Regional Sales Manager

Regional Sales Manager - Convenience Store, West

The Regional Sales Manager is a high-impact, field-based leadership role responsible for driving revenue growth through expanding distribution, increasing product penetration, and strengthening in-store execution across the convenience store channel.

This is not a traditional account management role. It is a highly hands‑on, execution‑driven position focused on building the business through disciplined field engagement, strong broker and distributor management, and direct relationships with C‑store buyers and decision‑makers. The role serves as a key external representative of the brand and translates strategy into measurable results at the store level.

Core Objectives

Drive profitable revenue growth through new account acquisition and expanded distribution

Increase product penetration and velocity within existing accounts

Execute pricing, promotional, and merchandising strategies effectively in‑market

Ensure best‑in‑class in‑store visibility and impulse positioning

Maximize broker and distributor effectiveness and accountability

Leverage field insights to inform sales strategy and business decisions

Key Responsibilities

Build and maintain strong relationships with regional and national C‑store chains, buyers, and category managers

Lead customer meetings, presentations, and selling initiatives (independently and alongside brokers

Identify and secure new distribution opportunities across chains and independent operators

Expand SKU presence and shelf space within existing accounts

Develop and execute tailored sales strategies by account

In-Store Execution & Field Leadership

Maintain a strong field presence, conducting regular store visits across the region

Evaluate and optimize

Product placement and visibility

Brand blocking and shelf positioning

Pricing and promotional execution

Support onboarding and successful launch of new accounts, ensuring strong initial sell‑through

Ensure merchandising standards and execution consistency across all accounts

Manage relationships with brokers, distributors, and DSD partners

Provide clear direction, tools, and expectations to drive execution

Hold partners accountable to performance metrics and growth objectives

Collaborate on account‑specific strategies and customer opportunities

Support and lead joint sales presentations with broker/distributor part

Execute pricing, promotional, and distribution strategies aligned with company objectives

Monitor sales performance, pipeline, and key account activity

Maintain accurate forecasting and reporting of opportunities

Track and manage sales activities, including customer and broker engagement

Cross-Functional Collaboration

Partner with Marketing on:

New product launches

Merchandising tools and rack programs

Customer‑facing materials

Collaborate with Operations and Customer Service to resolve issues and ensure service excellence

Gather and report insights on:

Competitor activity

Emerging trends (product, pricing, packaging

Provide feedback to leadership to inform strategy and decision‑making

Represent the company at trade shows and industry events

Candidate Profile Required Experience

5+ years of sales experience within the convenience store channel

Proven success selling branded CPG products into regional and national C‑store chains

Experience managing brokers, distributors, and/or DSD networks

Background in bakery, snack, or impulse food categories strongly preferred

Experience within mid‑sized or growth‑stage organizations

Required Skills

Deep understanding of C‑store dynamics, including buyer, distributor, and broker relationships

Strong negotiation, influencing, and closing skills

Ability to identify opportunities and create win‑win solutions

Data‑driven mindset with ability to analyze sales performance and trends

Highly organized with strong prioritization and time‑management skills

Problem‑solving mindset with ability to navigate challenges in the field

Strong communication and relationship‑management skills

Proficiency in CRM tools and Microsoft Office (Excel, PowerPoint)

Additional Requirements

Willingness to travel extensively (~50%+)

Ability to operate independently in a field‑based environment

Entrepreneurial, hands‑on mindset with strong ownership mentality

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