Regional Sales Manager - CA​/AZ

We are seeking a Regional Sales Manager (RSM) to lead a hybrid direct and national

sales agency model within California and Arizona. 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,

Albertsons calls in CA and AZ, 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 Do

* Retailer Leadership & Direct Customer Engagement

* Serve as the primary Heartland representative for regional retailer calls,

Albertsons in California and Arizona, 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 ridealongs

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-tomarket 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 Bring

Required 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

* CPG Sales experience, preferably calling on CA regional accounts

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 team