Director of Sales

DIRECTOR OF SALES - FERA PETS

ABOUT FERA PETS:

Fera Pets is a fast-growing, women-founded pet wellness brand offering science-backed, holistic supplements formulated by our veterinarian and co-founder Dr. Michelle Dulake. Our mission is to help pets live longer, healthier lives through high-quality ingredients, sustainability, and transparency. Backed by General Mills’ growth equity fund, we are rapidly scaling across digital and retail channels and looking for passionate team members to help build the future of pet wellness.

Fera Pets creates high-quality, science-backed supplements made with clean, filler-free ingredients, combining Eastern and Western therapies in vet-formulated blends proudly made in the USA in FDA-registered, GMP-compliant facilities. We’re NASC-certified, PSC-accredited, and deeply committed to sustainability and transparency—every batch is third-party tested, with results published online. As a small, action-oriented team, we value authenticity, collaboration, and a roll-up-your-sleeves attitude, fostering a casual, fun, and fast-paced environment where everyone contributes meaningfully. We take pride in delivering exceptional customer experiences and share a common goal: helping pets live happier, healthier lives.

THE ROLE:

As Fera Pets expands nationally across digital and retail, we’re seeking a Director of Sales to lead our next stage of retail growth.

In this role, you’ll own Fera Pets’ retail channels end-to-end, managing relationships with key buyers and partners across pet specialty, big-box, and grocery retailers. From initial conversations and negotiations to full rollout and ongoing sell-through, you’ll drive strategy and execution to grow our presence and impact on every shelf. You’ll bring analytical rigor to trade spend and performance metrics, while using your creativity and brand expertise to ensure Fera is executed consistently and compellingly in every retail environment.

We’re looking for a growth-oriented, data-driven leader with deep CPG experience—ideally in pet, wellness, or functional nutrition—who thrives in fast-paced, founder-led environments. You understand how to own the retail process from start to finish, building strong buyer partnerships and scaling programs with purpose.

This role is based in Los Angeles, CA, though we are open to remote candidates, with travel as needed to support retail partner relationships.

KEY ACCOUNTABILITIES:

• Lead commercial strategy across retail channels, identifying opportunities for distribution, visibility, and velocity while maintaining premium brand positioning.
• Own account relationships with key retail partners, managing the full business cycle from sell-in to sell-through, including forecasting, trade spend, and promotional ROI.
• Build and mentor a high-performing sales organization, including internal account leads and external broker partners, with clear goals and accountability.
• Collaborate cross-functionally with other Sales Channel Leads (e.g. DTC, Amazon, etc.), Marketing and Operations to ensure successful launches, timely fulfillment, and cohesive omnichannel execution.
• Use data to drive decisions, leveraging syndicated and internal analytics to optimize assortment, pricing, and merchandising.
• Champion Fera’s brand story with retail buyers and in-store teams, translating our veterinary credibility, ingredient integrity, and pet-parent love into commercial success.
• Forecast and manage budgets for trade spend, revenue, and margin; provide regular business updates and insights to senior leadership.
• Support innovation and new product introductions, ensuring commercial readiness across all sales channels.

MINIMUM QUALIFICATIONS:

• 10 years of progressive sales experience in consumer packaged goods, including leadership of national accounts and cross-functional teams.
• A proven track record of driving growth within pet, wellness, or functional nutrition categories.
• Strong understanding of retail dynamics (e.g. modular planning, assortment optimization, promotional strategy, and in-store execution).
• Comfort operating in both established and emerging channels (pet specialty, natural, grocery, and mass retail).
• Excellent relationship-building and communication skills; trusted by buyers, brokers, and internal partners alike.
• Strong analytical skills and P&L ownership experience; confident working in Excel, data dashboards, and trade optimization tools.
• A passion for pets, wellness, and building mission-driven brands.
• Ability to travel up to 50% of the time, representing the brand in buyer meetings, line reviews, store walks, trade shows, industry events, and in-person collaboration with our team in LA. 
• US work authorization. Applicants for employment in the US must have work authorization that does not now or in the future require sponsorship of a visa for employment authorization in the United States (i.e., H1-B visa, F-1 visa (OPT), TN visa or any other non-immigrant status).

PREFERRED QUALIFICATIONS:

• Experience working with retail.com ecosystems (e.g., Chewy, Amazon, or mass retailer digital platforms).
• Familiarity with both DTC and retail business models.
• Experience scaling a fast-growing, founder-led brand.
• Prior leadership in a small, entrepreneurial CPG environment.

SALARY RANGE

The salary range for this position is $130k - $150k annually with potential for bonus.

Fera Pets offers a competitive compensation and Total Rewards package focused on well-being and flexibility. Benefits include medical & dental insurance, paid time off, maternity/paternity leave, remote flexibility, and a pet-friendly office in Los Angeles.