Regional Sales Manager- Pacific Northwest

Regional Sales Manager - Pacific Northwest

Location: Pacific Northwest (WA, OR, ID, MT)

Department: Retail Sales - Grocery / Wholesale

Reports To: Director of Sales - West/Central

Position Summary

The Regional Sales Manager - Pacific Northwest is responsible for leading regional retail sales growth, strengthening strategic partnerships, and expanding distribution of Heartland Food Products Group's portfolio across grocery retailers and wholesalers in the Pacific Northwest.

This role manages key relationships with regional chains, independent grocers, and wholesale partners including WinCo Foods, New Seasons Market, Metropolitan Market, NW Grocers, URM, UNFI, C&S Wholesale Grocers, and AFS business. The Regional Sales Manager also supports the national account team with Kroger (Fred Meyer/QFC) and Albertsons/Safeway divisions to ensure alignment and flawless regional execution. A critical component of the role is working directly with the broker team to execute retail priorities, drive distribution, and deliver consistent in-market performance.

Key Responsibilities

• Regional Sales Leadership - Deliver annual sales targets, expand distribution, and increase product penetration across regional grocery retailers and wholesalers.
• Account Management - Lead day-to-day business with WinCo Foods, New Seasons Market, Metropolitan Market, NW Grocers, URM, UNFI, C&S, and AFS, ensuring strong relationships and consistent execution.
• Broker Team Partnership & Execution - Work directly with the broker team to execute retail priorities, secure new distribution, complete store-level merchandising, support promotional programs, and ensure flawless execution across the territory.
• Wholesale Partnership Development - Strengthen relationships with wholesale partners to ensure stocking, replenishment, promotional execution, and new item acceptance.
• AFS Ownership - Manage Associated Food Stores business, including headquarters engagement, promotional planning, distribution alignment, and retail execution.
• National Account Support - Partner with the national account team to support regional execution for Kroger (Fred Meyer/QFC) and Albertsons/Safeway, ensuring alignment between headquarters strategy and field execution.
• Category & Shelf Performance - Drive category growth through data-based recommendations, planogram execution, promotional planning, and retail activation.
• Distribution Protection - Monitor and protect existing distribution, ensuring continuity of supply, competitive positioning, and alignment with retailer category strategies.
• Joint Business Planning - Conduct annual and quarterly business reviews with retail and wholesale partners, presenting insights, performance trends, and growth opportunities.
• Market Development - Identify whitespace opportunities, emerging trends, and regional consumer preferences; develop strategies to capture incremental volume.
• Cross-Functional Collaboration - Partner with marketing, category insights, supply chain, and national account teams to support retail execution and customer satisfaction.
• Retail Execution & Activation - Support store-level execution through retail visits, broker coordination, merchandising support, promotional compliance checks, and relationship building with store leadership.
• Business Reporting - Maintain accurate CRM documentation, forecast demand, and provide timely reporting on sales performance, distribution, and competitive activity.

Qualifications & Experience

• 5+ years of grocery retail, CPG, or wholesale account management experience; regional management preferred.
• Proven track record of leading retail sales growth and managing regional grocery accounts.
• Strong understanding of the PNW grocery landscape, including WinCo Foods, New Seasons Market, Metropolitan Market, NW Grocers, URM, UNFI, C&S, and regional independents.
• Experience managing AFS business, including headquarters engagement and multi-state retail execution.
• Demonstrated success working directly with broker teams to drive execution and deliver results.
• Experience supporting national account teams with large retailers such as Kroger and Albertsons.
• Knowledge of category management, planograms, and retail merchandising.
• Ability to analyze syndicated data (IRI, Nielsen, SPINS) and translate insights into action.
• Excellent negotiation, communication, and relationship-building skills.
• Highly organized, self-motivated, and comfortable managing a multi-state territory.
• Proficiency with CRM tools, Microsoft Office, and sales reporting platforms.
• Ability to travel throughout the Pacific Northwest (30-50%).

Competencies

• Regional Retail Strategy
• Broker Team Partnership & Execution
• Category Management & Insights
• Wholesale Partnership Development
• National Account Collaboration
• Negotiation & Influence
• Territory Planning & Prioritization
• Relationship Management