• Own the end-to-end commercial strategy across Retail and DTC/E-Commerce, with full P&L accountability for both channels • Set and deliver against revenue targets, translating strategic priorities into annual operating plans, forecasts, and budgets • Define channel investment priorities and trade-offs to maximize revenue and margin across the portfolio • Lead the annual commercial planning process in close partnership with Finance, ensuring plans are grounded, funded, and executable • Serve as the primary commercial voice in the executive team, bringing a clear point of view on market dynamics, competitive positioning, and growth levers • Own the retail sales organization and strategy across all channels - grocery, mass, club, and specialty • Build and deepen strategic relationships with key retail partners and buyers, establishing Bobbie as a preferred partner • Drive distribution expansion, velocity improvement, and shelf presence across the account portfolio • Optimize trade spend and promotional investment to maximize ROI and brand positioning at shelf • Set clear performance targets and hold the team accountable to distribution, velocity, and revenue goals • Own and scale the DTC and e-commerce business across Bobbie's website, Amazon, and other online marketplaces • Develop and execute data-driven customer acquisition and retention strategies that improve CAC, LTV, and overall channel economics • Optimize the full digital funnel - from paid and owned media through site conversion and post-purchase retention • Translate DTC consumer data and behavioral insights into actionable commercial decisions across both channels • Ensure a seamless, brand-right consumer experience across all owned digital touchpoints • Own pricing strategy and architecture across all SKUs and channels, balancing competitiveness, margin, and brand positioning • Monitor competitive pricing dynamics and lead pricing initiatives including increases with disciplined timing and execution • Establish guardrails for promotional activity and evaluate promotional effectiveness against clear ROI thresholds • Build, lead, and develop a high-performing commercial organization across retail and DTC functions • Establish clear metrics, accountability structures, and performance management systems across the team • Foster a culture of executional excellence, collaboration, and consumer-centricity • Partner closely with Brand, Operations, Finance, and Supply Chain to ensure commercial plans are profitable and executable • Collaborate with Finance on financial modeling, business cases, and investment decisions • Align with the executive team on strategic priorities, resource allocation, and commercial performance • Work in close coordination with the innovation function to ensure core channel readiness for new product launches, without owning the 0-1 pipeline