Senior Regional Sales Manager

Finding the right place to grow your career isn’t (over) easy, so we’re here to help by sharing a few reasons why the grass is greener at Vital Farms. We think you’ll appreciate our focus on Conscious Capitalism, which drives business decisions that benefit all our stakeholders (leading to even better business results). You might be drawn to our innovative approach and refusal to settle for the “way things have always been done.” Or you could find it exciting to grow your skills while working for an industry-leading brand. Whether you’re into our values, our brand, or our egg-cellent puns, we hope you’ll join our Crew and help us change the world 108 square feet at a time!

At Vital Farms, we are proud of our incredible stakeholders, and the diversity they represent from all areas and communities in which we operate and serve. We view this as a source of strength for us and your job is to help us make it even better.

Your Role:

Reporting into the Senior Director of Sales Natural, this team leader will grow our presence in the Natural Regional and Independent space across the total U.S. As one of the strongest brands in the natural space, you will have the opportunity to help develop the strategy to further grow our presence across the country and drive strong relationship with a unique retailer base. A successful candidate will have strong sales experience building customer specific business plans and strategies with the natural landscape, establishing multi-level relationships with key customers, as well as the ability to train and lead a sales team. Collaboration with internal Vital Farms partners (Business Development and Category) and the cross-functional HQ team (marketing, shopper marketing, supply chain, finance) is critical to success in this role. 

What You'll Do: 

Sales Strategy and Execution 

• Lead the Natural Regional and Independent Sales Team of 3 crew members, strategically located across the United States 
• Develop channel and account specific strategies to drive sales growth and increase market share in alignment with Vital Farm’s overall sales, distribution, and KPI goals and objectives.
• Conduct regular business review calls to identify customer needs, promote products, optimize promotional plans and drive sales growth.
• Identify sales opportunities, analyze market trends, and stay up to date on competitor activities to optimize sales strategies.  
• Collaborate cross-functionally with internal teams to ensure alignment of sales objective and execution plans. 

 Team Management and Customer Relationships 

• Build and promote strong, long-lasting strategic customer relationships by partnering with their leadership teams and understanding their needs (Natural Grocers Co-op. INFRA, Fresh Thyme, The Fresh Market)
• Manage relationships and agreements with brokers and distributors, setting goals/targets and ensuring execution.
• Continuously expand the customer base and identify new business opportunities to increase market penetration.
• Work across the People Team and Sales Leadership to ensure the development of people in span of control through PD and QC processes throughout the year 

 Sales Reporting and Analysis 

• Leverage customer and syndicated data to track consumption, distribution, pricing and sales to ensure the team is on track to hit company goals. 
• Guide team to plan annual promotional plans and ensure trade spending is effective and driving distribution growth targets
• Evaluate sales promotional/ trade spending and effectively track ROI
• Identify emerging markets and market shifts while being fully aware of new products and competition status.
• Conduct monthly and annual team reviews to drive accurate and timely forecasts for expected demand, trade plan, and promotional trade spend 

What You Bring to the Table: 

• Minimum of 7+ years of successful CPG experience specific to natural sales, national account management, category management, or related field. Dairy/Refrigerated experience preferred
• Bachelor’s degree required
• Demonstrated success and strong understanding of the natural retail landscape in the total U.S, including knowledge of key players, market dynamics, and industry trends. Preference given to candidates with experience working with the following: Natural Grocers Co-Op, INFRA, Fresh Thyme, The Fresh Market, Good Holdings Companies, Whole Foods, Sprouts, KeHE and UNFI. 
• Must be able to travel up to 35% for customer meetings, team meetings, onboarding trips, trade shows and potential trainings 
• Established relationships and demonstrated success working with key retailer accounts, along with leading grocery broker and distributor relationships  
• Proven track record of successfully developing annual plans to advance the company position at both the strategic and operational levels in the long and short term
• Proficient with leveraging syndicated data (IRI/Circana, Nielsen, and/or Spins) to build sales presentations and analyze business performance.
• Experience managing a broker network, keeping them engaged and your business top of mind; as well as experience driving direct customer management
• Demonstrated successful engagement of Top to Top/JBP meetings with Senior Leadership and Executives at key retail partners to align joint plans
• Proficient in Trade Analytics and Software like Blacksmith (selling price, margins, etc.)
• Has developed and led highly functioning sales individuals and/or team
• You’re no hero – You know the power of teamwork and celebrate the work of others before your own.
• You give a sh*t – You believe in acting like an owner and making Vital Farms a place to be proud of.
• You raise the standards – You know growth can be hard, but you strive to improve yourself and others each day.
• You can walk in someone else’s boots – You seek to understand other’s viewpoints and think that you get to better answers by sitting on the same side of the table.
• You don’t walk on eggshells – You’re not afraid to leave the bullsh*t behind and have honest conversations. 

What We Bring to the Table:

• A fast-paced, energetic, remote environment with passionate people who are leading a movement to bring ethically produced food to the table.
• Competitive pay and benefits (Medical, Dental, Vision, and Paid Parental Leave, just to name a few).
• Generous retirement contributions: 401(k) + 3% Contribution from Day 1.
• Annual bonus and equity grant (subject to business results and company approval)
• Free eggs and butter, along with friends and family discounts.
• Fun team SWAG that will make you the talk of the town.
• Professional development opportunities and an amazing team dedicated to your growth.

At Vital Farms, compensation decisions are dependent upon a variety of factors, which may include, but are not limited to, skill level, experience, education, training, market demands, and business needs. A reasonable estimate of the current starting annual base salary for this position is $140,000 - $160,000. Please keep in mind that hiring at the maximum end of the range would not be typical in order to allow for potential continued future salary growth.