DESCRIPTION***This role is 100% remote. The role will occupy the Bentonville, AR region and nearby areas with frequent travel to customers and occasional travel to the Baton Rouge, LA office.***Position SummaryLouisiana Fish Fry Products is seeking a driven, entrepreneurial, and results-oriented
VP, Sales to lead and grow strategic business partnerships with
Walmart, Sam's Club, Dollar Channel, and key alternate channel customers. This role is responsible for developing and executing sales strategies, managing customer relationships, identifying growth opportunities, and delivering profitable revenue expansion across mass merchandising and alternate retail channels.
The ideal candidate understands the Walmart and Sam's Club ecosystem, thrives in a fast-paced consumer packaged goods (CPG) environment, and has a strong track record of driving category growth, expanding distribution, managing promotional plans, and delivering annual sales objectives.
This position is remote and based in the
Bentonville, Arkansas area, with regular interaction at Walmart and Sam's Club headquarters and occasional travel to Louisiana Fish Fry's headquarters in Baton Rouge, Louisiana.
Key ResponsibilitiesStrategic Account Management- Serve as the primary business lead for Walmart, Sam's Club, and designated alternate channel customers.
- Develop and execute annual customer business plans aligned with company growth objectives.
- Build and maintain strong relationships with merchant teams, category managers, buyers, replenishment teams, and key customer stakeholders.
- Lead annual line reviews, assortment planning, customer presentations, and strategic business reviews.
- Identify new item opportunities, distribution gains, shelf expansion opportunities, and incrementality initiatives.
Sales Growth & Revenue Management- Deliver annual sales, profitability, distribution, and market share goals.
- Analyze sales trends, customer performance, syndicated data, and category insights to identify growth opportunities.
- Develop and execute promotional strategies that drive revenue while maintaining profitable trade spending.
- Work cross-functionally to manage pricing, promotional investments, customer deductions, and forecasting accuracy.
- Monitor competitive activity and+ recommend strategies to strengthen brand performance.
Walmart & Sam's Club Execution- Partner with replenishment and supply chain teams to maintain strong in-stock performance and forecast accuracy.
- Support online and omnichannel initiatives including Walmart.com and Sam's Club digital programs.
- Manage customer scorecards and key performance indicators.
- Coordinate new item launches and ensure successful execution across stores and clubs.
- Utilize Retail Link, Luminate, Scintilla, and other customer reporting tools to drive fact-based selling.
Alternate Channel Development- Identify and grow opportunities within mass merchandise, club, value, military, regional retail, e-commerce, and emerging retail channels.
- Develop channel-specific sales strategies to increase revenue, profitability, and brand visibility.
- Establish relationships with brokers, distributors, and key retail partners to expand market presence.
Cross-Functional Leadership- Partner closely with Marketing, Supply Chain, Operations, Finance, and R&D teams to support customer initiatives.
- Provide customer insights that influence product innovation, packaging, merchandising, and promotional strategies.
- Participate in sales forecasting, annual budgeting, and strategic planning processes.
- Represent customer needs while balancing company objectives and profitability targets.
QualificationsRequired- Bachelor's degree in Business, Marketing, Sales, or related field.
- At least 10 years of CPG sales experience managing Walmart, Sam's Club, Dollar Channel, mass merchandising, or national retail accounts.
- Demonstrated success delivering revenue growth and achieving sales objectives.
- Experience leading customer presentations, line reviews, and business planning initiatives.
- Strong analytical skills and ability to interpret sales, category, and consumer data.
- Excellent communication, presentation, and relationship-building skills.
- Proficiency with Microsoft Excel, PowerPoint, and customer reporting tools.
Preferred- Experience within food, grocery, seasoning, meal solutions, consumer packaged goods, or related retail categories.
- Working knowledge of Walmart Retail Link, Luminate, Scintilla, or similar retail analytics platforms.
- Experience managing broker networks and cross-functional customer teams.
- Familiarity with alternate channels including club, mass merchandise, value, military, and e-commerce accounts.
Success MeasuresWithin the first 12-24 months, this individual will:
- Deliver sales and profit growth across Walmart, Sam's Club, and alternate channels.
- Increase distribution and shelf presence across key accounts.
- Improve forecast accuracy and in-stock performance.
- Develop and execute successful new item launches.
- Strengthen customer relationships and become a trusted business partner.
- Identify and secure new channel expansion opportunities that drive incremental revenue growth.
Competencies- Customer-focused and relationship-driven
- Results-oriented with strong commercial acumen
- Analytical and data-driven decision maker
- Self-starter with an ownership mentality
- Strong negotiation and influencing skills
- Adaptable, resourceful, and resilient
- Collaborative team player
- Passion for building brands and growing businesses
REQUIREMENTSWe are proudly US-owned and US-made. In fact, our plant and headquarters are still located right where we started, in Baton Rouge.
In 1982, Louisiana Fish Fry Products was established to bring the true taste of Louisiana to a wider audience, with Cajun-inspired products that are authentic and easy to prepare. It started with fry mixes, then expanded to base mixes for Louisiana favorites like Jambalaya and Etouffée, followed by seafood boil, sauces and gravy mixes. Louisiana Fish Fry Products has since seen steady growth in both the retail and foodservice industry.
Today, Louisiana Fish Fry Products still proudly calls Baton Rouge, Louisiana home. Nearly forty years later, that same commitment to selling authentic Louisiana-style dishes made from only the finest, high-quality ingredients still proudly inspires everything we do.
