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Title General Manager, Direct-To-Consumer Fresh Meals
City Oakland
State CA

The General Manager, DTC, will be responsible for directing, developing, and executing the business goals associated with Revolution Foods’ unique Direct-to-Consumer fresh food strategy. We are building a DTC business that leverages our existing fresh food distribution channel to schools. Our initial entry into this channel is with a fresh dinner kit program for school teachers and administrators. The General Manager will direct the strategy and build the business in this new channel as well as serve as direct the innovation process, product development strategy, and marketing programs to support our growth goals in this unique new channel. 

Primary Responsibilities

In your role as a General Manager at Revolution Foods you will be part of our success by:

  • Direct the strategy, development and execution of this new business line, driving product innovation as well as sales.
  • Manage P&L for Dinner Hero Direct-to-Consumer business channel.
  • Direct and develop the tools and materials to achieve business objectives, including managing current Shopify-based website, future website development, and direct/field sales program.
  • Direct and develop annual marketing plans to meet growth objectives.
  • Own and monitor sales volumes, trends and competitive set.
  • Develop deep understanding of target consumer and drive innovation objectives to meet this consumer’s needs
  • Develop and direct key business metrics to manage against revenue, growth, and profitability targets.
  • Develop creative new ways to build out and leverage our unique DTC channel, including expanding Dinner Hero program from teachers (early adopters) to entire families and communities
  • Coordinate product management projects with internal and external resources (product development, production planning, logistics, sales, and marketing).
  • Participate in visits to key strategic accounts and customers.
  • In partnership with executive leadership, develop annual growth targets and achieve annual profit objectives.
  • Create and maintain an environment of partnership and collaboration with all cross-functional departments.
  • Representing, protecting and growing the Brand across targeted channels and beyond.


  • Embodies and thrives in an entrepreneurial environment.  This position will build and run this business line from the ground up for Revolution Foods.
  • Demonstrated successful selling in a direct-to-consumer, e-commerce, and/or field sales environment.
  • Possess strong background in developing unique marketing strategies to meet consumer needs.
  • Food innovation experience leading the stage gate product development process
  • Passion for great food and experience marketing high quality food that consumers love
  • Demonstrated cross-functional team leadership experience
  • Demonstrated experience hiring and developing a team
  • Track record of building and achieving high growth
  • Experience running business at a local and national account level.
  • Demonstrated successful work history managing a product line and brand.
  • Experience working with schools, city governments, and/or public agencies a plus.
  • Be results oriented, able to be self-directed and complete work in a timely and accurate manner, and able to juggle priorities.
  • Have the ability to excel in a fast paced, high growth environment with an attitude focused on what’s possible.
  • Strong written and verbal communication skills.
  • Experience running or directing a product development/innovation process, from concept to execution.
  • Experience successfully managing a P&L and growing a business line.

    Education/Training Required

  • Bachelor’s Degree required. MBA preferred.
  • Minimum of 7 years brand management, general management and/or category management experience
  • Experience in a Direct-to-Consumer business a big plus
  • Consistently demonstrated years of management and leadership experience
  • Experience working with Microsoft Office suite, data analysis, e-commerce,


  • Local travel for this role is approximately 20% (visiting customer sites). As program grows to other regions, domestic travel to other culinary centers to launch/monitor DTC business will be 20-25% of time.
  • This role is based in the Revolution Foods Home Office in Oakland, California.


keywords: sales, marketing, food, beverage, CPG, business, development, innovation, production, product management, account management, exe

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An Equal Opportunity Employer