Vice President of Sales – Retail & Strategic Partnerships

Vice President of Sales – Retail & Strategic Partnerships

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 entering our next growth phase: expanding aggressively into retail, professional, and strategic B2B channels.

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.

• Build New Revenue Channels
  • 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
• Close Deals, Not Just Manage Them
  • 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
• Scale What Works
  • 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
• Be a Cross‑Functional Growth Driver
  • 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

• 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

Mid‑Senior level

Full‑time

Sales and Business Development

Internet Publishing