Regional Sales Manager (HEB)

Position Summary

The Regional Sales Manager is responsible for leading all sales activities for assigned HEB accounts and other regional customers. This role drives the strategic direction, development, and execution of account-specific business plans across multiple product categories to maximize revenue, profitability, and volume.

The Regional Sales Manager manages both broker-led and direct customer relationships, with full accountability for profit and loss performance. This role requires consistent achievement of budget targets and contribution to overall business growth.

Essential Functions

• Lead and manage all sales activities for assigned accounts, including the development and execution of long-range and annual business plans to achieve sales, profit, and volume objectives.
• Drive distribution expansion, promotional planning, and trade spend management within established guidelines.
• Develop and manage sales forecasts; lead promotional execution, trade strategy, and account performance tracking.
• Represent assigned accounts in cross-functional meetings, collaborating with internal teams such as marketing, supply chain, and finance.
• Own day-to-day and strategic account management to win, maintain, and grow business.
• Identify and develop new business opportunities, including new customers, channels, and private label initiatives.
• Partner with marketing on product innovation, commercialization, and digital engagement strategies.
• Balance tactical execution and strategic planning (approximately 50% / 50%).
• Analyze complex business situations using both quantitative and qualitative data to inform decision-making.
• Lead sales planning best practices, including pipeline management and Sales Action Planning processes.
• Manage cross-functional projects at a strategic level.
• Develop and execute growth strategies aligned with overall business objectives.
• Maintain full budget and P&L responsibility for assigned accounts.
• Perform additional duties as assigned.

Core Competencies

• Strong negotiation, collaboration, and influencing skills with major retail customers
• Advanced analytical and problem-solving abilities
• Excellent written and verbal communication skills; composed under pressure
• Ability to thrive in a matrixed organization and work cross-functionally
• High proficiency with data systems, analytics tools, and syndicated data
• Understanding of traditional and digital paths to purchase
• Strong organizational and time management skills
• Self-starter with the ability to manage a dynamic workload
• Skilled in presentation development, including PowerPoint
• Medium level of Microsoft Office capabilities, specifically Excel.
• Innovative, adaptable, and results-oriented

Education and Experience

• Bachelor’s degree in business or a related field required; MBA preferred
• Minimum 5+ years of food industry sales experience; Retail CPG experience preferred
• Experience managing brokers preferred
• Demonstrated leadership, coaching, and performance management skills
• Proven ability to develop and execute strategic account plans
• Strong understanding of the competitive landscape and industry trends
• Track record of delivering sustained P&L growth

Travel Requirements

• Remote role with approximately 40% travel required