[Hiring] US Head of Retail Sales @Birdman

Role Description

We are seeking a Head of Brick & Mortar (B&M) – USA to build and scale Birdman’s retail business from the ground up. This role owns the full B&M channel P&L and is responsible for scaling the business across:

• Retail Strategy & Expansion (Natural, Specialty, Grocery, Club, etc.)
• Sales & Distribution (retailers, brokers, distributors)
• Trade Marketing, Merchandising & Retail Activation
• Sell-Through, Velocity & In-Store Performance
• Pricing, Pack Architecture & Promotions
• Trade Spend Allocation & ROI

This is a general management role for the retail channel, with a strong bias toward execution, profitability, and customer acquisition through retail. In the early stages, this role requires being a true builder and “jack of all trades”—personally driving key accounts, managing brokers, executing retail initiatives, and building the foundations of the channel before scaling a team.

You should be equally comfortable setting strategy one hour and executing the next—from defining channel priorities and trade spend frameworks to being hands-on with buyers, merchandising plans, and in-store execution.

This role requires a high level of ownership, intensity, and willingness to roll up sleeves—doing whatever is needed to drive results and build a scalable retail engine from scratch.

Qualifications

• Proven track record building (from near zero) and scaling a CPG brand in US retail to $50M–$100M+ revenue
• Deep experience in Brick & Mortar within Health, Wellness, or VMS, with strong understanding of retail dynamics and velocity drivers
• Strong relationships with key retailers, brokers, and distributors (e.g., Whole Foods, Sprouts, Costco, UNFI, KeHE)
• Hands-on experience driving both sell-in and sell-out, with focus on velocity, repeat purchase, and in-store performance
• Strong expertise in trade marketing, merchandising, and retail execution
• Experience managing trade spend with ROI discipline, treating it as a lever for customer acquisition and long-term value (LTV)
• Experience owning a channel or business P&L, with solid understanding of pricing, margins, and promotions
• Demonstrated ability to build from scratch and scale teams over time, starting hands-on
• Ability to operate as a “jack of all trades”, combining strategy with execution
• Understanding of omnichannel dynamics, using retail to drive acquisition and repeat
• High level of ownership, accountability, and execution speed
• Ability to operate effectively in high-growth, high-ambiguity environments
• Genuine interest in health, wellness, and nutrition, with strong alignment to the category and consumer

Requirements

• Build and lead the B&M organization: start as an individual owner of the channel, then hire and scale a high-performing team and broker network over time
• Own the B&M P&L: define strategy and drive revenue, margins, and profitable growth, balancing short-term performance with long-term value creation
• Lead retail strategy & expansion: define channel priorities and sequencing, and personally drive early account acquisition before scaling the team
• Own sales & distribution (sell-in): build and manage relationships with buyers, brokers, and distributors (UNFI, KeHE, etc.), initially in a highly hands-on manner
• Drive sell-through & velocity (sell-out): ensure strong in-store performance through direct involvement in merchandising, promotions, and retail execution
• Own trade marketing & merchandising: design and execute retail activation strategies, rolling up sleeves in early stages to test and refine what works
• Manage trade spend with ROI discipline: treat trade spend as a customer acquisition lever, with hands-on ownership of testing, measurement, and optimization
• Define pricing & pack strategy: balance competitiveness, margins, and velocity through both strategic design and tactical execution
• Build retail playbooks: develop scalable frameworks from first principles, based on direct execution and learnings in-market
• Operate across strategy and execution: move seamlessly between high-level planning and day-to-day execution, doing whatever is required to drive results
• Collaborate cross-functionally: work closely with Marketing, Supply Chain, and Finance to ensure alignment and flawless execution
• Leverage omnichannel opportunities: connect retail with digital channels to maximize customer acquisition, retention, and lifetime value

Benefits

• Competitive compensation and performance incentives aligned with top market standards
• Meaningful equity upside (phantom stock) tied directly to the value created as the business scales