Nathan Underwood
Seattle,WA
Summary
Sales leader with extensive experience launching early-stage CPG brands across FDM, Club, and non-traditional channels. Demonstrated success in business development and strategic planning, leading market entry initiatives that resulted in substantial revenue growth. Proven ability to identify and cultivate talent in team members, fostering strong team development, effectiveness, and cohesiveness.
Overview
18
18
years of professional experience
Work History
VP of Sales
Ritual
Los Angeles, CA
07.2022 - 03.2025
- Successfully identified new business opportunities through comprehensive market research and analysis.
- Spearheaded Ritual's initial entry into retail, establishing a solid foundation for growth.
- Developed pricing models and channel strategy to maximize revenue and minimize conflict.
- Monitored market trends, competitor activities, and product developments to refine sales strategies.
- Enhanced profit margins by managing expenses, budgets, and reducing spoilage effectively.
- Cultivated professional relationships with business partners to drive sustainable business strategies.
- Collaborated with marketing teams to implement promotional strategies aligned with marketing campaigns.
- Negotiated contracts with key customers and suppliers to secure favorable terms.
VP of Sales
Nuun
Seattle, WA
03.2017 - 06.2022
- Developed and led a unique sales team of in-field sales reps, territory managers, key account managers, and regional directors, responsible for driving sales and maintaining our competitive advantage through relationships and connections in all channels of Nuun's domestic business.
- Responsible for scaling Nuun's domestic sales profitably, contributing to the eventual acquisition of Nuun by Nestlé Health Science.
Director of Sales
Nuun
Seattle, WA
03.2009 - 01.2017
- Expanded Nuun's distribution into FDM, Club, and non-traditional channels from sports specialty.
- Developed comprehensive budgets and planned effective marketing campaigns and promotional activities.
- Created engaging marketing materials including displays, informational flyers, sales sheets, and presentations.
Territory Manager
Talking Rain
Preston, WA
01.2007 - 03.2009
- Implemented strategies to increase sales within assigned territory, focusing on distribution drives with partners.
- Streamlined execution of distribution agreements through improved processes.
- Trained team members on product knowledge, sales techniques, and promotional event strategies.
Education
Associate of Arts - Business
Seattle Central Community College
Seattle, WASkills
- Business development
- Customer relationship management
- Strategic planning
- Team leadership
Affiliations
- Husband
- Father
- Outdoor Enthusiast
- Builder
Timeline
VP of Sales
Ritual
07.2022 - 03.2025
VP of Sales
Nuun
03.2017 - 06.2022
Director of Sales
Nuun
03.2009 - 01.2017
Territory Manager
Talking Rain
01.2007 - 03.2009
Associate of Arts - Business
Seattle Central Community College
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