Head of Retail Sales

The Challenge We built the largest and most successful health and wellness brand in Mexico'scaling to $100M+ in a market ~11x smaller than the US. Now we are scaling the US from $10M to $300M+ in the next 5 years. Brick & Mortar will be a critical pillar of that growth. We are looking for a Head of B&M Sales for the USA to build this channel from the ground up?from first accounts to a $100M+ retail business. This is not a role to manage existing distribution. This is a role to create it, scale it, and make it work at shelf. You will own the retail channel end-to-end: strategy, sales, trade marketing, merchandising, operations, and full P&L?with accountability not only for distribution (sell-in), but more importantly for velocity and repeat purchase (sell-out). Critically, this role requires a P&L mindset oriented toward customer acquisition and long-term value creation?deploying trade spend and retail investments not just to drive short-term volume, but to acquire customers efficiently and maximize repeat purchase and lifetime value over time. We are specifically looking for leaders who:

• Have built (from near zero) and scaled a brand in US retail to $50M?$100M+
• Know how to go from no distribution ? national expansion ? strong sell-through
• Have deep relationships across retailers, brokers, and distributors (UNFI, KeHE, etc.)
• Know how to deploy trade spend with discipline and ROI focus, treating it as an investment in customer acquisition
• Are obsessed with sell-out, repeat purchase, and long-term profitability
• Operate as owners of the channel, not account managers

The opportunity is to build and scale the retail engine of a proven $100M+ brand in the largest market globally. We offer competitive compensation and performance incentives aligned with top market standards, along with meaningful equity upside (phantom stock) tied directly to the value created as the business scales. This is designed for individuals who want to build again?and have meaningful participation ($) in the value they create. This is not for everyone?and it's not designed to be.

The Brand Birdman is a high-growth health and wellness company building the future of clean, plant-based, and sustainable nutrition. We are driven by the belief that performance and wellbeing should not come at the expense of animals, health, or the planet. Over the past 10 years, we have built Mexico's leading health and wellness brand, scaling to $100M+ in revenue with strong profitability and consistent execution. What differentiates Birdman is that the core pieces required to win are already in place:

• Proven track record of building and scaling a category-defining brand through winning products, operational excellence, and strong brand equity
• Winning products with strong consumer validation, high repeat purchase, and best-in-class taste
• Vertically integrated manufacturing, providing cost, quality, and speed advantages
• Established supply chain and operational infrastructure, ready to scale without incremental capex
• Strong cash flow from a profitable core business, funding US and international expansion
• Access to additional capital if required, providing flexibility to accelerate growth
• A high-performance team in Mexico, supporting product, operations, and execution

We are now bringing this platform to the United States?not as an experiment, but as a scaled replication of a proven system in a significantly larger and more competitive market. Winning in the US requires a different level of execution?and a team of exceptional operators to make it happen.

Role Summary We are seeking a Head of Brick & Mortar (B&M) ? USA to build and scale Birdman's retail business from the ground up. This role owns the full B&M channel P&L and is responsible for scaling the business across:

• Retail Strategy & Expansion (Natural, Specialty, Grocery, Club, etc.)
• Sales & Distribution (retailers, brokers, distributors)
• Trade Marketing, Merchandising & Retail Activation
• Sell-Through, Velocity & In-Store Performance
• Pricing, Pack Architecture & Promotions
• Trade Spend Allocation & ROI

This is a general management role for the retail channel, with a strong bias toward execution, profitability, and customer acquisition through retail. In the early stages, this role requires being a true builder and ?jack of all trades??personally driving key accounts, managing brokers, executing retail initiatives, and building the foundations of the channel before scaling a team. You should be equally comfortable setting strategy one hour and executing the next?from defining channel priorities and trade spend frameworks to being hands-on with buyers, merchandising plans, and in-store execution. This role requires a high level of ownership, intensity, and willingness to roll up sleeves?doing whatever is needed to drive results and build a scalable retail engine from scratch.

Key Responsabilities Build and lead the B&M organization: start as an individual owner of the channel, then hire and scale a high-performing team and broker network over time Own the B&M P&L: define strategy and drive revenue, margins, and profitable growth, balancing short-term performance with long-term value creation Lead retail strategy & expansion: define channel priorities and sequencing, and personally drive early account acquisition before scaling the team Own sales & distribution (sell-in): build and manage relationships with buyers, brokers, and distributors (UNFI, KeHE, etc.), initially in a highly hands-on manner Drive sell-through & velocity (sell-out): ensure strong in-store performance through direct involvement in merchandising, promotions, and retail execution Own trade marketing & merchandising: design and execute retail activation strategies, rolling up sleeves in early stages to test and refine what works Manage trade spend with ROI discipline: treat trade spend as a customer acquisition lever, with hands-on ownership of testing, measurement, and optimization Define pricing & pack strategy: balance competitiveness, margins, and velocity through both strategic design and tactical execution Build retail playbooks: develop scalable frameworks from first principles, based on direct execution and learnings in-market Operate across strategy and execution: move seamlessly between high-level planning and day-to-day execution, doing whatever is required to drive results Collaborate cross-functionally: work closely with Marketing, Supply Chain, and Finance to ensure alignment and flawless execution Leverage omnichannel opportunities: connect retail with digital channels to maximize customer acquisition, retention, and lifetime value Requirements

• Proven track record building (from near zero) and scaling a CPG brand in US retail to $50M?$100M+ revenue
• Deep experience in Brick & Mortar within Health, Wellness, or VMS, with strong understanding of retail dynamics and velocity drivers
• Strong relationships with key retailers, brokers, and distributors (e.g., Whole Foods, Sprouts, Costco, UNFI, KeHE)
• Hands-on experience driving both sell-in and sell-out, with focus on velocity, repeat purchase, and in-store performance
• Strong expertise in trade marketing, merchandising, and retail execution
• Experience managing trade spend with ROI discipline, treating it as a lever for customer acquisition and long-term value (LTV)
• Experience owning a channel or business P&L, with solid understanding of pricing, margins, and promotions
• Demonstrated ability to build from scratch and scale teams over time, starting hands-on
• Ability to operate as a ?jack of all trades?, combining strategy with execution
• Understanding of omnichannel dynamics, using retail to drive acquisition and repeat
• High level of ownership, accountability, and execution speed
• Ability to operate effectively in high-growth, high-ambiguity environments
• Genuine interest in health, wellness, and nutrition, with strong alignment to the category and consumer