Sr. Manager, Sales Planning

Location: Buffalo, NY, US, 14213 Rich’s, also known as Rich Products Corporation, is a family-owned food company dedicated to inspiring possibilities. From cakes and icings to pizza, appetizers and specialty toppings, our products are used in homes, restaurants and bakeries around the world. Beyond great food, our customers also gain insights to help them stay competitive, no matter their size. Our portfolio includes creative solutions geared at helping food industry professionals compete in foodservice, retail, in-store bakery, deli, and prepared foods, among others. With more than 13,500 associates working globally in 100 countries and annual sales of $5.9 billion, Rich’s is a global leader with a focus on everything that family makes possible. Rich’s®—Infinite Possibilities. One Family. Purpose Statement The Sr. Manager, Sales Planning leads Sales Planning across Foodservice and In-Store Bakery Retail, translating business and commercial priorities into clear, actionable plans that drive profitable growth. Partnering closely with Sales and cross-functional teams, this role uses customer, market and performance insights to identify opportunities, set priorities and improve sales effectiveness. This role is first and foremost a people leader, focused on developing and empowering a strong Sales Planning team. The Sr. Manager brings thought leadership, curiosity, sound judgment and a bias for action, proactively identifying needs and opportunities, making decisions and driving work forward. This leader is also expected to challenge how we work today and explore new ideas and technology that can make the team and sales organization better. Put people first. Build and maintain an engaged, high-performing Sales Planning team grounded in trust, humility, accountability, and development. Lead, coach, and develop Sales Planners and Sales Analysts, empowering the team to take ownership, make decisions, and grow their capabilities. Establish clear priorities and expectations while fostering a culture that encourages collaboration, new ideas, and continuous improvement. Proactively identify team and individual needs and take action to strengthen capabilities and performance. Lead annual and ongoing sales planning across Foodservice and In-Store Bakery Retail, translating business, channel, and commercial strategies into clear sales priorities and actionable plans. Leverage customer, market, and performance insights to identify growth opportunities and inform customer prioritization, prospect targeting, sales coverage, and resource allocation. Establish consistent planning methodologies, tools, and operating rhythms while adapting to the unique customer and go-to-market needs of each business. Partner with Sales and cross-functional leaders to align objectives, priorities, and measures of success, providing sales teams clear line of sight from business strategy to execution. Proactively identify needs, risks, and opportunities, bring forward recommendations, and move decisions and priorities into action. Sales Performance, Insights & Effectiveness Establish KPIs, scorecards, and measures of success to assess sales plan execution and effectiveness. Monitor performance, identify risks and opportunities, and translate data into actionable insights and recommendations. Lead regular performance reviews and drive alignment on actions and adjustments based on results and changing business priorities. Cross-Functional Leadership & Influence Serve as a trusted thought partner across Sales, Customer Marketing, Marketing, Finance, Revenue Management, Sales Operations, and other commercial partners. Bring a clear point of view and constructively challenge thinking, using data, business acumen, and commercial insights to improve decisions. Build alignment across differing perspectives and priorities, helping move teams from discussion to decision and action. Sales Capability & Enablement Lead Sales Planning's role in sales onboarding and ongoing upskilling, partnering across the organization to strengthen sales capabilities and support evolving business needs. Serve as a key business lead and subject matter expert for Salesforce, ensuring Sales teams have the knowledge, training, and support needed to effectively use the platform. Act as a liaison between Sales and Salesforce partners, bringing forward business needs, feedback, and opportunities to improve how Salesforce supports the sales organization. Identify and champion new tools, AI, technology, and ways of working that can improve seller effectiveness, adoption, and productivity. Knowledge, Skills, and Experience Qualifications & Experience Bachelor's degree in Business, Marketing, Finance, Analytics, or a related field required; MBA or advanced degree preferred. 8+ years of progressive experience in sales planning, sales strategy, commercial planning, sales operations, analytics, or related commercial roles; experience within Foodservice, Retail, CPG, or similar industries preferred. Demonstrated ability to lead, coach, develop, and enable others, with a strong commitment to building an engaged, high-performing team. Strong analytical capability with demonstrated ability to synthesize customer, market, and performance data into actionable insights and recommendations. Strong business and financial acumen, including an understanding of sales growth, profitability, product mix, customer investment, and ROI. Demonstrated understanding of customer segmentation, account prioritization, opportunity targeting, and sales coverage strategies. Proven ability to partner cross-functionally with Sales, Marketing, Customer Marketing, Finance, Revenue Management, Sales Operations, and other commercial functions. Strong leadership, coaching, and talent development capabilities with demonstrated experience leading direct reports. Excellent communication, presentation, and facilitation skills, with the ability to simplify complex information, bring forward a clear point of view, and communicate effectively with a range of audiences. Demonstrated planning, project management, and process improvement capabilities. Strong problem-solving skills with the ability to navigate complexity and balance priorities across multiple businesses and sales channels. Excellent verbal, written, presentation, and facilitation skills. Experience with CRM platforms, Power BI, Databricks, and emerging technologies preferred. Demonstrated ability to operate effectively in a fast-paced, dynamic, and highly collaborative environment. Travel up to 25% as needed COMPENSATION Annual Range/Hourly Rate $120,400.00-$180,600.00 Rich Products Corporation, its subsidiaries and affiliates (“Rich’s”), are committed to a policy of Equal Employment Opportunity , standing up for fairness and maintaining a culture of belonging, to provide an exceptional experience for all. We will not discriminate against an applicant or employee on the basis of race, color, religion, sex, national origin, disability, military or veteran status, or any other Federal or State legally protected classes. The information collected by this application is solely to determine suitability for employment, verify identity, and maintain employment statistics on applicants. Applicants with disabilities may be entitled to reasonable accommodation under the Americans with Disabilities Act and certain state or local laws. A reasonable accommodation is a change in the way things are normally done which will ensure an equal employment opportunity without imposing undue hardship on Rich’s. Please contact Rich’s Associate Experience Network at View email address on click.appcast.io if you need assistance completing this application or to otherwise participate in the application process. BRINGING YOUR BEST SELF TO WORK. As a family-owned company, caring for our associates—their whole selves is a top priority. That’s why we provide benefits and tools to help our people balance the integration of work and life: Competitive compensation Paid time off Parental leave Family planning support Associate resource groups Volunteering & community impact opportunities Holiday gatherings In-house taste tests (we are a food company after all)! Because in the company of family, all things are possible. Rich’s, also known as Rich Products Corporation, is a family-owned food company dedicated to inspiring possibilities. From cakes and icings to pizza, appetizers and specialty toppings, our products are used in homes, restaurants and bakeries around the world. Beyond great food, our customers also gain insights to help them stay competitive, no matter their size. Our portfolio includes creative solutions geared at helping food industry professionals compete in foodservice, retail, in-store bakery, deli, and prepared foods, among others. With over 13,500 associates working in 100 locations globally, and annual sales at $5.9billion, Rich’s is a global leader with a focus on everything that family makes possible. Rich’s®—Infinite Possibilities. One Family. #J-18808-Ljbffr