VP of Wholesale

Ana Luisa is a direct-to-consumer jewelry company based in Brooklyn. The VP of Wholesale will lead all wholesale functions, driving seasonal and long-term sales strategies to meet net sales and EBITDA targets while building best-in-class retail partnerships.

This role manages a wholesale team and partners cross-functionally with Operations, Merchandising, Marketing, Finance, Customer Experience, Demand Planning, and executive leadership.

• Develop and execute comprehensive wholesale strategies aligned with company objectives and brand positioning.
• Evaluate and refine partnership criteria to ensure high-quality, strategic retail distribution.
• Build and maintain long-term relationships with wholesale partners across key retail channels.
• Expand wholesale distribution while protecting brand integrity and customer experience.
• Build, lead, and develop a high-performing wholesale sales organization (including agency and field sales representation).
• Define team roles, responsibilities, workflows; provide coaching, feedback, and professional development.
• Oversee account acquisition, onboarding, and ongoing account management.
• Lead account-level selling activities (outreach, pitching, sampling, and in-person visits during market weeks in New York).
• Manage order flow, assortments, deliveries, and ongoing account needs; conduct sales reviews and joint business planning.
• Lead trade merchandising initiatives to support sell-through and assortment expansion.
• Integrate wholesale into the cross-functional operating model; partner with Demand Planning on forecasting, S&OP, and inventory alignment.
• Collaborate with Marketing on account-specific marketing and campaigns; align with Merchandising on collections, assortments, and seasonal strategies.
• Partner with Finance on planning, forecasting, and expense management; align with Operations and Customer Experience for fulfillment and service.
• Develop in-store sales training programs for partners and floor staff; create tools and materials for consistent brand storytelling.
• Oversee wholesale analytics (order cadence, sell-through, seasonal trends) and use insights to drive strategy and growth.
• Plan and execute trade events and industry shows; oversee trade marketing materials and sales collateral.
• Own and manage wholesale operating expenses, budgets, and scalable operational controls.

• Extensive leadership experience in wholesale sales within a consumer brand, retail, or related industry.
• Proven ability to build and scale wholesale organizations and processes.
• Strong strategic planning, account management, and cross-functional leadership capabilities.
• Deep understanding of retail channels, wholesale operations, and trade marketing.
• Highly analytical with the ability to translate insights into action.
• Exceptional communication, negotiation, and relationship-building skills.

• Reports to: CMO.
• People management: Yes; 3 direct reports.
• In-person market week visits in New York are required.