Farmer's Fridge · 1 day ago
Director, Channel Strategy
Chicago, IL
Full-time
Onsite
Director/Executive
$165K/yr - $180K/yr
8+ years expFarmer’s Fridge makes fruits and vegetables accessible and approachable for everyone, offering fresh, healthy meals through various channels. The Director of Channel Strategy will be responsible for the performance of the Fridge channel, including P&L accountability, lifecycle strategy, and product/category strategy, while collaborating with cross-functional teams to drive profitable revenue growth.
Consumer GoodsDeliveryFood and BeverageHandmadeRestaurantsSnack Food
Responsibilities
Own the Fridge Channel P&L & Long-Term Economics
Set multi-year financial targets and strategic priorities for the Fridge channel (growth by vertical, fridge count and tier mix, program penetration, margin expansion)
Build and maintain channel-level scorecards and scenarios that connect network growth, fridge performance tiers, and assortment decisions back to P&L outcomes
Evaluate tradeoffs across initiatives (e.g., new programs, pricing moves, assortment changes, service level upgrades) using consistent, data-driven frameworks and business cases
Define the end-to-end lifecycle strategy for Fridges: launch, ramp, maturity, optimization, and removal — including the economic thresholds and guardrails for each stage
Identify patterns of high-performing lifecycle trajectories and codify them into portfolio strategies (e.g., how quickly to ramp inventory, when to invest vs. pull back, when to relocate/remove)
Partner with Channel Operations to translate lifecycle strategy into playbooks and policies (e.g., ramp rules, performance tiers, relocation rules) and ensure those show up in fridge-level execution
Sponsor and guide the revenue growth / analytics work that quantifies fridge LTR, customer cohorts, and lifecycle economics; ensure insights turn into concrete prioritization and action, not just slides
Own category and assortment strategy for the Fridge channel: clarify the role of each category (trial, frequency, margin, premium, value) and how it should show up by vertical, tier, and program
Partner with Menu / Merchandising and Category teams to set channel-specific assortment guardrails, price-pack architecture, and promotional strategy that ladder up to P&L goals
Use data to understand how menu tactics shift purchasing patterns, drive trial, cannibalize existing favorites, and impact repeat behavior — then embed those learnings in standard playbooks
Work closely with NPD to define success criteria and launch strategies for new SKUs and platforms in the Fridge channel (test design, ramp expectations, kill/scale thresholds)
Lead the experimentation roadmap for the Fridge channel across pricing, assortment, program constructs, and lifecycle tactics; ensure tests are designed with clear hypotheses, guardrails, and P&L metrics
Translate experiment results into scaled strategies and playbooks, in partnership with Channel Operations and Revenue Tech, with clear rules for when and where to apply them
Build and oversee tools that create rapid feedback loops on channel health (e.g., AWS by cohort, margin by vertical, lifecycle transitions, impact of assortment changes)
Continuously scan external benchmarks and industry trends (foodservice, retail, vending, QSR, last-mile) to inform our channel strategy and where we can differentiate
Own the strategic inputs into the annual and long-range plan for the Fridge channel: TAM, saturation assumptions, vertical mix, fridge lifecycle progression, and category strategies
Partner with Finance to align on targets and investment cases; with Sales to ensure placement strategy and vertical focus reflect channel economics; and with Marketing to match demand-gen plans to channel priorities
Work hand-in-hand with the Director of Channel Operations to ensure strategic plans are operationally feasible and that weekly S&OP and channel ops reviews are working against the right long-term objectives (you set the “what/why,” they run the “how/when”)
Lead a small but high-impact team (e.g., revenue growth analysts, channel/category strategy ICs) that sits at the intersection of analytics and commercial decision-making
Set clear KPIs, operating rhythms, and expectations for how the team partners with Channel Operations, Analytics, and cross-functional stakeholders
Build a culture that is analytical, commercially minded, and grounded in the realities of operations — big-picture strategy backed by on-the-ground empathy
Collaborate across teams to turn operational requirements into structured workflows, clean data models, and reliable tooling
Ensure accuracy across Accounts, Property/Unit/Legal Entity structures, Contacts, Leads, Opportunities, and forecasting inputs so reporting and decisions are grounded in clean data
Onboard new systems, train users, maintain documentation, and ensure the revenue organization understands — and gets value from — the tools you build
Partner cross-functionally to ensure that our systems capture clean, structured, and reliable data — enabling accurate dashboards, forecasting inputs, and revenue-critical reporting
Qualification
Required
8–12+ years of progressive experience in channel management, general management, category management, revenue growth, strategy, or P&L ownership roles in a multi-location, product-based business (CPG, retail, foodservice, or similar)
Proven track record owning or heavily influencing a P&L and making tradeoff decisions across pricing, assortment, programs, and operations to drive revenue and margin
Strong analytical toolkit: comfortable working in Excel/Sheets and BI tools; able to partner effectively with Analytics/Rev Tech on SQL- and model-driven work, and to translate complex findings into straightforward decisions
Experience designing and scaling test-and-learn programs (pricing, promotions, assortment, or lifecycle tactics) and turning experiments into durable playbooks
Demonstrated ability to work cross-functionally with Operations, Supply Chain, Sales, Marketing, Product, and Finance — influencing without direct authority and driving alignment on tough tradeoffs
Comfort operating in high-change, high-growth environments where you're expected to build structure, clarify priorities, and focus the organization on the few things that move the P&L
Preferred
Experience with networked retail, vending, QSR, or last-mile / micro-fulfillment models
Prior work in revenue growth management, category management, or GM-style roles in CPG/retail or food-tech
Exposure to forecasting, demand planning, or customer LTV / LTR modeling (you don't need to write the code, but you can frame the questions and use the outputs)
Benefits
Medical, dental, and vision insurance (multiple plans available)
401(k) with immediate employer match vesting
Paid time off (including vacation, sick leave, and holidays)
Paid sabbatical after 5 years of service
Employee discounts
Employee Assistance Program (EAP)
Company
Farmer's Fridge
Farmer’s Fridge provides an automated smart fridge that serves salads, bowls, snacks, and more.
201-500 employees
H1B Sponsorship
Farmer's Fridge has a track record of offering H1B sponsorships. Please note that this does not
guarantee sponsorship for this specific role. Below presents additional info for your
reference. (Data Powered by US Department of Labor)
Distribution of Different Job Fields Receiving Sponsorship
Represents job field similar to this job
Trends of Total Sponsorships
2025 (1)
2024 (1)
2022 (3)
2021 (2)
2020 (3)
Funding
Current Stage
Late StageTotal Funding
$121.51MKey Investors
Cleveland AvenueSemillero PartnersGroundForce Capital
2022-09-26Series E· $20M
2021-08-16Series D· $17.5M
2021-01-01Private Equity
Leadership Team
Luke Saunders
Founder/CEO
Recent News
Orange County Business Journal
2025-09-24
Entrepreneur.com
2025-06-12
PR Newswire
2025-06-03
Company data provided by crunchbase