Purpose:   

The Regional Sales Director is responsible for the sales performance within their customer business team (CBT) structure and supports the delivery of our overall UNFI go-to-market strategy. They work collaboratively with our vendor partners and our cross functional teams to deliver growth through our customers. The role supports the team in the functional execution of in-year results and leads the creation of long-term strategic customer plans that unlock opportunities to deliver new growth and expand profit.

Job Responsibilities: 

Achieves Customer Revenue Growth Target (30%):

• Delivers plan through execution of building blocks; base volume growth, speed to market on innovation, expansion in distribution, trade show volume and execution of promo/booking plans.

• Proactively mitigates risk connected to customer de-lists, brand go-directs and losses to competitors.

• Onboards, tracks and executes large brand transfers with excellence.

Requirements: Sales forecasting & budget planning, trade & promo execution, Opps and Risks tracking: Provides analysis on delivery to budget, drivers, and key action steps. Ongoing problem solving and solution orientation.

Achieves Customer Profit Margin Target (20%):

• Executes pricing (1) vendor pricing pass through (2) customer pricing (3) UNFI pricing.

• Credit mitigation – works with supply chain and finance to reduce credits and fines

• Invalid deductions- works with supply chain, customer experience, finance and customer to identify invalid repayments & get them repaid. Issues identification, repayment, and proactive plan to reduce/stop.

• Margin management – reviews brand/sku margin, develops plan to address items below company average and works with supplier services to address with vendor and customer

• Promotion optimization – ensures all key promotions are being executed and works with vendor/broker/supplier services to optimize for growth and improve profit

Requirements: financial & P&L acumen – solid understanding of negative cost drivers such as pricing, supply chain charges, customer rebates and programs (trade spend), and vendor programs.

Delivers New Pipeline Growth (20%):

• Creates customer plans, strategies, agreements that secure incremental business (DSD or DC) driving profitable growth through: 1. customer warehouse brand consolidation 2. Distributor consolidation

• Identifies White Space opportunities within assigned CBT to sell more of what we already carry at UNFI

• Identifies new customers (channels) and segments of growth with assigned CBT.

Requirements: Creative blue sky thinking, ability to take strategic risks, hunter mentality, strong customer relationship & ability to tune into needs. Strategic agility to put complex pricing and programs together creating a win-win agreement.

Drives Customer Engagement (15%):

• Develops annual customer business plans with ongoing quarterly check ins and consistent feedback between customer and vendor on performance key drivers & actions.

• Develops strong relationship and partnership with all key customer contacts through delivering added value: consolidated category expertise and supply chain efficiencies.

• Solution orientation – delivers excellent customer service, assesses service levels, quick to proactively identify/manage problems with resolution and clear next steps to drive to desired outcome

• Delivers Top 3rd results (Advantage Report) - takes feedback and executes action plan.

Drives Employee Engagement (15%):

• Celebrates successes, drives a supportive, creative, empowered team which will create a winning culture – uses our WIN groups to drive engagement.

• Develops direct reports through strong performance management: ongoing feedback, empowerment (risk-taking mindset), stretch assignments, training, bi-annual performance reviews, develop plans and career pathing.

• Listens to employee concerns and find ways to drive wins on areas within our control.

• Drives simplification initiatives and automation – saves time, reduces spin and keeps it simple.

• Performs all duties and responsibilities in an ethical manner and in accordance with Company policies and procedures. Leads and serves as a role model for others in the organization by consistent demonstration of high ethical standards

Job Requirements: 

Education/Certifications:

• Bachelor’s Degree required; preferably in business or marketing management (MBA an asset)

Experience:

• 10+ years of customer facing experience (channel experience – national chain (conventional/discount), mass, club, independents)– with a proven track record of sales performance.

• 5+ years of people leadership experience - leading a team of direct reports (delivering revenue and profit targets) and cross functional leadership with indirect reports in finance, marketing, supply and HR.

• High level of industry expertise and in-depth industry knowledge (CPG/Distribution/ Wellness/Food background).

• Sales Planning background would be an asset – understanding brand and customer P&L understanding the leavers to drive profitable growth.

Knowledge/Skills/Abilities:

• Proficiency in Sales Fundamentals: sales forecasting, Opps & Risks management, trade & promotions, budgeting, customer P&L, evaluation of growth opportunities, creation of customer business plans.

• Strong financial acumen (P&L) including the ability to develop profitable customer agreements and conduct analysis to find opportunities to expand the bottom line with existing customers and evaluate opportunities for new growth.

• Customer-centric mindset with a desire to listen and re-create game changing win-win deals.

• Strong leadership and management skills. Ability to lead, coach, inspire, motivate and train sales associates.

• Innovative, forward thinker, able to anticipate issues/opportunities and turn them into successful outcomes.

• Optimism, blue sky thinking, and risk-taking personality needed to drive our innovation agenda.

• Ability to interact at all levels of business and manage senior customer and internal cross-functional stakeholder relationships.

• Comfortable in a fast-paced, dynamic environment with strong organizational skills and ability to prioritize.

• Excellent oral and written communication, negotiation, and presentation skills.

• Proficient in Microsoft Office Suite of products – MS Excel, MS PowerPoint, and MS Word

• Good judgment is required for this position as there may be times when direct supervision may not be immediately available.