Job Specifications
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.
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 reside in or near Philadelphia, PA
About the Company
SIMPLi is a 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.
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