VP, Regional Sales

VP, Regional Sales

The Vice President, Regional Sales reports to the SVP, Foodservice Sales & Marketing and is a critical member of the organization's sales leadership team. This role provides national-level direction and leadership to a team of Regional Sales Directors, each responsible for driving new business growth and account retention within defined U.S. geographies. The Vice President is accountable for the performance of the entire regional sales organization, setting strategy, building talent, and ensuring consistent execution across all territories. This individual will drive profitable growth by developing and executing a unified regional sales strategy, strengthening the sales management capabilities of the Director team, and collaborating across the Royal Cup enterprise to accelerate market penetration.

Supervisory Responsibilities:

• Recruit, interview, hire, and train Regional Sales Directors within the regional sales function.
• Oversees the daily workflow of the regional sales organization across all geographies.
• Provides constructive and timely performance evaluations for direct reports.
• Handles coaching, discipline, and termination of employees in accordance with company policy.
• Maintains a strong talent pipeline across the regional organization to minimize the impact of territory vacancies at any level.
• Collaborate with other functions and team leadership to ensure a cohesive team approach for execution and performance improvement

Key Responsibilities:

• Provide strategic sales leadership to the regional team by defining vision, strategy, and priorities aligned to company goals, initiatives, and annual operating plans.
• Develop and execute a national regional sales strategy, translating it into geography-specific plans owned by each Regional Sales Director.
• Establish goals, objectives, and performance expectations for Regional Sales Directors across all territories.
• Drive the regional organization to meet or exceed annual business targets, including new business acquisition, top-line revenue, gross profit, market share growth, and forecasting accuracy.
• Monitor individual Director attack plans and sales team performance regularly; provide strategic guidance and remove barriers to execution.
• Maintain a consistent managerial cadence, including structured one-on-one meetings and regular (at minimum monthly) field work-withs with each Regional Sales Director.
• Contribute directly to the selling process for the highest-priority regional targets and strategic market opportunities as needed.
• Drive performance by holding Regional Sales Directors accountable for both defined KPI activities (leading indicators) and objective results (lagging indicators), cascading that accountability through their RSE teams.
• Oversee CRM (C4C) pipeline activities and performance metrics across the full regional organization; ensure data integrity and consistent adoption.
• Coach and develop Regional Sales Directors to strengthen their sales management capabilities, business acumen, and ability to develop their own RSE teams.
• Collaborate with the SVP of Foodservice and other senior leaders to refine key sales processes (e.g., territory planning, S&OP, pricing reviews, and account planning).
• Work cross-functionally with Sales Distribution, Sales Support, Operations, Equipment, and Technical Service to ensure coordinated execution across geographies.
• Leverage market knowledge, consumer insights, and competitive intelligence to identify regional opportunities and inform go-to-market strategy.
• Partner with Marketing, Supply Chain, Finance, and other functions to develop and deploy tools, programs, and campaigns that enable regional sales growth.
• Represent the regional sales perspective in business decisions, providing input on new initiatives to maximize the impact of the field sales organization.
• All other duties as assigned.

Minimum Qualifications:

• Bachelor's degree in Business Administration, Sales, Marketing, or a related field; equivalent combination of education and demonstrated sales leadership experience considered.
• 10–12 years of progressive experience in foodservice or outside sales, with at least 4–5 years in a sales management role leading other managers or directors.
• Proven track record of building and leading geographically dispersed, high-performing field sales teams.
• Demonstrated ability to develop and execute territory-based sales strategies that deliver measurable revenue and new business growth.
• Strong coaching and people development skills, with experience developing sales managers and building organizational capability across multiple levels.
• Proven ability to implement process improvements and instill discipline, structure, and accountability in a field sales environment.
• Strong influencing, negotiation, and relationship-building skills.
• Strong analytical skills with the ability to translate data into actionable direction for a distributed team.
• Strong written and verbal communication skills; able to represent the regional sales organization credibly at the executive level.
• Advanced knowledge of Microsoft Office Suite; strong command of CRM platforms (C4C or equivalent).
• Ability to travel extensively, with regular overnight stays to visit field markets, customer locations, and attend meetings, training, and company events.
• Must have and maintain a valid driver's license and personal automobile insurance as required by state law. Proof of both may be required at time of hire and periodically thereafter.
• Ability to successfully pass the pre-employment process. (Please note: Due to vehicular travel requirements, this position is considered safety sensitive; therefore, candidates are required to successfully pass a drug test prior to employment, as well as a pre-employment background check and motor vehicle records check)

Preferred Qualifications:

• Prior experience in the coffee, tea, or broader food and beverage category.
• Experience selling products that leverage equipment and require a process for understanding ROI.
• Experience with C4C or other enterprise CRM platforms at an organizational leadership level.
• Foodservice industry experience across multiple segments.

Physical Requirements:

• Prolonged periods of sitting at a desk and working on a computer.
• Some physical requirements may include:
• Frequent sitting, standing, walking, reaching, typing, reading, talking, and hearing.
• The ability to lift up to 15 pounds with or without assistance.

Company Profile:

Royal Cup, Inc. is the proven leader in sourcing, roasting, blending, and distributing high-quality coffees and fine teas since 1896 and is the chosen partner for restaurants, hotels, offices, and commuters across the country. We are a family-owned business rooted in a longstanding tradition of coffee roasting excellence that takes pride in our unparalleled dedication to customer care. We are a large, privately held national importer, roaster, and distributor of coffees, teas, and related products that have been in business for more than 125 years. Royal Cup, Inc. currently provides products, equipment, and service to restaurants, hotels, convenience stores, businesses, and individuals throughout the United States, and we are growing! At Royal Cup, Inc. having a customer-centric focus is not simply a motto; our employees believe we each have a responsibility to provide outstanding service to our customers. Our customer-centric focus results in actions we live by that not only retain our current customer base but grow our presence with new, high-impact accounts across the country based on exceptional products and service. We believe serving our customers well, serves us well. We are results-oriented and strive to not only retain our current customer base but grow our presence with new, high-impact accounts across the country by offering exceptional products and service. Royal Cup Coffee and Tea strives to be sustainably minded and a good corporate steward in all business endeavors. It is also what others expect of us – our employees, our customers and vendors, our local communities, and the coffee and tea industry we help represent. This mindset permeates the actions we take today for tomorrow.

Benefits:

Royal Cup Coffee offers a competitive compensation plan and a comprehensive benefits program. On top of being a part of a well-caffeinated team, the benefits program includes healthcare, dental, vision, 401(k), company-paid life and disability insurance, Flexible Spending Account plan, select tuition reimbursement, paid parental leave, remote work opportunities, paid holidays, and vacation time. We also provide ongoing training that is designed to provide maximum success for our employees. Royal Cup is committed to a diverse and inclusive workplace. We are an equal opportunity employer and do not discriminate on the basis of race, national origin, gender, gender identity, sexual orientation, protected veteran status, disability, age, or another legally protected status. For individuals with disabilities who would like to request an accommodation, please contact us at View phone number on click.appcast.io.