Head of Sales & Marketing - Retail (Plant-Based Food)

Who we are

Dreamfarm is a fast-growing startup, founded in 2021 by entrepreneurs with deep roots in the food industry. Born in Parma, Italy, we set out to create the first iconic Italian plant-based cheeses: healthy, delicious, and now being patented.

We believe food should inspire positive change — combining pleasure, sustainability, and real nutrition. In 2023 we launched our products in Europe’s top retailers. Now, it’s time to scale fast — and we’re looking for bold, hands-on people to join us on this journey

Who we are looking for

We are seeking a commercially-driven, entrepreneurial professional to lead Dreamfarm’s sales expansion across Europe, both in retail (GDO) and foodservice (Ho.Re.Ca.), while shaping and executing our trade and brand marketing strategy.

This is not a traditional marketing role. We’re looking for someone with a strong commercial background — someone who knows how to sell, negotiate with buyers and distributors, develop the right go-to-market strategy per channel, and build brand equity through sales-driven marketing.

You will work directly with the founders and CEO and play a central role in growing Dreamfarm across borders — bridging commercial development and brand positioning in a way that’s fully aligned with our mission.

Your mission

• Lead international sales and business development across retail (GDO) and foodservice channels
• Build and expand our distribution network in key European markets, leveraging your network of retail buyers and foodservice distributors/operators
• Define go-to-market strategies for each geography and channel (retail, foodservice, e-commerce)
• Identify, manage, and grow strategic accounts — from first contact to negotiation, launch, and long-term growth
• Lead trade marketing initiatives to boost sell-in and sell-out across priority markets
• Develop sales tools and support for foodservice operators, chefs, and distributors
• Collaborate closely with R&D, operations, and production to ensure commercial viability and speed-to-market
• Spot and activate new opportunities: co-branding, strategic partnerships, culinary collaborations
• Ensure local adaptation and brand consistency across regions and channels

You bring

• 5+ years of experience in sales and/or category management within the food industry — ideally with exposure to both retail (GDO) and foodservice
• Strong network in European retail and/or Ho.Re.Ca. distribution
• Track record of growing distribution and revenue in multiple markets
• Experience with trade marketing, product launch, and account management
• Entrepreneurial spirit: you combine strategy and hands-on execution, and you’re not afraid to build from zero
• Strong communication, negotiation, and relationship-building skills
• Passion for plant-based, healthy food and sustainability
• Fluent in English (other European languages are a plus)

Location

• Based in Parma, with flexibility for frequent international travel and hybrid working

Availability

• Full-time