National Sales Director – USA

The National Sales Director – USA will lead and execute the U.S. sales strategy for the company’s coffee business, with a primary focus on developing and expanding Private Label partnerships and a secondary responsibility for growing Branded coffee sales. This role is responsible for driving top-line revenue, building strategic customer relationships, and expanding distribution across retail, club, and e-commerce.

The ideal candidate brings deep experience in coffee or CPG, a strong network of U.S. retail and a proven track record of growing Private Label programs from concept through scale.

Key Responsibilities

Private Label Business Development

• Develop and execute a national sales strategy to grow Private Label coffee business across U.S. retail, club, and e-commerce channels
  

• Identify, target, and secure new Private Label customers, including national and regional retailers.
  

• Lead end-to-end Private Label commercialization, including:
  

  • Customer prospecting and presentations
    

  • Pricing, margin, and contract negotiations
    

  • Collaboration with sourcing, quality, operations, and supply chain teams
    

  • Oversight of product development, packaging, and innovation pipelines
    
    

• Build long-term strategic partnerships with key Private Label accounts, acting as the senior commercial point of contact
  

• Monitor market trends, competitive activity, and customer needs to identify new Private Label opportunities
  
  

Branded Business Development 

• Support the growth and expansion of the company’s branded coffee portfolio in the U.S.
  

• Develop distribution strategies for branded products across selected channels, including grocery, and e-commerce
  

• Manage relationships with key branded customers, brokers, distributors, and strategic partners
  

• Collaborate with marketing on brand positioning, pricing strategy, promotions, and new product launches
  
  

Sales Leadership & Strategy

• Own national sales targets, forecasts, and budgets for both Private Label and Branded business
  

• Develop and manage annual operating plans, customer-level strategies, and revenue growth initiatives
  

• Build, lead, and mentor a high-performing broker network
  

• Partner cross-functionally with operations, supply chain, finance, marketing, and quality teams to ensure seamless execution
  

• Represent the company at industry trade shows, customer meetings, and key industry events
  
  

Skills and qualifications

• 20+ years of experience in sales and business development.
  

• Proven experience in the Coffee, CPG, and Food industries.
  

• Strong background in Private Label development and broker network management.
  

• Solid knowledge of the U.S. foodservice and/or retail landscape, particularly HRI.
  

• Strategic business development mindset
  

• Strong customer relationship management and executive presence

• Commercial acumen with focus on margin and profitability
  

• Collaborative, cross-functional leadership style
  

• Entrepreneurial, results-driven, and hands-on approach

• High level of autonomy and ability to operate in a growth-oriented environment.