Vice President of Sales – B2B Healthcare Practitioner Channel (Integrative & Functional Medicine)

At Microbe Formulas, we’re not just building health and wellness brands — we’re creating movements. As the parent company of CellCore Biosciences and Biocidin Botanicals, we’re pioneers in root-cause solutions, cellular health, and next-generation detox.

Our customers don’t just buy our products — they join our mission. We’re redefining what it means to feel well, tapping into the latest science, cutting-edge technology, and ancient healing wisdom to disrupt the traditional supplement space.

We’re tech-forward, digitally savvy, and powered by a team of doers, dreamers, and health rebels who are as passionate about performance as they are about purpose. From AI-powered marketing to innovative formulations, we’re constantly evolving — and we want teammates who are eager to evolve with us.

This is more than a job — it’s a chance to be part of something that’s transforming lives, shifting paradigms, and creating a new future for wellness.

Overview

We are seeking a growth-oriented, strategic, and mission-driven Vice President of Sales to lead our expansion within the Integrative and Functional Medicine channel. This executive will be responsible for developing and executing a high-impact new account acquisition strategy targeting Medical Doctors (MDs), Naturopathic Doctors (NDs), and Nurse Practitioners (NPs) who are integrating lifestyle medicine and evidence-based supplementation into patient care.

The VP of Sales will build and lead a dynamic sales organization focused on driving practitioner adoption, strengthening engagement, and scaling sustainable revenue growth. This role requires deep channel knowledge, commercial acumen, and a passion for empowering clinicians with clinically validated solutions that improve patient outcomes.

Responsibilities

Strategic Leadership

• Develop and own the national sales strategy with a primary focus on new practitioner acquisition, particularly among MDs, NDs, and NPs in the integrative and functional medicine space.
• Define clear go-to-market segmentation strategies and acquisition plans for each practitioner type, aligning outreach, messaging, and education to their distinct needs.
• Establish and lead a data-driven sales framework that prioritizes acquisition velocity, lead quality, and conversion to active, purchasing accounts.
• Partner with Marketing, Education, and Clinical Affairs to build education-based acquisition funnels—using webinars, CE events, conferences, and clinical content to attract and convert new accounts.
• Identify strategic partnerships, associations, and academic programs that can serve as scalable practitioner recruitment channels.
• This role requires approximately 30–40% domestic travel .

Market Growth & Expansion

• Build and execute regional and national growth plans to penetrate untapped segments of the practitioner market, including conventional physicians transitioning into integrative care.
• Oversee field and digital sales initiatives to increase accessibility and awareness of the brand among target practitioner audiences.
• Lead relationship development with key influencers and professional organizations within integrative and functional medicine.
• Continuously assess market dynamics, emerging trends, and competitive positioning to inform sales strategies and messaging.

Team Leadership & Development

• Recruit, mentor, and lead a high-performance sales team specializing in practitioner outreach and account management.
• Implement sales training programs focused on clinical literacy, value-based selling, and practitioner relationship-building.
• Create a performance-driven culture centered on integrity, education, and practitioner success.
• Drive accountability and results through robust goal setting, performance metrics, and coaching.

Operational Excellence

• Leverage CRM and analytics platforms to manage pipeline visibility, track acquisition KPIs, and optimize conversion rates.
• Collaborate with Marketing, Customer Success, and Operations to ensure a seamless practitioner onboarding experience and high early engagement rates.
• Align sales forecasting, pricing, and promotions with financial targets and operational capacity.

Key Performance Indicators (KPIs)

• Growth in new practitioner accounts (MD, ND, NP segments)
• New account activation and retention rates
• Year-over-year revenue growth and average order value per account
• Regional market penetration across target practitioner segments
• Sales team performance, engagement, and productivity metrics
• Travel Requirement: Approximately 30–40% domestic travel is required.

Qualifications

• 10 years of progressive B2B sales leadership experience, with at least 5 years in healthcare practitioner channels (nutraceuticals, medical devices, diagnostics, or digital health).
• Proven success building and executing new account acquisition strategies targeting healthcare professionals, especially MDs, NDs, and NPs.
• Demonstrated ability to scale practitioner networks and grow sales within the integrative, functional, and lifestyle medicine segments.
• Strong understanding of practitioner engagement platforms (e.g., Fullscript, Wellevate, Emerson Ecologics) and the unique purchasing behaviors of HCPs.
• Deep familiarity with the integrative medicine ecosystem, including trade organizations, continuing education programs, and digital communities.
• Exceptional leadership, communication, and strategic planning skills.
• Bachelor’s degree in Business, Life Sciences, or related field;