VP of Sales

Vice President of Sales

Location: Remote (U.S.-based, approved locations only)
Department: Sales
Reports To: CEO
Compensation: $255,000 – $265,000 base + performance-based bonus/incentive

About Bask & Lather

Bask & Lather is a fast-growing, family-founded haircare brand rooted in effective, results-driven products focused on hair growth and scalp health. With strong momentum across direct-to-consumer channels and social commerce, the company is entering its next phase of growth—building a structured, multi-channel beauty business across DTC, Amazon, TikTok Shop, and selective retail expansion.

Role Summary

The VP of Sales is a strategic and execution-driven leader responsible for building and scaling Bask & Lather’s entire sales function. This role owns revenue growth, channel strategy, and distribution expansion across DTC, marketplaces, and retail/wholesale.

This is not a maintenance role — this is a build, optimize, and scale role. The ideal candidate is both strategic and hands-on, capable of creating a clear go-to-market roadmap while also driving execution, accountability, and performance across all channels.

Core Responsibilities

1. Revenue Ownership & Growth Strategy

• Own and deliver company-wide revenue targets across all channels
• Develop and execute a multi-channel sales strategy aligned with business goals
• Establish clear revenue forecasting models and growth plans
• Identify and unlock new revenue opportunities (retail, wholesale, partnerships)

2. Retail & Wholesale Expansion

• Build and execute retail entry strategy (Target, Walmart, CVS, Sally, etc.)
• Define channel sequencing strategy (when, where, and how to expand)
• Manage relationships with brokers, distributors, and retail buyers
• Oversee sell-in, sell-through, and retail performance metrics:
  • Units per store per week
  • Inventory levels and replenishment
  • Merchandising and placement strategy

3. DTC & Marketplace Alignment

• Partner with E-Commerce and Marketing teams to optimize:
  • Shopify performance
  • Amazon growth strategy
  • TikTok Shop expansion
• Ensure pricing, promotions, and channel strategies are aligned and profitable
• Support promotional calendar planning and product launches

4. Forecasting & Inventory Planning

• Partner with Operations and Supply Chain to:
  • Build accurate demand forecasts
  • Align inventory with sales plans
  • Prevent stockouts and overproduction
• Own sales input into S&OP (Sales & Operations Planning)

5. Margin & Profitability Management

• Ensure all sales channels maintain strong margins
• Evaluate trade spend, discounts, and promotional investments
• Build pricing strategies that balance growth and profitability

6. Team Leadership & Infrastructure

• Build and scale the sales organization (as needed)
• Establish KPIs, reporting cadences, and accountability structures
• Create a performance-driven, execution-focused culture
• Develop playbooks for:
  • Retail expansion
  • Distributor management
  • Sales forecasting

7. Cross-Functional Leadership

• Partner closely with:
  • Marketing (campaign alignment, product launches)
  • Finance (forecasting, revenue tracking, margin analysis)
  • Operations (inventory, fulfillment)
• Act as a key leadership voice in company-wide planning and strategy

Key Qualifications

Experience

• 8–12+ years in sales leadership within beauty, wellness, or CPG
• Proven experience scaling a brand across DTC + retail + marketplaces
• Strong track record of securing and growing retail accounts
• Experience with Amazon, TikTok Shop, or digital-first brands strongly preferred

Core Competencies

• Strategic thinking and hands-on execution
• Strong financial and analytical acumen
• Deep understanding of retail dynamics and channel management
• Ability to build systems, not just manage them
• Comfortable operating in a fast-paced, high-growth environment

Leadership Style

• Results-driven and accountable
• Direct, clear communicator
• Builder mindset (not corporate, not overly theoretical)
• Comfortable making decisions with imperfect information

Success Metrics (What Success Looks Like)

• Revenue targets consistently met or exceeded
• Successful entry into 1–2 key retail accounts within first 12–18 months
• Improved sell-through and inventory efficiency
• Clear, accurate forecasting models in place
• Strong alignment across Sales, Marketing, and Operations
• Scalable sales infrastructure established