Director, Channel Strategy

Director, Channel Strategy

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Farmer’s Fridge makes fruits and vegetables accessible and approachable for everyone. We offer a variety of fresh, healthy, ready‑to‑eat meals and snacks through our fresh food vending machines, wholesale partners, and our office pantry solution — providing chef‑curated meals to customers within seconds. Today, we operate a network of Fridges and partner with clients nationwide in high‑foot‑traffic areas, such as airports, hospitals, universities, and large office buildings — where there is limited accessibility to fresh, healthy, grab‑n‑go options.

We care deeply about what we’re creating and aspire to make sure our customers feel that through every touchpoint. This shows up in many ways across the business. We are committed to prioritizing food safety, we are passionate about product quality, we value our employees, we champion the best idea no matter where it comes from, and we’re committed to making an overall positive impact as we scale.

About this Role

We’re looking for a Director of Channel Strategy to own the medium‑ and long‑term performance of the Fridge channel — setting where we play, how the portfolio evolves, and what “good” looks like economically over time. You’ll be accountable for the channel P&L, fridge lifecycle strategy, and product/category strategy within the Fridge and Retail channels. Your job is to set the guardrails, targets, and plays;

the Director of Channel Operations will handle day‑to‑day execution, forecasting, and variance management.

What You’ll Do

• Own the Fridge Channel P&L & Long‑Term Economics
- Own the Fridge channel P&L and long‑term economic model, including AWS, contribution margin, payback, and channel‑level ROI across verticals and programs.
- Set multi‑year financial targets and strategic priorities for the Fridge channel (growth by vertical, fridge count and tier mix, program penetration, margin expansion).
- Build and maintain channel‑level scorecards and scenarios that connect network growth, fridge performance tiers, and assortment decisions back to P&L outcomes.
- Evaluate tradeoffs across initiatives (e.g., new programs, pricing moves, assortment changes, service level upgrades) using consistent, data‑driven frameworks and business cases.

• Set Fridge Lifecycle Strategy
- Define the end‑to‑end lifecycle strategy for Fridges: launch, ramp, maturity, optimization, and removal — including the economic thresholds and guardrails for each stage.
- Identify patterns of high‑performing lifecycle trajectories and codify them into portfolio strategies (e.g., how quickly to ramp inventory, when to invest vs. pull back, when to relocate/remove).
- Partner with Channel Operations to translate lifecycle strategy into playbooks and policies (e.g., ramp rules, performance tiers, relocation rules) and ensure those show up in fridge‑level execution.
- Sponsor and guide the revenue growth / analytics work that quantifies fridge LTR, customer cohorts, and lifecycle economics; ensure insights turn into concrete prioritization and action, not just slides.

• Lead Category & Assortment Strategy for the Fridge Channel
- Own category and assortment strategy for the Fridge channel: clarify the role of each category (trial, frequency, margin, premium, value) and how it should show up by vertical, tier, and program.
- Partner with Menu / Merchandising and Category teams to set channel‑specific assortment guardrails, price‑pack architecture, and promotional strategy that ladder up to P&L goals.
- Use data to understand how menu tactics shift purchasing patterns, drive trial, cannibalize existing favorites, and impact repeat behavior — then embed those learnings in standard playbooks.
- Work closely with NPD to define success criteria and launch strategies for new SKUs and platforms in the Fridge channel (test design, ramp expectations, kill/scale thresholds).

• Drive Test‑and‑Learn & Portfolio Optimization
- Lead the experimentation roadmap for the Fridge channel across pricing, assortment, program constructs, and lifecycle tactics; ensure tests are designed with clear hypotheses,…