Director of Sales, Natural Channel

Full-Time|Remote|Reports to Chief Revenue Officer

Role Overview
You love a win. You'll own Yumi's natural channel business end-to-end: Whole Foods, Sprouts, Fresh Thyme, Natural Grocers, and the regional independents that punch above their weight, while leading Yumi's broker network. This isn't a maintenance role. Reporting to the CRO, you will drive distribution, velocity, and brand equity with full P&L accountability across natural channel. Given the growth of Yumi -- with plans to double this year -- there will be plenty of opportunities to drive results and expand the scope of your role, in a fast-paced, entrepreneurial environment.

About Yumi
We love a mission. Yumi is a leading better-for-you baby and kids food brand on a mission to raise a healthier generation, by offering nutrient-dense nutrition for the whole family. Ever product has a purpose. Our function-first approach is designed to address the most common nutrient gaps during key development periods. Our portfolio spans organic purees, bars, and snacks and now on shelves across every major retail channel.

Key Responsibilities

Develop and execute natural channel sales strategy aligned with revenue targets and brand priorities

Own HQ buyer relationships at WFM, Sprouts, Fresh Thyme, Natural Grocers and regional independents

Lead broker network management — set priorities, drive accountability, and ensure execution

Drive new item placement, expanded distribution, deeper relationships and shelf set optimization

Lead annual JBP processes and build account-specific programming with marketing

Own trade spend budget; develop ROI-based promotions and manage performance via SPINS, Nielsen and POS data

Provide monthly forecasts by account and SKU; proactively manage out-of-stock risk

Monitor competitive landscape and category trends to maintain Yumi's positioning advantage

Represent Yumi at key trade shows including Expo West and retailer summits

Qualifications

7+ years CPG sales experience with 4+ years in natural and specialty retail

Proven HQ buyer relationships at Whole Foods Market, Sprouts, etc.

Experience managing and optimizing broker networks in the natural channel

Strong SPINS/Nielsen fluency; ability to build compelling category stories from syndicated data

Experience managing trade budgets, P&L, and promotional ROI

Background in baby, toddler, or better-for-you family/wellness brands strongly preferred

Familiarity with UNFI/KeHE distributor relationships and natural channel dynamics

Excellent presentation, negotiation, and cross-functional collaboration skills

Proficient in Excel, PowerPoint, and SPINS/Nielsen

Competitive base salary, performance bonus, equity, and full medical/dental/vision benefits. This is a high-impact role at a pivotal moment in Yumi's retail growth.

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