Job Summary

The Sales Manager – Retail is responsible for managing and growing retail sales within an assigned territory, channel, or set of key accounts. This individual will lead customer relationships, drive execution of sales initiatives, and work cross-functionally to deliver against volume, revenue, and profit goals. The ideal candidate is a strategic thinker and strong executor who thrives in a fast-paced CPG environment and understands retail dynamics across multiple channels.

Essential Duties and Responsibilities:

Customer Management

• Develop and manage strategic customer relationships with retail buyers and decision-makers (Grocery, Mass, Club, Drug, Convenience, etc.).
• Deliver volume, revenue, and profit targets across all assigned customers.
• Identify and pursue new business opportunities to expand distribution and shelf presence.
• Negotiate trade terms, pricing, promotional plans, and annual agreements.

Retail Execution

• Partner with retail execution teams, brokers, and third-party merchandisers to ensure proper in-store presence, planogram compliance, and promotional execution.
• Monitor retail performance (distribution, out-of-stock rates, share of shelf) and develop corrective action plans when needed.
• Conduct store visits and retail audits to ensure compliance with sales initiatives.

Sales Strategy & Planning

• Collaborate with internal teams (Marketing, Trade, Category Management) to develop customer-specific plans that align with brand and company objectives.
• Execute pricing, promotion, and placement strategies to maximize ROI.
• Provide input to demand planning and supply chain to ensure accurate forecasts and product availability.

Trade Management & Budgeting

• Manage trade spend and promotional budgets effectively to maximize ROI and customer satisfaction.
• Conduct post-promotional analysis to assess effectiveness and guide future decisions.

Cross-Functional Collaboration

• Collaborate with Marketing, Category Management, Demand Planning, Finance, and Supply Chain to ensure alignment of execution plans with customer and internal objectives.
• Translate retailer insights and shopper trends into actionable strategies.

Reporting, Analytics & Insights

• Leverage syndicated data (IRI, Nielsen, SPINS), POS data, and internal dashboards to identify trends, gaps, and opportunities Analyze sales data (syndicated and internal) to track performance, identify trends, and uncover opportunities or risks.
• Prepare and present compelling, insights-based selling stories and business reviews to customers and internal leadership.

Education and Experience

• Bachelor's degree in Business Administration, Marketing, or a related field, preferred. MBA a plus.
• Minimum of 5 years of experience in sales, with at least 3 years in a managerial role, ideally in the Food & Beverage or Consumer Products sector.
• Proven track record of success in driving sales and meeting/exceeding targets.
• Proficient in CRM software (e.g., Salesforce)
• Proficiency in Microsoft Office Suite (Excel, Word, PowerPoint).
• Experience in managing large customer accounts and negotiating complex deals.

Skills and Competencies:

• Applies foundational skills in sales strategy, project management, and category management, using CRM systems and analytics tools to support planning, track performance, and improve decision-making.
• Builds and deepens customer relationships through tailored presentations, effective negotiation, and objection handling to close deals and enhance engagement.
• Utilizes various digital tools and systems to streamline sales processes, manage projects, and deliver insights that support customer-centric strategies.
• Leverages strong business and market knowledge to identify growth opportunities, align customer needs with offerings, and adapt strategies based on industry trends and insights.
• Applies structured decision-making and deep product expertise to communicate value, differentiate from competitors, and support long-term business success.
• Demonstrates strong personal leadership through courage, accountability, and a winning mindset. Stays motivated, embraces feedback, takes calculated risks, and learns from setbacks to continuously grow and inspire others.
• Builds deep trust with stakeholders through emotional intelligence, approachability, persuasive communication, and active listening. Leads with integrity, manages conflict, and fosters collaboration across teams.
• Applies critical thinking, strategic alignment, and market insight to make sound decisions—even amid ambiguity. Anticipates issues, drives scalable solutions, and maintains a results-oriented approach.
• Thrives in dynamic environments by staying flexible, managing time effectively, and embracing change. Drives efficiency through attention to detail, autonomy, and effective meeting facilitation

Other

• Travel required, both domestically and potentially internationally.
• Ability to work out of home office when not traveling
• Must have a valid driver's license and access to reliable transportation.