About Us

SIMPLi is an award-winning, leading regenerative food brand on a mission to connect people around the world through the joy of food. Founded in 2020, SIMPLi co-founders Sarela Herrada and Matt Cohen sought to bring the best single-origin ingredients from around the world directly to you in a way that equally benefits people, producers, and the planet. SIMPLi partners directly with farmers to source the finest ingredients and make them accessible to consumers nationwide in stores, restaurants, and online.

At SIMPLi, our 8 Norms guide our teams to deliver the highest quality work to our partners & customers. By embedding these Norms into our daily life, we are creating a culture that thrives on excellence and accountability.

1. Own It – We take full responsibility for what we build – our words, our work, and our impact. We don’t wait to be told. We anticipate, act, and own outcomes.

2. Bring The Heat – We show up with energy, presence, and emotion. Passion fuels performance, and we bring it every time – loud, proud, and full-on.

3. Build Boldly – We move fast, take smart risks, and challenge the status quo. Safe is slow. Perfect is too late. We build what's next.

4. Keep It Tight – We follow through with clarity and discipline. If we say we’ll do it, we do it – cleanly, clearly, on time, every time.

5. Say The Thing – We give real feedback, early and often. No politics. No drama. Just direct, human conversations rooted in trust.

6. Win Together – We’re not just teammates – we’re all in. We show up for each other, share the weight, and celebrate our wins like they matter. Because they do.

7. Raise The Bar – We hold ourselves and each other to the highest standard. Excellence is how we show respect – to the work, the mission, and each other.

8. Stay In It – You stay in dialogue when things get tough, not just ease. You don’t shut down or ghost – you stay connected.

If you’re passionate about food, sustainability, and making a difference, then SIMPLi is the place for you!

The Role

As the Director of Retail, Natural, you will drive growth within the Natural grocery channel. You will be responsible for managing data, trade spend, work with distribution partners, and finding opportunities to expand SIMPLi’s retail footprint. This is a pivotal, strategic sales role for a mission-aligned, entrepreneurial self-starter who can future-plan while also managing the day-to-day business.

Key Responsibilities

Channel Strategy & Revenue Growth

• Own and execute the Natural channel strategy to deliver revenue, distribution, and velocity growth
• Identify whitespace opportunities by region, retailer, and category
• Establish sales targets, KPIs, and scorecards for accounts and brokers
• Lead annual planning including revenue forecasting and trade investment strategy
• Optimize assortment, pricing architecture, and promotional strategies to maximize ROI
• Leverage syndicated data (SPINS, Circana/IRI, Nielsen) and internal data to guide decisions
• Monitor category, consumer, and retailer trends and proactively adapt strategies
• Lead category reviews and buyer presentations using data-driven storytelling
• Maintain accurate forecasting and pipeline management in CRM systems

Key Account Management

• Own relationships and Joint Business Planning with key Natural retailers
• Lead the full sales cycle: prospecting, line reviews, presentations, negotiations, and execution
• Develop annual customer business plans aligned to company financial targets
• Manage pricing strategy, promotional calendars, and trade spend allocation
• Monitor performance vs. plan and proactively close gaps
• Drive assortment expansion, shelf placement, and promotional support
• Maintain detailed customer records including contracts, contacts, and insights
• Deliver high-touch account service and issue resolution
• Provide monthly risk and opportunity reporting

Broker & Distributor Management

• Lead and manage broker partners to ensure accountability and performance
• Set clear broker goals, KPIs, and reporting expectations
• Manage distributor relationships (UNFI, KeHE, regional distributors)
• Oversee deductions, disputes, allocations, and distributor program participation
• Ensure strong execution at distributor shows and selling events

Cross-Functional Leadership

• Partner with Marketing, Supply Chain, Finance, QA, and R&D to support growth
• Align demand planning and supply with customer programs
• Provide market feedback to inform innovation and commercialization
• Communicate insights and performance updates to senior leadership

Industry & Customer Engagement

• Represent SIMPLi at key industry events (Expo West/East, distributor shows, regional trade events)
• Lead customer trainings and product education sessions
• Facilitate customer planning and ideation sessions
• Monitor food and wellness trends to inform opportunities

Leadership & Culture

• Mentor and develop emerging sales talent as the team grows
• Model a high-performance, accountable sales culture
• Build external networks to expand brand presence and opportunity pipelines
• Serve as a culture carrier for SIMPLi’s mission and values

Requirements & Qualifications

• Bachelor’s degree in Business, Marketing, or related field (MBA a plus)
• 7–10+ years of CPG retail sales experience, with strong exposure to the Natural channel
• Demonstrated success managing Natural retail accounts and distributors
• Experience working with brokers and syndicated data platforms
• Proven ability to deliver revenue growth and manage trade spend ROI
• Strong analytical and financial acumen
• Excellent negotiation, communication, and presentation skills
• Highly organized with strong prioritization and planning skills
• Proficiency in Microsoft Office and CRM systems
• Passion for food, sustainability, and mission-driven brands
• Must be able to travel, frequently, to our HQ in Philadelphia, PA