Regional Sales Manager - West

Regional Sales Manager - West

Heartland Food Products Group | U.S. Field-Based: West

We are seeking a Regional Sales Manager (RSM) to lead a hybrid direct and national sales agency model within an assigned region. This role is accountable for delivering regional KPIs through a combination of direct retailer engagement and sales agency leadership, and serves as the primary face of Heartland for regional retailer calls and field-level relationships.

This role requires a confident, externally facing sales leader who can influence retailers directly, set clear direction for agency partners, and translate national strategy into consistent in-market results.

What You'll Do

Retailer Leadership & Direct Customer Engagement

• Serve as the primary Heartland representative for regional retailer calls and field-level customer relationships
• Lead retailer meetings focused on execution, distribution, merchandising, promotions, and issue resolution
• Reinforce Heartland's brand strategies, selling stories, and expectations directly with retail partners

Sales Agency Leadership

• Direct and lead Heartland's national sales agency partner within the assigned region
• Set clear priorities, expectations, and KPIs for agency teams
• Ensure strong alignment between Heartland and agency leadership on goals, programs, and execution standards
• Drive accountability through regular performance reviews, market visits, and ride-alongs

Executional Excellence & KPI Delivery

• Own regional execution KPIs including distribution, shelving, pricing, displays, voids, promotional compliance, and resets
• Ensure flawless execution of innovation launches, seasonal programs, and national initiatives
• Validate in-store performance through store audits, field feedback, and data analysis

Performance Tracking, Reporting & Insights

• Own regional scorecards and dashboards tied to defined KPIs
• Analyze execution data and retailer feedback to identify trends, risks, and opportunities
• Communicate clear, actionable insights and corrective actions to internal stakeholders and agency partners

Cross-Functional Partnership

• Act as the field execution liaison between retailers, sales agencies, and internal teams (National Accounts, Marketing, Category Management, Supply Chain)
• Provide field input into customer strategies, innovation readiness, and go-to-market planning
• Ensure agency and field readiness for new items, resets, and promotional programs

Training, Communication & Capability Building

• Lead onboarding and ongoing training for agency teams on Heartland's brands, tools, and priorities
• Deliver consistent communication to the field, reinforcing focus and executional discipline
• Share best practices and wins across regions

What You Bring

Required Qualifications

• Bachelor's degree required
• 7+ years of CPG sales or field sales leadership experience
• Proven experience operating in a hybrid direct / sales agency model
• Strong capability and confidence leading direct retailer calls and representing the manufacturer
• Deep understanding of retail execution, selling fundamentals, and KPI management
• Ability to influence, align, and drive results without sole reliance on direct authority
• Willingness to travel extensively within assigned region

Preferred Experience

• Experience supporting national brand portfolios across multiple retail channels
• Familiarity with retail execution tools, store audit platforms, and field reporting systems
• Experience partnering closely with National Account Managers and category teams

Key Competencies

• Strong external presence and customer credibility
• Clear, decisive leader with an accountability mindset
• Execution-focused with high attention to detail
• Data-driven problem solver who turns insights into action
• Collaborative partner who builds trust with retailers, agencies, and internal teams