Director of Sales - West

At Botanic Tonics, we believe being present is powerful, but in today's world it's very hard to do this a lot of the time. We exist to help people make the most of every moment—to reset, re-think, and then re-engage with themselves, others, and the world around them.

feel free products are thoughtfully crafted with noble kava root and other functional botanicals that have been used for centuries. Our feel free CLASSIC tonic and capsules contain noble kava root and natural kratom leaf, delivering calm, focused energy without caffeine. Our feel free Kava Maté combines noble kava root with yerba mate for elevated, sustained energy with 60mg of natural caffeine per serving. These unique blends are designed to create a state of chilled energy, helping to clear your mind and elevate your mood, so you can be more present and in the moment.

Founded in 2020, we now serve over 6 million servings monthly and are available in more than 27,000 retail locations nationwide. Our premium plant-based supplements are manufactured in an FDA-registered, cGMP-certified production facility in Broken Arrow, Oklahoma, where quality, science, and safety guide everything we do.

Overview

The Director of Sales is responsible for driving revenue growth, market expansion, and field execution across assigned west(PacNW & Southwest) markets. This role bridges strategic direction from the Head of Sales & Distribution with in-market execution, leading Territory Sales Managers and developing high-performing distributor partnerships.

This is a highly field-oriented leadership role focused on new market development, retail expansion (especially within the convenience channel), and strengthening DSD partner performance. The Director of Sales will play a critical role in accelerating distribution, improving merchandising standards, and ensuring flawless execution in newly opened markets.

We’re looking for a hands-on sales leader who thrives in fast-paced, high-growth CPG environments and knows how to build something from nothing.

Key Responsibilities

Regional Sales Leadership & Market Expansion

• Translate national strategy into actionable plans across assigned markets and territories

• Identify high-opportunity markets and prioritize expansion efforts with Territory Sales Managers.

• Drive new account acquisition, with a focus on independent and small-chain convenience retailers.

• Establish clear KPIs for distribution gains, velocity, merchandising standards, and new door openings.

• Monitor performance against targets and implement corrective action plans as needed.

Team Leadership & Development

• Lead, coach, and develop Territory Sales Managers focused on new market penetration.

• Conduct regular ride-alongs and in-market visits to reinforce selling standards and execution.

• Build a culture of accountability, urgency, and entrepreneurial ownership.

• Support hiring, onboarding, and performance management of field sales talent.

• Ensure consistent communication between field sales and senior leadership.

Distributor (DSD) Development & Performance Optimization

• Strengthen performance of existing DSD partners through coaching, performance reviews, and joint business planning.

• Identify gaps in execution and implement improvement plans to increase sales productivity.

• Partner with Head of Sales & Distribution to evaluate territory coverage and profitability.

• Collaborate with Training & Enablement to enhance distributor selling capabilities.

• Ensure compliance with company policies and revenue protection standard

Market Development & Account Excellence

• Oversee successful development of key markets

• Act as escalation point for early-stage distributor or retail execution challenges.

• Ensure smooth handoff from new account acquisition to ongoing DSD support.

• Monitor competitive activity and provide actionable field insights.

Cross-Functional Collaboration

• Partner with Marketing on activations, sampling, and retail support initiatives.

• Provide regular reporting on sales performance, regional trends, and expansion progress.

• Participate in sales strategy meetings and forecasting discussions.

Qualifications

• 12+ years of CPG sales experience, with significant experience in convenience retail.

• 7+ years of field sales leadership experience.

• Deep understanding of DSD systems and distributor management.

• Proven track record of opening new markets and driving distribution gains.

• Strong ability to coach field sellers and influence distributor partners.

• Entrepreneurial mindset with a bias for action.

• Highly organized, KPI-driven, and comfortable in a high-growth environment.

Location/Travel

This role must be based in a major metro area in the western region, inclusive of TX.

Travel requirements - 40%

Benefits Overview: Comprehensive Medical, Dental and Vision Plans, 401k Match, Family Leave, PTO & Paid Holiday Schedule.

Botanic Tonics is an equal employment opportunity employer. Candidates are considered for employment without regard to race, creed, color, national origin, age, sex, religion, ancestry, veteran status, marital status, gender identify, sexual orientation, national origin, liability for military service, or any other characteristic protected by applicable federal, state, or local law. If you are interested in learning the status of your application, please note you will be contacted directly by the appropriate human resources contact person if you are selected for further consideration. Botanic Tonics reserves the right to defer or close a vacancy at any time.