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VP of Wholesale


📣    Actively Searching




Houston, TX (in-person)

About the Role

We're looking for someone to lead the direction and implementation of Cheers' brick-and-mortar retail expansion plan. As the leading DTC brand in alcohol-related health, Cheers’ ideal candidate will successfully take our $40m in profitable online sales as a starting point in scaling Cheers from 10 stores to 30,000+ stores nationwide. Cheers’ vision is for its products to be available at any retailer where alcohol is sold. 

(Depending on the candidate, this role may be started at the director or VP level. Our ideal candidate would be on a track to become an executive at Cheers and be responsible for the entirety of Cheers’ brick-and-mortar retail expansion.)

Working with Cheers’ CEO, VP of Operations, and sales team, you will use your industry knowledge, connections, and skillset to plan and model growth, negotiate deals with distributors and store partners, and ultimately build out our wholesale department. Being a veteran in wholesale operations, you must have experience building and scaling a brand's wholesale strategy from the ground up. You will be expected to build this department as if it were a business within a business. This includes setting and achieving KPIs, managing the department’s P&L, and even hiring and firing. 

Being in a fast-paced environment with multiple leads and accounts progressing simultaneously, you must be a self-motivated individual who excels at multitasking, effectively manages your time, and is highly productive. Cheers is still a startup, and as such, this involves being both able and willing to wear multiple hats—especially in the early days of a new department. Likewise, as the business grows, you must be able to grow with it. As a company that relies on data and reason to make business decisions, you must have a good grasp of key retail metrics and be able to carefully analyze Cheers’ current performance and opportunities for future growth and profitability. Our ideal candidate understands not only sales, but business management as well. You should be able to understand and explain how your department will drive profitable growth over the long term. 

If you are someone who has been part of successful wholesale expansions in the past, but now are looking to prove to yourself and the world that you can be THE LEADER, then we would love to partner with you to make that dream a reality. 

What you should already have:

  • 4+ years of relevant experience in retail management, preferably in the alcohol or beverage space
  • Proficient in Microsoft Excel, business-related modeling, and financial analysis
  • Experience in successfully planning and executing a brand’s wholesale strategy
  • Experience in managing a team, overseeing timely projects, and establishing effective processes
  • Ability to think out of the box and demonstrate creative problem solving
  • Clear and effective written and verbal communication skills
  • Excellent organizational, time management, and prioritization skills
  • Exceptional attention to detail with the ability to execute quickly 
  • A good pulse on the relevant industry so as to know what things to pursue vs avoid
  • Excellent interpersonal skills and ability to work and collaborate successfully with a variety of people
  • Optimism for your work, a love for the next big challenge, and a passion for your impact on the business

Summary: A track record showing you to be a viable candidate for leading Cheers’ wholesale expansion. 

What you’ll do:

  • Develop a robust retail expansion strategy from the ground up
  • Create and negotiate pricing structures for distributors & retailers to optimize Cheers’ margins
  • Manage & maintain communication with buyers and corporate decision-makers 
  • Adjust strategy in approaching/following up with buyers based on learnings & interest in products
  • Learn and manage store systems, and upload relevant information to meet store requirements 
  • Communicate to our fulfillment team new procedures for packing/shipping product
  • Establish relationships with distributors & make deals for scaling with large chains 
  • Work with the supply chain and design team to create display configurations for each retailer
  • Collaborate with the team & retail partners as needed to create regional programs, such as incentives, promotions, events, and sponsorships
  • Research and attend relevant events & trade shows to represent Cheers & make connections with industry players

Summary: Everything related to successfully building Cheers’ wholesale department. 

If you are looking to prove yourself as a leader in the wholesale industry, then we would love to give you that chance. Cheers has a great horse (products/brand), now we’re just looking for the right jockey (manager). 

About Cheers


Bringing people together by promoting fun, responsible, & health-conscious alcohol consumption.


A world where everyone can enjoy alcohol throughout a long, healthy, & happy lifetime.

Cheers is a brand that exists at the intersection of alcohol and health. We have named this category "alcohol-related health." Our core belief is that alcohol is a good thing — and by creating products and sharing knowledge centered around your alcohol-related health, we can empower our customers to lead happier and healthier lives.

To our knowledge, Cheers is the most successful alcohol-related health company in the United States. Since officially starting Cheers in 2017, we're proud to have:

  • Sold 18m+ doses of our products to a growing base of customers, which today stands at 400,000+ people.
  • Co-invented novel technologies with a leading Ivy League university to improve upon the bioavailability of DHM.
  • Appeared on Shark Tank, The Washington Post, Buzzfeed, USA Today, and more.
  • Reached 50m unique Americans an average of 10x each (500m impressions) on Facebook/Instagram alone.

To date, Cheers has raised $2.3m from venture capital investors, and most recently raised an additional $1.8m from ~1,600 private investors through a Regulation Crowdfunding (RegCF) campaign. Since its launch in 2017, Cheers has driven $35m+ in revenue through and In 2020, Cheers posted its first profitable year and covered all prior losses in the process. Currently, Cheers drives revenues of $8-10m annually with an operating margin of around 10-12%.

While Cheers is a digitally native brand, the next frontier for the company is retail expansion – aiming for Cheers to be available anywhere alcohol is sold.

The Company We Keep

We believe a thriving culture is about working alongside people with mutual respect & trust toward a common goal. Our culture is the main reason we consider ourselves a truly exceptional company, and it's our people who shape and grow it. We're proud to have assembled a team whose collective passion and ambition make no task seem too lofty and implement creative solutions to adapt to the changing DTC/retail landscape. We're always looking for people to join our team who have the same motivation to keep moving the ship forward and get excitement from learning new things and improving their skillset.


Please send your resume & cover letter to