Regional Sales Manager

Job Details

• Job Title: Regional Sales Manager
• Department: Sales
• Reports To: Sales Director
• FLSA Status: Exempt
• Location: Hybrid; Virginia candidates preferred
• Work Arrangement: Hybrid
• Shift / Schedule: Full-time business hours with flexibility based on customer and travel needs
• Travel Requirements: Regular regional travel required for customer, broker, and market development activity
• Employment Type: Full-time
• Role Overview / Purpose and Scope

The Regional Sales Manager is responsible for driving profitable revenue growth and expanding market share across an assigned geographic territory. This role combines new business prospecting, customer relationship development, broker management, strategic account management, and sales execution.

The Regional Sales Manager develops and executes a regional sales strategy, identifies and pursues new business opportunities, strengthens relationships with existing customers, and manages broker and sales-channel partnerships to convert opportunities into profitable, long-term revenue.

Key Responsibilities

• Develop and execute a strategic regional sales plan to achieve revenue, margin, profitability, volume, market-share, and growth objectives.
• Identify opportunities to increase sales with existing customers while continuously developing new sources of profitable business.
• Prospect for new customers through cold calling, referrals, networking, industry events, research, and targeted outreach.
• Develop and maintain a qualified sales pipeline, track opportunity activity, and consistently move prospects through the sales process.
• Analyze market conditions, customer needs, competitive activity, pricing, and profitability to identify growth opportunities.
• Negotiate pricing, contracts, terms, and other commercial agreements within established company guidelines.
• Partner with internal teams to ensure customer needs are met and new business is successfully launched.
• Establish and maintain strong relationships with key customers, strategic accounts, senior-level decision makers, and purchasing influencers.
• Conduct regular customer visits, business reviews, sales meetings, presentations, product discussions, and negotiations.
• Recruit, develop, manage, and hold broker partners accountable for sales performance, activity expectations, account priorities, and pipeline progress.
• Develop joint business plans with key brokers, establish measurable goals, monitor performance, and recommend improvements to territory coverage or account assignments.
• Monitor competitor activity, pricing, promotions, product offerings, distribution strategies, and emerging customer or industry trends.
• Provide actionable market feedback and recommend products, services, pricing strategies, or market opportunities based on customer and competitive intelligence.
• Maintain accurate records of customer activity, prospect activity, sales forecasts, expected volume, projected revenue, and pipeline status.
• Other duties as assigned.
• Performance Expectations
• Achieve annual and quarterly sales objectives, including revenue growth, profitability, volume growth, and territory market-share growth.
• Build and maintain a healthy new business pipeline and consistently convert qualified prospects into profitable customers.
• Retain and expand existing customer relationships through strong account management and proactive business development.
• Ensure broker partners meet established performance expectations and represent Farmer Focus products, brand, pricing strategy, and value proposition effectively.

Qualifications

• Bachelor’s degree in Business, Marketing, Sales, or a related field preferred; equivalent related experience may be considered.
• Five or more years of progressive experience in sales, business development, account management, or a related commercial role.
• Food industry experience preferred.
• Experience managing brokers, distributors, representatives, or other sales-channel partners preferred.
• Demonstrated success generating new business, growing existing accounts, and converting opportunities into profitable revenue.
• Strong prospecting, negotiation, presentation, communication, and relationship-building skills.
• Ability to develop and maintain relationships with senior-level decision makers, customers, brokers, and internal cross-functional partners.
• Strong analytical and financial understanding, including the ability to evaluate revenue, margin, pricing, volume, and profitability.
• Excellent organizational skills and ability to work independently while collaborating effectively with internal teams.
• Willingness and ability to travel throughout the assigned region as required.
• The selected candidate must be able to perform the essential functions of the role with or without reasonable accommodation.
• New team members must be able to pass a drug, alcohol and background screening post-offer and prior to the start of their employment. Must be authorized to work in the United States. The Immigration Reform and Control Act requires that verification of employment eligibility be documented for all new employees by the end of their third day of work.
• Work Environment, Physical Demands, and Travel

This is a hybrid role that requires regular travel throughout the assigned region to meet with customers, brokers, prospects, and industry partners. Work is performed in a combination of home office, company office, customer, broker, market, and event settings. The role routinely requires computer work, phone and video communication, customer presentations, driving or other business travel, and the ability to attend meetings or events based on business needs.

Benefits: Farmer Focus offers a competitive total rewards package designed to support team members’ health, financial well-being, and professional growth. Available offerings may include weekly payroll, paid time off and sick leave, semi-subsidized medical coverage, dental and vision plan options, a 401(k) plan with company match, education reimbursement opportunities, employee assistance programs (EAP), and internal learning, development, and career growth programs.

All benefits, programs, and offerings are subject to eligibility requirements, plan terms, and company policies, and may be changed, amended, or discontinued by Farmer Focus at any time.

This position does not have an application deadline. Farmer Focus will recruit until the role is filled.