Senior Sales Manager - Retail & Strategic Partnerships

About the position Afina Afina is a rapidly scaling consumer brand redefining water-quality products, with a dominant position in our category and strong traction in direct-to-consumer. We are now entering our next growth phase: expanding aggressively into retail, professional, and strategic B2B channels. This role is for a hands-on sales leader who thrives in zero-to-one and one-to-ten environments. Role Summary Afina is hiring a Senior Sales Manager to build our retail and wholesale business from the ground up . This executive will own revenue growth outside of DTC and be directly accountable for opening new channels, closing major partnerships, and turning pilots into scalable distribution. You will not inherit a mature sales organization—you will build it.

Responsibilities

• Build New Revenue Channels Create and execute Afina’s retail, wholesale, and professional sales strategy from scratch. Personally source, pitch, negotiate, and close early anchor accounts. Open doors with: National and regional retailers Salon and spa groups Hospitality, wellness, and multi-location service brands Design pilot programs and convert them into long-term contracts and national rollouts.
• Close Deals, Not Just Manage Them Lead negotiations with buyers, distributors, and strategic partners. Own pricing, margins, MOQs, promotional terms, and reorder structures. Be directly responsible for hitting aggressive revenue and expansion targets.
• Scale What Works Turn early wins into repeatable playbooks. Build sales processes, forecasting models, and channel KPIs. Partner closely with operations and finance to ensure inventory, cash flow, and fulfillment scale with demand.
• Be a Cross-Functional Growth Driver Work directly with the CEO, marketing, and product teams to align growth priorities. Influence packaging, merchandising, and product roadmap decisions based on real-world retail feedback. Collaborate on trade marketing, in-store execution, and co-branded promotions.

Requirements

• Have 2+ years of sales leadership experience in consumer products, CPG, beauty, wellness, or home goods.
• Have personally closed meaningful retail or B2B distribution deals.
• Have experience helping a brand move from DTC-only into physical retail or wholesale.
• Are comfortable operating without a playbook—and creating one.
• Are energized by ownership, accountability, and fast decision-making.

Benefits

• Competitive executive base salary
• Aggressive performance-based bonus
• Meaningful equity or long-term upside tied to growth
• Benefits package

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