Director, Channel Strategy

Farmer’s Fridge makes fruits and vegetables accessible and approachable for everyone. We offer a variety of fresh, healthy, ready‑to‑eat meals and snacks through our fresh food vending machines, wholesale partners, and office pantry solution—providing chef‑curated meals to customers within seconds. Today, we operate a network of Fridges and partner with clients nationwide in high‑foot‑traffic areas such as airports, hospitals, universities, and large office buildings—where there is limited accessibility to fresh, healthy grab‑n‑go options.

We care deeply about what we’re creating and aspire to make sure our customers feel that through every touchpoint. This shows up in many ways across the business. We are committed to prioritizing food safety, we are passionate about product quality, we value our employees, we champion the best idea no matter where it comes from, and we’re committed to making an overall positive impact as we scale.

About this Role

We’re looking for a Director of Channel Strategy to own the medium‑ and long‑term performance of the Fridge channel—setting where we play, how the portfolio evolves, and what "good" looks like economically over time. You’ll be accountable for the channel P&L, fridge lifecycle strategy, and product / category strategy within the Fridge and Retail channels. You’ll define the economic model and roadmap for the channel and partner closely with the Director of Channel Operations, who owns day‑to‑day execution, forecasting, and variance management. Your job is to set guardrails, targets, and plays; theirs is to make the numbers show up in the weekly plan. This is a highly cross‑functional role at the intersection of Finance, Demand Planning, Channel Operations, Sales, Marketing, Category / Menu, and Product. You’ll combine data, experimentation, and commercial judgment to grow profitable revenue across 1,800+ fridges while improving the customer experience.

What You’ll Do

Own the Fridge Channel P&L & Long‑Term Economics

• Own the Fridge channel P&L and long‑term economic model, including AWS, contribution margin, payback, and channel‑level ROI across verticals and programs.
• 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 data‑driven frameworks and business cases.

Set Fridge Lifecycle Strategy

Lead Category & Assortment Strategy for the Fridge Channel

Drive Test‑and‑Learn & Portfolio Optimization

Lead Channel Planning & Cross‑Functional Alignment

Build and Lead the Channel Strategy Team

System & Data Governance

Who You Are

Nice to Have

Compensation & Benefits

The base salary range for this role is $165,000 – $180,000 . The base pay offered will be determined by factors such as experience, skills, training, certifications, education, and any applicable minimum wage requirements.

In addition to base salary, this position is eligible for company performance‑based bonuses and equity.

We provide a comprehensive benefits package, including :

Farmer’s Fridge Diversity Statement

Farmer’s Fridge is an equal‑opportunity employer. We are committed to providing equal employment opportunity in all employment practices, including hiring, without regard to race, color, religion, national origin, sex, gender identity, sexual orientation, age, disability status, veteran status, or any other characteristic protected by federal, state or local law.

Disclaimer

To ensure the best possible match, we encourage all interested candidates to apply, even if they do not meet every requirement listed above.

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