Business Development Director - K12 / Non Commercial Sales

JOB SUMMARY

The Business Development Director: Non-Commercial Sales is responsible for developing and executing sales strategies that drive profitable growth across key foodservice non-commercial channels, including Foodservice Management Companies (FSMCs), Group Purchasing Organizations (GPOs), key K12 Segment Strategic GPO Partners (HPS, Cenavera, Chartwells, Taher, etc.) and select National Chain customers. In addition, this position will manage the K12 Sales Team (4) & Bid Administrator. This role serves as a strategic business leader, building high-level customer relationships, identifying growth opportunities, negotiating contracts, and collaborating cross-functionally to maximize market penetration and customer satisfaction. The ideal candidate possesses deep food service industry expertise, strong business acumen, and a proven track record of successfully managing complex sales relationships within K12, national and multi-unit organizations. Due to the dynamic nature of our business, duties and responsibilities may be added, deleted or changed at any time at the discretion of management, formally or informally, either verbally or in writing.

RESPONSIBILITIES

Strategic Sales Leadership

• Develop and execute annual sales plans to achieve revenue, profitability, and market share objectives.
• Identify, prioritize, and pursue growth opportunities within GPOs, national chain restaurant groups, healthcare, education, hospitality, and other non-commercial foodservice segments.
• Create strategic account plans that align customer objectives with company capabilities and growth initiatives.
• Monitor industry trends, competitive activity, and customers’ needs to develop proactive sales strategies.

Group Purchasing Organizations (GPOs) & Food Service Management Companies (FSMCs)

Account Development & Relationship Management

• Build and maintain executive-level relationships with key decision-makers within assigned accounts.
• Serve as the primary commercial contact for strategic customers and partner organizations.
• Lead customer business reviews and develop growth plans that drive mutual success.
• Expand distribution, product penetration, and contract utilization within existing accounts.
• Manage and strengthen relationships with GPO leadership and member organizations.

Contract & Negotiation Management

• Lead negotiations for customer contracts, pricing agreements, rebates, and strategic partnerships.
• Ensure compliance with negotiated agreements and maximize contractual opportunities.
• Evaluate contract performance and identify opportunities for improvement and growth.

Cross-Functional Collaboration

• Work with Director of Foodservice to develop GPO strategy for client level execution via RSM and Broker Sales Teams
• Partner with Marketing, Operations, Finance, Customer Service, and Supply Chain teams to deliver exceptional customer solutions.
• Collaborate on new product introductions, promotions, and strategic initiatives.
• Support forecasting, budgeting, and demand planning activities related to strategic accounts.

Business Analytics & Reporting

• Analyze sales performance, customer profitability, market trends, and contract compliance.
• Develop and present business reviews, sales forecasts, and growth recommendations to senior leadership.
• Maintain accurate account activity and opportunity pipelines within CRM systems.

Marketing & Culinary

• Analyze market trends, customer needs, and competitive activity to identify opportunities for growth and increased market penetration.
• Collaborate with Marketing/Insights to develop customer-specific presentations, product solutions, and promotional programs.
• Support new product introductions and product conversions within targeted non-commercial accounts.

Non-Commercial (K-12)

• Manage, hire, train, and lead a team of 4 K12 Advisors/ RSM's with combined responsibility for a stable and growing, national K12 footprint, both commodity processing (37 states) and commercial sales to more than 7000 districts throughout the U.S., including dedicated K12 brokers (5 markets) and K12 distribution (i.e. Goldstar, etc).
• Oversee an internal team who support both the non-commercial and K12 administrative responsibilities, including over 400 K12 RFP’s/bids annually.
• Support bid and contract opportunities by collaborating with internal stakeholders to ensure timely and accurate responses.
• Oversee the national USDA Commodity Processing Program requirements, execution details & strategy.

Non-Commercial (College and University, Healthcare, Government)

• Maintain a strong understanding of cooperative purchasing programs, procurement regulations, and contract vehicles relevant to non-commercial channels.
• Collaborate with field sales teams to ensure consistent execution of regional and national non-commercial initiatives.
• Develop and maintain relationships with food service directors, procurement leaders, and key decision-makers within education, healthcare, and government accounts.
• Conduct business reviews with key accounts to evaluate performance, identify opportunities, and align on future objectives.
• Partner with distributor representatives and broker teams to drive execution of sales strategies and customer initiatives.
• Monitor sales performance and key account metrics, recommending action plans to achieve volume and profitability goals.
• Build awareness and preference for Red Gold products through customer training, educational events, and segment-focused selling activities.
• Provide regular updates to leadership regarding market trends, customer opportunities, competitive threats, and pipeline activity.
• Assist in developing annual sales forecasts, budgets, and strategic growth plans for the non-commercial segment.
• Strengthen partnerships with distributors to improve product availability, contract compliance, and customer service levels.
• Provide expertise on non-commercial segment requirements, regulations, and purchasing processes.

National Accounts

• Develop annual objectives that parallel the company priorities and departmental objectives
• Establish and nurture relationships with key personnel at assigned chain accounts, including but not limited to CEOs, CMOs, Operations, Culinary, and Purchasing leaders.
• Identify opportunities to expand product distribution, menu penetration, and promotional activity within assigned accounts.
• Collaborate with National Accounts Culinary consultant.

EDUCATION AND EXPERIENCE

• Bachelor's degree in Business, Marketing, Foodservice Management, or related field required.
• MBA or advanced business degree preferred.
• 8+ years of progressive foodservice sales experience.
• Demonstrated success managing GPO, Non-Commercial, K12, and/or National Chain accounts.
• Experience negotiating complex agreements and managing large strategic customer relationships.
• Proven track record of achieving and exceeding sales growth objectives.
• Experience working with food manufacturers, foodservice distributors, or related industry organizations preferred.

KNOWLEDGE, SKILLS, AND ABILITIES

• Extensive knowledge of the foodservice industry and customer buying processes.
• Strong understanding of GPO structures, contract management, and strategic account selling.
• Excellent negotiation, presentation, and communication skills.
• Exceptional relationship-building and influencing abilities.
• Strong analytical and financial acumen.
• Ability to manage multiple priorities in a fast-paced environment.
• Proficiency with CRM systems, Microsoft Excel, PowerPoint, and other business tools.
• Ability to travel approximately 40-60% of the time, including customer visits, industry events, trade shows, and internal meetings.

SUPERVISORY RESPONSIBILITIES

Direct: Four (4) K12 Advisors/Sales Managers

Indirect: 1-2 Internal Associates for Commodity Bids

PHYSICAL REQUIREMENTS AND WORKING CONDITIONS

To perform this job successfully, the physical demands listed are representative of those that must be met by an employee

• Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions
• While performing the duties of this job:
• The employee must be able to remain in a stationary position 50% of the time whether that be sitting or standing
• The employee must be able to use fingers to constantly operate a computer or other type of office equipment
• The employee in this position must be able to regularly walk
• The employees must be able to use hands to handle and feel
• The employee must be able to reach with both hands and arms
• The employee must be able to visually detect, perceive, or recognize in near and far distances
• The employee must be able to converse or convey with other individuals
• The employee may occasionally be required to crouch
• The employee may occasionally lift/carry items as heavy as 25 pounds

JOB COMPETENCIES

• Ethics/ Integrity/ Trust
• Attitude and Commitment
• Diversity
• Customer Service
• Company Engagement
• Quality
• Cost Consciousness
• Business Savvy
• Planning/ Organizing
• Strategic Thinking
• Delegation
• Creativity and Innovation

Other

• Responsible for monitoring, record keeping and taking appropriate actions for specific Food Safety Plan and Food Quality Plan and pre requisite program requirements
• Responsible to report food safety and quality issues to management