Director of Commercial Sales

Location : Boulder, CO

Reports To: VP of Sales & Marketing

About the Role: The Director of Commercial Sales will play a critical role in helping Skratch double the overall business over the next few years by bringing the commercial rigor, strategic focus, and urgency needed to scale our B2B business, drive greater productivity across our existing retail footprint, and win the right new accounts, channels, and partnerships.

The role owns Skratch's B2B commercial strategy and performance across specialty retail, third-party ecommerce, grocery, international, and business development, including team sports, gyms, wellness, and more. The Director will translate company strategy into a clear commercial plan, own B2B revenue, forecasting, and P&L performance, lead and develop the B2B Sales team, and raise the bar for how we pursue opportunities, manage accounts, deploy resources, and measure results. They will partner closely with the VP of Sales & Marketing and leaders across the business to make smart and timely tradeoffs, strengthen the capabilities needed for Skratch’s next stage of growth, and turn commercial plans into results.

About You: I am an experienced commercial and sales leader in CPG, food and beverage, sports nutrition, or a related industry. I know how to assess a market, build a focused commercial plan, and turn it into results. I have a strong track record of growing existing business, expanding distribution, winning the right new accounts, and improving how a sales organization operates.

I bring ambition, urgency, and a real appetite for growth. I do not wait for perfect information to move, and I use data and commercial judgment to make decisions. I understand how channel economics, pricing, assortment, forecasting, and account strategy affect the broader business.

I am a clear, credible leader who sets a high bar, holds people accountable, works effectively across functions, and helps teams win.

About Us: Skratch Labs is an outdoor company on the cutting edge of athlete nutrition, founded by two pro cycling veterans who started mixing performance drinks in paint buckets at McGuckin Hardware over 14 years ago. Since then, we've built an amazing following of impassioned athletes in the US and internationally and we're growing fast. We believe food and drink are just better when made from scratch and we also believe that no matter where we find ourselves in life, it's never too late to start from scratch.

We use our heads and our hearts in everything we do. Our goal is to help people be better. We work together, we are real, we perform, and we are empathetic.

If you're inspired by athletes and our story, and you think you'd thrive in an office full of dogs, bicycle posters, shenanigans, and hard work, this could be the place for you.

Core Responsibilities

• Build and evolve our B2B channel strategies, grounded in market dynamics, account and shopper insight, the competitive landscape, and channel economics.
• Lead joint business planning and regular strategic account reviews to identify growth opportunities, service improvements, and innovation needs.
• Hunt and win the right new doors, accounts, and partners within our B2B channel strategy.
• Own B2B pricing, price-pack architecture, and trade investment to drive profitable growth and protect channel health.
• Lead assortment and on-shelf strategy across channels.
• Partner with the Director of eCommerce to manage channel roles and tradeoffs across our online and wholesale businesses.
• Bring B2B customer, market, and channel insight into company planning, innovation, and go-to-market decisions.

Commercial Performance Management

• Own the B2B P&L and revenue forecast, including forecasting accuracy.
• Directly own and manage third-party ecommerce, international, and grocery, while leading performance across the full B2B business through dedicated leaders for Specialty Retail and Business Development.
• Drive growth through distribution expansion, channel-mix optimization, velocity, and share gains.
• Lead negotiations with strategic accounts and key partners, including commercial programs, targets, and investment models, with ongoing performance management.
• Own the annual B2B operating plan, forecast, and ongoing performance cadence in partnership with Finance and Planning.
• Establish and monitor KPIs across B2B channels; use data to make decisions and course-correct quickly.
• Lead, coach, and develop a high-performing team of Sales Managers, along with external rep and distributor partners.
• Set clear expectations, accountability, and performance standards across the team.

Cross-Functional Partnership

• Partner with Marketing on brand strategy, customer insight, and demand generation across B2B channels.
• Work with Customer Experience and Operations to optimize fulfillment and deliver best-in-class service.

Preferred Qualifications

Experience

• 5 to 7 years of progressive B2B sales experience in CPG, food and beverage, sports nutrition, or a related industry.
• People leadership experience, with the ability and readiness to lead Sales Managers.
• Experience owning a channel, region, or multi-channel revenue plan and forecast, with P&L ownership or demonstrated readiness to take it on.
• Demonstrated success building commercial strategy and translating it into results.
• A track record of opening new distribution and winning new accounts, not only growing existing business.
• Experience across specialty retail and one or more of grocery, international, or third-party ecommerce.

Knowledge & Skills

• Deep understanding of omnichannel dynamics, wholesale economics, and channel tradeoffs.
• Strong financial acumen, including forecasting, pricing, and trade‑spend management.
• Ability to lead through influence, clarity, and accountability.
• A confident decision-maker, comfortable managing ambiguity and tradeoffs.
• A strong communicator, credible across sales, marketing, and finance.

Tools & Systems

• ERP experience (NetSuite or similar).
• Strong Excel and reporting skills.
• CRM and sales analytics experience.
• Familiarity with syndicated and category data (SPINS, Circana/Nielsen).
• Experience with Google Workspace (or Microsoft Office Suite).
• Hybrid role with regular in‑office collaboration in Boulder, CO.
• 15 to 25% travel across accounts, markets, and events.
• Fast‑paced, growth‑oriented environment that rewards ownership and judgment.

Don’t meet every single requirement? At Skratch Labs, we are dedicated to building a diverse, inclusive, and authentic workplace. If you're excited about this role but don't meet every qualification, we encourage you to apply. You may be the right fit for this or another role.

Position Definitions

• The Director of Commercial Sales is a full-time salaried position, based in Boulder, Colorado, reporting to the VP of Sales & Marketing.
• Hybrid in‑office and remote work policy where Skratch Labs employees will be in person in the office on Tuesdays and Wednesdays to foster connection and collaboration, but the remaining days, work location, and schedule are flexible.
• Benefits include a medical/dental/ vision stipend, trust‑based unlimited time off, paid holidays, 401(K), employee profit sharing, monthly product stipend, and a positive and inclusive work environment.

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