Role Overview for VP of Sales – Pet Specialty & Mass Retail Channels
The Vice President of Sales will serve as the chief architect of the company’s sales strategy for the Pet Specialty (e.g., PetSmart, Petco, independent pet stores) and Mass Retail (e.g., Walmart, Target, Costco, Amazon) channels. Reporting directly to the Chief Executive Officer, this individual will be a key member of the senior leadership team, responsible for achieving aggressive revenue targets and expanding distribution. This executive will lead, mentor, and grow a national sales organization, fostering a culture of high performance, accountability, and collaboration. The VP of Sales will be the primary driver of relationships with key retail partners, negotiating terms, developing joint business plans, and ensuring flawless execution at the shelf and online. This role requires a blend of strategic vision, hands-on execution, financial acumen, and exceptional leadership skills to navigate the complexities of a multi-channel retail environment and capitalize on emerging market opportunities. You will be instrumental in analyzing market dynamics, competitor activities, and consumer trends to inform sales strategies and product positioning, ensuring the company remains at the forefront of the industry.
Key Responsibilities of VP of Sales – Pet Specialty & Mass Retail Channels
Strategic Sales Leadership
Develop, articulate, and execute a comprehensive, multi-year sales strategy to achieve revenue, profit, and market share goals across Pet Specialty and Mass Retail channels.
Channel Management & Growth
Cultivate and manage executive-level relationships with key accounts, including national retailers like Petco, PetSmart, Walmart, Target, and Amazon. Lead contract negotiations, promotional planning, and the development of strategic joint business plans (JBPs).
Team Development & Mentorship
Recruit, train, and lead a high-performing national sales team. Establish clear sales objectives, KPIs, and performance metrics. Foster a culture of continuous improvement, collaboration, and success.
Financial & P&L Management
Own the P&L for the assigned channels. Develop and manage sales budgets, forecasts, and trade spend to maximize ROI and achieve profitability targets. Provide regular, accurate sales forecasting and performance reporting to the executive team.
Cross-Functional Collaboration
Partner closely with Marketing, Operations, Finance, and Product Development teams to ensure cohesive go-to-market strategies. Provide market feedback to inform product innovation, pricing strategies, and marketing campaigns.
Data-Driven Decision Making
Utilize syndicated data (e.g., Nielsen, IRI), retailer POS data, and market research to identify trends, opportunities, and risks. Leverage analytics to optimize sales tactics, promotional strategies, and distribution.
Market Intelligence
Stay abreast of the latest pet industry trends, competitor activities, and retail landscape changes to proactively adapt and refine sales strategies.
Operational Excellence
Oversee sales operations, including CRM management (Salesforce), trade promotion management systems, and sales reporting infrastructure to ensure efficiency and effectiveness.
Requirements for the VP of Sales – Pet Specialty & Mass Retail Channels
Experience
A minimum of 15+ years of progressive sales leadership experience within the Consumer Packaged Goods (CPG) industry. A significant portion of this experience must be in the pet products sector.
Proven Track Record
Demonstrated success in managing and growing national accounts within both Pet Specialty (Petco, PetSmart) and Mass Retail (Walmart, Target, Amazon) channels is essential. Must have a history of consistently exceeding sales targets.
Leadership Skills
At least 7+ years of experience leading, mentoring, and developing a national sales team. An inspirational leader with a proven ability to build a high-performance culture.
Strategic & Analytical Acumen
Strong strategic thinking and planning abilities. Highly proficient in sales forecasting, budgeting, P&L management, and leveraging data analytics to drive business decisions.
Negotiation & Communication
World-class negotiation skills with experience managing complex, multi-million dollar contracts. Exceptional written, verbal, and presentation skills, with the ability to influence stakeholders at all levels.
Education
Bachelor’s degree in Business, Marketing, or a related field is required. An MBA is highly preferred.
Technical Proficiency
Expert-level proficiency with Microsoft Office Suite (Excel, PowerPoint) and CRM software (e.g., Salesforce). Experience with syndicated data sources is a must.
Travel
Willingness and ability to travel nationally up to 50% to meet with key customers, attend trade shows, and connect with the sales team.
Benefits & Perks Offered
Our client believes in investing in their people and offers a comprehensive and competitive benefits package designed to support the well-being and professional growth of their team members. This includes:
Competitive Compensation
A highly competitive base salary, an aggressive performance-based bonus structure, and long-term incentive/equity potential.
Comprehensive Health Coverage
Premium medical, dental, and vision insurance plans for you and your eligible dependents.
Retirement Savings
A robust 401(k) plan with a generous company match to help you plan for your future.
Work-Life Balance
A flexible remote work policy and a generous paid time off (PTO) package, including company holidays.
Professional Development
A dedicated budget for continuous learning, including conferences, certifications, and leadership training.
Wellness Programs
A wellness stipend that can be used for gym memberships, fitness classes, mental health apps, and more.
Pet-Friendly Perks
A generous employee discount on all company products and paid ‘paw-ternity’ leave for new pet owners.
Company Culture
A collaborative, innovative, and passionate work environment where your contributions are valued and recognized.
How to Apply
If you are a driven and experienced sales leader ready to make a significant impact in the thriving pet industry, we want to hear from you. JRG Partners is exclusively managing this search. To be considered for this exceptional opportunity, please submit your resume and a cover letter detailing your relevant experience and accomplishments.
For more information on our expertise in this sector, please visit our Pet Food & Pet Care Industry Executive Recruiters. We look forward to reviewing your application and discussing how you can contribute to our client’s continued success.
