VP of Sales at TRUFF

Company Background

TRUFF is a premium, challenger brand setting a new standard in the condiment category. TRUFF was founded on social media where the co-founders built the popular food and lifestyle Instagram account @sauce. In 2017, TRUFF co-founders launched their first viral product, TRUFF Original Hot Sauce, which catapulted to success when Oprah selected it as one of her “Favorite Things.” After six years on Oprah’s “Favorite Things” list and several groundbreaking new Hot Saucåe flavors, TRUFF has become one of the fastest-growing and zeitgeisty brands in the condiments, expanding beyond hot sauce with innovation in pasta sauce, mayo, oil, and seasonings. TRUFF’s uniquely premium taste and aroma amplify the experience of everyday dishes; and simply put, TRUFF makes the ordinary extraordinary.

As we embark on an exciting new chapter of scale and innovation, we’re seeking visionary executive leaders who are ready to build, lead, and transform the brand and make it a CPG powerhouse and household name.

This is a rare opportunity to step in at a pivotal inflection point—to shape strategy, drive accelerated growth, and have a lasting impact on the category, the company, and the team. Join us in writing the next chapter of TRUFF’s journey and help elevate this emerging brand into an American icon.

Position Summary

The VP of Sales will be a critical leader in TRUFF's next phase of growth, translating strategic sales vision into day-to-day execution. This role sits at the intersection of distribution strategy, key account management, trade and promotional execution, and sales operations. The VP of Sales will help lead TRUFF's expansion across retail and foodservice channels, while developing high-performing teams, broker relationships, and customer partnerships.

Key Relationships

Reports to: CCO

Key Responsibilities

Sales Strategy & Execution

• Support the development and execution of a bold, multi-year sales strategy across MULO, natural, specialty, and non-traditional channels.
• Align day-to-day execution with TRUFF’s growth priorities and revenue targets.

Distributor Account Management

• Oversee relationships with key distributors (e.g., UNFI, KeHE), ensuring strong execution of new item setup, promotional support, and data reporting.
• Work closely with operations and finance to optimize distributor performance and manage spend.

Key Account Management: Club

• Lead the day-to-day management 
• Drive new item setup, promotional planning, customer relationship management, and broker coordination.

Trade Spend & Promotional Management

• Manage trade spend planning, execution, and tracking to ensure alignment with company budget and promotional strategy.
• Oversee monthly broker commission reporting and ensure spend accountability.

Sales Data & Analytics

• Own the creation of the monthly sales team master deck and executive sales reports.
• Support team members in creating data-informed customer presentations.

Sales Collateral & Tools

• Ensure all sales collateral, price lists, images, and product renders are current and organized in shared folders.
• Partner with the marketing team on content development for sell sheets, retailer-specific assets, and sample coordination.

Cross-Functional Collaboration

• Work closely with Marketing, Operations, and Finance to ensure alignment on go-to-market, inventory planning, and retailer requirements.

Broker Network Management

• Support the management and performance of TRUFF's broker partners.
• Ensure clear communication, expectations, and alignment across all regions.

Requirements

Capabilities and Skills Required

• 10+ years of progressive sales experience in CPG, preferably with premium or high-growth food brands.
• Experience managing national retailers and distributor partners.
• Deep understanding of MULO and natural retail environments.
• Strong analytical skills; confident with IRI, SPINS, and trade spend tools.
• Exceptional project management, communication, and cross-functional collaboration skills.
• High comfort with ambiguity and rapid growth environments.
• Proven track record of achieving sales targets while optimizing trade spend and operational efficiency.
• Passion for TRUFF’s mission and premium positioning.

Desired Personal & Leadership Characteristics

• Strategic-Tactical Agility: Able to zoom out and set long-term vision while executing near-term priorities. Balances high-level commercial strategy with hands-on involvement where needed.
• Entrepreneurial Mindset: Comfortable operating in a lean, high-growth environment with minimal bureaucracy. Excited by white space and building from scratch.
• Team Builder & People Developer: Known for building strong, performance-oriented teams. Invests in developing talent and empowering others to make decisions.
• Cross-Functional Collaborator: Thrives in environments where people step outside their lanes. Partners effectively with operations, finance, and customer care to achieve shared goals.
• Customer-Centric Operator: Deep commitment to service excellence, mirroring the company’s legacy of hands-on customer care. Builds trust with both internal and external stakeholders.
• Culture Carrier: Embodies and reinforces TRUFF’s core values of curiosity, autonomy, collaboration, and a “get-it-done” mentality.

Benefits

What We Offer:

• Medical insurance
• Dental insurance
• Vision insurance
• Life Insurance
• 401(k) retirement plan with 3% company match
• Wellness stipend
• Paid time off
• Sick time
• Paid holidays
• Internet & cell phone reimbursement
• Company-provided computer

Note on Pay Transparency:

TRUFF provides an estimate of the compensation for roles that may be hired as required by state regulations. Compensation may vary based on (a) location, as TRUFF factors in specific location when benchmarking compensation for most roles; (b) individual candidate skills and qualifications; and (c) individual candidate experience. Additionally, TRUFF leverages current market data to determine compensation, so posted compensation figures are subject to change as new market data becomes available. The salary, other compensation, and benefits information is accurate as of the date of this posting. TRUFF reserves the right to modify this information at any time, subject to applicable law. TRUFF is committed to equal treatment and opportunity in all aspects of recruitment, selection, and employment without regard to gender, race, religion, national origin, ethnicity, disability, gender identity/expression, sexual orientation, veteran or military status, or any other category protected under the law. TRUFF is an equal opportunity employer, committed to a community of inclusion, and an environment free from discrimination, harassment, and retaliation.