National Sales Leader – High-Growth Protein Bar Brand (FoodStory Brands)
Location: Flexible • Department: Sales Leadership • Level: Senior/Executive
About FoodStory Brands
FoodStory Brands (FSB) is an award-winning incubator known for building disruptive food & beverage brands that reshape categories. We specialize in developing unique brands and licensing programs that ignite consumer excitement and redefine what’s possible in CPG.
We’ve grown Fresh Cravings into a national, $100MM refrigerated dips brand, launched an industry-leading Yellowstone licensing program with $100MM+ in sales, and are now scaling several new national brands—including Upper Cut and Mad Genius—across deli and freezer.
Now, we’re building our most ambitious venture yet: a new, culturally relevant protein bar brand created in partnership with one of the largest sports and entertainment organizations in the world. This is a rare opportunity to shape the national sales strategy for a brand that lives at the intersection of performance, lifestyle, and sports culture.
About the Role
We’re looking for a National Sales Leader to architect and drive the commercial strategy behind this high-profile launch. This leader will build the go-to-market plan, scale distribution, mentor a best-in-class sales team, and help establish the brand as a category force in functional food.
If you thrive on building from zero to one—and then scaling from one to one hundred—this role is for you.
What You’ll Lead
Strategic & Commercial Leadership
- Build and execute short- and long-term sales strategies aligned to aggressive growth goals.
- Identify, prioritize, and win high-potential accounts across mass, grocery, club, convenience, and all other relevant channels including fitness-driven accounts.
Team Building & Leadership
- Recruit, mentor, and lead a high-performing sales team rooted in accountability, hustle, collaboration, and entrepreneurial energy.
Sales Execution & Channel Ownership
- Oversee flawless execution across all channels, managing brokers, distributors, and key retail partners.
- Serve as the internal expert for the protein bar, high-protein snack, and functional food categories, as well as the respective competitive landscapes
- Lead our presence and strategy at key industry trade shows, with a focus on protein bar category visibility and innovation showcases.
Customer Development & Negotiation
- Lead customer strategy, navigation of retailer requirements, and high-level negotiations including slotting, promotions, and margin structures.
P&L & Trade Management
- Own the sales P&L, budgeting, forecasting, trade planning, and investment optimization.
Cross-Functional Leadership
- Partner closely with Marketing, R&D, Finance, and Operations to bring innovation to market and build differentiated retailer programs.
- Leverage our sports & entertainment partner to create breakthrough retail activations and experiential programs.
Market & Data Insights
- Apply syndicated data (IRI, Nielsen, SPINS) and consumer insights to build compelling selling stories and identify new growth opportunities.
- Stay ahead of competitive activity and emerging trends in high-protein, low-sugar, performance nutrition, and clean-label snacks.
Innovation Partnership
- Collaborate with Marketing and R&D on new flavors, formats, and category-expanding innovations aligned with consumer needs.
Experience We’re Looking For
- 10-15 years of CPG sales leadership across major national and regional accounts.
- Track record scaling a brand from go-to-market through national expansion, ideally in protein bars, sports nutrition, or functional food.
- Deep relationships across mass, club, grocery, c-store, and distributors.
- Expertise in costing, pricing, and margin strategy for competitive, high-growth categories.
- Strong command of category management, velocity drivers, shelf strategy, and secondary display optimization.
- Proven success managing brokers and distributors across multiple regions.
- Skilled in data-led storytelling using IRI, Nielsen, SPINS, and other data tools.
- High emotional intelligence, entrepreneurial grit, and a roll-up-your-sleeves mindset.
- Bachelor’s degree preferred.
Why Join FoodStory Brands
- Own the commercial strategy of a national brand launch backed by a global sports and entertainment powerhouse.
- Build and scale a category disruptor in a high-energy, innovation-driven organization.
- Work with a passionate, creative, and execution-focused team that moves fast and celebrates big wins.
- Be part of a culture that values ownership, curiosity, collaboration, and building brands that define categories.
