Director of Sales

The Director of Sales is a key member of the Lundberg Family Farms Sales Leadership Team, responsible for developing and executing sales strategies that align with the company’s overall objectives. This role will lead key customer relationships, drive revenue growth, and collaborate cross-functionally to ensure success in the marketplace.

This is a remote position with Central Time Zone preferred and easy access to a major metropolitan airport required.

Key Responsibilities

Leadership & Team Development

• Lead and develop a team, including direct reports and third-party resources such as brokers and distributors.
• Recruit, retain, and mentor top sales talent, fostering a strong leadership pipeline.
• Build and maintain strategic relationships with major retail partners, overseeing $25M in annual revenue.
• Work cross-functionally with marketing, finance, and supply chain teams to ensure seamless execution of sales initiatives.

Sales Strategy & Execution

• Develop and implement the Annual Operating Plan (AOP), ensuring alignment with marketing and corporate objectives.
• Optimize distribution, shelf placement, pricing, and promotional plans to drive revenue and in-store execution.
• Utilize syndicated data (Nielsen, SPINS, etc.) to identify trends, competitive threats, and growth opportunities.
• Partner with the Leadership Team to support new product development and successfully launch innovations into the market.

Financial & Performance Management

• Manage trade spend budgets and collaborate with Finance to ensure trade promotion effectiveness.
• Drive demand planning and sales forecasting to optimize inventory and supply chain efficiency.
• Monitor competitive activity and market dynamics to inform pricing and strategic decision-making.
• Evaluate key performance metrics and provide data-driven insights to improve sales effectiveness.

Customer & Market Engagement

• Develop and execute joint business plans with key retail partners to drive mutual growth.
• Represent Lundberg Family Farms at industry events, trade shows, and key customer meetings.
• Strengthen customer relationships through strategic collaboration and value-driven solutions.
• Identify and pursue new business opportunities that align with the company’s strategic growth plan.

Requirements

• 10 years of sales experience in the consumer-packaged goods (CPG) industry, preferably in food categories.
• Bachelor’s degree in Business Administration, Sales, Marketing, or a related field.
• Proven experience working directly with major retailers (national and regional), distributors, brokers, and direct store distribution.
• Demonstrated ability to lead and set the agenda for large, fast-growing, and emerging customers while managing multiple brokers across channels.
• Proven ability to develop and execute joint business plans that drive sales, trade, and profit results.
• Strong understanding of company financial performance, including profit & loss (P&L) drivers and trade promotion effectiveness.
• In-depth knowledge of natural, grocery, mass, club, and e-commerce channels, with experience optimizing distribution and pricing strategies.
• Experience working in both large and small CPG organizations, with a track record of success in resource-constrained environments.
• Deep understanding of the natural/organic foods industry and emerging market trends.
• Exceptional leadership skills with a history of cross-functional collaboration, team development, and building high-performing sales teams.