Vice President of Sales

About Petit Pot

Petit Pot is reinventing refrigerated desserts with simple, high-quality ingredients and an obsession for taste, texture, and quality. We make French-inspired, indulgent, extra-creamy desserts, from crème brûlée to rice pudding, chocolate pudding, and our new protein range, crafted for consumers who want real food, made with real ingredients, great taste, and a little everyday magic.

About the Role

As we continue to expand, the VP of Sales will lead Petit Pot’s retail sales strategy, from channel planning and team building to broker management, trade strategy, and national retail growth.

This leader will combine clear strategy with strong execution, working closely with our founder, CEO, leadership team, sales team, brokers, and cross-functional partners to turn momentum into measurable retail growth. The role will own the plan, the forecast, the relationships, the execution, and the results.

This is more than a sales leadership role. It is a brand-building opportunity for someone who wants to help make a differentiated refrigerated indulgence brand a household name.

Key Responsibilities

Sales Strategy & Retail Leadership

·      Build and execute a data-informed sales strategy across Natural, Grocery, Mass, and Club.

·      Set and deliver revenue, distribution, velocity, and profitability targets.

·      Lead annual and quarterly planning, forecasting, pricing architecture, and trade strategy.

·      Bring a clear point of view on where to focus, where to test, and where to double down.

·      Hire, mentor, and develop a lean, high-performing sales team.

Retail & Distributor Growth

·      Drive distribution growth and velocity across priority retailers, doors, and regions.

·      Lead JBP and top-to-top meetings with key retail and distributor partners.

·      Build strong account plans by channel, including SKU mix, pricing, placement, and promo cadence.

·      Develop launch playbooks that turn new retail placements into sustainable velocity and repeat orders.

·      Strengthen relationships with brokers, distributors, and retail partners aligned with growth goals.

Broker & Commercial Execution

·      Design and manage the broker strategy, with clear expectations, incentives, and accountability.

·      Build scalable processes for forecasting, retailer planning, broker communication, and follow-up.

·      Partner closely with Marketing, Finance, and Operations on demand planning, sell-in and launch plans.

·      Operate cross-functionally with openness, discipline, and urgency to ensure strong execution.

Trade Strategy & Performance Management

·      Lead trade planning with a focus on ROI, margin discipline, and sustainable velocity.

·      Manage the sales and trade budget with clarity, discipline, and measurable goals.

·      Set and track KPIs, including ACV, TDPs, velocity, promo lift, trade spend, and ROI.

·      Build feedback loops to learn from results and adjust the plan in real time.

Consumer, Category & Retail Insights

·      Use retail data to identify opportunities for distribution growth, assortment, and shelf strategy.

·      Partner with Marketing to connect consumer insights to stronger sell-in stories and account strategies.

·      Build a disciplined test-and-learn approach across promo tactics, launches, and channel expansion.

Qualifications & Experience

·      12 years of CPG sales leadership in food or beverage, ideally through scale of $50–$150M revenue.

·      Proven track record scaling brands across Conventional, Mass, and Club channels.

·      Deep experience managing broker networks, distributors, and national retail accounts.

·      Strong fluency at retail: JBP, promo planning, assortment, pricing, and shelf strategy.

·      Experience owning trade spend, forecasting, and building scalable sales systems.

·      Experience in both established CPG environments and emerging food brands preferred.

·      Data-fluent with tools such as SPINS, Nielsen, IRI/Circana, retailer portals, and distributor reporting; intuition-strong enough to know what the data does not show.

·      Comfortable in the room — whether that is a retailer, internal strategy meeting, or boardroom.

·      Senior enough to set the strategy, scrappy enough to make it happen.

Who You Are

•Strategic and hands-on: You can define the channel strategy and still improve the sell-in deck, launch brief, or account plan.

•Commercially sharp and consumer-aware: You care about the consumer, but you know that sales must drive distribution, velocity, and profitable turns.

•Data-driven and disciplined: You make smart, informed decisions and hold the team accountable to measurable outcomes.

•Inspirational leader: You attract and develop talent through mentorship, clarity, and vision.

•Entrepreneurial builder: You thrive in fast-paced, evolving environments and love building from the ground up.

•Collaborative partner: You work well with Marketing, Finance, Operations, brokers, and founders.

Why Join Petit Pot?

· Empowered leadership role scaling a fast-growing refrigerated indulgence brand.

· Opportunity to build a unique and inspiring brand with strong traction and clear product-market fit.

· Partnering directly with the founder, CEO and leadership team, with plenty of room to grow.

· Open and ambitious team with a passion for product taste and quality.

· $170,000–$200,000 base salary, plus performance bonus, benefits and equity.