Director of Sales- Central U.S.

Heartland Food Products Group

Position Summary

Heartland Food Products Group is seeking an experienced and results-driven Director of Sales to lead our Central U.S. commercial strategy. This role is responsible for driving profitable growth across key national and regional retailers, including Kroger, Meijer, Target, AWG and UNFI while building strong customer partnerships and developing a high-performing sales team.

The ideal candidate is a strategic sales leader with deep retailer relationships, proven people leadership, and strong joint business planning capabilities within the CPG food industry.

Key Responsibilities

Sales Leadership & Strategy

• Own and execute the sales strategy for the West and Central U.S. regions to deliver revenue, volume, and profitability targets
• Develop and lead joint business plans (JBPs) with key retail partners, aligning customer objectives with Heartland’s growth strategies
• Drive distribution, assortment, pricing, promotion, and shelf execution initiatives across assigned customers

Key Account Management

• Serve as the senior commercial contact for major retailers including Kroger, Meijer and Target
• Build and maintain strong, trust-based relationships with buyers, category managers, and retail leadership
• Lead annual planning, line reviews, innovation launches, and promotional negotiations

People Leadership

• Lead, coach, and develop a team of sales professionals, fostering a culture of accountability, collaboration, and continuous improvement
• Set clear performance expectations, conduct regular performance reviews, and support professional development
• Partner cross-functionally with Marketing, Supply Chain, Finance, and Category Management

Strategic & Analytical Excellence

• Leverage data and insights to inform decisions, optimize trade spend, and improve ROI
• Monitor market trends, competitive activity, and customer performance to identify growth opportunities
• Ensure accurate forecasting and effective demand planning in collaboration with internal teams

Qualifications

Required

• Bachelor’s degree in Business, Marketing, or related field
• 10+ years of progressive sales experience in the CPG food industry
• Proven success managing key grocery retailers, with direct experience with Kroger, Meijer and Target strongly preferred
• Demonstrated ability to lead and develop high-performing sales teams
• Strong strategic thinking, negotiation, and joint business planning capabilities

Preferred

• MBA or advanced degree
• Experience leading multi-region or national accounts
• Familiarity with private label and/or branded food categories

Key Competencies

• Strategic & commercial acumen
• Customer relationship management
• People leadership and talent development
• Data-driven decision making
• Cross-functional collaboration
• Executive-level communication and influence