West Coast Sales Manager (Richmond)

Job Title: West Coast Sales Manager

Location: Hybrid 3 Days/WK (Richmond, VA or Ghent, NY) | Travel: Up to 30-40%

Who We Are:

Founded in 1998, Bioforce USA is a leading supplier in the natural products industry. Our vision is to be the home of Europe's most trusted natural brands. For over 20 years, we've brought Europe's best natural brands to U.S. consumers to support and enrich their lives. As a 100% family-owned business, we prioritize long-term partnerships with our employees, brands, and partners. We firmly believe in our responsibility beyond profit maximization and proudly commit 10% of our profits to our employees and another 10% to charity annually.

What We're Looking For:

We are seeking a driven, relationship-focused Sales Manager to lead and grow Bioforce USA’s presence across the West Coast. Reporting to the Sales Director, this role will have primary responsibility for managing and growing distributor, retailer, and broker relationships across the region. This is a hybrid position based on the West Coast, with up to 30-40% travel for account visits, trade shows, store walks, and broker/distributor meetings across the region.

Core responsibilities include, but are not limited to:

Regional Sales Strategy & Growth

• Develop and execute the West Coast sales plan in partnership with the Sales Director, establishing account and territory priorities and strategies to achieve company sales and distribution goals across the Bioforce USA portfolio.
• Identify, develop, and pursue new distribution, retail chain, and independent account opportunities across the region, providing regular pipeline updates to the Sales Director.
• Leverage existing retailer, distributor, and broker relationships to identify cross-selling opportunities and expand placement across the Bioforce USA brand portfolio.
• Develop deep knowledge of the West Coast retail landscape and competitive set to inform brand positioning and shelf strategy.
• Represent Bioforce at regional trade shows, industry events, and key account meetings.

Distributor, Broker & Retail Account Management

• Serve as the primary relationship owner for West Coast distributors, key retail accounts, and regional broker partners.
• Lead account-level negotiations on promotional programs, funding, and shelf placement within established company guidelines; partner with the Sales Director on pricing, contract terms, and significant customer investments.
• Conduct regular in-person account visits and store walks to assess execution, resolve issues, and identify incremental opportunities.
• Manage broker performance across the territory, ensuring alignment on priorities, reporting, and account coverage.

Retail Execution & Market Development

• Partner with brokers, distributors, and retail partners to ensure strong in-store execution, including planogram compliance, promotional activity, secondary placements, and new item launches.
• Partner with marketing on regional promotional campaigns, new item launches, and demo/sampling programs.
• Proactively troubleshoot distribution or fulfillment gaps at the account level and coordinate resolution.

Sales Operations & Account Administration

• Manage order entry for assigned distributor and retail accounts, ensuring accuracy and timely processing.
• Oversee order-to-delivery activity for assigned accounts, proactively identifying and resolving order discrepancies, delays, and fulfillment issues in partnership with Operations.
• Manage customer and distributor deductions, including researching discrepancies, preparing supporting documentation, submitting disputes, and tracking resolution.
• Maintain accurate customer pricing, promotional programs, and account-specific requirements to support proper order processing and deduction management.

Reporting & Cross-Functional Collaboration

• Collaborate closely with the broader Sales Team to share retailer, distributor, broker, and brand insights and ensure a consistent national sales strategy across territories.
• Track and report on regional sales performance, distribution gains, and program ROI using SPINS and distributor/retailer data.
• Provide regular territory updates and forecasts to sales leadership, flagging risks and opportunities early.

What You Bring:

• 5+ years of sales experience in the natural products, CPG, or specialty retail industry, ideally with distributor and broker management experience.
• Established relationships with West Coast natural, grocery, or mass retail accounts and/or regional distributors strongly preferred.
• Strong negotiation, communication, and relationship-management skills.
• Proficiency in Microsoft Excel and PowerPoint; experience with SPINS or similar syndicated data platforms preferred.

Bioforce USA Core Values:

• Integrity: Holding oneself to a high standard.
• Commitment: To our employees and partners with reciprocity.
• Bias for action: There are no mistakes, only opportunities to do things better.
• Ego-less: Putting results first. Ego subverts collaboration and problem-solving.

Details & Benefits:

• Salary Range from $70,000-$90,000, commensurate with experience
• Quarterly profit-based bonuses and annual merit bonuses
• Up to 80% Employer contribution for Medical with HSA options
• Up to 70% Employer contribution for Dental & Vision
• Life, AD&D, & Disability Insurance, FSA
• 15 vacation days that build to 21 over four years, plus 8 annual company holidays
• An education fund is available for relevant coursework
• Matching 401K contributions. Max 4% match with a 5% contribution.

Application Process:

• Application with Resume
• Screening Interview - Video Call
• Case Study
• Final Interview - In Person

Bioforce USA is proud to be an Equal Opportunity employer and considers all qualified applicants for employment without regard to race, color, religion, sex, gender, sexual orientation, gender identity, ancestry, age, or national origin. Further, qualified applicants will not be discriminated against on the basis of disability or protected veteran status.