This is a top-line revenue mandate for a commercially aggressive sales executive to lead the growth engine of a large-scale production horticulture and agriculture operation. The organization is a high-volume grower and supplier serving retail, wholesale, and re-wholesale channels, operating expansive nursery, greenhouse, and field acreage and positioned to convert production scale into national channel dominance.

The incoming Vice President of Sales will own the full commercial strategy, transitioning the business from relationship-dependent, seasonal selling into a disciplined, forecast-driven revenue machine. The mandate is to capture net-new accounts across big-box retail, independent garden centers, landscape distributors, and broker networks while protecting price integrity on perishable, time-sensitive inventory. This is a role for a hunter who understands that in horticulture, margin is won or lost between bloom and shelf.

KEY LEADERSHIP MANDATES

• Channel Expansion: Drive aggressive net-new revenue across big-box retail, independent garden centers, landscape contractors, and wholesale distribution, securing primary program placement and standing orders.
• Broker & Rep Network Leadership: Architect and manage a national network of brokers and independent reps with rigorous KPIs tied to volume, sell-through, and account penetration.
• Program & Contract Selling: Convert transactional spot-buys into committed seasonal programs and multi-year supply agreements that stabilize forecasting and absorb production capacity.
• Pricing & Margin Discipline: Own pricing architecture across perishable SKUs, balancing competitive positioning against shrink risk and protecting gross margin on time-sensitive inventory.
• Sales P&L Ownership: Hold full accountability for the sales P&L, trade programs, and rebate/deduction management, ensuring top-line growth translates to net contribution.
• Forecast Integrity: Partner with growing operations and supply chain to align demand signals with production planning, protecting fill rates through peak seasonal windows.
• Key Account Stewardship: Personally lead top-to-top relationships with marquee retail and distribution buyers, fast-tracking new variety and program placement.
• Commercial Infrastructure: Build the sales playbook, CRM discipline, pricing tools, and rep-management cadence required to scale a growing commercial team.

IDEAL EXECUTIVE PROFILE

The successful candidate is a proven sales leader with a background in production horticulture, perishable agriculture, green-goods, or comparable high-velocity, seasonal product categories. You possess a verifiable record of driving revenue growth into the $30M-$75M+ range, owning a sales P&L, and winning net-new programs with retail, wholesale, or distribution channels. You are a metrics-driven commercial strategist who understands perishable inventory dynamics and can lead both a direct sales team and an external broker network.

WHAT MAKES THIS OPPORTUNITY DISTINCT

This role offers the opportunity to own the commercial destiny of a production-rich operation that has the growing capacity but not yet the national sales engine to match it. Rather than maintaining legacy accounts, you will build the channel strategy, the broker network, and the pricing discipline that convert acreage into market leadership. It is a high-autonomy, high-visibility seat with a direct line to ownership and a clear path to broader commercial leadership.