Business Development Manager

Wally’s Natural offers a unique opportunity to be part of a purpose-driven, entrepreneurial company where your work truly matters. As a trusted, family-owned brand in the natural health space, Wally’s combines decades of heritage with a forward-thinking approach to growth and innovation. The team operates in a collaborative, hands-on environment where ideas are valued, ownership is encouraged, and high performers have the ability to make a direct impact on the business. With exposure across key areas like retail, marketing, and product development, employees gain meaningful experience while helping expand a brand committed to quality, integrity, and long-term success.

If you’re looking for a place where you can grow, contribute, and be part of a team that’s actively building something, Wally’s Natural is an exciting place to be.

Role Overview
The Business Development Manager reports to the CSMO and is responsible for driving revenue growth across retail, wholesale, and distribution channels within the Consumer Packaged Goods (CPG) space, with a strong focus on Health & Beauty Care (HBC), Personal Care, and Over-the-Counter (OTC) products nationally..

This role owns new account acquisition, expansion within key retail customers, and management and accountability of broker and distributor networks.

This is a hands-on, player-coach role. The ideal candidate will not only lead strategy but also personally engage with buyers, close deals, manage brokers, and drive execution to expand distribution, increase velocity, and grow revenue.

Key Responsibilities
Retail & New Business Development

• Nationally, iIdentify, pursue, and secure new business across mass, drug, grocery, and natural retail channels (e.g., Walmart, CVS, Walgreens, Target, UNFI, KeHE, regional chains, and others).
• Build and maintain a strong pipeline of qualified retail and distribution opportunities.
• Lead buyer meetings, line reviews, and product presentations, including pricing, promotional strategy, and contract negotiations.
• Drive new item placements, distribution expansion, and retail / ecomm shelf presence across accounts.
• Develop relationships with category buyers, distributors, and key retail decision-makers.

Strategic Account Growth

• Own revenue growth within key retail accounts through expanded distribution, new SKU placements, and promotional programs.
• Develop and execute Joint Business Plans (JBP) aligned with retailer goals.
• Monitor account performance including velocity, pricing, and promotional effectiveness.

Broker & Distributor Leadership

• Lead and manage broker networks and distributor relationships (including UNFI, KeHE, and regional partners).
• Set clear sales targets, distribution goals, and execution expectations for broker teams.
• Hold brokers accountable for performance, including corrective action or replacement when needed.
• Ensure alignment between brokers, internal teams, and retail priorities.

Trade Spend & Promotional Strategy

• Own trade spend strategy, allocation, and ROI optimization.
• Develop and execute promotional calendars, pricing strategies, and retail programs.
• Partner with marketing to align brand positioning and claims (especially OTC/HBC compliance) with retail execution.

Pipeline, Forecasting & Revenue Management

• Maintain visibility into sales pipeline, deal progression, and account-level performance.
• Own forecast accuracy and revenue delivery.
• Identify risks to revenue targets and implement corrective action plans.
• Ensure strong CRM discipline and reporting.

Sales Execution & Operations

• Drive in-store execution including displays, merchandising, and velocity improvements.
• Coordinate with operations and supply chain to meet retailer requirements and service levels.
• Provide leadership insights on market trends, competitive activity, and growth opportunities.

Leadership of Sales Support & Coordination

• Provide direction to the Sales Support Coordinator and broker network.
• Establish KPIs, accountability, and reporting standards.
• Ensure coordination between sales, marketing, and operations.

Success Metrics

• New retail accounts secured
• Revenue growth from new and existing business
• Distribution expansion and shelf placement
• Sales velocity and promotional ROI
• Pipeline strength and conversion rates
• Contribution to overall company revenue and profitability

Qualifications (Required)

• 7–15+ years of experience in CPG sales, preferably in HBC, personal care, or OTC categories.
• Proven success selling into mass (Walmart, Target), drug (CVS, Walgreens), and grocery/natural (UNFI, KeHE) channels.
• Direct experience managing broker networks and distributor relationships.
• Strong understanding of trade spend, promotional strategy, retail pricing, and merchandising.
• Demonstrated ability to secure new accounts and drive revenue growth.

Ideal Candidate Profile

• Hands-on sales leader willing to personally drive execution
• Comfortable in a lean, high-accountability environment
• Strong retail buyer relationships
• Action-oriented with data-informed decision making
• Experience in regulated or claims-sensitive categories (OTC, HBC) preferred

Important Note
CPG experience is required, ideally in HBC, personal care, or OTC. Candidates without direct retail and distribution experience will not be considered.

Location: Auburn, CA

Compensation range: $90,000-$120,000