General Sales Manager

Job Summary The General Sales Manager is responsible for leading the overall sales performance, execution, and team development within their assigned division (Chaparral). This role drives world-class retail execution, achieves sales and distribution targets, and builds a high-performing team aligned with company standards and culture.

The GSM acts as the critical link between company strategy and field execution, ensuring that sales plans, distribution priorities, and performance expectations are consistently delivered across all routes, accounts, and teams within their division. The GSM leads through Regional Sales Managers and Key Account Managers and is accountable for the overall performance of their division.

Responsibilities Own and deliver division-level sales performance, including volume, market share, distribution, and profitability

Own and present on annual Business Planning (BP) and MPRsDevelop and execute annual and monthly sales plans aligned with company goals

Establish and drive key performance indicators (KPIs) to ensure achievement of volume and execution targets

Monitor and respond to market conditions, competitive activity, and local dynamics impacting performance

Ensure flawless execution of:

Route-to-market strategy

Distribution standards

In-store merchandising and standards

Partner with logistics leadership to evaluate and optimize routing, service frequency and account coverage

Maintain adherence to company and supplier (RBNA) execution standards

Lead, coach, and develop a high-performing team including Regional Sales Managers and Key Account Managers, inclusive of performance reviews and development plans

Build a strong bench of future leaders through ongoing development and succession planning

Foster a culture of accountability, engagement, and high performance

Spend consistent time in the field working alongside teams to:

Provide coaching and feedback

Evaluate execution and standards

Identify opportunities for improvement

Support training initiatives to improve sales capability and execution consistency

Manage division-level budgets, expenses, and resource allocation to achieve profitability targets

Collaborate with Finance/AR on budgeting, forecasting, damages, and performance tracking

Develop accurate forecasts for volume, distribution, and sales performance

Analyze performance data to identify trends, gaps, and opportunities

Partner with Operations to ensure alignment between sales execution and operational capabilities

Partner with Safety & Compliance Director on safety initiatives and processes

Partner with HR on recruiting, onboarding, training, and workforce planning

Maintain strong relationships with supplier partners (including RBNA) to align on strategy and execution within their division

Identify and implement improvements to sales processes, execution, and team performance

Share best practices across divisions and contribute to organizational learning

Ensure consistent implementation of company processes, routines, and standards

Required Skills/Abilities Strong leadership and team development capabilities

Proven ability to drive sales performance and executional excellence

Excellent communication and interpersonal skills

Strong analytical and organizational abilities

Ability to manage multiple priorities in a fast-paced environment

Strong business acumen and understanding of P&L management DOT medical card required

Must be at least 21 years oldMust be fluent in English, additional languages an advantage

Education and Experience Bachelor’s degree or equivalent experience required7–10 years of progressive sales leadership experience in DSD or CPG environment

Proven track record of achieving or exceeding sales targets

Experience managing teams and developing leaders

Key account and route-to-market experience preferred

Knowledge of beverage industry preferred

Strong proficiency in mathematical and logistics operations

Proficiency in computer applications, including MS Word, Excel, and Power Point Familiarity  with computer ordering systems and other IT systems

Physical Requirements Repeatedly lifting 10-25 pounds including overhead

Moving carts/dolly that weigh up to 75 pounds

Ability to stand and walk frequently

Performing physical activities that require considerable use of your arms and legs and moving your whole body, such as climbing, lifting, balancing, walking, stooping, and handling materials

Work in both indoor and outdoor weather conditions

Compensation/Benefits
401k with 4% company match

Medical, dental, and vision coverage

Company paid life insurance

Paid time off after introductory period

Paid company holidays

Company provided phone

Company provided vehicle

Additional earning opportunities with incentive programs and commissions#chaparral dist
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