Director of Sales, East US

Location:  Field Based – Multiple cities possible – East Coast



Icelandic Provisions has been among the fastest growing yogurt brands in the category since launching in 2016. Our distribution has grown from 600 to over 8500 stores in only four years. Retailers include Whole Foods, Wegmans, Safeway, Kroger, Target, HEB, Meijer, Publix, Ahold and Sprouts. Popular news/media outlet “Eat This Not That” reviewed all major yogurts in the category and concluded that Icelandic Provisions was the #1 best tasting. In July 2019, IP launched a new whole milk range that has already garnered two different World Dairy Innovation Awards, numerous top picks from key offline and online news media and shout outs by celebrities like Sarah Jessica Parker (unpaid).


Icelandic Provisions has a solid consumer and business base to build on and now we’re looking for a strategic, motivated and passionate Sales Director to help grow awareness and love for the Icelandic Provisions brand across the Eastern US.  We are a startup so it’s essential that this individual is comfortable with working in a dynamic, ever-changing work environment.

The Director of Sales, East will report directly to the VP of Sales and play an essential role in the continued exponential growth of the Icelandic Provisions brand


Overall responsibility for the organization, planning, direction and execution of all sales activities for all US East customers to achieve stated sales objectives

Develops strategic customer plans that align with company goals and objectives to meet or exceed budgeted sales and operating profit targets across East US customer base

Understand customer business needs and build short and long term strategies that support those customer goals while achieving all company sales targets and financial expectations

Lead and improve our distribution, pricing, shelving and merchandising within stated customers

Ensure sound fiscal operation of all US East customers through the development, measurement and adherence to trade guidelines and overhead spending

Establish a strong working relationship with internal cross functional teams in Supply Chain, Finance, Marketing, Sales Planning, etc to achieve desired results for both customers and internal organization

Develop best in class partnerships with key East US retailers for long term brand and category growth

Leads new distribution initiatives across East US retailers to expand overall points of distribution and reach our core consumer where they shop

Provide input and customer expertise relevant to the development of marketing and sales strategies and implements the results in order to meet sales objectives

Knowledge of and ability to effectively use business intelligence (i.e. Nielsen) and customer databases to drive brand and category growth

Leads and directs the overall operation of all broker partners to achieve outstanding execution across  customers

Accountable for partnering with Sales Strategy team to uncover key customer category opportunities to improve profit and gross sales volume based on analysis of promotion, spending and volume (forecast and actuals).   Flawlessly executes these solution based selling tools and presentations to close these opportunities within customer base


  • Bachelor’s degree with a minimum of 7+ years of consumer packaged goods industry experience in Sales and/or related functions, preferably across various channels of business
  • Position requires excellent interpersonal, analytical, organizational, communication, presentation, and time management skills
  • Previous broker management experience highly preferred
  • Demonstrated success as a team player building highly collaborative working relationships, especially with finance and sales planning teams
  • Proven experience working across the Eastern US retailer landscape is essential, requiring direct account management at specific retailers including Publix, AHOLD, ALBSCo, Harris Teeter, Wegmans, etc.
  • Experience building best in class strategic partnerships with key East US retailers
  • Functional competencies in customer business development, trade and sales planning with fact based selling through category insights
  • Experience working with syndicated and customer data sources to drive actionable insights
  • Must have the ability to work in conditions that include multiple and sometimes conflicting priorities
  • Highly motivated individual with entrepreneurial business development spirit
  • Has authentic passion for Icelandic Provisions’ brand and is energized by working with a small and passionate team

..and lastly someone who just happens to live by our company values (WAOO is WOW in Icelandic):

W – Welcoming
A – Ambitious
O – Optimistic
O – On with the butter (Icelandic phrase for “let’s get it done”)