POSITION OVERVIEW

The Director of Sales, Non-Commercial leads the East region of the Non-Commercial channel and is accountable for its revenue, volume, and profitability. The role leads, coaches, and develops a team of Regional Sales Managers while personally owning the East's GPO and Managed Service Partner relationships at the corporate and regional level. As a top growth engine in our plan to double the business by 2031, the charge is to scale beyond healthcare: stand up Education, grow Business & Industry and Lodging & Entertainment, and build Aramark, Compass, and Sodexo into meaningful partnerships. The successful candidate is a player-coach who wins at the contract level and converts those agreements into operator-level placements and pull-through.

CHANNELS COVERED

Channel

Segments

What this role drives

Healthcare & Senior Living

Acute care, health systems, senior living, long-term care

Defend and grow our strongest base; recover at-risk accounts at the corporate level

Business & Industry

Corporate dining, workplace refreshment, office and manufacturing campuses

Expand through contract feeders and self-operated corporate accounts

Education

K-12 school districts, College & University

Build the segment from the ground up through MSP, GPO, and district wins

Lodging & Entertainment

Hotels and resorts, arenas, casinos, stadiums, convention centers, recreation venues

Build the segment across self-operated and contract-managed venues

KEY CUSTOMERS AND PARTNERS

Partner type

Key accounts

Role of the Director

GPOs

Premier, Vizient

Secure and expand contract positions; drive member adoption, compliance, and renewals

Managed Service Partners

Foodbuy / Compass Group, Sodexo, Aramark

Build multi-level relationships; win program and menu placement across sectors

Hospitality Procurement

Avendra

Win and grow hotel, resort, casinos and venue portfolios

Operators & Distribution

Health systems, districts, universities, venues; broadline partners

Convert contract access into placements, equipment installs, stocking, and volume

KEY RESPONSIBILITIES

Channel Leadership and Strategy

• Own and grow the East region across all four segments, with direct accountability for revenue, volume, and margin targets.
• Build and execute the regional sales plan with the Executive Director: segment priorities, target accounts, and territory coverage.
• Lead the stand-up of Education and build-out of Lodging & Entertainment through first contract wins.
• Represent the channel in planning with Marketing, R&D, Operations, Finance, Equipment, and Sales Support.

GPO and Managed Service Partner Management

• Own relationships with Premier, Vizient, Foodbuy/Compass, Sodexo, Aramark, and Avendra with an engage, embed, expand plan.
• Lead bids, RFPs, renewals, and pricing negotiations that protect margin; coordinate rebates and fees with Finance.
• Drive contract compliance and unit adoption, and lead quarterly business reviews against a shared scorecard.

People Leadership

• Lead, coach, and develop Regional Sales Managers; own hiring, onboarding, performance management, and succession.
• Set territories, quotas, and account assignments; run weekly one-on-ones, pipeline reviews, deal coaching, and ride-alongs.

Forecasting, Pipeline, and Business Development

• Own the regional forecast to support S&OP; enforce Salesforce discipline and report results in Power BI.
• Monitor at-risk accounts and lead recovery plans; manage the regional expense budget, including travel, samples, and trade spend.
• Personally lead the largest opportunities; deliver proposals and demos; represent the company at GPO, MSP, and industry events.

CORE COMPETENCIES

People Management

What it looks like in this role

Coaching & talent development

Coaches in the field and in pipeline reviews; every RSM has a written development plan

Clear expectations & accountability

Sets quotas, account assignments, and activity standards each RSM can track

Performance management

Recognizes top performers, addresses gaps early, and follows through with HR

Hiring & bench strength

Hires to the role spec, onboards with structure, and develops ready-now successors for key seats

Leading remote teams

Keeps a dispersed team connected; builds a culture where issues surface early

Customer Management

What it looks like in this role

Strategic GPO / MSP management

Maintains multi-level relationship maps and a written account plan for each key partner

Contract negotiation

Negotiates pricing, rebates, and multi-year terms that protect margin

Contract pull-through

Turns contract access into unit-level placements, distributor stocking, and measurable volume

Business reviews

Leads data-driven QBRs against a shared scorecard and leaves each review with agreed next steps

Retention & issue resolution

Spots attrition risk early, recovers at the corporate level, and owns escalations to root cause

Consultative selling

Understands each segment's operating model and positions the portfolio to solve operator problems

Core leadership: strategic planning and execution; forecasting and financial acumen; data-driven decision making; cross-functional collaboration; executive presence; accountability for results.

QUALIFICATIONS

• 8+ years of B2B sales in non-commercial foodservice (healthcare, B&I, education, lodging, entertainment).
• 3+ years leading sales teams, including geographically dispersed teams, with a record of developing and retaining talent.
• Direct experience managing GPO and MSP partners such as Premier, Vizient, Foodbuy/Compass, Sodexo, or Aramark.
• Proven track record winning and executing contracts, including RFPs, pricing, rebates, compliance, and operator-level pull-through.
• Working knowledge of dispensed and blended beverage equipment, placement programs, and category economics.
• Full Salesforce discipline; proficient in Microsoft Office, AI tools, and Power BI (SAP preferred); strong executive presence.
• Bachelor's degree preferred; equivalent senior-level commercial experience considered.
• Based in Charlotte, NC, Dallas, TX, or Houston, TX; willingness to travel approximately 40%.

BENEFITS

Competitive base salary plus a bonus program rewarding company and individual sales performance; medical, dental, vision, life, and disability coverage; 401(k) retirement plan; paid time off, company holidays, and professional development. Physical requirements: see the Physical Requirements Checklist for Director-level field sales roles.