VP of Sales - Retail

Title: VP of Sales - Retail

Reports To: Cheif Sales Officer & Executive VP of Sales

Location: Travel Required | Hybrid Options Available

Type: Full-Time | Exempt

COMPANY SUMMARY

Pero Family Farms is a market share leader with over a century of dedication, commitment and integrity. Operating since 1908, Pero is the farm trusted by retailers, consumers, and our Food Service partners alike. We are a fully integrated farming operation, with departments that specialize in organic farming, logistics, global supply chain management, national sales operations, food processing operations, and strategic marketing functions. Our operation includes over 35,000 acres spanning across the East Coast of the United States from Florida to New York, with distribution and production facilities in several different states. We pride ourselves in maintaining a strong family heritage and tradition that has been dedicated to quality, innovation, and excellent customer service that has been feeding America’s families for over a century. Our family’s passion for farming remains unwavering, with a vision to continue the tradition for many generations to come, whilst maintaining the reverence and trust it has established with the American consumer. Join us as a market share leader as we expand our Food Service Division.

JOB SUMMARY

We are seeking a dynamic and forward-thinking Vice President of Sales- Retail to help lead and energize our sales team, drive revenue growth, and strengthen client relationships. This role is perfect for an experienced sales leader who combines deep industry expertise with a modern, data-driven approach and a passion for mentorship.

You will be responsible for building high-performance teams, leveraging technology to enhance sales efficiency, and positioning our fresh produce offerings strategically in the market. This is an opportunity to shape the future of our sales operations while fostering a culture of innovation, collaboration, and continuous learning.

Requirements

PRIMARY RESPONSIBILITIES

Sales Leadership & Strategy:

• Develop and execute a progressive, technology-driven sales strategy aligned with business objectives.
• Identify emerging market trends and adjust strategies to maximize revenue growth and competitive advantage.

Team Development & Mentorship:

• Lead, mentor, and inspire a high-energy, high-performance regional sales team.
• Invest in coaching and professional development, empowering team members to excel and grow into future leaders.
• Foster a culture of accountability, innovation, and adaptability.

Client & Market Expansion:

• Build and maintain strong, long-term relationships with key clients, retailers, and distributors.
• Identify and penetrate new sales channels and geographically diverse markets to drive sustainable growth.
• Utilize data analytics and CRM tools to personalize sales approaches and optimize client engagement.

Process Optimization & Tech Integration:

• Enhance sales operations by implementing cutting-edge CRM, automation, and AI-driven forecasting tools to improve efficiency.
• Oversee sales analytics, KPI tracking, and performance reporting to support data-driven decision-making.

Cross-Functional Collaboration:

• Partner with Marketing, Product Development, Logistics, and Finance to ensure seamless execution of sales strategies.
• Champion innovation in product positioning and go-to-market strategies, ensuring fresh, relevant offerings in a competitive market.

IDEAL CANDIDATE PROFILE

Experience & Industry Expertise:

• Minimum of 10 years of experience in sales leadership, preferably in the fresh produce, food, or perishable goods industry.
• Proven track record of driving revenue growth, expanding market presence, and building high-performing teams.
• Strong understanding of distribution networks, supply chain dynamics, and industry regulations.

Energy, Agility, & Growth Mindset:

• Passion for innovation, adaptability, and a relentless drive for results.
• Ability to energize teams, navigate change, and think creatively about sales growth strategies.

Tech-Savviness & Data-Driven Decision Making:

• Proficiency in sales technology, CRM platforms, and predictive analytics tools.
• Strong analytical mindset with the ability to translate market data into actionable strategies.

Mentorship & Leadership Impact:

• A natural leader who thrives on developing talent and building a winning culture.
• Ability to inspire and challenge teams to continuously improve and embrace new sales methodologies.

Language & Global Business Acumen (Preferred):

• Fluency in Spanish or other relevant languages is a plus.
• Experience working in diverse, multi-market environments.

WHY JOIN US?

• Innovative, growth-focused culture that values fresh thinking and leadership impact.
• A chance to shape the future of our sales strategy with cutting-edge tools and insights.
• Opportunities for career advancement and leadership development.
• A collaborative environment where mentorship, energy, and fresh ideas drive success.

COMPANY BENEFITS/PERKS

• 401(k)
• Health, Dental, Vision Insurance and more
• Paid Time Off (PTO)

The company (Pero) reserves the right to alter, amend, expand or contract these duties and responsibilities as the companies needs evolve.