Senior Vice President of Sales

The Senior Vice President of Sales (U.S.) is the senior commercial leader accountable for the end-to-end‑ sales strategy, execution, and P&L delivery across all U.S. channels and customers. This role sets the vision and operating model for national/customer sales, and field execution.

This role leads BIC’s evolution into a demand-driving commercial organization—one that proactively creates, shapes, and converts consumer and shopper demand rather than passively fulfilling it.

The SVP will lead a high performing organization to deliver sustainable, profitable growth through disciplined commercial planning, customer partnership, omnichannel excellence, and ‑data driven ‑decision making‑—fully aligned to the BIC NAM growth agenda.

The SVP is expected to operate with a “plan to beat the plan” mentality—setting ambitious commitments, continuously identifying upside opportunities, and mobilizing the organization to outperform financial targets through proactive demand levers, agility, and commercial creativity.

What You’ll Do

Strategic Leadership & Growth

• Define and execute the U.S. retail strategy to deliver net sales, profit, and share growth across all channels (convenience, mass, club, food, drug, discount, eCommerce, office products, and white space).
• Translate category and consumer insights into customer growth roadmaps, including joint business plans, assortment/space, price pack‑ architecture, retail media, and omnichannel demand generation.
• Actively create demand, not just respond to it—leveraging pricing, pack architecture, innovation activation, retail media, and in-store execution to unlock incremental consumption and basket expansion.
• Own U.S. sales P&L and investment choices; balance top‑line acceleration with mix and margin improvement.
• Identify clear growth opportunities and establish upside growth plans beyond the AOP, with clear “beat the plan” initiatives tied to incremental volume, distribution, media efficiency, and commercial execution excellence.

National Customer & Channel Leadership

• Serve as senior relationship owner with top retail and distributor executives; elevate strategic partnerships and enterprise level‑ engagements.
• Expand distribution and whitespace via strategic targeting, new channel entry, and tailored route-to-market models.
• Challenge customers and internal teams with growth-oriented thinking—moving beyond line reviews to demand-led solutions that unlock mutual growth and competitive advantage.

Commercial Operations, Forecasting & Revenue Management

• Lead sales forecasting, and IBP to ensure service, inventory, and financial alignment.
• Drive a forward-looking, opportunity-based forecast mindset that identifies upside early and converts demand signals into executable plans.
• Partnering with RGM to optimize trade while improving investment ROI and price/mix accretion.
• Institutionalize standardized sales processes, CRM rigor, and KPI governance for visibility and accountability.
• Embed a culture of continuous plan-vs-actual review, rapid course correction, and proactive opportunity capture across the commercial organization.

Data, Insights & Performance

• Embed syndicated, shopper, and customer data into planning and execution; drive predictive analytics for demand, promo ROI, and media attribution.
• Use data to identify incremental demand opportunities and pressure-test plans—ensuring the organization consistently finds ways to outperform commitments.

People Leadership & Organization

• Build, coach, and retain a high performing, diverse sales organization; set clear goals, create succession depth, and champion a culture of accountability and collaboration.
• Instill a growth mindset where teams are encouraged—and expected—to challenge plans, surface upside, and take ownership for delivering results beyond targets.
• Align structure, capability, and incentives to strategic priorities; elevate frontline effectiveness through training, tooling, and sales enablement.

Cross Functional Partnership

• Partner closely with Marketing/Brand, Shopper,  Finance, Supply Chain, Customer Service, and Innovation to land new products flawlessly and convert demand into sell through.
• Ensure demand creation and demand fulfillment are tightly integrated—turning consumer and media investment into measurable sales results.
• Represent the “voice of the customer and shopper” in portfolio, pricing, and innovation cycles; ensure commercial feasibility and retail readiness.

What You’ll Need

Education

• Bachelor’s degree in Business, Marketing, or related field required; MBA preferred.

Experience

• 16-20 years of progressive sales leadership in CPG with multi‑channel responsibility; successful track record owning large customer P&Ls and delivering aggressive growth.
• Proven leadership of national account teams (e.g., mass/grocery/club) and eCommerce/omnichannel businesses; adept at executive level‑ customer engagement and complex negotiations.

Expertise

• Mastery of sales strategy, joint business planning, category management, retail media, and digital shelf fundamentals.
• Strong command of RGM (pricing, pack architecture, promo optimization), trade investment governance, and forecasting.
• Data driven operator with fluency in syndicated data, customer portals, and CRM; builds choices on facts and ROI.
• Comfortable leading organizational change; unites teams around clear priorities and modern ways of working.

Leadership & Behaviors

• Visionary, pragmatic, and hands-on‑; communicates simply, sets direction, and drives disciplined execution.
• People first leader who develops talent, fosters inclusion, and elevates performance standards.
• Thrives in a fast paced, growth oriented environment; demonstrates resilience, curiosity, and ownership.
• Champions a continuous improvement mindset—embedding test-and-learn thinking, constructive challenge, and ongoing performance elevation into the culture, so teams consistently find better, faster, and more effective ways to win.

Work Model

• Willingness to travel 50%-60% to customers, markets, and BIC offices, with flexibility as business needs require.

Success in This Role Will Be Measured By

• Financials: Net sales growth, gross margin/mix accretion, trade ROI, and operating income delivery.
• Market Performance: Share gains, distribution/ACV expansion, on shelf availability, and digital shelf conversion.
• Operating Rigor: Forecast accuracy (MAPE/bias), service levels, and process adherence (CRM/TPM).
• Customer Health: JBP quality, customer satisfaction/NPS, and multi‑year partnership growth.

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BIC World is an Equal Opportunity Employer. We strongly commit to hiring people with different backgrounds and experiences to help us build better products, make better decisions, and better serve our customers. We do not discriminate based upon race, religion, color, national origin, gender, sexual orientation, veteran status, disability status, or similar characteristics. All employment is decided based on qualifications, merit, and business need.

BIC World is not seeking assistance or accepting unsolicited resumes from search firms for this employment opportunity. Regardless of past practice, all resumes submitted by search firms to any team member at BIC via email, or directly to a BIC team member in any form without a valid written search agreement in place for that position will be deemed the sole property of BIC, and no fee will be paid in the event the candidate is hired by BIC as a result of the referral or through other means.