Regional Sales Manager

*This is NOT a job at ForceBrands*

Regional Sales Manager - C-Store, West

The Regional Sales Manager is a high-impact, field-based leadership role responsible for driving revenue growth through expanding distribution, increasing product penetration, and strengthening in-store execution across the convenience store channel.

This is not a traditional account management role. It is a highly hands-on, execution-driven position focused on building the business through disciplined field engagement, strong broker and distributor management, and direct relationships with C-store buyers and decision-makers. The role serves as a key external representative of the brand and plays a critical role in translating strategy into measurable results at the store level.

Core Objectives

• Drive profitable revenue growth through new account acquisition and expanded distribution
• Increase product penetration and velocity within existing accounts
• Execute pricing, promotional, and merchandising strategies effectively in-market
• Ensure best-in-class in-store visibility and impulse positioning
• Maximize broker and distributor effectiveness and accountability
• Leverage field insights to inform sales strategy and business decisions

Key Responsibilities

Customer Engagement & Account Development

• Build and maintain strong relationships with regional and national C-store chains, buyers, and category managers
• Lead customer meetings, presentations, and selling initiatives (independently and alongside brokers)
• Identify and secure new distribution opportunities across chains and independent operators
• Expand SKU presence and shelf space within existing accounts
• Develop and execute tailored sales strategies by account

In-Store Execution & Field Leadership

• Maintain a strong field presence, conducting regular store visits across the region
• Evaluate and optimize:
• Product placement and visibility
• Brand blocking and shelf positioning
• Pricing and promotional execution
• Support onboarding and successful launch of new accounts, ensuring strong initial sell-through
• Ensure merchandising standards and execution consistency across all accounts

Broker & Distributor Management

• Manage relationships with brokers, distributors, and DSD partners
• Provide clear direction, tools, and expectations to drive execution
• Hold partners accountable to performance metrics and growth objectives
• Collaborate on account-specific strategies and customer opportunities
• Support and lead joint sales presentations with broker/distributor partners

Sales Execution & Performance Management

• Execute pricing, promotional, and distribution strategies aligned with company objectives
• Monitor sales performance, pipeline, and key account activity
• Maintain accurate forecasting and reporting of opportunities
• Track and manage sales activities, including customer and broker engagement

Cross-Functional Collaboration

• Partner with Marketing on:
• New product launches
• Merchandising tools and rack programs
• Customer-facing materials
• Collaborate with Operations and Customer Service to resolve issues and ensure service excellence

Market Intelligence & Industry Engagement

• Gather and report insights on:
• Competitor activity
• Customer initiatives
• Emerging trends (product, pricing, packaging)
• Provide feedback to leadership to inform strategy and decision-making
• Represent the company at trade shows and industry events

Candidate Profile

Required Experience:

• 5+ years of sales experience within the convenience store channel
• Proven success selling branded CPG products into regional and national C-store chains
• Experience managing brokers, distributors, and/or DSD networks
• Background in bakery, snack, or impulse food categories strongly preferred
• Experience within mid-sized or growth-stage organizations

Required Skills:

• Deep understanding of C-store dynamics, including buyer, distributor, and broker relationships
• Strong negotiation, influencing, and closing skills
• Ability to identify opportunities and create win-win solutions
• Data-driven mindset with ability to analyze sales performance and trends
• Highly organized with strong prioritization and time management skills
• Problem-solving mindset with ability to navigate challenges in the field
• Strong communication and relationship management skills
• Proficiency in CRM tools and Microsoft Office (Excel, PowerPoint)

Additional Requirements

• Willingness to travel extensively (~50%+)
• Ability to operate independently in a field-based environment
• Entrepreneurial, hands-on mindset with strong ownership mentality