National Sales Manager - East
What We’re Looking For:
As the National Sales Manager – East, you will lead sales strategy and execution across the Eastern United States, driving growth and distribution with key retail partners including Wegmans, Albertsons Co., Stop & Shop, Walmart, and Wakefern, while developing new opportunities in emerging natural, conventional, C-store and On-Premise channels.
This role is critical to scaling Caliwater’s footprint, building deeper retailer relationships, and accelerating velocity through data-driven execution, promotional excellence, and broker partnership management.
About Us:
CALIWATER, a celebrity-backed start-up, offers a unique opportunity to significantly impact the success of a rapidly growing business in an emerging category. You'll work closely with the Founders and Executive leadership, gaining invaluable experience. As entrepreneurs, we are committed to building a great company and nurturing talent. Joining us at this early stage provides the right candidate with the chance to quickly develop their career and acquire valuable skills.
What You’ll Do:
Account Leadership & Growth
- Lead and manage relationships with key East accounts
- Drive new item placements, distribution expansion, and promotional programming to increase velocity and market share.
- Partner with brokers and distributors to ensure flawless execution, compliance, and alignment with Caliwater’s growth plans.
- Develop and execute annual business plans for assigned accounts, including volume forecasts, trade spend, and promotional strategies.
Retail & Channel Strategy
- Leverage SPINS, retailer POS, and syndicated data to identify opportunities to grow the cactus water segment and win share from coconut water and traditional juice.
- Execute retail programs that support high-velocity turns and strengthen brand visibility—endcaps, shipper programs, and cross-merchandising initiatives.
- Support rollout of product exclusives and new flavors within Eastern divisions.
- Collaborate with marketing to ensure localized activations, demos, and influencer campaigns align with retail timing.
- Oversee broker partners across the East to deliver against promotional calendars, resets, and merchandising goals.
- Track performance by region and banner to ensure accountability and optimize ROI on trade investments.
- Train and motivate broker teams on Caliwater brand positioning, competitive advantage, and key selling points.
- Work closely with operations, marketing, and finance to deliver on forecast accuracy, supply planning, and profit targets.
- Provide feedback on regional insights, consumer trends, and competitor performance.
- Collaborate with the National Account team to align strategies across channels.
About You:
- 5–8 years of sales experience in CPG beverage, preferably with natural and conventional retailers.
- Proven success growing brands with key accounts such as Wegmans, Wakefern, and Albertsons banners.
- Strong understanding of SPINS, Nielsen, or IRI data.
- Excellent negotiation, presentation, and relationship-building skills.
- Ability to manage multiple priorities across accounts and partners.
- Self-starter with entrepreneurial mindset and ability to thrive in a fast-paced, growth-oriented environment.
- Willingness to travel up to 40%
- Must be located on the East Coast / Mid-Atlantic, preferably PA, NJ, NY, MD, VA, DC or DE
Success Will Be Measured By
- Distribution and velocity growth across Eastern retailers.
- Achievement of sales, trade, and profitability targets.
- Executional excellence with broker and retail partners.
- Expansion of brand presence and awareness through aligned field programs.