Job Description

Job Title: Vice President of Sales, Foodservice

Location : Hybrid

About Reed’s Inc.

Reed’s Inc.® is an innovative company and category leader that provides the world with high quality, premium and naturally bold™ better-for-you beverages. Established in 1989, Reed's Inc.® is a leader in craft beverages under the Reed’s®, Virgil’s® and Flying Cauldron™ brand names. The company’s beverages are now sold in over 40,000 stores nationwide.

Position Overview

The VP of Sales, Foodservice will be responsible for setting the strategic direction and execution of Reed’s foodservice growth. This executive role requires strong leadership, deep industry expertise, and a proven ability to build high-impact relationships with national distributors and major foodservice providers. The VP will work cross-functionally across the organization to ensure seamless execution, operational excellence, and long-term revenue growth.

Key Responsibilities

Strategic Leadership

• Define and lead the overall foodservice sales strategy in alignment with Reed’s broader business objectives.
• Set revenue targets, build long-term channel plans, and drive execution across all national and regional markets.
• Leverage existing relationships to obtain new account listings in the Food Service channel.
• Champion Reed’s presence with large distributors (e.g., Sysco, US Foods, PFG, Vistar) and top-tier contract foodservice providers (e.g., Sodexo, Compass, Aramark, Canteen).

Executive Relationship Management

• Cultivate senior-level relationships across key accounts and distribution networks to maximize visibility, placement, and performance of Reed’s products.
• Lead high-stakes negotiations and joint business planning efforts with key partners.

Cross-functional Collaboration

• Partner with operations, supply chain, marketing, and finance to ensure sales strategies are executable, profitable, and scalable.
• Translate customer and distributor feedback into actionable insights and innovations.

Growth & Market Development

• Identify and capitalize on emerging opportunities in foodservice channels.
• Monitor competitive activity, category trends, and customer behavior to stay ahead of the curve.

Team Leadership & Development

• Build and mentor a high-performing sales team with a focus on accountability, innovation, and continuous improvement.
• Create a culture of ownership, strategic thinking, and operational excellence.

Performance & Analytics

• Regularly assess key metrics, business plans, and ROI across foodservice initiatives.

Qualifications

• 10+ years of progressive experience in foodservice or beverage sales, with at least 5 years in a senior leadership or VP-level role.
• Deep knowledge of national foodservice distribution and operations.
• Demonstrated success in managing large accounts and driving double-digit growth through strategic planning and execution.
• Exceptional leadership, communication, and negotiation skills.
• Strong analytical mindset with a data-driven approach to decision making.

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