Sales Director, Mass

About Bobbie

Bobbie makes European-style organic infant formula manufactured end-to-end in the U.S., because we believe every parent deserves to feed their baby with confidence, without judgment and without compromise. No mystery ingredients. No shortcuts. Just clean, thoughtfully made formula that parents can trust.

But Bobbie has never been just a formula company. When the 2022 national infant formula shortage left parents across the country unable to feed their babies, we closed our storefront to new customers rather than leave a single existing family without formula. We went to Washington. We got loud. And we opened our Heath, Ohio manufacturing facility to make sure something like that could never happen again.

That's who we are, and that's what you'd be joining.

Bobbie for Change

Our advocacy arm, Bobbie for Change, exists because making great formula isn't enough if the systems around parenthood are still broken. We fight for paid federal parental leave, push for legislation to prevent future formula shortages, advocate for feeding equity, and support families navigating impossible situations, including donating formula to parents impacted by breast and gynecologic cancers through the Bobbie Breasties program.

We're a company that genuinely believes becoming a parent makes you an activist. The people who work here feel that too.

About the Role

Bobbie’s retail business is scaling fast, and Mass Channel, Walmart and Target, are central to that growth as we expand distribution this year. We’re looking for a Senior Director, Mass to take full ownership of both relationships and to build the account strategy, retailer relationships, and operating rigor this business needs as it scales.

This role also leads Bobbie’s Shopper Marketing Manager and Sales Operations Manager, who support the entire retail sales organization - so beyond owning Walmart and Target directly, you’ll help set the operating cadence for retail sales as a whole. You’ll report directly to our Chief Growth Officer, which means high autonomy, direct executive visibility, and real influence over how Bobbie’s retail sales organization takes shape as it scales.

What You Will Do

Own the Mass P&L. Take full accountability for volume, trade spend, and profitability across Walmart and Target.

Run the Walmart and Target relationships end-to-end. Serve as Bobbie’s primary, full-scope point of contact with buying and merchandising teams at both retailers — from executive conversations to day-to-day account execution — with complete accountability for the relationship.

Lead JBP and category strategy. Own annual and in-year Joint Business Planning, category reviews, and modular/reset strategy, including Walmart’s Retail Link and OTIF requirements and Target’s vendor and seasonal planning cadence.

Own forecasting and demand planning. Build and run the forecast cadence for Walmart and Target, partnering closely with Supply Chain to protect fill rates and OTIF performance as both retailers scale this year.

Manage trade investment. Develop and own trade spend and promotional plans across Mass, with full accountability for ROI and reporting.

Lead retail media strategy. Own Bobbie’s approach to Walmart Connect and Target Roundel in partnership with Shopper Marketing.

Lead a shared team. Manage the Shopper Marketing Manager and Sales Operations Manager, setting priorities so their work serves Club & Grocery as well as Mass.

Partner cross-functionally. Work closely with Category Management/Shopper Insights, Supply Chain, Finance, and Brand Management to bring one unified account strategy to every retailer conversation.

Shape retail sales strategy. Represent Mass and retail operations in strategy and planning conversations with the Chief Growth Officer, directly informing how Bobbie’s retail sales organization is built.

How We’ll Measure Success

Walmart and Target net revenue and share growth

Forecast accuracy and fill-rate performance

Trade spend ROI and promotional efficiency

On-time, successful product launches and shelf transitions

Retailer relationship health and vendor management

Team culture and development

Retail media revenue and efficiency (Walmart Connect, Roundel)

Effective prioritization and output of the shared Shopper Marketing and Sales Operations functions

What We’re Looking For

10+ years in CPG sales, with direct, senior-level experience owning Walmart and/or Target relationships (National Account Manager, Director, or above).

End-to-end account ownership. A track record of running a retailer relationship in full — forecasting, JBP, trade planning, and day-to-day execution — with complete accountability for the account rather than managing it through an intermediary.

Deep retailer fluency. Strong command of Walmart’s Retail Link, OTIF, and modular reset cycle, and/or Target’s vendor and seasonal planning systems.

Proven JBP and category leadership. A history of leading category reviews and joint business plans that grew distribution, share, and profitable volume at scale retailers.

People leadership across functions. Experience managing both sales and operational roles (e.g., shopper marketing, sales operations), with comfort setting priorities across a small, cross-functional team.

Comfort with autonomy. You thrive operating independently in a lean, scaling organization — this role reports directly to the Chief Growth Officer and carries real visibility with the executive team.

Category relationships strongly preferred. Existing relationships with baby/infant nutrition buyers at Walmart or Target, or direct experience selling into the baby/infant nutrition category. Experience across adjacent categories in nutrition, health & wellness, also considered.

Our Values

Be Radical — We are change makers, rule breakers and stigma shakers. We are unapologetically bold and use our megaphone for good.

Nurture the Tension — Parenthood is full of healthy tension, and so is building a company. We embrace the unknowns, practice humility and are a culture of learners.

Deliver Ounce by Ounce — Our customers have entrusted us to feed their babies. We lose sleep over the details, so they don't have to.

Don't Assume — We embrace our unique perspectives, withhold judgment, and find beauty in the paths that brought us all to Bobbie. Our strength is celebrating each other and our collective voice.

Diversity & Equal Opportunity

At Bobbie, we are committed to building a diverse and inclusive company. We seek to create a culture where everyone can belong because we believe that people do their best work when they can show up every day as their authentic selves. We welcome people of different backgrounds, experiences, abilities, and perspectives.

Bobbie is an equal opportunity employer. We do not make hiring or employment decisions on the basis of race, religion, color, national origin, gender, gender identity, sexual orientation, age, marital status, veteran status, disability status or genetic information, in compliance with applicable federal, state and local law.

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