Regional Sales Representative - Northern California

Job Description

Job Description

American Wood Fibers (AWF) is a manufacturer of both consumer and industrial products that are sold to multiple retailers as well as pet, agricultural, and industrial markets. AWF is comprised of 380+ employees and holds operations at 10 locations, generating over $100M in annual sales revenue. We are currently seeking a candidate for the Regional Sales Representative role at our Marysville, California facility.

PRIMARY RESPONSIBILITIES:

The Regional Sales Representative oversees all sales activities within their assigned accounts and territory, working in close coordination with the western sales team. Their responsibilities include managing both independent and regional customers, with a strong focus on driving sales and achieving profitable growth. This person is expected to take a leadership role within the AWF sales team by increasing product placement, acquiring new customers, sharing best practices, and fostering a collaborative, team-oriented environment.

RESPONSIBILITIES:

• Develop and execute annual business plans for assigned accounts to achieve sales targets and maximize market penetration through data analysis, market intelligence, and training.
• Consistently exceed sales objectives set by the VP of Sales to support company growth.
• Utilize the company’s CRM system effectively to drive profitable sales outcomes.
• Maintain detailed account profiles, promotional calendars, and business plans for each customer.
• Conduct quarterly business reviews to assess performance against goals, new item placements, customer acquisition, and territory management.
• Create and implement a strategic travel plan to ensure consistent territory coverage and strengthen customer relationships through in-person visits.
• Engage in prospecting, cold calling, and other business development activities to identify new sales opportunities.
• Work closely with customers to expand distribution, increase market share, and improve shelf presence for AWF brands.
• Manage a pipeline of opportunities and maintain clear communication with customers throughout the sales process, including project scoping, application development, and quoting.
• Coordinate with the Regional team to ensure timely sharing of information and alignment on customer plans, promotions, pricing, merchandising, and results.
• Respond promptly to competitive bids to protect AWF business interests.
• Maintain a deep understanding of customer needs and market dynamics to develop competitive pricing strategies.
• Represent the company at industry trade shows.

REQUIREMENTS

• Proven track record of driving sales and delivering measurable results.
• Strong attention to detail with the ability to manage and prioritize multiple opportunities.
• Customer-focused mindset with excellent service orientation.
• Exceptional written and verbal communication skills.
• Advanced business acumen, including financial and P&L understanding.
• Strong negotiation and change leadership skills.
• Ability to build and maintain strategic relationships.
• Proficiency in CRM systems and Microsoft Office Suite (Word, PowerPoint, Excel).
• Effective presentation skills with persuasive sales ability.
• Strong judgment and problem-solving capabilities.
• Willingness to travel approximately 50%, including 2–3 overnight trips per week.

QUALIFICATIONS

• Bachelor’s Degree in Business Administration or a related field.
• Minimum of 7 years of experience in the Consumer-Packaged Goods (CPG) industry.
• Demonstrated career progression with P&L responsibility at the account and regional levels, and experience in general management functions such as planning, accounting, and administration.
• Strong knowledge of the farm & feed industry a plus.
  

COMPENSATION

• $90,000 – $105,000/yr

LOCATION

• Hybrid - Northern California

For consideration…

Due to the nature of our business, American Wood Fibers requires a tobacco and smoke-free environment . We offer a competitive package to include health, dental, vision and life insurance, plus profit bonus, paid time off and matching 401(k). For more company information, please visit our web site AWF is an EEO employer.

Corporate Office

9740 Patuxent Woods Drive, Ste. 500

Columbia, MD 21046

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Plant Locations

Jessup, MD / Schofield, WI / Pella, IA / Lebanon, KY / Marysville, CA / Marshall, TX / Circleville, OH / Marion, VA / Jamestown, CA / Laurinburg, NC