About Us

SIMPLi is an award-winning, leading regenerative food brand on a mission to connect people around the world through the joy of food. Founded in 2020, SIMPLi co-founders Sarela Herrada and Matt Cohen sought to bring the best single-origin ingredients from around the world directly to you in a way that equally benefits people, producers, and the planet. SIMPLi partners directly with farmers to source the finest ingredients and make them accessible to consumers nationwide in stores, restaurants, and online.

At SIMPLi, our 8 Norms guide our teams to deliver the highest quality work to our partners & customers. By embedding these Norms into our daily life, we are creating a culture that thrives on excellence and accountability.

1. Own It – We take full responsibility for what we build – our words, our work, and our impact. We don’t wait to be told. We anticipate, act, and own outcomes.

2. Bring The Heat – We show up with energy, presence, and emotion. Passion fuels performance, and we bring it every time – loud, proud, and full-on.

3. Build Boldly – We move fast, take smart risks, and challenge the status quo. Safe is slow. Perfect is too late. We build what's next.

4. Keep It Tight – We follow through with clarity and discipline. If we say we’ll do it, we do it – cleanly, clearly, on time, every time.

5. Say The Thing – We give real feedback, early and often. No politics. No drama. Just direct, human conversations rooted in trust.

6. Win Together – We’re not just teammates – we’re all in. We show up for each other, share the weight, and celebrate our wins like they matter. Because they do.

7. Raise The Bar – We hold ourselves and each other to the highest standard. Excellence is how we show respect – to the work, the mission, and each other.

8. Stay In It – You stay in dialogue when things get tough, not just ease. You don’t shut down or ghost – you stay connected.

If you’re passionate about food, sustainability, and making a difference, then SIMPLi is the place for you!

The Role

As the Director of Retail, Natural, you will drive growth within the Natural grocery channel. You will be responsible for managing data, trade spend, work with distribution partners, and finding opportunities to expand SIMPLi’s retail footprint. This is a pivotal, strategic sales role for a mission-aligned, entrepreneurial self-starter who can future-plan while also managing the day-to-day business.

Key Responsibilities

Channel Strategy & Revenue Growth

Own and execute the Natural channel strategy to deliver revenue, distribution, and velocity growth
Identify whitespace opportunities by region, retailer, and category
Establish sales targets, KPIs, and scorecards for accounts and brokers
Lead annual planning including revenue forecasting and trade investment strategy
Optimize assortment, pricing architecture, and promotional strategies to maximize ROI
Leverage syndicated data (SPINS, Circana/IRI, Nielsen) and internal data to guide decisions
Monitor category, consumer, and retailer trends and proactively adapt strategies
Lead category reviews and buyer presentations using data-driven storytelling
Maintain accurate forecasting and pipeline management in CRM systems

Key Account Management

Own relationships and Joint Business Planning with key Natural retailers
Lead the full sales cycle: prospecting, line reviews, presentations, negotiations, and execution
Develop annual customer business plans aligned to company financial targets
Manage pricing strategy, promotional calendars, and trade spend allocation
Monitor performance vs. plan and proactively close gaps
Drive assortment expansion, shelf placement, and promotional support
Maintain detailed customer records including contracts, contacts, and insights
Deliver high-touch account service and issue resolution
Provide monthly risk and opportunity reporting

Broker & Distributor Management

Lead and manage broker partners to ensure accountability and performance
Set clear broker goals, KPIs, and reporting expectations
Manage distributor relationships (UNFI, KeHE, regional distributors)
Oversee deductions, disputes, allocations, and distributor program participation
Ensure strong execution at distributor shows and selling events

Cross-Functional Leadership

Partner with Marketing, Supply Chain, Finance, QA, and R&D to support growth
Align demand planning and supply with customer programs
Provide market feedback to inform innovation and commercialization
Communicate insights and performance updates to senior leadership

Industry & Customer Engagement

Represent SIMPLi at key industry events (Expo West/East, distributor shows, regional trade events)
Lead customer trainings and product education sessions
Facilitate customer planning and ideation sessions
Monitor food and wellness trends to inform opportunities

Leadership & Culture

Mentor and develop emerging sales talent as the team grows
Model a high-performance, accountable sales culture
Build external networks to expand brand presence and opportunity pipelines
Serve as a culture carrier for SIMPLi’s mission and values

Requirements & Qualifications

Bachelor’s degree in Business, Marketing, or related field (MBA a plus)
7–10+ years of CPG retail sales experience, with strong exposure to the Natural channel
Demonstrated success managing Natural retail accounts and distributors
Experience working with brokers and syndicated data platforms
Proven ability to deliver revenue growth and manage trade spend ROI
Strong analytical and financial acumen
Excellent negotiation, communication, and presentation skills
Highly organized with strong prioritization and planning skills
Proficiency in Microsoft Office and CRM systems
Passion for food, sustainability, and mission-driven brands
Must be able to travel, frequently, to our HQ in Philadelphia, PA

SIMPLi

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Director of Retail Sales