The Challenge 🦅

We built the largest and most successful health and wellness brand in Mexico—scaling to $100M+ in a market ~11x smaller than the US. Now we are scaling the US from $10M to $300M+ in the next 5 years.

Brick & Mortar will be a critical pillar of that growth.

We are looking for aHead of B&M Sales for the USA to build this channelfrom the ground up—from first accounts to a $100M+ retail business.

This is not a role to manage existing distribution.
This is a role tocreate it, scale it, and make it work at shelf.

You will own the retail channel end-to-end: strategy, sales, trade marketing, merchandising, operations, and full P&L—with accountability not only for distribution (sell-in), but more importantly forvelocity and repeat purchase (sell-out).

Critically, this role requires aP&L mindset oriented toward customer acquisition and long-term value creation—deploying trade spend and retail investments not just to drive short-term volume, but to acquire customers efficiently and maximize repeat purchase and lifetime value over time.

We are specifically looking for leaders who:

Havebuilt (from near zero) and scaled a brand in US retail to $50M–$100M+
Know how to go fromno distribution → national expansion → strong sell-through
Have deep relationships across retailers, brokers, and distributors (UNFI, KeHE, etc.)
Know how to deploy trade spend withdiscipline and ROI focus, treating it as an investment in customer acquisition
Are obsessed withsell-out, repeat purchase, and long-term profitability
Operate asowners of the channel, not account managers

👉 The opportunity is to build and scale the retail engine of a proven $100M+ brand in the largest market globally.

We offer competitive compensation and performance incentives aligned with top market standards, along with meaningful equity upside (phantom stock) tied directly to the value created as the business scales. This is designed for individuals who want to build again—and have meaningful participation ($) in the value they create. This is not for everyone—and it’s not designed to be.

The Brand 🪴

Birdman is a high-growthhealth and wellness company building the future ofclean, plant-based, and sustainable nutrition.

We are driven by the belief that performance and wellbeing should not come at the expense of animals, health, or the planet.

Over the past 10 years, we have builtMexico’s leading health and wellness brand, scaling to$100M+ in revenue with strong profitability and consistent execution.

What differentiates Birdman is that the core pieces required to win are already in place:

Proven track record of building and scaling a category-defining brand through winning products, operational excellence, and strong brand equity
Winning products with strong consumer validation, high repeat purchase, and best-in-class taste
Vertically integrated manufacturing, providing cost, quality, and speed advantages
Established supply chain and operational infrastructure, ready to scale without incremental capex
Strong cash flow from a profitable core business, funding US and international expansion
Access to additional capital if required, providing flexibility to accelerate growth
Ahigh-performance team in Mexico, supporting product, operations, and execution

We are now bringing this platform to the United States—not as an experiment, but as ascaled replication of a proven system in a significantly larger and more competitive market.

👉Winning in the US requires a different level of execution—and a team of exceptional operators to make it happen.

Role Summary

We are seeking aHead of Brick & Mortar (B&M) – USA to build and scale Birdman’s retail business from the ground up.

This role owns the full B&M channel P&L and is responsible for scaling the business across:

Retail Strategy & Expansion (Natural, Specialty, Grocery, Club, etc.)
Sales & Distribution (retailers, brokers, distributors)
Trade Marketing, Merchandising & Retail Activation
Sell-Through, Velocity & In-Store Performance
Pricing, Pack Architecture & Promotions
Trade Spend Allocation & ROI

👉 This is ageneral management role for the retail channel, with a strong bias toward execution, profitability, and customer acquisition through retail. In the early stages, this role requires being atrue builder and “jack of all trades”—personally driving key accounts, managing brokers, executing retail initiatives, and building the foundations of the channelbefore scaling a team.

You should be equally comfortablesetting strategy one hour and executing the next—from defining channel priorities and trade spend frameworks to being hands-on with buyers, merchandising plans, and in-store execution.

👉 This role requires ahigh level of ownership, intensity, and willingness to roll up sleeves—doing whatever is needed to drive results and build a scalable retail engine from scratch.

Key Responsabilities

Build and lead the B&M organization: start as an individual owner of the channel, then hire and scale a high-performing team and broker network over time

Own the B&M P&L: define strategy and drive revenue, margins, and profitable growth, balancing short-term performance with long-term value creation

Lead retail strategy & expansion: define channel priorities and sequencing, and personally drive early account acquisition before scaling the team

Own sales & distribution (sell-in): build and manage relationships with buyers, brokers, and distributors (UNFI, KeHE, etc.), initially in a highly hands-on manner

Drive sell-through & velocity (sell-out): ensure strong in-store performance through direct involvement in merchandising, promotions, and retail execution

Own trade marketing & merchandising: design and execute retail activation strategies, rolling up sleeves in early stages to test and refine what works

Manage trade spend with ROI discipline: treat trade spend as a customer acquisition lever, with hands-on ownership of testing, measurement, and optimization

Define pricing & pack strategy: balance competitiveness, margins, and velocity through both strategic design and tactical execution

Build retail playbooks: develop scalable frameworks from first principles, based on direct execution and learnings in-market

Operate across strategy and execution: move seamlessly between high-level planning and day-to-day execution, doing whatever is required to drive results

Collaborate cross-functionally: work closely with Marketing, Supply Chain, and Finance to ensure alignment and flawless execution

Leverage omnichannel opportunities: connect retail with digital channels to maximize customer acquisition, retention, and lifetime value

Proven track recordbuilding (from near zero) and scaling a CPG brand in US retail to $50M–$100M+ revenue
Deep experience inBrick & Mortar within Health, Wellness, or VMS, with strong understanding of retail dynamics and velocity drivers
Strong relationships withkey retailers, brokers, and distributors (e.g., Whole Foods, Sprouts, Costco, UNFI, KeHE)
Hands-on experience driving bothsell-in and sell-out, with focus onvelocity, repeat purchase, and in-store performance
Strong expertise intrade marketing, merchandising, and retail execution
Experience managingtrade spend with ROI discipline, treating it as a lever forcustomer acquisition and long-term value (LTV)
Experience owning achannel or business P&L, with solid understanding of pricing, margins, and promotions
Demonstrated ability tobuild from scratch and scale teams over time, starting hands-on
Ability to operate as a“jack of all trades”, combining strategy with execution
Understanding ofomnichannel dynamics, using retail to drive acquisition and repeat
High level ofownership, accountability, and execution speed
Ability to operate effectively inhigh-growth, high-ambiguity environments
Genuine interest in health, wellness, and nutrition, with strong alignment to the category and consumer

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