EAST Regional Sales Manager
Alaffia, San Francisco, CA, United States
Alaffia is a purpose-driven body care brand redefining personal care with impact. Through high-performance products rooted in West African heritage, we create economic opportunity, advance social justice, and deliver measurable impact—while building brands consumers love.
Our growing, multi-category portfolio blends time-honored traditions with modern innovation across natural, specialty, and select mass channels.
POSITION SUMMARY
We’re hiring an execution-driven
Regional Sales Manager (RSM)
to own regional retail relationships, drive distribution and velocity, and ensure best-in-class in-store execution. This role is ideal for a relationship-first sales leader who understands how brands win at shelf, values long-term retail partnerships, and thrives in a founder-led, mission-driven environment. The RSM will support execution across Alaffia’s full brand portfolio (includes Ayeya), aligned to a unified brand and go-to-market strategy, and reports to the Vice President, Product & Growth. Openings available for both East and West regions. KEY RESPONSIBILITIES
Retail Partnership Ownership
Own regional relationships, KPIs, and performance with key retail partners Lead line reviews, assortment strategy, distribution expansion, and innovation sell-in Expand distribution while protecting brand integrity, pricing, and velocity Serve as a trusted thought partner to buyers East Region Accounts: Wegmans, MOM’s Organic, Fresh Thyme, INFRA, NCG (HQ & East), The Fresh Market, and regional independents Manage regional trade spend within budget, including planning, tracking, and audit support Own regional trade planning across promotions, pricing, merchandising, displays, and launches Ensure promotional compliance, planogram accuracy, and pricing integrity Partner with brokers and field teams to drive trial, velocity, and visibility Use reporting and portals across retailers, distributors, and merchandising partners to inform data-driven trade and execution decisions Identify execution gaps and take fast, practical action Use store-level insights to inform future trade strategy Lead, manage, and motivate regional brokers and merchandising partners to deliver best-in-class execution Set clear priorities, expectations, and performance standards in a collaborative, mission-aligned way Establish and track KPIs tied to distribution, shelf presence, promotional compliance, and velocity Hold partners accountable through regular performance reviews, scorecards, and action plans Align incentives and field priorities to regional goals and trade programs Conduct regular joint store visits to validate execution, coach teams, and identify opportunities Spend meaningful time in stores to ensure execution excellence and real-time feedback Meet or exceed regional sales targets across assigned accounts and categories Execute regional growth plans aligned to company GTM strategy and retailer-tiering priorities Drive distribution and velocity across assigned accounts and categories Lead innovation sell-in and ensure launch excellence at retail, from authorization through execution Own regional forecast inputs, promotional planning, and performance reporting to support company-wide forecasting Provide clear, timely feedback on execution, velocity, and retailer response to inform future strategy and innovation decisions Cross-Functional Collaboration
Partner with Marketing on in-store initiatives, regional promotions, demos, and market-specific activations Collaborate with Sales Operations, Operations, and Finance to support item setup, forecasting inputs, trade execution, and performance tracking Monitor distributor execution and activity at UNFI and KeHE within assigned territories, escalating risks and opportunities as needed EXPERIENCE & QUALIFICATIONS
5–8+ years of CPG sales experience (beauty, personal care, or natural products preferred) Proven success in natural and specialty retail, including co-ops and regional
ational accounts Experience working with brokers and distributors Strong understanding of the natural retail landscape (mass/club understanding is a bonus) Willingness to travel 30–50% within territory and/or for national trade shows Experience with emerging and/or mission-driven brands Passion for sustainability and purpose-driven business Exceptional verbal and written communicator with commercial acumen and consumer empathy Outstanding management of details with consistent follow through Must be located in the West (proximity to major account HQ preferred) WHAT WE OFFER
Opportunity to help scale a mission-driven body care portfolio with global impact Entrepreneurial, values-led culture Competitive compensation with comprehensive benefits Flexible, fully remote work environment
#J-18808-Ljbffr
We’re hiring an execution-driven
Regional Sales Manager (RSM)
to own regional retail relationships, drive distribution and velocity, and ensure best-in-class in-store execution. This role is ideal for a relationship-first sales leader who understands how brands win at shelf, values long-term retail partnerships, and thrives in a founder-led, mission-driven environment. The RSM will support execution across Alaffia’s full brand portfolio (includes Ayeya), aligned to a unified brand and go-to-market strategy, and reports to the Vice President, Product & Growth. Openings available for both East and West regions. KEY RESPONSIBILITIES
Retail Partnership Ownership
Own regional relationships, KPIs, and performance with key retail partners Lead line reviews, assortment strategy, distribution expansion, and innovation sell-in Expand distribution while protecting brand integrity, pricing, and velocity Serve as a trusted thought partner to buyers East Region Accounts: Wegmans, MOM’s Organic, Fresh Thyme, INFRA, NCG (HQ & East), The Fresh Market, and regional independents Manage regional trade spend within budget, including planning, tracking, and audit support Own regional trade planning across promotions, pricing, merchandising, displays, and launches Ensure promotional compliance, planogram accuracy, and pricing integrity Partner with brokers and field teams to drive trial, velocity, and visibility Use reporting and portals across retailers, distributors, and merchandising partners to inform data-driven trade and execution decisions Identify execution gaps and take fast, practical action Use store-level insights to inform future trade strategy Lead, manage, and motivate regional brokers and merchandising partners to deliver best-in-class execution Set clear priorities, expectations, and performance standards in a collaborative, mission-aligned way Establish and track KPIs tied to distribution, shelf presence, promotional compliance, and velocity Hold partners accountable through regular performance reviews, scorecards, and action plans Align incentives and field priorities to regional goals and trade programs Conduct regular joint store visits to validate execution, coach teams, and identify opportunities Spend meaningful time in stores to ensure execution excellence and real-time feedback Meet or exceed regional sales targets across assigned accounts and categories Execute regional growth plans aligned to company GTM strategy and retailer-tiering priorities Drive distribution and velocity across assigned accounts and categories Lead innovation sell-in and ensure launch excellence at retail, from authorization through execution Own regional forecast inputs, promotional planning, and performance reporting to support company-wide forecasting Provide clear, timely feedback on execution, velocity, and retailer response to inform future strategy and innovation decisions Cross-Functional Collaboration
Partner with Marketing on in-store initiatives, regional promotions, demos, and market-specific activations Collaborate with Sales Operations, Operations, and Finance to support item setup, forecasting inputs, trade execution, and performance tracking Monitor distributor execution and activity at UNFI and KeHE within assigned territories, escalating risks and opportunities as needed EXPERIENCE & QUALIFICATIONS
5–8+ years of CPG sales experience (beauty, personal care, or natural products preferred) Proven success in natural and specialty retail, including co-ops and regional
ational accounts Experience working with brokers and distributors Strong understanding of the natural retail landscape (mass/club understanding is a bonus) Willingness to travel 30–50% within territory and/or for national trade shows Experience with emerging and/or mission-driven brands Passion for sustainability and purpose-driven business Exceptional verbal and written communicator with commercial acumen and consumer empathy Outstanding management of details with consistent follow through Must be located in the West (proximity to major account HQ preferred) WHAT WE OFFER
Opportunity to help scale a mission-driven body care portfolio with global impact Entrepreneurial, values-led culture Competitive compensation with comprehensive benefits Flexible, fully remote work environment
#J-18808-Ljbffr