Senior Regional Sales Manager

Summary

Join Vital Farms as a Natural Regional and Independent Sales Team Leader, reporting to the Senior Director of Sales Natural. You will lead a team of three, developing strategies to expand Vital Farms' presence in the natural retail landscape across the U.S. Responsibilities include building and maintaining customer relationships, managing brokers and distributors, identifying sales opportunities, and collaborating with internal teams. Success requires strong sales experience in the natural food industry, proven leadership skills, and proficiency in data analysis. Vital Farms offers a remote work environment, competitive pay and benefits, including retirement contributions, annual bonuses, and professional development opportunities.

Requirements

• Minimum of 7+ years of successful CPG experience specific to natural sales, national account management, category management, or related field
• Bachelor’s degree required
• Demonstrated success and strong understanding of the natural retail landscape in the total U.S, including knowledge of key players, market dynamics, and industry trends
• Must be able to travel up to 35% for customer meetings, team meetings, onboarding trips, trade shows and potential trainings
• Established relationships and demonstrated success working with key retailer accounts, along with leading grocery broker and distributor relationships
• Proven track record of successfully developing annual plans to advance the company position at both the strategic and operational levels in the long and short term
• Proficient with leveraging syndicated data (IRI/Circana, Nielsen, and/or Spins) to build sales presentations and analyze business performance
• Experience managing a broker network, keeping them engaged and your business top of mind; as well as experience driving direct customer management
• Demonstrated successful engagement of Top to Top/JBP meetings with Senior Leadership and Executives at key retail partners to align joint plans
• Proficient in Trade Analytics and Software like Blacksmith (selling price, margins, etc.)
• Has developed and led highly functioning sales individuals and/or team

Responsibilities

• Lead the Natural Regional and Independent Sales Team of 3 crew members, strategically located across the United States
• Develop channel and account specific strategies to drive sales growth and increase market share in alignment with Vital Farm’s overall sales, distribution, and KPI goals and objectives
• Conduct regular business review calls to identify customer needs, promote products, optimize promotional plans and drive sales growth
• Identify sales opportunities, analyze market trends, and stay up to date on competitor activities to optimize sales strategies
• Collaborate cross-functionally with internal teams to ensure alignment of sales objective and execution plans
• Build and promote strong, long-lasting strategic customer relationships by partnering with their leadership teams and understanding their needs (Natural Grocers Co-op. INFRA, Fresh Thyme, The Fresh Market)
• Manage relationships and agreements with brokers and distributors, setting goals/targets and ensuring execution
• Continuously expand the customer base and identify new business opportunities to increase market penetration
• Work across the People Team and Sales Leadership to ensure the development of people in span of control through PD and QC processes throughout the year
• Leverage customer and syndicated data to track consumption, distribution, pricing and sales to ensure the team is on track to hit company goals
• Guide team to plan annual promotional plans and ensure trade spending is effective and driving distribution growth targets
• Evaluate sales promotional/ trade spending and effectively track ROI
• Identify emerging markets and market shifts while being fully aware of new products and competition status
• Conduct monthly and annual team reviews to drive accurate and timely forecasts for expected demand, trade plan, and promotional trade spend

Preferred Qualifications

• Dairy/Refrigerated experience preferred
• Preference given to candidates with experience working with the following: Natural Grocers Co-Op, INFRA, Fresh Thyme, The Fresh Market, Good Holdings Companies, Whole Foods, Sprouts, KeHE and UNFI

Benefits

• Competitive pay and benefits (Medical, Dental, Vision, and Paid Parental Leave, just to name a few)
• Generous retirement contributions: 401(k) + 3% Contribution from Day 1
• Annual bonus and equity grant (subject to business results and company approval)
• Free eggs and butter, along with friends and family discounts
• Fun team SWAG that will make you the talk of the town
• Professional development opportunities and an amazing team dedicated to your growth