Vice President of Sales – Retail & Strategic Partnerships

Afina Afina is a rapidly scaling consumer brand redefining water‑quality products, with a dominant position in our category and strong traction in direct‑to‑consumer. We are now entering our next growth phase: expanding aggressively into retail, professional, and strategic B2B channels.

This role is for a hands‑on sales leader who thrives in zero‑to‑one and one‑to‑ten environments.

Afina is hiring a VP of Sales to build our retail and wholesale business from the ground up
. This executive will own revenue growth outside of DTC and be directly accountable for opening new channels, closing major partnerships, and turning pilots into scalable distribution.

You will not inherit a mature sales organization—you will build it.

• Create and execute Afina’s retail, wholesale, and professional sales strategy from scratch
• Personally source, pitch, negotiate, and close early anchor accounts
• Open doors with:
• National and regional retailers
• Salon and spa groups
• Hospitality, wellness, and multi‑location service brands
• Design pilot programs and convert them into long‑term contracts and national rollouts

• Lead negotiations with buyers, distributors, and strategic partners
• Own pricing, margins, MOQs, promotional terms, and reorder structures
• Be directly responsible for hitting aggressive revenue and expansion targets

• Turn early wins into repeatable playbooks
• Build sales processes, forecasting models, and channel KPIs
• Partner closely with operations and finance to ensure inventory, cash flow, and fulfillment scale with demand

• Work directly with the CEO, marketing, and product teams to align growth priorities
• Influence packaging, merchandising, and product roadmap decisions based on real‑world retail feedback
• Collaborate on trade marketing, in‑store execution, and co‑branded promotions

You are likely a fit if you:

• Have 8–15+ years of sales leadership experience in consumer products, CPG, beauty, wellness, or home goods
• Have personally closed meaningful retail or B2B distribution deals
• Have experience helping a brand move from DTC‑only into physical retail or wholesale
• Are comfortable operating without a playbook—and creating one
• Are energized by ownership, accountability, and fast decision‑making

• Only manages existing accounts
• Needs large teams and infrastructure before producing results
• Is uncomfortable being hands‑on in the early stages

• Signed multiple high‑value retail or professional partnerships
• Established a meaningful non‑DTC revenue stream
• Built a clear path to national retail expansion
• Created a scalable sales engine with predictable reorders

• Competitive executive base salary
• Aggressive performance‑based bonus
• Meaningful equity or long‑term upside tied to growth
• Benefits package

• United States – Remote Position