Customer Business Manager, Mass Channel
Sales & Business Development, Customer Service
Minneapolis, MN, USA · Remote
USD 110k-135k / year + Equity
Posted on Jun 19, 2026
Who You Are:
You are a scrappy, humble, and hungry Customer Business Manager who is highly analytical with a deep understanding of Target and Walmart. 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 Mass Channel direct sales organization, with external responsibility for managing our ambient Kid Snacking business. Internally, this role partners closely with National Account Managers and operates at the intersection of Sales, Marketing, Business Development, and Operations. The CBM is responsible for ensuring successful product launches, strong retail execution, and delivery of Mass channel 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 Managers, and cross-functional partners, the ideal candidate demonstrates strong collaboration, analytical rigor, and deep expertise in the Mass channel.
In This Role, You Will:
- Drive Gross & Net Sales:
- Exceed dry Kid Snacking channel gross and net sales targets through disciplined execution of strategic priorities.
- Support the Sr. Director of Sales and National Account Managers in achieving annual gross and net sales, distribution, and market share targets across relevant categories.
- Assist with sell-in efforts for new product launches, line extensions, and promotional initiatives.
- Identify incremental distribution, merchandising, and expansion opportunities across core and new platforms.
- Cross-Functional Leadership:
- Act as key liaison between Sales, Marketing (Brand/Shopper), Operations, and Business Development teams.
- Align internal stakeholders on customer strategy and priorities; influence without direct authority.
- Support innovation pipeline planning and launch readiness.
- Collaborate cross-functionally to align against forecasts, pricing, and promotional/shopper marketing calendars.
- Strengthen collaboration across the enterprise, ensuring visibility to pertinent Mass initiatives and alignment with broader channel strategies.
- Strategic Account Management & Support:
- Provide strategic input to against 24 month selling priorities and initiatives, integrating Once Upon a Farm and Mass Channel objectives to drive mutual growth behind ambient Kid snacking categories.
- Support Joint Business Planning (JBP) planning and execution with applicable departments.
- Partner with Sales/Trade teams to optimize trade spend, ensuring efficient programs and strong ROI.
- Collaborate with Inventory/Replenishment managers and Operations to optimize inventory, forecast accuracy, and in-stock performance.
- Proactively monitor key metrics (WOS, fill rates, spoilage, promo lifts) and proactively recommend forecast adjustments.
- Analyze pricing, trade spend, and ROI behind promotional and shopper marketing tactics.
- Assist NAM’s with regular reporting on sales performance vs. targets.
- Leverage strong Digital expertise and collaborate with appropriate teams to create best-in-class GTM strategies with in-depth performance scorecarding/tracking.Ensure strong alignment behind trade programming and Digital/Social activations; support development of cohesive and integrated GTM strategy.
- Drive merchandising, shopper marketing, and omnichannel optimization in partnership with internal teams.
- Evaluate merchandising execution and ROI, identifying focus areas to maximize investment and drive growth.
- Support all Mass merchandising activities across Sales & Business Development; optimize the annual budget to drive stronger support and cost efficiencies.
- Ensure flawless execution behind secondary-display programs (inventory positioning, signage, trade programming, shopper support, etc.).
- Category & Data Analytics:
- Analyze syndicated (Nielsen/SPINS) and retailer POS data to identify growth opportunities and inform decision-making.
- Develop insight-driven category stories and recommendations to improve velocity, distribution, and profitability.
- Monitor performance across key KPIs (sales, share, ACV, margins, inventory/in-stock) and recommend optimizations to drive Net Sales growth.
- Support weekly/monthly reporting, including competitive analysis and clear communication of actionable insights.
- Support NAM’s with forecasting, volume pacing, and reforecasting insights/adjustments; provide updates on trends, risks, and opportunities by working collaboratively with cross-functional partners.
- Analyze pricing, trade spend, and promotional calendars; evaluate effectiveness, ROI, and investment allocation.
- Support sell-in, analysis, and performance tracking of new product launches and innovation.
- Accelerate omnichannel and digital penetration; partner with Shopper Marketing/agencies to plan and execute annual in-store, digital, and social activations.
- Translate product strategy into compelling retailer-facing sell stories and presentations.
- In partnership with the NAM’s, develop and manage business scorecards, tracking penetration, sales, and share while proactively identifying risks and growth opportunities with solution-oriented plans.
- Support the Category Review process, collaborating across Brand, Shopper Marketing, Category/Consumer Insights, and Business Development.
Demonstrate a proactive, organized approach to sales development, managing certain day-to-day operations while assisting in providing strategic direction for the Mass channel. 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, Business 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.
In This Role, You Will Bring:
- 10+ years of retail sales experience, including 5+ years directly supporting the Mass Channel, specifically Target and/or Walmart
- Bachelor's degree in business, Marketing, or related field, or equivalent professional experience
- Preference for candidates located in Minneapolis, MN or Bentonville, AR
- Proven track record of exceeding sales targets through strong cross-functional collaboration
- Demonstrated ability to align company strategy with Mass growth objectives to drive outsized results
- 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 Mass 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
- Ecommerce experience strongly preferred
- 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. 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 $110,000.00 to $135,000.00. 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, farm-fresh taste grows 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, cast, 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.
This job description is a summary of duties; it is by no means an all-inclusive list but is merely a broad guide of expected duties.
You must reside in the United States to be considered for this position.