Director of Retail Sales
About Us SIMPLi is an award-winning, leading regenerative food brand on a mission to connect people around the world through the joy of food. Founded in 2020, SIMPLi co-founders Sarela Herrada and Matt Cohen sought to bring the best single-origin ingredients from around the world directly to you in a way that equally benefits people, producers, and the planet. SIMPLi partners directly with farmers to source the finest ingredients and make them accessible to consumers nationwide in stores, restaurants, and online. If you’re passionate about food, sustainability, and making a difference, then SIMPLi is the place for you! The Role As the Director of Retail, Natural, you will drive growth within the Natural grocery channel. You will be responsible for managing data, trade spend, work with distribution partners, and finding opportunities to expand SIMPLi’s retail footprint. This is a pivotal, strategic sales role for a mission-aligned, entrepreneurial self-starter who can future-plan while also managing the day-to-day business.Key ResponsibilitiesChannel Strategy & Revenue GrowthOwn and execute the Natural channel strategy to deliver revenue, distribution, and velocity growthIdentify whitespace opportunities by region, retailer, and categoryEstablish sales targets, KPIs, and scorecards for accounts and brokersLead annual planning including revenue forecasting and trade investment strategyOptimize assortment, pricing architecture, and promotional strategies to maximize ROILeverage syndicated data (SPINS, Circana/IRI, Nielsen) and internal data to guide decisionsMonitor category, consumer, and retailer trends and proactively adapt strategiesLead category reviews and buyer presentations using data-driven storytellingMaintain accurate forecasting and pipeline management in CRM systemsKey Account ManagementOwn relationships and Joint Business Planning with key Natural retailersLead the full sales cycle: prospecting, line reviews, presentations, negotiations, and executionDevelop annual customer business plans aligned to company financial targetsManage pricing strategy, promotional calendars, and trade spend allocationMonitor performance vs. plan and proactively close gapsDrive assortment expansion, shelf placement, and promotional supportMaintain detailed customer records including contracts, contacts, and insightsDeliver high-touch account service and issue resolutionProvide monthly risk and opportunity reportingBroker & Distributor ManagementLead and manage broker partners to ensure accountability and performanceSet clear broker goals, KPIs, and reporting expectationsManage distributor relationships (UNFI, KeHE, regional distributors)Oversee deductions, disputes, allocations, and distributor program participationEnsure strong execution at distributor shows and selling eventsCross-Functional LeadershipPartner with Marketing, Supply Chain, Finance, QA, and R&D to support growthAlign demand planning and supply with customer programsProvide market feedback to inform innovation and commercializationCommunicate insights and performance updates to senior leadershipIndustry & Customer EngagementRepresent SIMPLi at key industry events (Expo West/East, distributor shows, regional trade events)Lead customer trainings and product education sessionsFacilitate customer planning and ideation sessionsMonitor food and wellness trends to inform opportunitiesLeadership & CultureMentor and develop emerging sales talent as the team growsModel a high-performance, accountable sales cultureBuild external networks to expand brand presence and opportunity pipelinesServe as a culture carrier for SIMPLi’s mission and valuesRequirements & QualificationsBachelor’s degree in Business, Marketing, or related field (MBA a plus)7–10+ years of CPG retail sales experience, with strong exposure to the Natural channelDemonstrated success managing Natural retail accounts and distributorsExperience working with brokers and syndicated data platformsProven ability to deliver revenue growth and manage trade spend ROIStrong analytical and financial acumenExcellent negotiation, communication, and presentation skillsHighly organized with strong prioritization and planning skillsProficiency in Microsoft Office and CRM systemsPassion for food, sustainability, and mission-driven brandsMust reside in or near Philadelphia, PA