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# SVP of Sales – Natural Products Company – Boulder, CO


 
SVP of Sales – Natural Products Company
Are you a strategic sales leader with a passion for driving growth in the natural products industry? We are seeking an accomplished Senior Vice President of Sales (SVP of Sales) to lead the commercial strategy for a fast-growing natural products company based in Boulder, CO. This is an exciting opportunity to shape sales direction, expand national distribution, and accelerate revenue in a mission-driven organization. If you excel at building high-performing sales teams and forging strong retail partnerships, this role is designed for you.
Lead Sales Growth for a Leading Natural Products Brand in Boulder, CO
A rapidly expanding natural products company in Boulder, CO is searching for an SVP of Sales to oversee its sales operations and drive nationwide growth. The ideal candidate will bring deep experience in CPG or natural/organic products, strong retailer relationship management, and a proven history of delivering revenue results. If you thrive in an innovative, sustainability-focused environment and are ready to elevate a purpose-driven brand to new heights, this is an opportunity to make a significant impact.
Key Responsibilities of the SVP of Sales – Natural Products (Boulder, CO)
Strategic Sales Leadership
Develop and execute a long-term sales strategy aligned with the company’s mission in the natural products market. Identify growth opportunities, anticipate industry trends, and shape the commercial vision to drive revenue and market penetration across retail, e-commerce, and distributor channels.
Revenue Growth & Market Expansion
Accelerate top-line revenue by expanding distribution, optimizing channel performance, and introducing innovative go-to-market initiatives. Lead efforts to increase brand visibility, secure new retail partnerships, and strengthen the company’s presence in regional and national markets.
Team Leadership & Performance Management
Build, mentor, and lead a high-performing sales organization. Establish clear KPIs, coach team members for continuous improvement, and cultivate a culture of accountability, collaboration, and results. Ensure sales teams have the tools, training, and guidance needed to achieve ambitious goals.
Retail & Distributor Relationship Management
Develop and maintain strong relationships with key retail buyers, distributors, brokers, and strategic partners. Negotiate contracts, promotional programs, and category expansion opportunities that maximize sales growth while maintaining brand integrity.
Sales Operations & Forecasting
Oversee sales planning, forecasting, budgeting, and pipeline management. Collaborate with supply chain, marketing, and finance to ensure accurate demand projections, efficient allocation of resources, and data-driven decision-making that supports commercial success.
Cross-Functional Collaboration
Work closely with marketing, product development, supply chain, and finance to align sales strategies with brand initiatives, innovation pipelines, and customer insights. Ensure seamless execution of product launches, promotions, and growth initiatives.
Analytics, Reporting & Market Insights
Leverage market analytics, consumer insights, and competitive intelligence to refine sales strategies and identify emerging opportunities. Provide C-suite leadership with actionable reports that support informed decision-making and strategic planning.
Pricing, Promotions & Category Strategy
Lead pricing strategy development and promotional planning to increase sales velocity and optimize profitability. Collaborate with marketing and retail partners to strengthen category performance, product placement, and merchandising execution.
Regulatory & Compliance Oversight
Ensure all sales practices, contracts, and promotional activities comply with industry regulations and the company’s ethical standards. Mitigate risks through sound policies, contract compliance, and transparent reporting.
What the Client is Looking for in You
As the SVP of Sales – Natural Products, the client seeks a driven, strategic sales leader with deep expertise in growing brands within the natural, organic, or broader CPG space. You should be a results-oriented executive capable of building strong customer relationships, leading high-performing sales teams, and shaping commercial strategy in a competitive marketplace.
Proven Sales Leadership in CPG or Natural Products
The ideal candidate has significant experience in senior-level sales roles within the natural or organic products industry. You should demonstrate success in scaling revenue, expanding distribution, negotiating major retail partnerships, and leading teams in high-growth environments. Experience working with major grocery, natural food retailers, and national chains is highly valued.
Strategic Thinker with Growth Mindset
You must be able to design and execute long-term sales strategies that accelerate growth and deepen market penetration. The client values leaders who can identify channel opportunities, anticipate market shifts, and adapt quickly to consumer preferences in the natural products space.
Strong Financial & Commercial Acumen
The role requires expertise in forecasting, sales budgeting, pricing, and margin optimization. You should be comfortable interpreting data, using analytics to inform decisions, and developing profitable strategies that align with company financial objectives.
Exceptional Relationship-Building Skills
A key part of this role is managing relationships with retailers, distributors, brokers, and strategic partners. The client is looking for a strong communicator who can influence decision-makers, negotiate effectively, and represent the brand with professionalism and integrity.
Ability to Lead & Motivate High-Performing Teams
You should be a people-first leader who excels at mentoring, coaching, and building collaborative, accountable teams. Experience setting KPIs, developing talent, and fostering a positive culture of performance and innovation is essential.
Consumer & Market Insight Driven
A deep understanding of the natural products consumer base, retail landscape, and competitive environment is crucial. You should be able to turn consumer insights into actionable sales strategies that increase velocity, strengthen brand loyalty, and drive category growth.
Commitment to Operational Excellence & Compliance
The client seeks a leader who prioritizes efficient processes, ethical sales practices, and compliance with industry standards. You should demonstrate strong organizational skills and a disciplined approach to contract management, forecasting, and reporting.
FAQs About the Role – SVP of Sales – Natural Products Company
1. What are the key responsibilities of the SVP of Sales?
The SVP of Sales will oversee commercial strategy, drive national revenue growth, expand retail and distribution partnerships, and lead a high-performance sales team. Responsibilities include strategic planning, forecasting, sales operations, pricing strategy, and cross-functional collaboration with marketing, product, and supply chain teams.
2. What qualifications and experience are required for this position?
The ideal candidate has extensive experience in senior sales leadership roles within the natural products or CPG industry. Experience with national retailers, distributors, brokers, and omni-channel sales is essential. Strong financial acumen, strategic planning capabilities, and a proven track record of driving revenue growth are required. An MBA or related advanced degree is a plus but not mandatory.
3. What leadership qualities are essential for success in this role?
Key leadership qualities include strategic thinking, strong communication skills, relationship-building expertise, and the ability to inspire high-performing teams. The role requires resilience, adaptability, and a data-driven approach to sales management.
4. What challenges can I expect in this role?
Challenges may include managing competitive market conditions, navigating retailer requirements, forecasting in dynamic environments, and staying ahead of evolving consumer trends in natural products. Ensuring profitability while scaling distribution and maintaining strong retailer relationships will also be critical.
5. What impact is the SVP of Sales expected to have on the company’s growth?
The SVP of Sales will play a pivotal role in accelerating revenue, expanding market presence, and elevating brand visibility. Your strategic decisions will directly influence distribution growth, sales performance, profitability, and long-term commercial success.
6. What is the company’s culture and work environment like?
The company promotes a collaborative, mission-driven, and fast-paced work environment. They value sustainability, innovation, and teamwork. The SVP of Sales will help strengthen this culture while fostering transparency, accountability, and high performance across the sales organization.
What Remuneration Can You Expect from This Job?
As the SVP of Sales – Natural Products Company – Boulder, CO, you can expect a highly competitive and comprehensive compensation package designed to attract top-performing sales executives within the CPG and natural products industry. Compensation for this senior leadership role often includes the following components:
1. Base Salary
The base salary for an SVP of Sales in the natural products or CPG sector varies depending on company size, revenue, and market footprint. For a high-growth natural products brand, annual base salaries typically range from $180,000 to $300,000, with larger or more established companies potentially offering higher base pay.
2. Performance-Based Bonuses
In addition to base salary, you can expect substantial annual performance bonuses tied directly to commercial targets such as revenue growth, new distribution gains, retail performance, and profitability. Bonuses may range from 20% to 60% of the base salary, depending on individual and company-wide achievements.
3. Equity & Long-Term Incentives
Many natural and organic product companies offer equity-driven compensation to align leadership with long-term brand value. This may include stock options, RSUs (Restricted Stock Units), or performance-based shares. For high-growth companies, equity can become a significant portion of total compensation.
4. Profit-Sharing & LTIPs
Some organizations provide profit-sharing programs or Long-Term Incentive Plans (LTIPs) designed to reward executives for multi-year success. These plans may include cash bonuses, deferred compensation, or extended equity vesting tied to company milestones.
5. Executive Benefits & Perks
SVPs of Sales typically enjoy a suite of executive-level benefits, which may include:

Comprehensive health, dental, and vision insurance
401(k) with company match
Executive retirement or deferred compensation plans
Travel allowances or expense budgets for client meetings
Executive coaching, leadership training, or wellness programs
Paid time off, holidays, and flexible working arrangements

6. Signing Bonuses & Relocation Assistance
To attract top talent, companies may offer signing bonuses or relocation support, especially when hiring from outside Colorado. These incentives can range from $10,000 to $100,000, depending on experience and hiring urgency.
Total Compensation Potential
When combining base salary, bonuses, equity, and long-term incentives, the total annual compensation for an SVP of Sales in a high-growth natural products company can range from $250,000 to $600,000+. In companies experiencing rapid scale or preparing for acquisition, total compensation may be substantially higher.
How to Apply
If you are a strategic, growth-driven sales leader with a strong track record in the CPG or natural products industry, we encourage you to apply for the SVP of Sales – Natural Products Company – Boulder, CO role. This is a rare opportunity to accelerate national sales growth, build high-impact retail partnerships, and lead the commercial vision of a mission-driven brand.
To apply, please submit your resume along with a cover letter outlining your achievements in:

Sales leadership within natural or CPG brands
Revenue growth and distribution expansion
Retail and distributor relationship management
Sales team development and performance leadership
Strategic planning, forecasting, and category growth
Pricing, promotions, and channel strategy

Highlight your ability to expand market presence, drive sales velocity, and lead teams in fast-paced, growth-oriented environments.
This senior role offers the chance to make a measurable impact on a fast-growing natural products company—driving commercial success, shaping sales strategy, and supporting the brand’s mission of bringing better-for-you products to market. Apply today to advance your executive sales career in the natural products industry!
For more information or to explore similar opportunities, visit our Natural Food Sales & Marketing Executive Search Firm page.
Tags:
SVP of Sales | Natural Products Jobs | CPG Executive Roles | Sales Leadership | Retail Relationship Management | Revenue Growth Strategy | Market Expansion | Sales Team Leadership | Natural & Organic Products Industry