Regional Field Sales Manager
United Natural Foods, Inc., Edison, NJ, United States
Job Overview:
The Regional Sales Manager (RSM) is responsible for delivering the assigned sales budget and driving retail execution excellence across their territory in support of UNFI Canada’s strategy. The RSM leads a team of Field Sales Representatives (Inside and Outside) responsible for generating Direct Store Delivery (DSD) sales by taking and upselling store‑level orders across all classes of trade, including chain and independent customers. The role ensures strong execution of sales priorities, distribution objectives, promotional programs, and new item launches while building a high‑performing sales team focused on revenue growth. The RSM may also supervise an Account Manager responsible for developing and executing growth strategies for mid‑tier customers in partnership with Field Sales Representatives. Job Responsibilities:
Sales, Budget, & Customer Strategy
Owns and delivers the assigned territory sales budget through effective leadership, planning, and performance management. Monitors weekly and monthly sales performance and takes action to maximize opportunities and mitigate risk. Drives Direct Store Delivery (DSD) sales growth across chain (70%) and independent (30%) accounts. Ensures strong execution of company priorities including quarterly priorities, new item launches, brand speed to market, promotional programs, seasonal initiatives, and trade show opportunities. Supervises and supports the Account Manager responsible for mid‑tier customers in partnership with Field Sales Representatives. Provides guidance on the development and execution of strategic business plans to drive sustainable growth for mid‑tier accounts, managed by the Account Manager. Reviews and analyzes customer performance and sales data to identify opportunities to expand distribution, improve promotion effectiveness, and grow revenue. Ensures alignment between account‑level strategy and field‑level execution to maximize sales impact. Field Leadership & Coaching
Leads, develops, and coaches a team of Field Sales Representatives and Account Manager to consistently achieve sales targets and execute company priorities. Establishes clear goals, expectations, and performance metrics for all direct reports. Conducts a minimum of one full field coaching day per quarter with each Field Sales Representative (Outside) to support selling skills, account strategy, and execution unless a different schedule is outlined by the Senior Sales Manager, Director or VP. Provides ongoing feedback through performance reviews, one‑on‑one check‑ins, and team meetings. Supports recruitment, onboarding, development planning, and succession planning within the territory. Fosters a culture of accountability, collaboration, and continuous improvement. Participates in annual trade shows providing team with proper direction and preparation leading into the shows. Territory Optimization & Process Management
Evaluates territory coverage, store visitation frequency, and route planning to ensure optimal deployment of sales resources. Conducts quarterly territory reviews to assess coverage, drive time, and sales impact. Completes an annual territory review three months prior to the start of the fiscal year to ensure appropriate resource allocation across accounts. Ensures consistent execution of sales processes and SOPs including product launches, seasonal booking programs, brand speed to market, discontinuations, and forecasting guidelines. Works with internal partners (SRM, Supply Chain, CBT leads) to support effective execution of field initiatives. Manages territory expenses, equipment usage, and mileage reporting for Outside Sales Representatives. Recruits and fills vacant territories as required. Communication & Performance Reporting
Communicates sales targets, priorities, and performance expectations to Field Sales Representatives and the Account Manager. Provides the Senior Sales Manager with monthly updates on territory performance including coverage, rep activity, priorities execution, highlighting wins, risks, opportunities, operational issues, and market/competitive insights to inform territory strategy. Utilizes UNFI reporting tools and dashboards to monitor performance, identify risks, and ensure alignment with company priorities. Maintains strong collaboration with Key Account Managers, Vendors, Brokers, and internal stakeholders to support field sales execution. Job Requirements:
Education/ Certifications:
Bachelor’s degree or equivalent in Sales or Business Experience:
Minimum of 2 years’ industry related experience. Previous experience leading field teams and managing performance processes. Previous customer experience in either a field sales or key account sales capacity. Working knowledge of retail merchandising and product assortment decision process at store level. Knowledge/Skills/Abilities:
Familiarity with Company sales and merchandising standards, policies and procedures, and competitive position. Knowledge of the industry. Strong interpersonal and public relations skills. Excellent sales abilities. Good organizational and problem‑solving skills. Excellent communication and presentation skills. Proven track record of meeting and exceeding customer expectations. Demonstrated ability to drive new business and close sales. Work Environment:
Hybrid Role:
This position follows a hybrid schedule. The acceptable split between onsite and remote work is determined by the manager. Hybrid associates may choose to work from an office more frequently than required. Travel (major):
Travel is required up to 50% for this position. Physical Environment/Demands:
Must reside in territory assigned. Must have the ability to travel nationally to support team regionally, visit customers, attend trade shows and events, and when required attend in‑person meetings in regional and head office. Work performed primarily in temperature‑controlled office environments. While performing the duties of this job, the employee is regularly required to sit; use hands to finger, handle, or feel; reach with hands and arms; and talk or hear. Incumbent may use calculators, keyboards, telephone, and other office equipment during normal workday. Stooping, bending, twisting, and reaching may be required in completion of job duties. Benefits:
Base salary, PTO plan, Hybrid Work, Health & Dental benefits – first day of employment, car allowance, SIP, RRSP with employer‑matching contributions following 6 months of employment, employee discount on UNFI products, mentorship program/developmental opportunities.
#J-18808-Ljbffr
The Regional Sales Manager (RSM) is responsible for delivering the assigned sales budget and driving retail execution excellence across their territory in support of UNFI Canada’s strategy. The RSM leads a team of Field Sales Representatives (Inside and Outside) responsible for generating Direct Store Delivery (DSD) sales by taking and upselling store‑level orders across all classes of trade, including chain and independent customers. The role ensures strong execution of sales priorities, distribution objectives, promotional programs, and new item launches while building a high‑performing sales team focused on revenue growth. The RSM may also supervise an Account Manager responsible for developing and executing growth strategies for mid‑tier customers in partnership with Field Sales Representatives. Job Responsibilities:
Sales, Budget, & Customer Strategy
Owns and delivers the assigned territory sales budget through effective leadership, planning, and performance management. Monitors weekly and monthly sales performance and takes action to maximize opportunities and mitigate risk. Drives Direct Store Delivery (DSD) sales growth across chain (70%) and independent (30%) accounts. Ensures strong execution of company priorities including quarterly priorities, new item launches, brand speed to market, promotional programs, seasonal initiatives, and trade show opportunities. Supervises and supports the Account Manager responsible for mid‑tier customers in partnership with Field Sales Representatives. Provides guidance on the development and execution of strategic business plans to drive sustainable growth for mid‑tier accounts, managed by the Account Manager. Reviews and analyzes customer performance and sales data to identify opportunities to expand distribution, improve promotion effectiveness, and grow revenue. Ensures alignment between account‑level strategy and field‑level execution to maximize sales impact. Field Leadership & Coaching
Leads, develops, and coaches a team of Field Sales Representatives and Account Manager to consistently achieve sales targets and execute company priorities. Establishes clear goals, expectations, and performance metrics for all direct reports. Conducts a minimum of one full field coaching day per quarter with each Field Sales Representative (Outside) to support selling skills, account strategy, and execution unless a different schedule is outlined by the Senior Sales Manager, Director or VP. Provides ongoing feedback through performance reviews, one‑on‑one check‑ins, and team meetings. Supports recruitment, onboarding, development planning, and succession planning within the territory. Fosters a culture of accountability, collaboration, and continuous improvement. Participates in annual trade shows providing team with proper direction and preparation leading into the shows. Territory Optimization & Process Management
Evaluates territory coverage, store visitation frequency, and route planning to ensure optimal deployment of sales resources. Conducts quarterly territory reviews to assess coverage, drive time, and sales impact. Completes an annual territory review three months prior to the start of the fiscal year to ensure appropriate resource allocation across accounts. Ensures consistent execution of sales processes and SOPs including product launches, seasonal booking programs, brand speed to market, discontinuations, and forecasting guidelines. Works with internal partners (SRM, Supply Chain, CBT leads) to support effective execution of field initiatives. Manages territory expenses, equipment usage, and mileage reporting for Outside Sales Representatives. Recruits and fills vacant territories as required. Communication & Performance Reporting
Communicates sales targets, priorities, and performance expectations to Field Sales Representatives and the Account Manager. Provides the Senior Sales Manager with monthly updates on territory performance including coverage, rep activity, priorities execution, highlighting wins, risks, opportunities, operational issues, and market/competitive insights to inform territory strategy. Utilizes UNFI reporting tools and dashboards to monitor performance, identify risks, and ensure alignment with company priorities. Maintains strong collaboration with Key Account Managers, Vendors, Brokers, and internal stakeholders to support field sales execution. Job Requirements:
Education/ Certifications:
Bachelor’s degree or equivalent in Sales or Business Experience:
Minimum of 2 years’ industry related experience. Previous experience leading field teams and managing performance processes. Previous customer experience in either a field sales or key account sales capacity. Working knowledge of retail merchandising and product assortment decision process at store level. Knowledge/Skills/Abilities:
Familiarity with Company sales and merchandising standards, policies and procedures, and competitive position. Knowledge of the industry. Strong interpersonal and public relations skills. Excellent sales abilities. Good organizational and problem‑solving skills. Excellent communication and presentation skills. Proven track record of meeting and exceeding customer expectations. Demonstrated ability to drive new business and close sales. Work Environment:
Hybrid Role:
This position follows a hybrid schedule. The acceptable split between onsite and remote work is determined by the manager. Hybrid associates may choose to work from an office more frequently than required. Travel (major):
Travel is required up to 50% for this position. Physical Environment/Demands:
Must reside in territory assigned. Must have the ability to travel nationally to support team regionally, visit customers, attend trade shows and events, and when required attend in‑person meetings in regional and head office. Work performed primarily in temperature‑controlled office environments. While performing the duties of this job, the employee is regularly required to sit; use hands to finger, handle, or feel; reach with hands and arms; and talk or hear. Incumbent may use calculators, keyboards, telephone, and other office equipment during normal workday. Stooping, bending, twisting, and reaching may be required in completion of job duties. Benefits:
Base salary, PTO plan, Hybrid Work, Health & Dental benefits – first day of employment, car allowance, SIP, RRSP with employer‑matching contributions following 6 months of employment, employee discount on UNFI products, mentorship program/developmental opportunities.
#J-18808-Ljbffr