Vice President of Sales – Retail

2 hours ago

Cedar Park, Texas, United States AFINA Full time

Afina

Afina is a rapidly scaling consumer brand redefining water-quality products, with a dominant position in our category and strong traction in direct-to-consumer. We are now entering our next growth phase: expanding aggressively into retail, professional, and strategic B2B channels.

This role is for a hands-on sales leader who thrives in zero-to-one and one-to-ten environments.

Role Summary

Afina is hiring a VP of Sales to build our retail and wholesale business from the ground up. This executive will own revenue growth outside of DTC and be directly accountable for opening new channels, closing major partnerships, and turning pilots into scalable distribution.

You will not inherit a mature sales organization—you will build it.

What You Will Own:
Build New Revenue Channels
  • Create and execute Afina's retail, wholesale, and professional sales strategy from scratch.
  • Personally source, pitch, negotiate, and close early anchor accounts.
  • Open doors with:
  • National and regional retailers
  • Salon and spa groups
  • Hospitality, wellness, and multi-location service brands
  • Design pilot programs and convert them into long-term contracts and national rollouts.
Close Deals, Not Just Manage Them
  • Lead negotiations with buyers, distributors, and strategic partners.
  • Own pricing, margins, MOQs, promotional terms, and reorder structures.
  • Be directly responsible for hitting aggressive revenue and expansion targets.
Scale What Works
  • Turn early wins into repeatable playbooks.
  • Build sales processes, forecasting models, and channel KPIs.
  • Partner closely with operations and finance to ensure inventory, cash flow, and fulfillment scale with demand.
Be a Cross-Functional Growth Driver
  • Work directly with the CEO, marketing, and product teams to align growth priorities.
  • Influence packaging, merchandising, and product roadmap decisions based on real-world retail feedback.
  • Collaborate on trade marketing, in-store execution, and co-branded promotions.
Who This Role Is For
You Are Likely a Fit If You:
  • Have 8–15+ years of sales leadership experience in consumer products, CPG, beauty, wellness, or home goods.
  • Have personally closed meaningful retail or B2B distribution deals.
  • Have experience helping a brand move from DTC-only into physical retail or wholesale.
  • Are comfortable operating without a playbook—and creating one.
  • Are energized by ownership, accountability, and fast decision-making.
This Role Is Not for Someone Who:
  • Only manages existing accounts.
  • Needs large teams and infrastructure before producing results.
  • Is uncomfortable being hands-on in the early stages.
What Success Looks Like

Within the first 12 months, you will have:

  • Signed multiple high-value retail or professional partnerships.
  • Established a meaningful non-DTC revenue stream.
  • Built a clear path to national retail expansion.
  • Created a scalable sales engine with predictable reorders.
Compensation
  • Competitive executive base salary
  • Aggressive performance-based bonus
  • Meaningful equity or long-term upside tied to growth
  • Benefits package
Location
  • United States - Remote Position

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