*This is NOT a job at ForceBrands*
Regional Sales Manager - C-Store, Midwest
The Regional Sales Manager is a high-impact, field-based leadership role responsible for driving revenue growth through expanding distribution, increasing product penetration, and strengthening in-store execution across the convenience store channel.
This is not a traditional account management role. It is a highly hands-on, execution-driven position focused on building the business through disciplined field engagement, strong broker and distributor management, and direct relationships with C-store buyers and decision-makers. The role serves as a key external representative of the brand and plays a critical role in translating strategy into measurable results at the store level.
Core Objectives
- Drive profitable revenue growth through new account acquisition and expanded distribution
- Increase product penetration and velocity within existing accounts
- Execute pricing, promotional, and merchandising strategies effectively in-market
- Ensure best-in-class in-store visibility and impulse positioning
- Maximize broker and distributor effectiveness and accountability
- Leverage field insights to inform sales strategy and business decisions
Key Responsibilities
Customer Engagement & Account Development
- Build and maintain strong relationships with regional and national C-store chains, buyers, and category managers
- Lead customer meetings, presentations, and selling initiatives (independently and alongside brokers)
- Identify and secure new distribution opportunities across chains and independent operators
- Expand SKU presence and shelf space within existing accounts
- Develop and execute tailored sales strategies by account
In-Store Execution & Field Leadership
- Maintain a strong field presence, conducting regular store visits across the region
- Evaluate and optimize:
- Product placement and visibility
- Brand blocking and shelf positioning
- Pricing and promotional execution
- Support onboarding and successful launch of new accounts, ensuring strong initial sell-through
- Ensure merchandising standards and execution consistency across all accounts
Broker & Distributor Management
- Manage relationships with brokers, distributors, and DSD partners
- Provide clear direction, tools, and expectations to drive execution
- Hold partners accountable to performance metrics and growth objectives
- Collaborate on account-specific strategies and customer opportunities
- Support and lead joint sales presentations with broker/distributor partners
Sales Execution & Performance Management
- Execute pricing, promotional, and distribution strategies aligned with company objectives
- Monitor sales performance, pipeline, and key account activity
- Maintain accurate forecasting and reporting of opportunities
- Track and manage sales activities, including customer and broker engagement
Cross-Functional Collaboration
- Partner with Marketing on:
- New product launches
- Merchandising tools and rack programs
- Customer-facing materials
- Collaborate with Operations and Customer Service to resolve issues and ensure service excellence
Market Intelligence & Industry Engagement
- Gather and report insights on:
- Competitor activity
- Customer initiatives
- Emerging trends (product, pricing, packaging)
- Provide feedback to leadership to inform strategy and decision-making
- Represent the company at trade shows and industry events
Candidate Profile
Required Experience:
- 7–10+ years of sales experience within the convenience store channel
- Proven success selling branded CPG products into regional and national C-store chains
- Experience managing brokers, distributors, and/or DSD networks
- Background in bakery, snack, or impulse food categories strongly preferred
- Experience within mid-sized or growth-stage organizations
Required Skills:
- Deep understanding of C-store dynamics, including buyer, distributor, and broker relationships
- Strong negotiation, influencing, and closing skills
- Ability to identify opportunities and create win-win solutions
- Data-driven mindset with ability to analyze sales performance and trends
- Highly organized with strong prioritization and time management skills
- Problem-solving mindset with ability to navigate challenges in the field
- Strong communication and relationship management skills
- Proficiency in CRM tools and Microsoft Office (Excel, PowerPoint)
Additional Requirements
- Willingness to travel extensively (~50%+)
- Ability to operate independently in a field-based environment
- Entrepreneurial, hands-on mindset with strong ownership mentality