Job Overview:

The Regional Sales Manager (RSM) is responsible for delivering the assigned sales budget and driving retail execution excellence across their territory in support of UNFI Canada’s strategy.

The RSM leads a team of Field Sales Representatives (Inside and Outside) responsible for generating Direct Store Delivery (DSD) sales by taking and upselling store-level orders across all classes of trade, including chain and independent customers. The role ensures strong execution of sales priorities, distribution objectives, promotional programs, and new item launches while building a high-performing sales team focused on revenue growth.

The RSM may also supervise an Account Manager responsible for developing and executing growth strategies for mid-tier customers in partnership with Field Sales Representatives.

Job Responsibilities:

Sales, Budget, & Customer Strategy

• Owns and delivers the assigned territory sales budget through effective leadership, planning, and performance management.
• Monitors weekly and monthly sales performance and takes action to maximize opportunities and mitigate risk.
• Drives Direct Store Delivery (DSD) sales growth across chain (70%) and independent (30%) accounts. 
• Ensures strong execution of company priorities including quarterly priorities, new item launches, brand speed to market, promotional programs, seasonal initiatives, and trade show opportunities.
• Supervises and supports the Account Manager responsible for mid-tier customers in partnership with Field Sales Representatives.
• Provides guidance on the development and execution of strategic business plans to drive sustainable growth for mid-tier accounts, managed by the Account Manager.
• Reviews and analyzes customer performance and sales data to identify opportunities to expand distribution, improve promotion effectiveness, and grow revenue.
• Ensures alignment between account-level strategy and field-level execution to maximize sales impact.

Field Leadership & Coaching

• Leads, develops, and coaches a team of Field Sales Representatives and Account Manager to consistently achieve sales targets and execute company priorities.
• Establishes clear goals, expectations, and performance metrics for all direct reports.
• Conducts a minimum of one full field coaching day per quarter with each Field Sales Representative (Outside) to support selling skills, account strategy, and execution unless a different schedule is outlined by the Senior Sales Manager, Director or VP.
• Provides ongoing feedback through performance reviews, one-on-one check-ins, and team meetings.
• Supports recruitment, onboarding, development planning, and succession planning within the territory.
• Fosters a culture of accountability, collaboration, and continuous improvement.
• Participates in annual trade shows providing team with proper direction and preparation leading into the shows.

Territory Optimization & Process Management

• Evaluates territory coverage, store visitation frequency, and route planning to ensure optimal deployment of sales resources.
• Conducts quarterly territory reviews to assess coverage, drive time, and sales impact.
• Completes an annual territory review three months prior to the start of the fiscal year to ensure appropriate resource allocation across accounts.
• Ensures consistent execution of sales processes and SOPs including product launches, seasonal booking programs, brand speed to market, discontinuations, and forecasting guidelines.
• Works with internal partners (SRM, Supply Chain, CBT leads) to support effective execution of field initiatives.
• Manages territory expenses, equipment usage, and mileage reporting for Outside Sales Representatives.
• Recruits and fills vacant territories as required.

Communication & Performance Reporting

• Communicates sales targets, priorities, and performance expectations to Field Sales Representatives and the Account Manager.
• Provides the Senior Sales Manager with monthly updates on territory performance including coverage, rep activity, priorities execution, highlighting wins, risks, opportunities, operational issues, and market/competitive insights to inform territory strategy.
• Utilizes UNFI reporting tools and dashboards to monitor performance, identify risks, and ensure alignment with company priorities.
• Maintains strong collaboration with Key Account Managers, Vendors, Brokers, and internal stakeholders to support field sales execution.

Job Requirements:

Education/ Certifications:

• Bachelor’s degree or equivalent in Sales or Business

Experience:

• Minimum of 2 years’ industry related experience.
• Previous experience leading field teams and managing performance processes.
• Previous customer experience in either a field sales or key account sales capacity.
• Working knowledge of retail merchandising and product assortment decision process at store level.

Knowledge/Skills/Abilities:

• Familiarity with Company sales and merchandising standards, policies and procedures, and competitive position.
• Knowledge of the industry.
• Strong interpersonal and public relations skills.
• Excellent sales abilities.
• Good organizational and problem-solving skills.
• Excellent communication and presentation skills.
• Proven track record of meeting and exceeding customer expectations.
• Demonstrated ability to drive new business and close sales.

Work Environment:

Hybrid Role:

This position follows a hybrid schedule. The acceptable split between onsite and remote work is determined by the manager. Hybrid associates may choose to work from an office on a more frequent basis than required.

Travel (major):

• Travel is required up to (50)% for this position.

Physical Environment/Demands:

• Must reside in territory assigned.
• Must have the ability to travel nationally to support team regionally, visit customers, attend trade shows and events, and when required attend in-person meetings in regional and head office.
• Work performed primarily in temperature-controlled office environments.
• While performing the duties of this job, the employee is regularly required to sit; use hands to finger, handle, or feel; reach with hands and arms; and talk or hear.
• Incumbent may use calculators, keyboards, telephone, and other office equipment during normal workday.
• Stooping, bending, twisting, and reaching may be required in completion of job duties.

About UNFI: We are North America’s premier grocery wholesaler, delivering the widest variety of fresh, branded, and owned brand products to community grocers and retail chains alike. A pioneer in natural and organic foods, we are growing and transforming to meet the needs of an evolving workplace. Our 29,000+ employees work across America in our 50 Distribution Centers and corporate offices. Learn more: Organic, Natural and Conventional Food | Wholesale Food Distributors | UNFI 

Benefits: Base salary, PTO plan, Hybrid Work, Health & Dental benefits – first day of employment, car allowance, SIP, RRSP with employer-matching contributions following 6 months of employment, employee discount on UNFI products, mentorship program/developmental opportunities.