Regional Sales Manager-Central

Regional Sales Manager-CENTRAL DIVISION

Heartland Food Products Group | U.S. Field-Based (Region Aligned)

We are seeking a Regional Sales Manager (RSM) to lead a hybrid direct and national sales agency model within an assigned region. This role is accountable for delivering regional KPIs through a combination of direct retailer engagement and sales agency leadership, and serves as the primary face of Heartland for regional retailer calls and field-level relationships.

This role requires a confident, externally facing sales leader who can influence retailers directly, set clear direction for agency partners, and translate national strategy into consistent in-market results.

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What You’ll Do

Retailer Leadership & Direct Customer Engagement

· Serve as the primary Heartland representative for regional retailer calls and field-level customer relationships

· Lead retailer meetings focused on execution, distribution, merchandising, promotions, and issue resolution

· Reinforce Heartland’s brand strategies, selling stories, and expectations directly with retail partners

Sales Agency Leadership

· Direct and lead Heartland’s national sales agency partner within the assigned region

· Set clear priorities, expectations, and KPIs for agency teams

· Ensure strong alignment between Heartland and agency leadership on goals, programs, and execution standards

· Drive accountability through regular performance reviews, market visits, and ride-alongs

Executional Excellence & KPI Delivery

· Own regional execution KPIs including distribution, shelving, pricing, displays, voids, promotional compliance, and resets

· Ensure flawless execution of innovation launches, seasonal programs, and national initiatives

· Validate in-store performance through store audits, field feedback, and data analysis

Performance Tracking, Reporting & Insights

· Own regional scorecards and dashboards tied to defined KPIs

· Analyze execution data and retailer feedback to identify trends, risks, and opportunities

· Communicate clear, actionable insights and corrective actions to internal stakeholders and agency partners

Cross-Functional Partnership

· Act as the field execution liaison between retailers, sales agencies, and internal teams (National Accounts, Marketing, Category Management, Supply Chain)

· Provide field input into customer strategies, innovation readiness, and go-to-market planning

· Ensure agency and field readiness for new items, resets, and promotional programs

Training, Communication & Capability Building

· Lead onboarding and ongoing training for agency teams on Heartland’s brands, tools, and priorities

· Deliver consistent communication to the field, reinforcing focus and executional discipline

· Share best practices and wins across regions

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What You Bring

Required Qualifications

· Bachelor’s degree required

· 7+ years of CPG sales or field sales leadership experience

· Proven experience operating in a hybrid direct / sales agency model

· Strong capability and confidence leading direct retailer calls and representing the manufacturer

· Deep understanding of retail execution, selling fundamentals, and KPI management

· Ability to influence, align, and drive results without sole reliance on direct authority

· Willingness to travel extensively within assigned region

Preferred Experience

· Experience supporting national brand portfolios across multiple retail channels

· Familiarity with retail execution tools, store audit platforms, and field reporting systems

· Experience partnering closely with National Account Managers and category teams

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Key Competencies

· Strong external presence and customer credibility

· Clear, decisive leader with an accountability mindset

· Execution-focused with high attention to detail

· Data-driven problem solver who turns insights into action

· Collaborative partner who builds trust with retailers, agencies, and internal teams