Director, Channel Strategy

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 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. You’ll define the economic model and roadmap for the channel and partner closely with the Director of Channel Operations, who owns day‑to‑day execution, forecasting, and variance management.

Your job is to set guardrails, targets, and plays; theirs is to make the numbers show up in the weekly plan. This is a highly cross‑functional role at the intersection of Finance, Demand Planning, Channel Operations, Sales, Marketing, Category/Menu, and Product. You’ll combine data, experimentation, and commercial judgment to grow profitable revenue across 1,800+ fridges while improving the customer experience.

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 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 economic thresholds and guardrails for each stage.
- Identify patterns of high‑performing lifecycle trajectories and codify them into portfolio strategies (e.g., ramp speed, investment timing, relocation/removal).
- Partner with Channel Operations to translate lifecycle strategy into playbooks and policies (e.g., ramp rules, performance tiers, relocation rules) and ensure they show up in fridge‑level execution.
- Sponsor and guide the revenue growth/analytics work that quantifies fridge LTR, customer cohorts, and lifecycle economics—ensuring insights drive actionable priorities, not just slides.

• Lead Category & Assortment Strategy for the Fridge Channel
- Own category and assortment strategy for the Fridge channel: clarify roles for trial, frequency, margin, premium, and value categories by vertical, tier, and program.
- Partner with Menu/ Merchandising and Category teams to set channel‑specific assortment guardrails, price‑pack architecture, and promotional strategy aligned with P&L goals.
- Use data to understand how menu tactics shift purchasing, drive trial, cannibalize favorites, and impact repeat behavior—embedding learnings into 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 &…