Driven by the belief that food is medicine, the Director of Natural Sales will lead and expand the natural channel for the first bone broth to market. This position offers an exciting opportunity to be an integral member of a passionate and collaborative team, within a purpose-driven company that continues to grow and innovate.

Bonafide Provisions

At Bonafide Provisions we believe that food is medicine. We're on a mission to bring abundant wellness to all through the power of delicious food made only from ingredients you'd find in your kitchen. We are the original bone broth brand, and now our shelf-stable and frozen better-for-you broths are available at natural and conventional grocery retailers across the country, including Whole Foods, Sprouts, Albertsons/Safeway, HEB, Publix and more.

What You Will Do

The Director of Natural Sales will lead our natural channel business and drive brand growth. This role will be responsible for developing and executing sales strategies for the natural/specialty channel, managing key retail, broker and distributor partnerships, and driving revenue growth in alignment with company objectives. In addition, the Director of Natural Sales will directly manage the Regional Sales Manager to support strong performance across all natural/independent retail accounts and will work closely with the Senior Sales & Operations Analyst and Marketing Manager. Reporting directly to the CEO, the Director of Natural Sales will play a key role in shaping Bonafide’s growth strategy and strengthening the brand’s position as a leader in the natural foods space. This role is west coast based with travel as needed for retailer meetings, trade shows and team gatherings.

Responsibilities:

Develop and execute strategic sales plans to achieve revenue targets and drive business growth in the natural/specialty channel
Own end-to-end account management for key accounts, with focus on major natural retailers (i.e. Whole Foods Market, Sprouts, INFRA and NCGA), from pitching to onboarding, pricing, planning, and in-store execution
Build, nurture and expand successful working relationships with top-tier broker, distributor, and retailer partners
Manage and mentor Regional Sales Manager to fuel strong performance across all natural/specialty channel accounts and support career growth
Partner with Marketing Manager to develop and execute account-level marketing initiatives, including retailer-specific campaigns and sales-driving initiatives, leveraging shopper marketing programs, merchandising levers and brand-owned platforms
Partner with Senior Sales & Operations Analyst, leveraging analytics to build strong selling stories, optimize pricing and promotional plans, and drive velocity and TDP expansion
Oversee account planning for the natural channel, supporting the development of revenue and trade budgets and forecasts by account
Monitor and analyze sales performance, adjusting strategies as needed to improve results
Collaborate with cross-functional teams including finance/accounting, marketing and operations to ensure alignment of sales strategies with company goals
Lead launch planning for new product innovation and build robust activation plans for the natural/specialty channel, in partnership with the Marketing Manager
Drive brand presence at industry, distributor and retailer trade shows and events, working closely with the Regional Sales Manager and Marketing Manager

Who You Are

The ideal candidate is a proven sales leader with deep experience growing key accounts in the natural grocery channel, including Whole Foods, Sprouts, UNFI, and KeHE. This person thrives in a lean, entrepreneurial environment and brings strong sales acumen, strategic thinking, and hands-on account management expertise. Experience leading broker teams within an emerging CPG brand is required, along with a passion for the food-as-medicine mission. We’re looking for a scrappy, collaborative, and highly organized leader who can build strong retail partnerships, drive growth, and execute with excellence across all aspects of the natural channel.

Qualifications:

7+ years of experience in CPG sales within the natural channel
Bachelor’s degree in business, marketing, or related field preferred
Direct account experience with Whole Foods, Sprouts and similar high-growth natural retailers
Proven track record of consistently achieving or exceeding sales targets and driving revenue growth
Experience managing natural channel broker and distributor relationships
In-depth understanding of sales processes, revenue and trade forecasting methodologies, and industry trends
Excellent communication, leadership and relationship-building skills, and ability to effectively present to internal and external stakeholders
Highly self-motivated and organized; able to manage multiple priorities simultaneously
Collaborative mindset and strong cross-functional partner
Experience in fast-paced, startup or emerging brand environments and familiarity with the creation and implementation of systems and processes to support business growth
Strong understanding of syndicated sales data (i.e. Spins) and ability to leverage data and analytics in building compelling fact-based sales stories
Flexibility to travel as needed, primarily for account meetings and trade shows
Bonus points for a passion for wellness, love for all things culinary
Proximity to San Diego is a plus

Benefits

$160,000 - $180,000 salary + 20% bonus
Medical, dental and vision coverage
401(k) plan
Paid time off