Regional Sales Manager - West

Regional Sales Manager – West Heartland Food Products Group | U.S. Field-Based - West Coast We are seeking a Regional Sales Manager (RSM) to lead a hybrid direct and national sales agency model within an assigned region. This role is accountable for delivering regional KPIs through a combination of direct retailer engagement and sales agency leadership, and serves as the primary face of Heartland for regional retailer calls and field-level relationships. This role requires a confident, externally facing sales leader who can influence retailers directly, set clear direction for agency partners, and translate national strategy into consistent in-market results. What You’ll Do Serve as the primary Heartland representative for regional retailer calls and field-level customer relationships Lead retailer meetings focused on execution, distribution, merchandising, promotions, and issue resolution Reinforce Heartland’s brand strategies, selling stories, and expectations directly with retail partners Direct and lead Heartland’s national sales agency partner within the assigned region Set clear priorities, expectations, and KPIs for agency teams Ensure strong alignment between Heartland and agency leadership on goals, programs, and execution standards Drive accountability through regular performance reviews, market visits, and ride-alongs Executional Excellence & KPI Delivery Own regional execution KPIs including distribution, shelving, pricing, displays, voids, promotional compliance, and resets Ensure flawless execution of innovation launches, seasonal programs, and national initiatives Validate in-store performance through store audits, field feedback, and data analysis Performance Tracking, Reporting & Insights Own regional scorecards and dashboards tied to defined KPIs Analyze execution data and retailer feedback to identify trends, risks, and opportunities Communicate clear, actionable insights and corrective actions to internal stakeholders and agency partners Cross-Functional Partnership Act as the field execution liaison between retailers, sales agencies, and internal teams (National Accounts, Marketing, Category Management, Supply Chain) Provide field input into customer strategies, innovation readiness, and go-to-market planning Ensure agency and field readiness for new items, resets, and promotional programs Training, Communication & Capability Building Lead onboarding and ongoing training for agency teams on Heartland’s brands, tools, and priorities Deliver consistent communication to the field, reinforcing focus and executional discipline Share best practices and wins across regions What You Bring Required Qualifications 7+ years of CPG sales or field sales leadership experience Proven experience operating in a hybrid direct / sales agency model Strong capability and confidence leading direct retailer calls and representing the manufacturer Deep understanding of retail execution, selling fundamentals, and KPI management Ability to influence, align, and drive results without sole reliance on direct authority Willingness to travel extensively within assigned region Preferred Experience Experience supporting national brand portfolios across multiple retail channels Familiarity with retail execution tools, store audit platforms, and field reporting systems Experience partnering closely with National Account Managers and category teams Strong external presence and customer credibility Clear, decisive leader with an accountability mindset Execution-focused with high attention to detail Data-driven problem solver who turns insights into action Collaborative partner who builds trust with retailers, agencies, and internal teams Seniority Level Mid-Senior level Employment Type Full-time Job Function Food and Beverage Retail Benefits Medical insurance Vision insurance 401(k) Paid maternity leave Disability insurance #J-18808-Ljbffr