VP for Sales (Pet Specialty Channel)

Overview

The 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 — 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’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 – 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 — 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 — how it operates, how buyers think, and how to win on shelf and online — 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 & Business Development (Hunter)

• Own and drive the go-to-market strategy for the pet specialty channel, including national chains, regional retailers, and independent specialty stores
• Identify, prospect, and win new distribution opportunities across key accounts such as Petco, PetSmart, Pet Supermarket, Pet Supplies Plus, and other specialty formats
• Develop tailored pitches, category selling stories, and trade programs that compel buyers to list and support company's Pet products
• Aggressively pursue new doors, new segments, and new revenue streams — bringing entrepreneurial energy and commercial creativity to every opportunity

Key Account Management & Deepening (Farmer)

• Serve as the primary senior relationship owner for major pet specialty accounts — building genuine, trust-based partnerships with buyers and category managers
• Lead Joint Business Planning (JBP) with key retail partners, aligning on distribution targets, promotional calendars, and category growth objectives
• Manage shelf placement, planogram execution, promotional investment, and pricing strategy to maximize sell-through and brand presence
• Proactively identify at-risk accounts and take decisive action to retain and grow the business

Product Knowledge & Category Expertise

• Develop deep, working knowledge of company's Pet’s product portfolio — particularly our freeze-dried offerings — to serve as an authentic and credible product advocate with retailers
• Educate retail buyers and store teams on the functional benefits, production process, and consumer appeal of freeze-dried nutrition
• Stay ahead of category trends, ingredient innovations, and competitive landscape in freeze-dried, raw, and premium pet food segments
• Translate product knowledge into compelling commercial narratives that resonate with specialty buyers and drive incremental distribution

Team Leadership & Cross-Functional Collaboration

• Build, lead, and develop a field sales team including National Account Managers and Key Account Executives
• Set clear KPIs and performance expectations; conduct regular business reviews to drive accountability and continuous improvement
• Work closely with Marketing, Supply Chain, Finance, and Operations to ensure seamless execution — from product launch to in-store delivery
• Be a collaborative, solutions-oriented partner internally; this role requires strong stakeholder management across all functions

Forecasting, P&L & Analytics

• Own the pet specialty channel P&L including net revenue, trade spend, and contribution margin
• Deliver accurate monthly and quarterly sales forecasts and manage trade budgets with discipline
• Leverage syndicated data (SPINS, Nielsen, IRI/Circana) and retailer POS data to identify opportunities and sharpen strategy

Qualifications & Experience Required

• 8+ years of progressive sales experience in the pet industry, with a strong focus on the pet specialty channel
• Demonstrated, hands-on experience calling on and managing key pet specialty accounts — including Petco, PetSmart, Pet Supermarket, Pet Supplies Plus, or comparable retailers
• Deep channel expertise: you understand how pet specialty retailers buy, how categories are managed, and what it takes to win and hold shelf space
• Strong product knowledge in pet food and accessories; direct experience with freeze-dried or raw pet food is a significant advantage
• Proven ability to operate as both a hunter (new business development) and a farmer (strategic account management and retention)
• Track record of building and leading high-performing sales teams in a growth-stage or entrepreneurial environment
• Experience owning a channel P&L, managing trade budgets, and forecasting revenue
• Proficiency with syndicated data tools (SPINS, Nielsen, IRI/Circana) and CRM platforms
• Ability to be based in or regularly present at our Chino, CA headquarters, especially during onboarding
• Willingness and ability to travel frequently — to retail partners, regional markets, and trade events (estimated 40–60%, higher during ramp-up)

Preferred

• Prior experience at a freeze-dried, raw, or premium natural pet food brand
• Established relationships with senior pet specialty buyers and category managers
• Experience navigating both large national chains and independent specialty retailers

What We’re Looking For

• A true pet industry insider who knows the pet specialty channel from the inside out — not just the names, but how it really works
• A product believer: someone who gets genuinely excited about freeze-dried nutrition and can bring that enthusiasm authentically to retail conversations
• Hunter mentality balanced with farmer discipline — you close new business and protect and grow what you’ve built
• A team player and cross-functional collaborator who earns trust internally as much as externally
• Entrepreneurial, adaptable, and comfortable in a high-growth, fast-moving environment where not everything is figured out yet
• High integrity, strong work ethic, and a genuine passion for the pet category

Compensation & Benefits

• Base Salary: $150,000 – $200,000 (commensurate with experience)
• Annual performance bonus tied to channel revenue and key business metrics
• Long-term incentive / equity participation
• Comprehensive health, dental, and vision benefits
• 401(k) with company match
• PTO
• On-site presence required in Chino, CA (especially during onboarding); hybrid flexibility thereafter with frequent travel

Pay: $150,000.00 - $200,000.00 per year

Work Location: In person