Heartland Food Products Group
Regional Sales Manager - West
Heartland Food Products Group, Los Angeles, California, United States, 90079
Regional Sales Manager – West
Heartland Food Products Group | U.S. Field-Based - West Coast
We are seeking a
Regional Sales Manager (RSM)
to lead a hybrid direct and national sales agency model within an assigned region. This role is accountable for delivering regional KPIs through a combination of direct retailer engagement and sales agency leadership, and serves as the primary face of Heartland for regional retailer calls and field-level relationships.
This role requires a confident, externally facing sales leader who can influence retailers directly, set clear direction for agency partners, and translate national strategy into consistent in-market results.
What You’ll Do
Serve as the primary
Heartland representative
for regional retailer calls and field-level customer relationships
Lead retailer meetings focused on execution, distribution, merchandising, promotions, and issue resolution
Reinforce Heartland’s brand strategies, selling stories, and expectations directly with retail partners
Direct and lead Heartland’s national sales agency partner within the assigned region
Set clear priorities, expectations, and KPIs for agency teams
Ensure strong alignment between Heartland and agency leadership on goals, programs, and execution standards
Drive accountability through regular performance reviews, market visits, and ride-alongs
Executional Excellence & KPI Delivery
Own regional execution KPIs including distribution, shelving, pricing, displays, voids, promotional compliance, and resets
Ensure flawless execution of innovation launches, seasonal programs, and national initiatives
Validate in-store performance through store audits, field feedback, and data analysis
Performance Tracking, Reporting & Insights
Own regional scorecards and dashboards tied to defined KPIs
Analyze execution data and retailer feedback to identify trends, risks, and opportunities
Communicate clear, actionable insights and corrective actions to internal stakeholders and agency partners
Cross-Functional Partnership
Act as the field execution liaison between retailers, sales agencies, and internal teams (National Accounts, Marketing, Category Management, Supply Chain)
Provide field input into customer strategies, innovation readiness, and go-to-market planning
Ensure agency and field readiness for new items, resets, and promotional programs
Training, Communication & Capability Building
Lead onboarding and ongoing training for agency teams on Heartland’s brands, tools, and priorities
Deliver consistent communication to the field, reinforcing focus and executional discipline
Share best practices and wins across regions
What You Bring Required Qualifications
7+ years of CPG sales or field sales leadership experience
Proven experience operating in a hybrid direct / sales agency model
Strong capability and confidence leading direct retailer calls and representing the manufacturer
Deep understanding of retail execution, selling fundamentals, and KPI management
Ability to influence, align, and drive results without sole reliance on direct authority
Willingness to travel extensively within assigned region
Preferred Experience
Experience supporting national brand portfolios across multiple retail channels
Familiarity with retail execution tools, store audit platforms, and field reporting systems
Experience partnering closely with National Account Managers and category teams
Strong external presence and customer credibility
Clear, decisive leader with an accountability mindset
Execution-focused with high attention to detail
Data-driven problem solver who turns insights into action
Collaborative partner who builds trust with retailers, agencies, and internal teams
Seniority Level Mid-Senior level
Employment Type Full-time
Job Function Food and Beverage Retail
Benefits
Medical insurance
Vision insurance
401(k)
Paid maternity leave
Disability insurance
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We are seeking a
Regional Sales Manager (RSM)
to lead a hybrid direct and national sales agency model within an assigned region. This role is accountable for delivering regional KPIs through a combination of direct retailer engagement and sales agency leadership, and serves as the primary face of Heartland for regional retailer calls and field-level relationships.
This role requires a confident, externally facing sales leader who can influence retailers directly, set clear direction for agency partners, and translate national strategy into consistent in-market results.
What You’ll Do
Serve as the primary
Heartland representative
for regional retailer calls and field-level customer relationships
Lead retailer meetings focused on execution, distribution, merchandising, promotions, and issue resolution
Reinforce Heartland’s brand strategies, selling stories, and expectations directly with retail partners
Direct and lead Heartland’s national sales agency partner within the assigned region
Set clear priorities, expectations, and KPIs for agency teams
Ensure strong alignment between Heartland and agency leadership on goals, programs, and execution standards
Drive accountability through regular performance reviews, market visits, and ride-alongs
Executional Excellence & KPI Delivery
Own regional execution KPIs including distribution, shelving, pricing, displays, voids, promotional compliance, and resets
Ensure flawless execution of innovation launches, seasonal programs, and national initiatives
Validate in-store performance through store audits, field feedback, and data analysis
Performance Tracking, Reporting & Insights
Own regional scorecards and dashboards tied to defined KPIs
Analyze execution data and retailer feedback to identify trends, risks, and opportunities
Communicate clear, actionable insights and corrective actions to internal stakeholders and agency partners
Cross-Functional Partnership
Act as the field execution liaison between retailers, sales agencies, and internal teams (National Accounts, Marketing, Category Management, Supply Chain)
Provide field input into customer strategies, innovation readiness, and go-to-market planning
Ensure agency and field readiness for new items, resets, and promotional programs
Training, Communication & Capability Building
Lead onboarding and ongoing training for agency teams on Heartland’s brands, tools, and priorities
Deliver consistent communication to the field, reinforcing focus and executional discipline
Share best practices and wins across regions
What You Bring Required Qualifications
7+ years of CPG sales or field sales leadership experience
Proven experience operating in a hybrid direct / sales agency model
Strong capability and confidence leading direct retailer calls and representing the manufacturer
Deep understanding of retail execution, selling fundamentals, and KPI management
Ability to influence, align, and drive results without sole reliance on direct authority
Willingness to travel extensively within assigned region
Preferred Experience
Experience supporting national brand portfolios across multiple retail channels
Familiarity with retail execution tools, store audit platforms, and field reporting systems
Experience partnering closely with National Account Managers and category teams
Strong external presence and customer credibility
Clear, decisive leader with an accountability mindset
Execution-focused with high attention to detail
Data-driven problem solver who turns insights into action
Collaborative partner who builds trust with retailers, agencies, and internal teams
Seniority Level Mid-Senior level
Employment Type Full-time
Job Function Food and Beverage Retail
Benefits
Medical insurance
Vision insurance
401(k)
Paid maternity leave
Disability insurance
#J-18808-Ljbffr