About VeeFriends

VeeFriends is a next-generation character IP company built at the intersection of collectibles, kidult culture, entertainment, and community. Inspired by the world-building ethos of Pokémon, Hello Kitty, Marvel, and other beloved franchises—VeeFriends is rapidly expanding its physical collectibles & consumer product ecosystem across trading cards, comics, apparel, mystery products, and more.

We are now building a dedicated B2B sales team to scale our reach across wholesale & retail sales, with a range of opportunity in hobby, specialty, mass retail, digital marketplaces, and more. This role will be the foundational hire responsible for launching, operationalizing, and growing these channels.

Role Overview

We are seeking a Go-To-Market (GTM) Sales Director, B2B to lead VeeFriends’ entry into structured B2B sales. This is a highly strategic, entrepreneurial role for someone who deeply understands the collectibles, trading cards, hobby, entertainment, and/or kidult product landscape and knows how these markets operate at both boutique and enterprise scale.

As our first B2B sales hire, you will build the strategy, tools, systems, and—over time—the team, operating model, and P&L oversight, that drives VeeFriends’ wholesale business.

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What You’ll Lead

1. B2B Sales Strategy & Partner Development

• Build and execute (in partnership with our founder, Gary Vaynerchuk for key accounts) VeeFriends’ B2B sales strategy, across priority segments and channels such as:
  
  
  
• • Hobby shops & independent retailers
    
    
    
  • Breakers and streaming commerce partners
    
    
    
  • Marketplaces
    
    
    
  • Distributors and consolidators
    
    
    
  • Big-box and specialty retail
    
    
    
  • Emerging “kidult” and collectible-adjacent categories
    
    
    
• Develop a tiered target account list and acquisition approach, leveraging existing relationships to formalize sales opportunities, while identifying net-new strategic customers to target growth
  
  
  
• Own pipeline development, relationship building, and deal conversion - building across a pre-existing base of hundreds of boutique and specialty retail accounts.
  
  
  
• Establish VeeFriends’ presence across industry events (ComicCon, NY Toy Fair, National Sports Collectors Convention, licensing shows, etc.).
  
  
  
• Provide ongoing reporting on pipeline health, close rates, partner wins, and sales KPIs.
  
  
  

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2. GTM Sales Infrastructure

• Audit existing tools and build the foundational B2B infrastructure needed for scale.
  
  
  
• Implement and optimize CRM (likely Microsoft Dynamics 365) for B2B pipeline visibility, account ownership, and post-sale enablement.
  
  
  
• Define B2B funnel stages, workflows, and forecasting processes.
  
  
  
• Partner with Technology to shape a B2B product/portal strategy, including allocation management, partner-facing features, and account experience.
  
  
  

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3. Revenue Forecasting & Demand Planning

• Build a revenue forecast aligned with Product, Finance, and Inventory teams, while partnering with our Merchandising & Product Operations teams to plan channel-specific B2B SKUs and plan Allocations
  
  
  
• Recommend SKU-level allocation strategy based on partner demand, category dynamics, and market opportunity.
  
  
  
• Establish a repeatable monthly cadence for forecast updates, risk flagging, and opportunity identification.
  
  
  

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4. Cross-Functional Launch & Channel Support

• Partner across Product, Marketing, Creative, and Operations to coordinate retail timelines, packout schedules, trade promotions, and consumer launch alignment.
  
  
  
• Build B2B-specific promotional programs and co-branded marketing efforts.
  
  
  
• Collaborate with Finance on margin analysis, profitability insights, and scenario planning.
  
  
  

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5. Foundation Building & Team Creation

• Deliver a comprehensive B2B GTM playbook that outlines:
  
  
  
• • Sales processes
    
    
    
  • CRM frameworks
    
    
    
  • Account management standards
    
    
    
  • Partner lifecycle workflows
    
    
    
  • Trade show and activation strategies
    
    
    
• Identify the future B2B sales org design and hiring roadmap as the channel scales.
  
  
  
• Act as the player-coach who builds the team around sustainable growth.
  
  
  

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What You Bring

• 7-10+ years of B2B sales experience in collectibles, kidult, trading cards, toys, licensing, entertainment, or adjacent consumer product categories.
  
  
  
• Deep familiarity with the retail ecosystem across hobby, specialty, mass, marketplaces, and emerging digital commerce channels (Whatnot, NTWRK, Fanatics Live, etc.).
  
  
  
• Proven success building or scaling a GTM function from early-stage to growth phase.
  
  
  
• Expertise with CRM systems (Dynamics 365 preferred) and sales process design.
  
  
  
• Strong forecasting, demand planning, and revenue modeling instincts.
  
  
  
• Ability to operate both strategically and executionally—willing to roll up your sleeves.
  
  
  
• Strong stakeholder management and cross-functional communication.
  
  
  
• An entrepreneurial mindset and excitement about joining as the first hire shaping a major new revenue stream.
  
  
  

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Why This Role Is Special

• You will define VeeFriends’ entire B2B go-to-market foundation.
  
  
  
• You’ll have ownership over building the channel AND the team that executes it.
  
  
  
• You’ll sit at the intersection of a fast-moving culture brand, collectibles innovation, and the growing “kidult” product universe.
  
  
  
• You’ll directly impact how VeeFriends shows up at retail across the globe.