Vice President of Sales, Bars

About the Company: Rapid-growing health & wellness company Industry Health, Wellness and Fitness Type Privately Held Employees 11-50

About the Role: The Company is seeking a Vice President of Sales for Bars to spearhead the commercial strategy and drive the growth of its protein bar business. The successful candidate will be responsible for building and executing a robust sales strategy, with a focus on expanding national distribution and securing new retail partnerships across various channels. This role demands an elite sales executive with a proven track record in the industry, including experience in category economics, promotional planning, and innovation strategy. The ideal candidate will have deep relationships with senior buyers across major U.S. retailers and a history of successfully getting products into doors and onto shelves. Key responsibilities for the Vice President of Sales include designing the go-to-market architecture, leading the national sales organization, and working cross-functionally with marketing, supply chain, operations, and product development. The role is highly demanding and requires a candidate who is a true hunter, comfortable with aggressive growth goals, and willing to travel extensively. Non-negotiable qualifications include 8+ years of CPG sales leadership experience, significant experience in the relevant product categories, and a proven ability to win new distribution. The company is not looking for someone who has only managed existing business or who is more operator than hunter; the focus is on creating and building the business. Hiring Manager TitleCEOFunctions Sales/Revenue