Vice President of Sales and Trade Marketing

Orchid Holistic Search - Los Angeles, CA

POSITION TITLE: Vice President of Sales & Trade Marketing

REPORTING TO: Steve Young, Chairman of the Board with lead investor Sunrise Strategic Partners, a $200M operationally-focused investment fund and brand accelerator located in Boulder, Colorado. Dotted line report to founder Natasha Case

LOCATION: Los Angeles, CA (REMOTE with preference for SoCal or MN)

THE COMPANY: Coolhaus, a $15M super-premium ice cream brand growing ~50% per year.

Coolhaus co-founders Natasha Case and Freya Estreller started baking cookies, making ice cream, and combining them into “cool houses” in 2008. With mutual backgrounds in the design and real estate fields, they began naming their ice cream sandwiches after architects and architectural movements that inspired them – and eventually decided to take their newfound passion (dubbed “Farchitecture,” or Food + Architecture) to their hometown streets in Los Angeles.

Today Coolhaus distributes in 6,000+ grocery stores ranging from Whole Foods to Kroger to Wegman’s markets with 30+ SKU’s including super premium ice cream sandwiches, pints, mini cups, mini sandwiches and soon to be cones. Fans can also visit Coolhaus at its flagship storefront in Culver City (which now houses its innovation center), or check out its 10 mobile food trucks Los Angeles, New York, and Dallas. Coolhaus launched a dairy-free line last year and it has been a breakout star with immense growth planned for the future and is known for creating unique partnerships including the most recent with Ritz Cracker’s, French’s Mustard, Whole Foods for International Women’s Day and NCG for Pride.


Natasha Case founded Coolhaus in 2009 with Freya Estreller because they did not feel represented by any of the ice cream brands on shelves… not as Millennials, not as women, and definitely not as gay women. They left their jobs in architecture at Walt Disney Imagineering and real estate, respectively, to create the brand, from product to culture, that they wanted to buy. They launched their architecturally-inspired, artisan, unique ice cream sandwich company from their barely drive-able postal van at the Coachella Music Festival to an audience of 100,000. They built a loyal following over the festival weekend and returned to LA to an abundance of viral press, a rapidly building social media following, and an eager foodie audience. Since then, Natasha has been named a Forbes 30 under 30 Food & Beverage, Zagat 30 Under 30, Linked in 10 under 35 for Food & Leisure, 10 Most Successful Women in Business by Leaders Globe, and was recently named UCLA LGBTQ+ 2019 Alum of the Year. She has been featured in many national publications and media outlets like Entrepreneur, Inc, Cosmo, Dwell, Bon Appetit, Bustle, The Advocate, Vice, NPR, and Food52 and TV shows including Food Network’s Chopped, Barefoot Contessa, Unique Sweets, Good Morning America, King of Cones, Andy Cohen Live, Top Chef Jr and co-hosted her own podcast, ‘Start to Sale’ through Eater/Vox Media. In 2019 she joined YPO in the Beverly Hills chapter. She has successfully launched brand partnerships with Bustle, Lexus, MeUndies, Allegro Coffee, French’s Mustard/McCormick’s, Goldieblox (STEM for girls) and K-Swiss amongst others. Natasha is a board member of UCLA Arts Dept, Opportunity Fund (Southern California), Startup UCLA, and a member of the Lyft Council (Los Angeles). Coolhaus has become a pioneer in dessert innovation with its thoughtfully crafted, super-premium and innovative ice cream and plant-based frozen desserts. Coohaus is the leading women-owned ice cream business at grocery, growing significantly to include a fleet of 10 trucks (LA, Texas, NY), a flagship scoop shop/innovation center in Culver City, and 7,000 grocery doors nationally including Whole Foods global, Wegmans, Kroger, and Publix. Coolhaus is distributed internationally in Asia and the Middle East as well and sold at major venues like The Rose Bowl, Madison Square Garden, The Hollywood Bowl, The Greek Theater and The Forum.

Today, Natasha leads the way as the CEO of Coolhaus, leading innovation (including cones that will roll out in 2021) and guiding the brand with fresh, unique ideas that keep Coolhaus on top of its game as zealous expansion to become the household brand of the millennial generation continues. Natasha aspires to continue to represent positive change, push the envelope for the future of food, and inspire the next generation of women and LGBTQ+ founders, entrepreneurs, and creators to live out their dreams.


The Opportunity:

As Coolhaus gears up for transformational growth, you have the opportunity to join the Executive Team and build the company via sales strategy and team in a scrappy, diverse & inclusive environment. Coolhaus offers a comprehensive package including salary, bonus and equity stake plus health benefits and a 401K plan + match.

Who You Are:

You’re drawn to this opportunity for a number of reasons including passion for nurturing sales in high-growth CPG companies, an entrepreneurial/start-up environment and (of course) a love of amazing ice cream! You have a natural hunger to drive growth; sales is a part of your DNA. You are an optimist with a “sky’s the limit mentality” yet your feet are rooted in reality; a solid left and right brain balance. You have demonstrated flexibility and resourcefulness. You are extremely detail oriented and can manage a P&L by customer and meet deadlines. At the same time, you’re driven to crush goals by thinking outside of the standard playbook. You have a “consumer first” attitude and importantly a magnetic center that inspires your team to achieve excellence.


The Vice President of Sales and Trade Marketing (“VPSTM”) will have ultimate accountability for sales strategy, business development and key top- and bottom-line sales targets. The VPSTM will work closely with the Founder to identify a sales strategy that is aligned with the company’s short and long term mission and goals, with the goal of building a differentiated brand focused on the millennial and Gen Z consumer. The VPSTM will directly oversee all commercial operations (sales and marketing). This person will have a unique opportunity to build and execute a sales strategy and grow a professional CPG operation that will expand the Coolhaus brand into new retail channels.


  • Design the Trade Marketing Strategy to achieve defined business goals across all product categories.
  • Own responsibility for the development, execution, and performance of all innovative programs designed to increase velocity in-store.
  • Serve as the bridge between the internal Coolhaus team and the retailer(s), putting operations into place so that communication between the company and retail partners is rock solid.
  • Establish channel strategies, pricing strategies and implementing the associated plans.
  • Serve as the primary point of contact with distributors (UNFI, Kehe) and merchandisers (Presence Marketing)
  • Coordinate with the operations team to drive proper demand planning and service levels to the retailer
  • Develop and deliver long-term new product development plans through channel and customer specific strategy.
  • Leverage the Brand Positioning and solidify the company’s advantage through our retailers.
  • Develop, implement & evaluate category plans to meet profit goals



  • The VPSTM will possess a minimum of 5-7 years’ experience in similar position and company size, ideally in the ice cream or related categories where they have successfully built and executed commercial strategy in a growth environment and developed a winning team.
  • Deeply connected within the Natural and Specialty grocery channels with experience breaking into Mass (Target, Costco etc.)
  • Entrepreneurial mindset with ability to make quick, rational decisions, implement systems and pivot where necessary
  • Collaborate with distributors and merchandisers
  • Create volume and incremental sales growth via Trade Marketing programs
  • Good project management and presentation skills
  • Natural and inspirational mentor
  • Organized, determined, passionate, hustler
  • Proactive and team player
  • Able to communicate cross-functionally at different organizational levels


Bachelor’s Degree in business related discipline.


Angela Marturano

President | Orchid Holistic Search


 Orchid Holistic Search is a Detroit-based boutique, woman owned executive search firm. Co-founded in 2010, Orchid Holistic Search has an un-paralleled network of natural products industry leaders and has built a reputation of success credited towards values-centric search process and phenomenal relationships.





Posted On: Thursday, August 20, 2020

Position Contact
Angela Marturano
(313) 449-1340
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