Field Sales Director II - West Region

The Field Sales Director II, Sales Growth Analytics & Field Performance is a leader responsible for driving revenue growth in Union Supply Group’s Commissary Wholesale business by aligning field sales execution, commercial strategy, and advanced analytics. This role converts sales, pipeline, contract, and margin data into actionable priorities that improve seller effectiveness, speed-to-sale, off-contract distribution, and new market growth.

Partnering closely with Sales, Enablement, Pricing, Finance, and Operations, the Director standardizes performance planning and execution across state DOC, Federal BOP, and emerging markets. Success is measured by revenue attainment, pipeline health, forecast accuracy, margin discipline, contract retention, and field team development.

The role is field-forward with significant travel (40–60%) and ownership of centralized analytics, reporting, and forecasting.

Job Responsibilities

Analytics & Insight Generation

• Design and own a comprehensive sales analytics framework that quantifies growth drivers across market penetration, market development, and product development.
• Establish standardized definitions, formulas, and benchmarks for core commercial KPIs, including:
• Time-to-sale, win rate, stage conversion, pipeline coverage
• Average deal size, seller productivity, distribution breadth
• Off-contract SKU penetration, core item distribution, and margin performance
• Conduct cohort, funnel, and attribution analyses to identify:
• Seller effectiveness and coaching opportunities
• Account- and category-level assortment gaps
• Pricing, promotion, and offer-mix performance
• Translate analytics into clear, field-ready insights that guide account strategy, territory prioritization, and coaching conversations.
• Partner with Sales Enablement to embed insights into training programs, playbooks, and tools, and measure performance improvement over time.

Forecasting & Planning

• Own the end-to-end sales forecasting process (weekly, monthly, quarterly), integrating:
• Pipeline signals and deal velocity
• Historical performance and seasonality
• Contract renewal timelines and net-new opportunity flow
• Implement forecast models that reconcile bottom-up seller and territory inputs with top-down analytical projections.
• Establish forecast accuracy discipline by defining error thresholds, identifying variance drivers, and driving corrective actions with Sales and Finance leadership.
• Support territory planning, capacity modeling, and growth target setting aligned to strategic priorities and market opportunity.

Job Responsibilities

Pipeline Health & Sales Performance Management

• Create and maintain a pipeline inspection framework focused on:
• Coverage, quality, velocity, aging, and stage hygiene
• Clear stage-exit criteria and risk signals
• Publish seller, territory, and team scorecards that balance:
• Outcomes (revenue, win rate, margin, contract retention)
• Leading indicators (meetings, proposals, distribution gains, activity mix)
• Identify stalled deals, at-risk contracts, and coachable moments; operationalize deal and pipeline reviews with field leadership and Enablement.
• Support field sales leaders through:
• Ride-a longs and live account coaching
• Data-driven territory reviews
• Performance-based development plans
• Ensure analytics are actively used in the field to guide daily selling behavior and account prioritization.

Data Quality, Governance & Technology

• Establish governance standards for CRM and sales data, including definitions, ownership, lineage, and controls.
• Implement automated data quality processes (validation rules, required fields, duplicate management) to improve accuracy and usability.
• Own the sales analytics technology stack, including:
• Salesforce reporting and CRM data structures
• Power BI dashboards and Excel-based models
• Data pipelines and integration with enterprise data platforms
• Partner with Growth Enablement Technology to optimize tooling and leverage AI and automation to improve forecasting, pipeline scoring, and administrative efficiency.
• Ensure all sales and customer data comply with privacy, security, and regulatory requirements, including access controls and audit trails.
• Continuously evaluate and implement enhancements that improve decision speed, insight adoption, and field usability.

Qualifications

Qualifications

• 10+ years of experience across Sales Analytics, Revenue Operations, Commercial Finance, and/or senior field sales leadership roles within multi-region organizations.
• Proven ownership of sales forecasting, executive reporting, and pipeline management processes.
• Deep expertise in Salesforce CRM, including opportunity management, stage definitions, and data hygiene.
• Advanced proficiency in Power BI, Microsoft Excel, and sales performance reporting.
• Demonstrated ability to translate analysis into action and influence cross-functional stakeholders without direct authority.
• Strong field orientation with the credibility to coach and partner with senior sales leaders.

Preferred

• Experience in wholesale distribution, CPG, or institutional/government sales; correctional commissary or DOC/BOP experience strongly preferred.
• Background in incentive compensation analytics, territory and capacity planning.
• Familiarity with machine learning or advanced statistical techniques for forecasting and scoring.
• Working knowledge of SQL and Python/R.
• Experience with pricing analytics, margin management, and offer profitability.
• Prior people leadership of multidisciplinary analytics or sales performance teams.

Education