VP, N.A. Food Service Sales - F&B Manufacturing

VP, Food Service Sales (North America)

Lassonde Pappas & Co. is a US leader in beverage manufacturing dedicated to our team members, customers, and consumers satisfaction. We remain committed to our small-town roots and rural values. Hardworking and caring are qualities that make our teams special. Since 1942, we've been producing delicious products for our customers across the country!

To provide the best for our customers, we focus on building the best team by creating and advancing an inclusive environment amongst our diverse workforces. If you're passionate about customer satisfaction, reliable, and committed to being and doing better, join us!

We value each of our employees' total wellbeing. To support employees in all stages of their wellness journey, we have a robust benefits program including medical, dental, and vision coverage options, growth and development potential, along with 401-K, Life & Disability Insurance, PTO, Tuition Reimbursement, Health Fairs, Gym Membership Discounts, and so much more!

Pay Range for this position is: $225,000-$250,000 plus annual bonus, depending on experience and geographical location.

Position Summary

The VP, Food Service Sales (North America) is responsible for leading the food service sales strategy across Canada and the United States. This role drives regional sales performance, commercial execution, and organizational effectiveness while aligning with broader North American growth objectives.

This leader will oversee key channels including GPO and healthcare, build strong customer relationships, and ensure execution excellence across the region. The ideal candidate is a strategic, results-driven executive with deep food service industry experience, strong commercial acumen, and a proven ability to lead high-performing sales teams.

Primary Responsibilities Include:

• Lead the food service sales organization across North America with full accountability for Canada and U.S. performance.
• Oversee NA GPO and healthcare sales strategy and execution, ensuring alignment with customer needs and company objectives.
• Develop and deliver annual sales budgets, forecasts, and execution plans to achieve revenue and growth targets.
• Drive commercial effectiveness through improved sales processes, tools, reporting, and cross-functional alignment.
• Build, lead, and develop a high-performing sales team focused on performance, accountability, and customer growth.
• Collaborate cross-functionally with marketing, operations, finance, and category teams to support strategic initiatives.
• Establish and maintain strong relationships with key customers, partners, and industry stakeholders across North America.
• Drive pipeline strength, opportunity conversion, and execution of strategic customer initiatives.
• Travel across North America to support customer engagement, team leadership, and business development.
• Perform other related duties as required and assigned.

Education and Experience

Minimum Required Qualifications

• Bachelor's degree in Business, Marketing, or related field; MBA or equivalent experience preferred.
• 10+ years of progressive sales leadership experience, including senior-level commercial responsibility.
• Strong food service industry experience across North America, including knowledge of regional market dynamics.
• Experience with both private label and national brand portfolios and customer-specific commercialization strategies.
• Proven expertise in RFPs, bids, and contract negotiations for complex opportunities.
• Demonstrated financial acumen including budgeting, forecasting, and performance analysis.
• Strong cross-functional leadership and collaboration skills.
• Ability and willingness to travel extensively across North America.

• This role includes leadership and development of a regional sales team, with responsibility for performance management, coaching, and succession planning.
• Other duties as assigned

Key Performance Indicators (KPIs)

• Achievement of revenue, margin, and growth targets across North America.
• Accuracy and delivery of sales forecasts and budgets.
• Win rate and value capture on RFPs and strategic customer bids.
• Customer retention, account growth, and expansion within key accounts.
• Strength and conversion of the commercial pipeline.
• Effectiveness and development of the sales team.
• Execution of cross-functional initiatives supporting commercialization and delivery.
• Performance and growth of GPO and healthcare channels.

Physical Requirements & Working Conditions

This position requires sufficient physical ability to work in a typical office setting; driving a motor vehicle and occasionally working in the field.

Frequent: sitting, upward and downward flexion of neck; fine finger dexterity and light to moderate finger pressure to include extended periods of keyboard and mouse use, side-to-side turning of neck, walking, standing, bending and stooping, pushing/pulling, twisting at waist, moderate wrist torque to twist equipment knobs and dials.

Occasional: squatting, kneeling, reach above and at shoulder height, moderate grasp to manipulate reference books and manuals; lifting objects weighing 20 35 lbs. from below waist to above shoulders and transporting distances up to 50 feet.

Vision: Ability to see in the normal visual range with or without correction.

Hearing: Ability to hear in the normal audio range with or without correction.

Supervisory Responsibilities

This job description is not intended to contain a comprehensive list of the responsibilities that are required to successfully perform in this position. Other duties as assigned are part of every job description. The conditions herein are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals to perform the essential job functions.

Lassonde Pappas & Co., Inc provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws. This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation and training.