Director of Sales, Wholesale

Role Overview

• Develop and execute Mood’s wholesale and DSD strategy for THC beverages, focusing on scalable expansion across beverage distributors and route-based sales networks.
• Identify, recruit, and manage strategic distributor partners while establishing alignment around growth targets, execution standards, and market expansion plans.
• Define and implement go-to-market strategies that optimize distribution, velocity, and retail presence across beverage-led channels including convenience, grocery, liquor, and specialty retail.
• Build repeatable playbooks for onboarding new distributors and entering new markets, ensuring strong early-stage velocity and consistent execution.
• Lead distributor negotiations including pricing structures, promotional support, and commercial agreements that support long-term growth.
• Develop strong relationships with distributor leadership, sales teams, and route operators to ensure consistent retail execution and brand visibility.
• Establish field execution standards including placement strategies, merchandising expectations, and retail activation programs.
• Partner with distributor sales teams to drive new account acquisition, product placements, and velocity improvements across priority retail accounts.
• Implement systems to monitor retail performance, execution quality, and distributor productivity across markets.
• Support market launches, sampling programs, and retail promotions designed to accelerate consumer awareness and product trial.
• Drive expansion within key beverage retail environments including convenience chains, independent convenience stores, grocery retailers, liquor stores, and specialty beverage retailers.
• Identify retail opportunities where THC beverages and adjacent hemp-derived products can succeed within the wholesale and DSD framework.
• Partner with internal teams to develop retailer-specific strategies that maximize shelf presence, placement quality, and category performance.
• Prioritize high-impact retail opportunities that accelerate brand visibility and revenue growth.
• Work closely with the VP of Sales, as well as Sales Operations, Supply Chain, Distribution, and other critical internal teams to align distributor expansion, inventory planning, and retail execution strategies.
• Collaborate with Sales Operations to build reporting infrastructure that tracks distributor performance, retail velocity, and market-level sales performance.
• Partner cross-functionally to develop retail activation programs, sampling strategies, and merchandising initiatives that drive sell-through.
• Collaborate with Finance and leadership on forecasting, distributor economics, and revenue planning tied to wholesale and DSD growth.
• Provide ongoing market insights that inform product development, packaging strategy, and pricing decisions.
• Serve as the internal subject matter expert on beverage distribution and the DSD ecosystem as it relates to hemp-derived THC beverages.
• Monitor evolving regulatory environments and market dynamics that impact THC beverage distribution and retail placement.
• Identify emerging retail channels, distributor partnerships, and market opportunities that support the expansion of hemp-derived beverages.
• Develop scalable frameworks for distributor management, field execution, and market prioritization as the business grows.
• Support the development of future wholesale and field sales capabilities as the organization scales.

Requirements

• 10+ years of experience in beverage sales, wholesale distribution, or route-to-market leadership, ideally within high-growth consumer brands.
• Experience working within regulated product categories such as hemp, cannabis, THC beverages, alcohol, nicotine, or similar controlled consumer verticals.
• Deep experience working with beverage distributors and route-based sales networks.
• Proven track record of expanding distribution and driving retail execution in convenience, grocery, liquor, or beverage-led retail channels.
• Strong understanding of distributor economics, pricing structures, and promotional mechanics.
• Experience launching products or brands through DSD networks across multiple markets.
• Highly entrepreneurial mindset with the ability to operate effectively in fast-moving environments.
• Exceptional relationship-building skills and ability to influence across distributor organizations and internal teams.
• Strong analytical and commercial instincts with the ability to translate market insights into growth strategies.
• High ownership mentality and willingness to operate both strategically and tactically.