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VP of Sales

Posted by Barnana on 31 Jul 2017 | Share

Job basics

  • Location: Santa Monica, California 90401
  • Country: US
  • Industry Types: Supplier
  • Categories: Sales
  • Foods: Snacks
  • Employment Type: Full-Time
  • Reports to: CEO
  • # of Direct Reports: TBD
Job Description



Our culture is everything! It how we work together, play together and win together. Our culture is the foundation of how we treat each other and our customers. Our culture has been instrumental to our success and we keep improving it; our culture helps us attract and retain “A” players, and our culture makes working at Barnana fulfilling.


Like many companies, we strive to hire the best. Below are real values and specific behaviors we care about most. The more these sound like you, and describe people you want to work with, the more likely you will thrive at Barnana.



  • You are eager to learn
  • You have insight and make connections that others miss
  • You are willing to think different and seek alternate perspectives
  • You actively contribute outside of your specialty


  • You are articulate and concise in speech and writing
  • You are calm and think clearly in stressful situations
  • You provide candid, timely feedback to colleagues
  • You listen well and seek to understand before reacting


  • You accomplish copious amounts of work
  • You make your colleagues better
  • You focus on results over process
  • You demonstrate strong performance so colleagues can rely upon you  


  • You are known for candor, authenticity, transparency, and being non-political
  • You only say things about fellow employees that you say to their face
  • You admit mistakes freely and openly
  • You treat people with respect independent of their status or disagreement with you


  • You inspire others with your thirst for knowledge
  • You care intensely about our mission and what we are building
  • You are tenacious, relentless and optimistic
  • You are fun, and don’t take life too seriously


  • You say what you think, even if it is uncomfortable
  • You are willing to be critical of the status quo
  • You make tough decisions without agonizing
  • You take smart risks and are open to possible failure

At Barnana ® we are on a constant quest to improve the efficacy of the food system by challenging the organization to reach new heights. This applies to everything we do especially having incredible leaders at all levels of the organization.


Reporting to the CEO the VP of Sales will be responsible for Managing and developing Barnana® within multiple regional and national chain store accounts across specific geographies or channels. This position is responsible for maximizing the performance of the brand in each account as measured by improvements in top-line volume, revenue, and market share growth; this will be accomplished by effectively designing and executing the Barnana® brand plan for each account while managing the relationships of key decision makers within the account, brokers, and distributors.



  • Provide and implement strategic direction of sales and marketing initiatives within assigned chain, channel and account universe. Ensure all account plans address promotions, ads, distribution, execution of price and package.
  • Conduct regular business reviews and category analysis with customers to monitor brand performance, build meaningful relationships, re-affirm strategies to optimize the Barnana® business and the value that is created for our customer.
  • Provide consistent pre and post-analysis of ongoing performance by utilizing IRI and/or Spins syndicated data and broker/distributor sales reports
  • Take ownership of all accounts and establish Barnana® as a “Leader” or “Pioneer” for premium healthy snacking
  • Develop account management plan in order to gain support of the business plan from all involved persons including buyer, broker, and distributor.
  • Achieve and maintain profitable sales growth across trade channels with budgets and plans.
  • Create quarterly and yearly goals, forecast, and identify game-changing opportunities.
  • Manage various sales strategies as needed for a rapidly growing product line with numerous planned launches in current and new channels.
  • Communicate, in a timely and accurate manner, all trade plans to brokers, distributors, and the Barnana® team.
  • Work with customers, brokers, and Barnana® field sales and marketing personnel to ensure plans are implemented and execution is consistent with expectations
  • Keep abreast of all competitive and other relevant information in each account and provide consistent feedback to peers, and team.
Job Requirements
  • 8-10 years of national account sales management experience within the CPG industry.
  • 8-10 years of Broker and/or Distributor DSD management experience in addition to sales management.
  •  Entrepreneurial spirit, thinks outside the box, and excited to be a part of a team that is making a difference.
  • Excellent relationship building and negotiation skills
  • Good organizational, planning, and follow-up skills 
  • Solid understanding of requirements to deliver profitable business 
  • Fact based selling using syndicated data sources such as IRI, Nielsen, or Spins 
  • Proven analytical and category management skills including but not limited to post analysis of promotions, space management, and days of supply. 
  • Strong oral and written communication skills
  • Understanding broker and distributor coordination, communication, and execution
  • Leader who thrives in a team atmosphere
  • Strategic planning, P&L management, and change management is required
  • Multi - level account penetration skills
  •  Excellent computer skills (Word, Excel, and PowerPoint) is a must.
  •  Extensive travel is necessary (at times, may be 3-4 days per week), air travel; must have a valid driver’s license

about Barnana

It all started in 1981 when Caue’s father, João, began dehydrating bananas from their backyard in Southern Brazil…

Barnana ® was founded in late 2012 by Caue Suplicy, Matt Clifford and Nik Ingersoll. They set out with the goal of creating a brand synonymous with the curved yellow fruit we all know and love, the banana.

Why bananas? Well, bananas aren’t just the most consumed fruit in the US, taste awesome and have innate nutrient benefits, but they are also the most wasted fruit.

Barnana ® is on a mission to end food waste on organic banana farms by upcycling the bananas that used to go to waste. Up to 20% of all bananas that are grown go to waste before ever reaching distribution. But why? Well, there are stringent export standards that leave the “imperfect” bananas without anyone to eat them so they get thrown away.

We’ve growing fast. After just few years in business, Barnana ® can be found in over 5,000 retailers nationwide in the US including Whole Foods, Safeway, Sprouts, Costco and many others. You can also find us in Japan, Canada and Australia.

Thinking weird and being a little different is built into The Company’s DNA. From our outlandish guerrilla marketing, tech focused environment and strong focus on brand - the party is just getting started.

Barnana ® is a privately held company with a little obsession for bananas. As a Certified B Corp, our culture is driven by passion. The work environment is fun, creative, brand-savvy, entrepreneurial, fast-paced, solutions-focused, irreverent but disciplined and team-oriented.

WE ARE BARNANA® and so are the thousands of brand advocates who eat and share our snacks every day.