General Sales Manager

Job Summary

The General Sales Manager is responsible for leading the overall sales performance, execution, and team development within their assigned division (Viva). This role drives world-class retail execution, achieves sales and distribution targets, and builds a high-performing team aligned with company standards and culture.

The GSM acts as the critical link between company strategy and field execution, ensuring that sales plans, distribution priorities, and performance expectations are consistently delivered across all routes, accounts, and teams within their division. The GSM leads through Regional Sales Managers and Key Account Managers and is accountable for the overall performance of their division.

Responsibilities

• Own and deliver division-level sales performance, including volume, market share, distribution, and profitability
• Own and present on annual Business Planning (BP) and MPRs
• Develop and execute annual and monthly sales plans aligned with company goals
• Establish and drive key performance indicators (KPIs) to ensure achievement of volume and execution targets
• Monitor and respond to market conditions, competitive activity, and local dynamics impacting performance
• Ensure flawless execution of:
  • Route-to-market strategy
  • Distribution standards
  • In-store merchandising and standards
• Partner with logistics leadership to evaluate and optimize routing, service frequency and account coverage
• Maintain adherence to company and supplier (RBNA) execution standards
• Lead, coach, and develop a high-performing team including Regional Sales Managers and Key Account Managers, inclusive of performance reviews and development plans
• Build a strong bench of future leaders through ongoing development and succession planning
• Foster a culture of accountability, engagement, and high performance
• Spend consistent time in the field working alongside teams to:
  • Provide coaching and feedback
  • Evaluate execution and standards
  • Identify opportunities for improvement
• Support training initiatives to improve sales capability and execution consistency
• Manage division-level budgets, expenses, and resource allocation to achieve profitability targets
• Collaborate with Finance/AR on budgeting, forecasting, damages, and performance tracking
• Develop accurate forecasts for volume, distribution, and sales performance
• Analyze performance data to identify trends, gaps, and opportunities
• Partner with Operations to ensure alignment between sales execution and operational capabilities
• Partner with Safety & Compliance Director on safety initiatives and processes
• Partner with HR on recruiting, onboarding, training, and workforce planning
• Maintain strong relationships with supplier partners (including RBNA) to align on strategy and execution within their division
• Identify and implement improvements to sales processes, execution, and team performance
• Share best practices across divisions and contribute to organizational learning
• Ensure consistent implementation of company processes, routines, and standards

Required Skills/Abilities

• Strong leadership and team development capabilities
• Proven ability to drive sales performance and executional excellence
• Excellent communication and interpersonal skills
• Strong analytical and organizational abilities
• Ability to manage multiple priorities in a fast-paced environment
• Strong business acumen and understanding of P&L management
• DOT medical card required
• Must be at least 21 years old
• Must be fluent in English, additional languages an advantage

Education and Experience

• Bachelor's degree or equivalent experience required
• 7-10 years of progressive sales leadership experience in DSD or CPG environment
• Proven track record of achieving or exceeding sales targets
• Experience managing teams and developing leaders
• Key account and route-to-market experience preferred
• Knowledge of beverage industry preferred
• Strong proficiency in mathematical and logistics operations
• Proficiency in computer applications, including MS Word, Excel, and PowerPoint
• Familiarity with computer ordering systems and other IT systems

Physical Requirements

• Repeatedly lifting 10-25 pounds including overhead
• Moving carts/dolly that weigh up to 75 pounds
• Ability to stand and walk frequently
• Performing physical activities that require considerable use of your arms and legs and moving your whole body, such as climbing, lifting, balancing, walking, stooping, and handling materials
• Work in both indoor and outdoor weather conditions

Compensation/Benefits

• 401k with 4% company match
• Medical, dental, and vision coverage
• Company paid life insurance
• Paid time off after introductory period
• Paid company holidays
• Company provided phone
• Company provided vehicle
• Additional earning opportunities with incentive programs and commissions

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