelf space, improved shelf position (strike zone) and deliver disciplined and effective promotional/activation and shopper marketing execution
Lead, develop, and scale a high-performing Large and Small Format sales team
Set clear goals, performance expectations, and accountability for direct reports
Coach and mentor team members to build bench strength and future leaders
Foster a results-driven, collaborative, and disciplined sales culture
Own relationships with key national and regional retail partners (e.g., Target, Walmart, Whole Foods, etc.), brokers, and distributors
Develop and execute customer-specific growth plans that align brand objectives with retailer priorities
Lead negotiations on assortment, pricing, promotions, and in-store execution in partnership with Finance and Marketing
Identify and develop new and emerging channels and customers to support long-term growth
Own channel-level P&L performance, optimizing trade and promotional spend, and managing the sales budget
Conduct regular customer business reviews to improve margin, efficiency, and ROI
Analyze market trends (e.g., SPINS, Broker, Analytics, etc), depletion data, and competitor actions to inform strategic decisions and create accurate sales forecasts
Lead the field-level execution of new product launches and marketing initiatives to drive brand visibility
Qualification
Required
10+ years of progressive sales experience in the beverage or CPG industry, with at least 5 years of leadership experience
Proven experience leading Large and Small Format retail channels (Mass, Club, Food, Drug, Convenience, Dollar)
Demonstrated ability to lead complex customer negotiations and cross-functional initiatives
Proven track record of scaling brands (early stage and mid-size) driving significant growth through new retailers (TPD), assortment expansion, and shelf optimization
Strong analytical, financial and forecasting capabilities
Bachelor's degree in Business, Marketing, or a related field
Deep understanding of all RTM's, including: Broadline (UNFI, KeHE, Coremark, McLane, etc), DSD and Direct routes-to-market
Experience managing multiple broker touch points and driving high performing external partners, including merchandisers
Exceptional negotiation, analytical, and interpersonal skills
Proficiency in MS Office (Excel/PowerPoint) and SPINS
Ability to travel as needed to carry out duties of the position and at least 20-25%+ for key retailer/team meetings and trade shows
Benefits
Competitive salary and benefits.
A dynamic, supportive, and fun work environment.
Opportunities for career growth within a fast-paced, growing brand.
Employee discounts on Cove products.
Company
Cove Soda
Cove Soda is a food and beverage company that specializes in kombucha, a fermented tea beverage.
11-50 employees
Funding
Current Stage
Early StageTotal Funding
$16.2MKey Investors
Vanterra CapitalCanaccord Genuity Wealth Limited
2025-11-03Series A· $15M
2019-10-24Seed· $1.2M
Leadership Team
John MacLellan
Co-Founder
Ryan Maclellan
Co-Owner
Recent News
Just-Drinks
2026-01-17
Company data provided by crunchbase