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Peregrine Consulting Ltd

OverviewThe company is a fast-growing premium pet brand rooted in a simple belief: pets deserve better. Our flagship innovation is freeze-dried pet food and treats &mdash; a category we have built deep expertise in and are aggressively expanding across key retail channels. Freeze-drying preserves the nutrition, flavor, and integrity of wholesome ingredients without artificial preservatives, delivering a product that resonates strongly with today&rsquo;s health-conscious pet owner.Headquartered in Chino, CA, it is on a high-growth trajectory and is seeking a driven, channel-savvy sales executive to lead our charge into the pet specialty retail segment.Position Summary:The Vice President of Sales &ndash; Pet Specialty Channel is a critical senior leadership role reporting directly to the Chairman of the company. This executive will be the architect and owner of our pet specialty commercial strategy &mdash; responsible for winning and deepening distribution across national and regional pet specialty retailers, building a high-performing sales organization, and becoming a trusted face of our brand in the channel.This is a role for both a hunter and a farmer: someone who can open doors and close new business, while also cultivating long-term, strategic relationships with key accounts. The right candidate will have an intimate understanding of the pet specialty channel &mdash; how it operates, how buyers think, and how to win on shelf and online &mdash; and a genuine passion for pet nutrition and freeze-dried products.Given the growth phase of our business, this role will require a strong on-site presence in Chino, CA, especially during onboarding, along with frequent travel to retail partners, trade shows, and regional markets.Key Responsibilities:Channel Strategy &amp; Business Development (Hunter)<ul><li>Own and drive the go-to-market strategy for the pet specialty channel, including national chains, regional retailers, and independent specialty stores</li><li>Identify, prospect, and win new distribution opportunities across key accounts such as Petco, PetSmart, Pet Supermarket, Pet Supplies Plus, and other specialty formats</li><li>Develop tailored pitches, category selling stories, and trade programs that compel buyers to list and support company's Pet products</li><li>Aggressively pursue new doors, new segments, and new revenue streams &mdash; bringing entrepreneurial energy and commercial creativity to every opportunity</li></ul>Key Account Management &amp; Deepening (Farmer)<ul><li>Serve as the primary senior relationship owner for major pet specialty accounts &mdash; building genuine, trust-based partnerships with buyers and category managers</li><li>Lead Joint Business Planning (JBP) with key retail partners, aligning on distribution targets, promotional calendars, and category growth objectives</li><li>Manage shelf placement, planogram execution, promotional investment, and pricing strategy to maximize sell-through and brand presence</li><li>Proactively identify at-risk accounts and take decisive action to retain and grow the business</li></ul>Product Knowledge &amp; Category Expertise<ul><li>Develop deep, working knowledge of company's Pet&rsquo;s product portfolio &mdash; particularly our freeze-dried offerings &mdash; to serve as an authentic and credible product advocate with retailers</li><li>Educate retail buyers and store teams on the functional benefits, production process, and consumer appeal of freeze-dried nutrition</li><li>Stay ahead of category trends, ingredient innovations, and competitive landscape in freeze-dried, raw, and premium pet food segments</li><li>Translate product knowledge into compelling commercial narratives that resonate with specialty buyers and drive incremental distribution</li></ul>Team Leadership &amp; Cross-Functional Collaboration<ul><li>Build, lead, and develop a field sales team including National Account Managers and Key Account Executives</li><li>Set clear KPIs and performance expectations; conduct regular business reviews to drive accountability and continuous improvement</li><li>Work closely with Marketing, Supply Chain, Finance, and Operations to ensure seamless execution &mdash; from product launch to in-store delivery</li><li>Be a collaborative, solutions-oriented partner internally; this role requires strong stakeholder management across all functions</li></ul>Forecasting, P&amp;L &amp; Analytics<ul><li>Own the pet specialty channel P&amp;L including net revenue, trade spend, and contribution margin</li><li>Deliver accurate monthly and quarterly sales forecasts and manage trade budgets with discipline</li><li>Leverage syndicated data (SPINS, Nielsen, IRI/Circana) and retailer POS data to identify opportunities and sharpen strategy</li></ul>Qualifications &amp; Experience Required<ul><li>8+ years of progressive sales experience in the pet industry, with a strong focus on the pet specialty channel</li><li>Demonstrated, hands-on experience calling on and managing key pet specialty accounts &mdash; including Petco, PetSmart, Pet Supermarket, Pet Supplies Plus, or comparable retailers</li><li>Deep channel expertise: you understand how pet specialty retailers buy, how categories are managed, and what it takes to win and hold shelf space</li><li>Strong product knowledge in pet food and accessories; direct experience with freeze-dried or raw pet food is a significant advantage</li><li>Proven ability to operate as both a hunter (new business development) and a farmer (strategic account management and retention)</li><li>Track record of building and leading high-performing sales teams in a growth-stage or entrepreneurial environment</li><li>Experience owning a channel P&amp;L, managing trade budgets, and forecasting revenue</li><li>Proficiency with syndicated data tools (SPINS, Nielsen, IRI/Circana) and CRM platforms</li><li>Ability to be based in or regularly present at our Chino, CA headquarters, especially during onboarding</li><li>Willingness and ability to travel frequently &mdash; to retail partners, regional markets, and trade events (estimated 40&ndash;60%, higher during ramp-up)</li></ul>Preferred<ul><li>Prior experience at a freeze-dried, raw, or premium natural pet food brand</li><li>Established relationships with senior pet specialty buyers and category managers</li><li>Experience navigating both large national chains and independent specialty retailers</li></ul>What We&rsquo;re Looking For<ul><li>A true pet industry insider who knows the pet specialty channel from the inside out &mdash; not just the names, but how it really works</li><li>A product believer: someone who gets genuinely excited about freeze-dried nutrition and can bring that enthusiasm authentically to retail conversations</li><li>Hunter mentality balanced with farmer discipline &mdash; you close new business and protect and grow what you&rsquo;ve built</li><li>A team player and cross-functional collaborator who earns trust internally as much as externally</li><li>Entrepreneurial, adaptable, and comfortable in a high-growth, fast-moving environment where not everything is figured out yet</li><li>High integrity, strong work ethic, and a genuine passion for the pet category</li></ul>Compensation &amp; Benefits<ul><li>Base Salary: $150,000 &ndash; $200,000 (commensurate with experience)</li><li>Annual performance bonus tied to channel revenue and key business metrics</li><li>Long-term incentive / equity participation</li><li>Comprehensive health, dental, and vision benefits</li><li>401(k) with company match</li><li>PTO</li><li>On-site presence required in Chino, CA (especially during onboarding); hybrid flexibility thereafter with frequent travel</li></ul>Pay: $150,000.00 - $200,000.00 per yearWork Location: In person

VP for Sales (Pet Specialty Channel)

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Peregrine Consulting Ltd

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VP for Sales (Pet Specialty Channel)