Executive Vice President of Sales and Marketing

Title: Executive Vice President of Sales and Marketing
Industry: Foodservice / Retail
Location: San Diego, CA (area)
Work Environment: Remote / Hybrid / Onsite (California Residents Preferred)
Relocation: Relocation package offered

Executive Vice President of Sales and Marketing

The Executive Vice President of Sales (EVP of Sales) holds a pivotal role in managing and shaping the sales strategy, expanding sales channels, and maximizing revenue opportunities. This executive leadership position requires a visionary leader who can collaborate effectively across departments, navigate the complexities of the produce world with a focus on microgreens and edible flowers.

Leadership Expectations

  • Articulate a clear and compelling vision for supporting staff that aligns with the company’s mission and goals. Help the team understand the bigger picture and their integral role in achieving it.
  • Lead by example in creating an employee-centric work environment that values individuals, promotes their well-being, and fosters a sense of belonging.
  • Champion a culture of continuous learning to help employees achieve their full potential.
  • Hold yourself accountable for results, demonstrating a commitment to excellence and driving a culture of ownership and responsibility.
  • Empower leaders and employees to make informed decisions, enabling autonomy while providing guidance and support.
  • Set the tone by embodying the values of dedication, hard work, and professionalism. Be a role model for the team members regarding work ethic, attitude, and commitment to excellence.
  • Establish open lines of communication with staff. Encourage transparent and two-way communication, ensuring that ideas, concerns, and feedback are freely shared and acknowledged.
  • Delegate responsibilities effectively, taking into consideration individual strengths and growth areas.
  • Clearly define roles and responsibilities while holding team members accountable for their performance.
  • Encourage a proactive approach to problem-solving. Provide guidance and support for overcoming challenges and finding innovative solutions.
  • Encourage experimentation, creative thinking, and the exploration of new techniques to enhance productivity and efficiency.
  • Prioritize the safety and well-being of staff. Ensure that safety protocols are followed and provide resources that support the staff’s physical and mental health.
  • Hold regular team meetings, a minimum of two meetings every month.
  • Provide regular and constructive feedback to staff, both individually and collectively. Offer guidance on areas of improvement and recognize achievements.
  • Uphold the company’s values and code of conduct in all interactions.
  • Uphold the highest ethical standards in all interactions, fostering a culture of integrity, fairness, and respect.

Knowledge, Skills and Experience

  • 12-15 years of CPG-focused sales and marketing experience with the last 3 (three) years of increasing responsibility at a senior management level (VP Sales, CRO), preferably in the food industry.
  • An undergraduate degree in a related field with evidence of other relevant industry professional training.
  • Multiple years’ experience calling upon national and regional top tier accounts.
  • Culinary understanding / experience is a plus.
  • Ability to develop and successfully implement sophisticated pricing strategies, including the management of trade spend and targeted customer profitability.
  • Experience successfully managing key accounts through price increases; understanding of “price to serve” versus selling price.
  • Specific examples (and attribution) closing large accounts and driving velocity increases with large accounts.
  • Proven supervisory experience and leadership skills.
  • Executive presence and group presentation skills. Must speak clearly and persuasively in positive or negative situations.
  • Ability to work cross-functionally with other company leaders.
  • Proficiency with CRM systems
  • Must have excellent judgment and problem-solving skills.
  • Familiarity/ ease integrating social media into traditional sales/marketing efforts.
Essential Functions

Customer Relationship Management:

  • Cultivate and maintain relationships with key customers, partners, and stakeholders.
  • Ensure customer needs are met and continuous improvement with customer satisfaction.
  • Segment the customer base to tailor sales strategies and offering to specific customer groups.
  • Identify high-value customer segments and prioritize efforts to penetrate and retain them.

Development and Execution of Sales Strategy:

  • Design and implement a comprehensive sales strategy that aligns with the company’s goals.
  • Focus on market expansion and revenue growth.
  • Develop accurate sales forecasts based on historical data, market analysis, and industry trends.
  • Utilize available forecasts to set achievable sales targets and inform production planning.

Sales Channels and Expansion of those channels:

  • Identify and capitalize on new sales opportunities, including partnerships, distribution networks, and online platforms, to increase the company’s market presence and revenue streams.
  • Set ambitious revenue targets and develop tactical plans to achieve them.
  • Monitor performance against goals and adjust strategies as needed.
  • Continuously evaluate and refine the sales process, from lead generation to conversion, to maximize efficiency and effectiveness.
  • Implement sales automation tools and technologies to streamline workflows.

Managing & Working with Cross-Functional Teams:

  • Manage and lead the marketing team as well as the customer service team.
  • Work closely with the production department to ensure alignment and synergy in achieving company objectives.

Key Performance Indicators (KPIs)

  • Define and monitor KPIs for the sales department, such as conversion rates, customer acquisition cost, customer lifetime value, and sales pipeline metrics.
  • Use KPIs to assess performance and make data-driven decisions.

Risk Management:

  • Identify potential risks and challenges in the sales process, such as market fluctuations or supply chain disruptions.

Sales Technology Integration:

  • Stay up to date with the latest sales technologies, analytic tools, and e-commerce platforms.
  • Ensure seamless integration of these technologies to support sales efforts.


    • Participate in the development of and support of the company’s strategic plans.
    • Willingness to travel nationwide on a regular basis.
    • Other duties as assigned.

Compensation / Salary

  • Compensation: $240K – $265K + 35% bonus and LTI

  • Relocation package offered