VP - Mass Channel Sales

POSITION SUMMARY The VP of Mass Channel Sales is a newly created, high-impact leadership role responsible for building and executing RealTruck's strategy for mass market retail—including big-box, club, home improvement, and general merchandise retailers such as Walmart, Costco, Sam’s, Target, and Home Depot. This position will develop and scale the channel rapidly: defining the go-to-market approach, selecting the product assortment required to win, establishing retail partnerships, building a cross-functional team, and delivering profitable, sustainable revenue growth. Reporting to the President – Direct to Consumer and National Accounts, this leader will collaborate cross-functionally with Product, Marketing, Procurement, Fulfillment, and Finance to ensure RealTruck's mass channel presence is strategically sound and operationally excellent. CORE FUNCTIONS Channel Strategy & Business Development Develop and own RealTruck's mass channel strategy, including retailer prioritization, product assortment architecture, pricing strategy, and shelf/digital placement goals. Identify, prospect, and secure new retail partnerships with major mass, club, home improvement, and general merchandise accounts. Build and manage senior-level retailer relationships, including buyer, category manager, and executive contacts at target accounts. Lead Joint Business Planning (JBP) processes and negotiate annual trading terms with key partners. Market Analysis & Insights Size the mass retail opportunity by retailer, category, and price tier, and use that analysis to build the business case and multi-year channel plan. Analyze the competitive landscape — including competitor brands, private label, assortment, pricing, and shelf share at each target retailer — to identify white space and points of differentiation. Track category trends, vehicle parc data, and shopper behavior to understand who buys accessories at mass retail, what they buy, and how they shop in store versus online. Conduct regular store and online audits of target retailers to benchmark placement, pricing, and presentation. Build a category point of view that positions RealTruck as a trusted category advisor to retail buyers, using market data and shopper insights to support line reviews and assortment recommendations. Partner with Finance and Insights teams to establish channel reporting, dashboards, and data sources (POS, syndicated data, retailer portals) that support ongoing decision-making. Product Launch & Commercialization Partner with Product and Procurement teams to identify, develop, and source products tailored for mass retail channels—packaging, pricing, and assortment design included. Own the end-to-end launch process for new and existing products entering mass retail, from line review preparation through on-shelf execution. Build playbooks and processes for scalable, repeatable product introductions across multiple retail banners. Revenue & P&L Ownership Own the mass channel P&L, including net revenue, gross margin, trade spending, and operating cost targets. Set annual budget and monthly revenue forecasts and manage performance to plan, escalating risks and opportunities proactively. Drive sell-through performance through data-driven insights, promotional planning, and in-store/online activation. Develop and manage retail media investments (e.g., Walmart Connect, Roundel, Costco and Sam's Club retail media programs) to drive in-store sales. Team Leadership Define team structure (internal team and/or reps) and hiring plan to support channel growth objectives. Set clear goals, coach for performance, and build a culture of accountability, collaboration, and customer focus. Establish team processes, reporting cadences, and incentive plans aligned with channel goals. Cross-Functional Collaboration Partner with Supply Chain and Operations to ensure product availability, lead time, and logistics compliance with retail requirements (EDI, routing…

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