Regional Sales Manager Heartland Food Products Group | U.S. Field-Based (Northeast) 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.
What You'll DoRetailer 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
What You BringRequired 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
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
