Jared Olsen

General Manager · Vice President of Sales

Jared Olsen

Get the channel economics right. Then build the demand.

Salt Lake City, UT · Open to: Austin, TX · Remote · Travel

Vitamix·Traeger·Purple·Ooni

LinkedIn

Don't let his calm and collected exterior fool you, because he is a fierce competitor who will help you win.

— Keira Krausz, CEO and board member, managed Jared · Read all endorsements →

About

25 years building, scaling, and turning around consumer brands

General Manager and commercial executive across DTC, wholesale, and club channels. Most recently owned the North America P&L for a global premium appliance brand, served on the executive team, and built a turnaround strategy that won board approval.

Track record of doubling key account revenue, launching demonstration-led channels from zero, and building sales organizations that grew past $100M in revenue. Pairs strategic clarity with operational rigor in pricing, margin architecture, and org design, turning strategy into sell-through and profit.

What I'm looking for

Roles
General Manager, President, Chief Commercial Officer, or SVP/VP of Sales
Companies
Premium consumer brands, growth stage to mid-market, founder-led or PE-backed
Location
Based in Salt Lake City. Open to Austin, remote, or heavy travel
Best fit
Turnarounds, scale-ups, and channel launches across retail, club, and DTC

Selected work

How the results happened

Ooni · North America+10 pts

Recruited to turn around North America for a global premium brand

US market share, to 29.4%, while the category shrank 39% in unitsHow I did itClose
Problem
A North America business built around sell-in, needing a channel strategy that would hold up in a tougher market.
What I did
Diagnosed the drivers of wholesale performance in the first 30 days, then authored a board-approved plan to shift from sell-in to sell-through and segment the range by channel. Rebuilt the leadership team, created North America's first sales ops and analytics function, and launched a demonstration channel from zero.
Result
Grew US market share 10 points to 29.4% while the US category shrank 39% in units (YipitData), grew DTC ahead of plan, raised wholesale contribution margin, and built the SKU-by-channel model behind new US pricing.
Purple · Costco10%→32%

Turned a promotional club account into a profitable national program

Contribution margin per unitHow I did itClose
Problem
Costco revenue depended on promotions, and each unit earned thin contribution margin.
What I did
Built an omni-channel Costco strategy and moved the account to everyday low pricing, backed by a unit-economics proforma.
Result
Year-over-year Costco revenue doubled, the national rollout grew from 150 to 500+ warehouses, contribution margin per unit rose from $130 to $317, and Q4 2025 beat plan by 42%.
Purple · Inside sales+15%

Rebuilt a sales team to beat plan with half the people

Versus the 2022 plan ($75M)How I did itClose
Problem
An hourly-paid inside sales team with high attrition and no link between pay and results.
What I did
Restructured the organization, moved reps to performance-based commission, and built an enablement function.
Result
Beat the 2022 plan by 15% ($75M) with over 50% fewer reps. Revenue per rep rose 36%, attrition fell 28%, operating costs fell 32%, and inside sales grew 7% in 2023 while company revenue fell 11%.
Traeger · Demonstration$0→$25M

Built a demo channel from nothing into a Costco record

DTC demonstration programHow I did itClose
Problem
Wood pellet grills were a new category that most shoppers had never seen cook.
What I did
Recruited, trained, and led a 70-person direct sales force running live demonstrations nationwide, and opened QVC.
Result
Scaled the program from $0 to $25M, the fastest-growing special event in Costco's history. The same playbook later ran a $120M business at Vitamix.

What colleagues say

From people who worked with Jared

He restructured the sales team, designed and implemented compensation structures that vastly improved performance, recognized and elevated top talent.
Keira KrauszCEO and board memberManaged Jared at Purple
I know he is a great leader that gets amazing results. His strategic insights and industry knowledge make him stand out at the top!
Don SnyderSenior Sales Executive, GM and SVPManaged Jared at Vitamix
He evaluates situations objectively, follows the data, and keeps teams focused on what will actually move results, rather than reacting to noise or short-term pressure.
Clint ReevesSales and service leaderReported to Jared

Experience

Career

Ooni

General Manager, North America

2026

Austin, TX · Scotland-based global brand · Premium outdoor and indoor cooking appliances

North America P&L · US & Canada · DTC, wholesale, demonstration channel · 4 senior direct reports · global executive team

  • Gained US market share in a declining category and narrowed an inherited revenue decline as DTC grew ahead of plan.
  • Led a retailer cost-to-serve analysis and acted on controllable margin levers, raising North America wholesale contribution margin, then built the SKU-by-channel model behind new US pricing.
  • Made three senior hires, created North America's first sales ops and analytics function, and lifted team engagement above the global average.
  • Launched a sales-led demonstration channel from zero that delivered positive contribution margin and opened a path into Costco Special Events.

Purple Innovation

Vice President of Sales & CX

2021 – 2026

Lehi, UT · Premium sleep brand · NASDAQ: PRPL · $469M revenue (2025)

$100M P&L · DTC inside sales, CX, Costco wholesale · 125-person organization · 6 direct reports

  • Built an omni-channel Costco strategy that doubled year-over-year revenue and won a national rollout from 150 to 500+ warehouses; EDLP strategy raised contribution margin per unit from $130 to $317 (10% to 32%).
  • Built an inside sales channel with conversion multiple times higher than the website and average order value 73% higher.
  • Restructured the organization, moved reps to performance-based commission, and built an enablement function: beat the 2022 plan by 15% ($75M), lifted revenue per rep 36%, cut attrition 28% and operating costs 32%, and grew inside sales 7% in 2023 while company revenue fell 11%.
  • Led an enterprise-wide Voice of Customer rollout and integrated AI across customer care and sales operations, with AI chat resolving 30% of chats on its own; improved CSAT and NPS while reducing required frontline headcount 35%, saving $1.5M a year.

Revolution Cooking

Vice President of Sales

2019 – 2021

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Cleveland, OH (Remote) · Smart kitchen appliance startup · Premium small kitchen electrics

P&L responsibility · pre-revenue launch · DTC and national retail / wholesale · executive leadership team

  • Built the commercial organization and go-to-market from the ground up: regional rep groups, specialty account reps, pricing protected by MAP and SKU derivatives, retailer onboarding, and demand forecasting aligned to manufacturing.
  • Launched experiential live-demonstration marketing ahead of the QVC launch to test price elasticity and surface value drivers, reducing customer acquisition costs and improving conversion.

Vitamix

Director of Sales, North America

2012 – 2019

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Cleveland, OH · Family-owned premium small kitchen appliances · Household and commercial products

$120M North America business · US, Canada, Mexico · 7 regional managers · 200 sales professionals

  • Owned revenue and operating budget across the US, Canada, and Mexico; grew revenue 107% in five years to $120M+.
  • Built data-driven event scheduling that lifted contribution margin per event day 25% and cut annual shipping $500K+.
  • Owned national key accounts including Costco, Sam's Club, Whole Foods Market, and Wegmans, growing club sales 75% through in-store demonstration programs and joint business planning.
  • Built global distributor and product training programs supporting international expansion, and halved onboarding time.

Traeger Grills

National Sales Manager

2010 – 2012

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Salt Lake City, UT · Wood pellet grill pioneer, now NYSE: COOK

National DTC demonstration channel and events · 70-person direct sales force · US

  • Scaled the DTC demo program from $0 to $25M, making it the fastest-growing special event in Costco's history, and launched Traeger on QVC.

Earlier: Vitamix, National Sales Representative (2003 – 2010) · The Chef's Kitchen, Sales Manager (2000 – 2003)

Core competencies

  • P&L Ownership & Unit Economics
  • Turnaround & Transformation
  • Omni-Channel (DTC, Wholesale, Club)
  • Pricing & Margin Architecture
  • Org Design & Compensation
  • Go-to-Market & Channel Segmentation

Education, leadership & service

  • Executive Leadership Program, Case Western Reserve University
  • Business Administration, Utah Valley University
  • Eagle Scout, Boy Scouts of America
  • Two-year church service mission, The Church of Jesus Christ of Latter-day Saints

Contact

Let's talk

Open to GM, President, CCO, and senior sales leadership roles at premium consumer brands, and to board advisory conversations.

LinkedIn

Jared Olsen · General Manager | Vice President of Sales · Salt Lake City, UT