ABOUT TRIP

TRIP’s mission is to create calm in the everyday chaos for our community, offering next-generation wellness products to power their lifestyle and nurture mental wellbeing.

Co-founders, husband and wife team Olivia and Daniel discovered plant-based wellness after a transformative personal experience and decided to launch TRIP in 2019 to bring the most delicious, highest quality functional drinks and supplements to millions of people globally.

Now the world’s #1 Calming Beverage Brand, TRIP’s award-winning drinks and wellness products are crafted with botanicals and adaptogens to help people relax, unwind and find balance. Since launch, TRIP has rapidly expanded from the UK to across Europe and North America, generating over $100 million in sales. TRIP products are now available in leading supermarkets, natural retailers and online.

Our vision is to become the global leader in calming drinks and supplements. Synonymous with calm in the same way Red Bull is with energy. We move fast, think big and are committed to becoming the defining brand for a generation who drinks less but prioritizes mental wellbeing more than ever. There has never been a better time to join our incredible team and be part of the movement!

THE ROLE

TRIP is seeking a builder and operator for a Director of Sales, Mass role to lead our growth across the mass channel with expertise in Walmart and Target. This position is perfect for a hands-on sales leader who excels in Mass retail and desires ownership in scaling a brand.

Key responsibilities: 

Build & Own the Mass Channel

• Develop and execute the Mass channel strategy for Walmart and Target, covering annual operating plans and long-term growth vision.

• Act as the primary senior contact for buyers, category managers, and merchant teams.

• Identify opportunities in distribution, shelving, assortment, and white spaces across both retailers.

Drive Revenue & Profitable Growth

• Own sales targets, forecasts, and trade investments for the Mass channel.

• Lead pricing, promotions, modular planning, and margin optimization using a disciplined, data-driven approach.

• Manage line reviews, innovation launches, and item rationalization swiftly and accurately.

Operate Hands-On in a Lean Environment

• Collaborate closely with Marketing, Supply Chain, Finance, and Operations to ensure seamless execution.

• Work on innovation, pack architecture, and value propositions tailored for Walmart and Target shoppers alongside commercial leadership.

• Address real-time challenges related to supply, compliance, item setup, and retailer requirements with actionable insights towards operations excellence

Use Data to Win

• Leverage syndicated data (e.g., SPINS, Circana/IRI, Nielsen), POS, and retailer-specific tools to influence decisions.

• Translate insights into compelling customer narratives and actionable growth strategies.

• Monitor competitive dynamics, pricing, and category trends within the Mass channel.

ABOUT YOU

• 8–12+ years of progressive CPG sales experience, with substantial ownership of Walmart and/or Target.

• Proven experience scaling brands or categories within Mass retail, particularly in entrepreneurial or high-growth settings.

• Strong understanding of Mass retail fundamentals, including modulars, EDLP, trade spending, compliance, and forecasting.

• Entrepreneurial mindset—comfortable with ambiguity, speed, and resource constraints.

• Strong financial acumen, negotiation skills, and executive presence.