Leah Lavender

Head of Sales | FiberBlisss
Knoxville, TN | 2025–Present

• Spearheading national sales strategy and retail expansion for FiberBlisss, a clean-label, fruit-based fiber supplement brand.
• Developing and executing go-to-market plans including pricing architecture, margin structures, promotional calendars, and retailer programs.
• Leading and mentoring a growing sales team, broker network, and distributor partnerships to drive regional and national growth.
• Building and managing key retail relationships across Kroger, Walmart, Sam’s Club, and Sprouts, with emphasis on Southeastern U.S. expansion.
• Negotiating with brokers and buyers to secure new retail authorizations, exclusivity deals, and promotional opportunities.
• Partnering cross-functionally with Marketing, Operations, and Finance to ensure alignment on brand strategy, supply chain, and profitability goals.
• Overseeing forecasting, trade spend, and performance analytics to optimize sales growth and execution.
• Representing FiberBlisss at major industry trade shows and retail summits to build brand visibility and strengthen retail partnerships.

● Managed all DSD partners across Southern California,Arizona & Nevada

Responsible for $30M revenue goal across the region.
● Manage nine direct reports and oversee DSD partner operations.
● Build and maintain relationships with key regional accounts
including Kroger, WinCo Foods, ABSCO, Stater Brothers
● Coordinate timely PO submissions and monitor inventory with
distributor partners.
● Acted as Interim Director of Sales for the Southwest (Aug–Oct
2023).
● Travel 30% of the time to support field execution and distributor

• Oversaw DSD partners and executed comprehensive sales strategies across the Western U.S. region.
• Led account management for key retail partners including Bristol Farms, Gelson’s, Lassens, Frazier Farms, and Sprouts.
• Collaborated with distribution partners KEHE, UNFI, and INFRA to expand brand presence and performance within the Natural channel.
• Managed and developed Area Sales Managers across multiple Western states, driving revenue growth, retail execution, and market share expansion.

● Managed Southern California DSD partners and brokerage
partner (Presence).
● Traveled extensively to develop emerging markets in FL, TX, CO,
and AZ.
● Focused on natural channel expansion with Whole Foods,
Sprouts, Gelson’s, Lazy Acres, and Bristol Farms.
● Designed and tracked sales incentives for brokers and DSDs.
● Analyzed performance data to adjust field and retail strategy.

• Managed John Lenore and Haralambos DSD networks across the Southern California market.
• Executed in-store visits and retail activation five days per week, driving increased shelf placement and secondary display presence.
• Represented the brand at major industry events including Expo West and 7-Eleven FOA trade shows.
• Partnered with KEHE, UNFI, and Sysco to strengthen distribution and expand availability across key accounts.
• Developed and implemented sales incentives to accelerate growth within DSD and convenience channels.

• Oversaw all field marketing and brand activation initiatives across the Western U.S., with a primary focus on the convenience channel.
• Led the planning and execution of demos, sampling programs, and in-store events to drive consumer awareness, trial, and repeat purchase.
• Managed and trained a team of 10 Brand Ambassadors throughout Southern California, ensuring alignment with company objectives and consistent brand representation.
• Partnered with sales and distribution teams to support C-store accounts and strengthen relationships with key retailers.
• Attended and represented Outlaw Energy at 7-Eleven FOA trade shows, expanding visibility and closing distribution gaps in underserved markets including Arizona, Nevada, and Washington.
• Conducted field marketing visits and retail support five days per week, ensuring flawless execution of merchandising standards, promotional compliance, and new product placement.
• Analyzed field performance data and consumer feedback to optimize event strategy and improve ROI across target markets.