Job Description

GURU is the world’s first natural energy drink, redefining the energy drink industry. Powered by natural caffeine, effective functional ingredients for every occasion, and zero sucralose or aspartame, GURU delivers long-lasting energy you can trust: certified organic and proudly brewed since 1999. We help our community choose good to get good, confident that what they put in is what they get out.

Founded in Montreal, GURU is the #1 organic energy drink brand in North America, leading a movement toward natural energy that never compromises on taste, performance, or values.

We reach millions through national retailers, e-commerce, and a vibrant community of movers, explorers, and creators, all powered by our Good Energy. With bold, flavourful innovation and a mission to clean up the energy drink industry, we’re building a community that chooses good and celebrates it.

Join us if you’re looking for a purpose-driven, high-energy career rooted in real impact.

Key Responsibilities

Relationship Management

• Build trusted relationships with decision-makers and key stakeholders (buyers, category managers, replenishment).
• Act as the primary point of contact and advocate for the customer internally, ensuring a high standard of service and responsiveness.

Trade, Pricing & Promotion

• Develop promotional calendars and trade spend plans aligned with brand strategy and customer goals.
• Negotiate pricing, programs, terms, and display support while protecting profitability and brand equity.
• Track trade performance, post-event ROI, and recommend course corrections to improve efficiency.

Forecasting, Planning & Execution

• Own account forecasts and demand planning inputs, including promotional lifts, new item launches, and seasonal planning.
• Partner with Supply Chain / Demand Planning to ensure service levels, on-time delivery, and issue resolution.
• Maintain accurate CRM account plans, pipeline, and activity logs.

Cross-Functional Leadership

• Collaborate with Marketing, Finance, Operations, and Category Management to deliver strong execution (launch readiness, promotional assets, e-comm content, in-store merchandising).
• Support retailer e-commerce initiatives (item set-up, digital content, online promos) as applicable.
• Represent the voice of the customer in internal planning (innovation pipeline, pack/price architecture, merchandising strategy).

Reporting & Analytics

• Monitor KPIs: net sales, gross margin, trade spend, distribution, velocity, promo ROI, fill rates, and customer scorecards.
• Prepare business reviews, QBRs, and leadership updates with clear insights and action plans.

Qualifications

​​​​​​Qualifications

• 5+ years of CPG sales experience with at least 3 years managing national/regional chain accounts. Experience in Beverages is a plus
• Preferred experience in natural/organic retail and understanding of premium positioning and brand-building at shelf.
• Familiarity with broker/distributor management and DSD
• Proven track record of delivering growth through distribution expansion, innovation launches, and promotion planning.
• Strong negotiation skills across pricing, terms, and trade programs.
• Analytical proficiency: syndicated data and POS (e.g., UNFI Insights, KeHE Connect and SPINS), Excel, and CRM tools.
• Ability to travel regularly and work effectively in a fast-paced, entrepreneurial environment.

Competencies

• Strategic account thinking and strong execution discipline
• Clear communicator and relationship builder
• Data-driven decision-making; strong financial acumen
• Ownership mindset, grit, and comfort with ambiguity

This role requires frequent travel to key customers and Trade Shows within the US and HQ meetings in MTL.

Additional Information

What We Offer

1 A purpose-driven, high-energy workplace where your contribution directly fuels GURU’s success.

2 Opportunity to lead strategic partnerships and drive growth in a rapidly scaling brand.

3 Competitive compensation package, including:

• Annual performance bonus
• Comprehensive health benefits
• GURU Van
• Mobile allowance
• GURU-branded gear
• Free GURU products (because we walk the talk!)

4 Dynamic, passionate colleagues and a culture rooted in innovation, performance, and Good Energy.