Director of Sales, Wholesale

About Mood

Mood is a category-defining omni-channel hemp brand offering a full product suite across DTC online and retail partners. We are scaling fast and doing it profitably. We win through a premium product experience that brings best-in-class shopping to one of the most highly regulated industries. Our mission is simple: Enable access to premium hemp products of the highest quality, conveniently.

We are still early in our journey, and the right leaders can make a lasting impact.

About the Role

Mood is seeking an entrepreneurial Director of Sales, Wholesale - to lead the expansion of our THC beverage distribution strategy across the Direct Store Delivery (DSD) channel and broader wholesale ecosystem. This role will be responsible for building and scaling relationships with beverage distributors, driving execution at retail, and developing the commercial strategy that unlocks growth across all retailers of beverages..

While the role may support additional hemp-derived products where appropriate, the primary focus will be the expansion of Mood's THC beverage portfolio through beverage distributorsThis role requires a strong understanding of the beverage ecosystem, including distributor economics, route-to-market strategies, and field execution models, along with experience navigating regulated product categories such as hemp, cannabis, THC beverages, alcohol, or other controlled consumer verticals.

As a key leader within the Wholesale organization, this role will work closely with the VP of Sales, Sales Operations, Supply Chain, Distribution, and other critical cross-functional groups to ensure the beverage portfolio succeeds both with distributors and at retail.

Key Responsibilities

Wholesale & DSD Strategy

Develop and execute Mood's wholesale and DSD strategy for THC beverages, focusing on scalable expansion across beverage distributors and route-based sales networks.

Identify, recruit, and manage strategic distributor partners while establishing alignment around growth targets, execution standards, and market expansion plans.

Define and implement go-to-market strategies that optimize distribution, velocity, and retail presence across beverage-led channels including convenience, grocery, liquor, and specialty retail.

Build repeatable playbooks for onboarding new distributors and entering new markets, ensuring strong early-stage velocity and consistent execution.

Lead distributor negotiations including pricing structures, promotional support, and commercial agreements that support long-term growth.

Distributor & Field Execution

Develop strong relationships with distributor leadership, sales teams, and route operators to ensure consistent retail execution and brand visibility.

Establish field execution standards including placement strategies, merchandising expectations, and retail activation programs.

Partner with distributor sales teams to drive new account acquisition, product placements, and velocity improvements across priority retail accounts.

Implement systems to monitor retail performance, execution quality, and distributor productivity across markets.

Support market launches, sampling programs, and retail promotions designed to accelerate consumer awareness and product trial.

Retail Channel Development

Drive expansion within key beverage retail environments including convenience chains, independent convenience stores, grocery retailers, liquor stores, and specialty beverage retailers.

Identify retail opportunities where THC beverages and adjacent hemp-derived products can succeed within the wholesale and DSD framework.

Partner with internal teams to develop retailer-specific strategies that maximize shelf presence, placement quality, and category performance.

Prioritize high-impact retail opportunities that accelerate brand visibility and revenue growth.

Cross-Functional Collaboration

Work closely with the VP of Sales, as well as Sales Operations, Supply Chain, Distribution, and other critical internal teams to align distributor expansion, inventory planning, and retail execution strategies.

Collaborate with Sales Operations to build reporting infrastructure that tracks distributor performance, retail velocity, and market-level sales performance.

Partner cross-functionally to develop retail activation programs, sampling strategies, and merchandising initiatives that drive sell-through.

Collaborate with Finance and leadership on forecasting, distributor economics, and revenue planning tied to wholesale and DSD growth.

Provide ongoing market insights that inform product development, packaging strategy, and pricing decisions.

Strategic Leadership & Market Development

Serve as the internal subject matter expert on beverage distribution and the DSD ecosystem as it relates to hemp-derived THC beverages.

Monitor evolving regulatory environments and market dynamics that impact THC beverage distribution and retail placement.

Identify emerging retail channels, distributor partnerships, and market opportunities that support the expansion of hemp-derived beverages.

Develop scalable frameworks for distributor management, field execution, and market prioritization as the business grows.

Support the development of future wholesale and field sales capabilities as the organization scales.

Qualifications

10+ years of experience in beverage sales, wholesale distribution, or route-to-market leadership, ideally within high-growth consumer brands.

Experience working within regulated product categories such as hemp, cannabis, THC beverages, alcohol, nicotine, or similar controlled consumer verticals.

Deep experience working with beverage distributors and route-based sales networks.

Proven track record of expanding distribution and driving retail execution in convenience, grocery, liquor, or beverage-led retail channels.

Strong understanding of distributor economics, pricing structures, and promotional mechanics.

Experience launching products or brands through DSD networks across multiple markets.

Highly entrepreneurial mindset with the ability to operate effectively in fast-moving environments.

Exceptional relationship-building skills and ability to influence across distributor organizations and internal teams.

Strong analytical and commercial instincts with the ability to translate market insights into growth strategies.

High ownership mentality and willingness to operate both strategically and tactically.

Legal Disclaimers

Equal Employment Opportunity (EEO)

Mood is an Equal Opportunity Employer. Employment decisions are made without regard to race, color, religion, sex, gender identity or expression, sexual orientation, age, disability, national origin, genetic information, veteran status, or any other protected category under applicable law. All employment is based on qualifications, merit, and business needs.

Americans with Disabilities Act (ADA)

Mood is committed to working with and providing reasonable accommodations to applicants with physical or mental disabilities. If you need a reasonable accommodation for any part of the employment process, please contact HR and let us know the nature of your request and your contact information.