Who You Are:
You are a scrappy, humble, and hungry Customer Business Manager who is highly analytical with a deep understanding and passion for Whole Foods Market. You possess an entrepreneurial spirit and want to work in a fast-paced environment to maximize market penetration. You are someone who works collaboratively with cross-functional teams with a “we” (not “me”) mindset. You’re an expert at “rolling up your sleeves” and getting to work immediately to get products sold in highly competitive marketplaces.
The Task at Hand:
The Customer Business Manager (CBM) will support the internal Whole Foods Market sales organization and assist with external category needs across the portfolio. Internally, this role partners closely with the National Account Manager and operates at the intersection of Sales, Marketing, Customer Development, and Operations. The CBM is responsible for ensuring successful product launches, strong retail execution, and delivery of WFM sales targets.
This individual will collaborate with Sales to execute promotional and shopper marketing initiatives while working cross-functionally to drive multi-category growth and maximize portfolio penetration. The role requires a balance of customer-facing sales experience and strategic, as well as tactical, leadership to achieve both short and long-term objectives. Working closely with the Sr. Director of Sales, National Account Manager, and cross-functional partners, the ideal candidate demonstrates strong collaboration, analytical rigor, and deep expertise across WFM and UNFI.
In This Role, You Will: Demonstrate a proactive, organized approach to sales development, managing certain day-to-day operations while assisting in providing strategic direction for WFM and UNFI. Candidates should have a strong CPG sales background, established retailer relationships, and expertise in data-driven selling, analytics, and go-to-market execution. Key focus areas include cross-functional leadership (particularly with Brand/Shopper Marketing, Customer Development and Operations), data analysis and reporting, new product launches, in-store execution, and driving meaningful distribution gains. All business activities must be done in a way that underscores the social mission of Once Upon a Farm.
Sales Growth and Customer Strategy:
- Support the Senior Director of Sales and National Account Manager in achieving annual gross and net sales, distribution, market share, and profitability targets across categories.
- Help shape 24-month selling priorities by integrating Once Upon a Farm and Whole Foods Market objectives to drive mutual growth.
- Identify and pursue incremental distribution, merchandising, and expansion opportunities across core and emerging platforms.
- Lead sell-in support for new product launches, line extensions, and strategic promotional initiatives.
- Translate brand, product, and category strategies into compelling retailer-facing presentations and sell stories.
Joint Business Planning and Commercial Execution:
- Support the development and execution of the Whole Foods Market Joint Business Plan, ensuring alignment with strategic priorities and financial objectives.
- Lead the UNFI relationship, strengthening the three-way partnership with Once Upon a Farm and Whole Foods Market to unlock mutual growth.
- Partner with Sales and Trade teams to optimize pricing, trade investment, and promotional calendars, improving program effectiveness and ROI.
- Manage Whole Foods Market merchandising activities in partnership with Sales and Customer Development, optimizing the annual budget to maximize impact and cost efficiency.
- Ensure flawless execution of merchandising and secondary-display programs, including inventory positioning, signage, trade programming, and shopper support.
- Support the Category Review process by coordinating inputs across Brand, Shopper Marketing, Category and Consumer Insights, and Customer Development.
- Proactively identify execution gaps, business risks, and growth opportunities, developing solution-oriented action plans with internal and external partners.
Analytics, Forecasting, and Performance Management:
- Analyze Nielsen syndicated data, Whole Foods Market Vendor Central POS data, and UNFI data to identify growth opportunities and guide business decisions.
- Develop insight-driven category stories and recommendations to improve velocity, distribution, market share, and profitability.
- Partner with Whole Foods Market, UNFI, Operations, and National Account Manager to improve forecast accuracy, volume pacing, inventory management, and in-stock performance.
- Monitor KPI’s —including sales, share, ACV, margin, weeks of supply, fill rates, spoilage, and promotional lift—and recommend timely optimizations to drive Net Sales.
- Develop and maintain business scorecards and weekly/monthly reporting that clearly communicate performance, competitive activity, risks, and opportunities.
- Track new product launches and innovation performance, translating results into actionable recommendations to improve distribution and productivity.
Cross-Functional and Omnichannel Leadership:
- Serve as a key liaison across Sales, Brand Marketing, Shopper Marketing, Operations, Customer Development, and Category Insights.
- Align internal stakeholders around customer strategy, business priorities, and growth initiatives, influencing effectively across functions.
- Coordinate cross-functional innovation planning and launch readiness, ensuring alignment on forecasts, pricing, merchandising, and marketing support.
- Develop cohesive go-to-market strategies that connect trade programming with in-store, digital, and social activations.
- Drive omnichannel growth in partnership with internal teams and agency partners across Whole Foods on Amazon.
- Strengthen enterprise-wide collaboration and alignment behind Whole Foods Market and UNFI initiatives.
In This Role, You’ll Bring With You:
- 5+ years of retail sales experience, including 3+ years directly supporting Whole Foods Market and working with UNFI
- Bachelor's degree in business, Marketing, or related field, or equivalent professional experience
- Preference for candidates located in Austin, TX
- Proven track record of exceeding sales targets through strong cross-functional collaboration
- Ability to align company strategy with WFM growth objectives to overdrive plan
- Strong planning, organizational, and communication skills, including executive-level presentation capability
- Exceptional strategic and analytical acumen
- Proven cross-functional leadership experience
- Strong Digital expertise with expert knowledge of WFM/Amazon Digital ecosystem
- Excellent interpersonal, written/oral communication and presentation skills
- Proven success with respected consumer packaged goods companies and/or relevant retailer experience
- Ideally, experience in both large and small companies thereby possessing the vision for the elements of a highly successful larger enterprise balanced with a more hands-on approach
- Strong expertise in managing trade budgets and optimizing promotional strategies to deliver strong ROI & trade efficiencies
- Knowledge base for successful retail execution
- Applicants should be able to manage/update digital content for existing and new items that appear on .com sites
- Solid knowledge of Microsoft Suite, Outlook, Slack, AI tools, and other professional platforms
- Up to 10% travel required for those based in Austin, TX. Note that those based outside of Austin, TX or the surrounding areas will be required to travel up to 20%. Although this role is a remote work-from-home position, we “Farmers” do meet as a company and/or as a department a few times a year. Anticipate possible travel up to a few times each quarter
- Genuine passion for improving childhood nutrition for a healthier and happier planet
- Desire to contribute to a dynamic high-growth, purpose-driven work environment
- Demonstrated ability to thrive in ambiguity, deeply understand business needs, develop a cohesive strategy and make decisions requiring a high level of judgment
- Must reside in the United States to be considered for this position
- Please note that visa sponsorship is not available for this role
Compensation:
- Full-Time, Salaried, Exempt
- The anticipated salary range for this position is $110,000 - $130,000. The actual salary offer will carefully consider a few factors, including skills, qualifications, experience, and location. Certain positions are eligible for additional forms of compensation such as bonuses, stipends, equity, and role-specific perks
Additional:
- Remote-first work environment
- Annual Bonus
- 401(k) program + 4% company match after three months
- New Hire Remote Life Stipend + annual Nourish and Nurture Allowance
- Monthly Auto, Cell, and Internet Stipend
- Quarterly Farm-to-Fridge home deliveries and Employee Discounts
- New Parents: Up to 18 weeks of paid Parental Leave, Baby Steps Back To Work, 3 months’ supply of Once Upon A Farm products, and breast milk shipping service and support for those who travel after birth for the duration of your breastfeeding journey
- Unlimited Paid Time Off
- Paid Volunteer Time
- Paid Time Off to fulfill civic responsibilities including jury duty and voting in local, state, and national elections
- Medical Insurance for the employee covered at 100% on select plans with additional plan options at a reduced cost to the employee
- Vision and Dental Insurance covered at 100% for the employee and dependents
- Life insurance
- Flexible spending account and Health savings accounts for applicable plans
- Employee assistance program (EAP)
- All other benefits, leaves, and insurance as required by law, based on your specific residence
- And so much more!
Who We Are:
Our Purpose: Drive systemic improvement in childhood nutrition for a healthier, happier, and more equitable world.
Our Business: At Once Upon a Farm, a better story starts here. We're on a greater mission in providing organic, crave-worthy, snacks and meals for children of all ages. Our recipes are crafted with only the best organic ingredients – whole fruits and veggies, cold-pressed (our pouches), or freshly frozen (our meals) to perfection– to support your growing kids at every stage. Each of our organic, non-GMO, non-dairy recipes contains no added sugar and are free from artificial flavors, colors, and preservatives – just simple, real, nutritious snacks your entire family will love.
We support and champion farmers who supply the highest-quality organic ingredients for our foods. We help parents keep their promise to provide the best nourishment for their children’s bodies and souls. We treat our consumers, customers, suppliers, investors, and all our valued employees with the same high level of dignity and respect that we expect from others. We will always fight for and support efforts to drive positive social change and food justice for the benefit of parents, kids, and families. Lastly, we foster an entrepreneurial and collaborative culture that values humility, honesty, passion, positive social impact, and fun.
Our Team: We’re all fully remote, which makes us a highly collaborative, dynamic, and supportive bunch. We share a singular mission to make the world a better place through the highest quality, most delicious, nourishing, and nutritious products made accessible to every home, from our farms to your fridge. And while we’re invested in our product, we’re equally invested in one another's success.
Once Upon A Farm is a purpose-driven brand made up of an inclusive group of individuals with diverse backgrounds, passions, and beliefs. We hire self-motivated, independent thinkers, and those who are genuinely passionate about improving childhood nutrition for a healthier and happier planet. Bring your whole self to your work at Once Upon A Farm, a proud equal-opportunity employer. In your application, please feel free to note which pronouns you use.
In an effort to help us remove unconscious bias from our resume review process, we ask that you please remove all identifying information from your resume (like profile photos) before you upload it. Once Upon A Farm is committed to cultivating an inclusive environment where a diverse group of people can and want to do their best work, and that starts with our hiring practices.
Once Upon a Farm, PBC, provides equal employment opportunities to all employees and applicants in all company facilities without regard to race, color, religious creed, sex, national origin, ancestry, citizenship status, pregnancy, childbirth, physical disability, mental and/or intellectual disability, age, military status or status as a Vietnam-era or special disabled veteran, marital status, registered domestic partner or civil union status, gender (including sex stereotyping and gender identity or expression), medical condition (including, but not limited to, cancer-related or HIV/AIDS-related), genetic information, or sexual orientation in accordance with applicable federal, state and local laws. This policy applies to all terms and conditions of employment, including, but not limited to, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation, and training. Please see our Privacy Policy to learn more about the data we collect.
