Senior Director Grocery Sales, West

Title: Sr Director of Sales, National Grocery Channel

Location : Remote on the West Coast

Company:

Reed’s Inc.® is an innovative company and category leader that provides the world with high quality, premium and naturally bold™ better-for-you beverages. Established in 1989, Reed's Inc.® is a leader in craft beverages under the Reed’s®, Virgil’s® and Flying Cauldron™ brand names. The company’s beverages are now sold in over 40,000 stores nationwide.

Job Summary :

The Sr Director of Sales will be responsible for setting the strategic direction and execution of Reed’s national grocery channel growth. This executive role requires strong leadership, deep industry expertise, and a proven ability to build high-impact relationships with national distributors and retailers. The Sr Director will work cross-functionally across the organization to ensure seamless execution, operational excellence, and long-term revenue growth.

Responsibilities:

Strategic Leadership

• Set revenue targets, build long-term channel plans, and drive execution across all national and regional markets

Executive Relationship Management

• Cultivate senior-level relationships across key accounts and distribution networks to maximize visibility, placement, and performance of Reed’s products.
• Lead high-stakes negotiations and joint business planning efforts with key partners.

Cross-functional Collaboration

• Partner with operations, supply chain, marketing, and finance to ensure sales strategies are executable, profitable, and scalable.
• Translate customer and distributor feedback into actionable insights and innovations.

Growth & Market Development

• Identify and capitalize on emerging opportunities in grocery channels.
• Monitor competitive activity, category trends, and customer behavior to stay ahead of the curve.

• Gain full portfolio distribution in grocery category

Performance & Analytics

• Regularly assess key metrics, business plans, and ROI across retailer initiatives.

Qualifications

• 10 + years of progressive experience in beverage sales, with at least 5 years in a senior leadership role
• Deep knowledge of national account distribution and operations.
• Demonstrated success in managing large accounts and driving double-digit growth through strategic planning and execution.
• Exceptional leadership, communication, and negotiation skills.
• Strong analytical mindset with a data-driven approach to decision making.