CPG Sales Director, Kehi & UNFI

The Director of Distributor – KeHE & UNFI is a senior sales and commercial operations leader responsible for driving sales performance and distribution growth through KeHE and UNFI channels. This role blends strategic planning, distributor relationship management, data analytics, forecasting, and cross-functional collaboration to maximize category penetration and revenue growth. The ideal candidate brings both a big-picture strategic mindset and a hands-on ability to execute plans with internal teams and distributor partners.

• Lead development and execution of distributor sales strategies for KeHE and UNFI aligned to overall commercial priorities.
• Drive profitable volume growth, distribution gains, and share growth across key product portfolios.
• Identify whitespace and channel opportunities; translate insights into actionable distributor plans.

• Serve as primary commercial owner for KeHE & UNFI relationships, strengthening partnership performance and execution.
• Oversee planning, forecasting, and demand management in collaboration with Sales Operations, Supply Chain, and Finance.
• Ensure flawless execution of promotions, forecasting commitments, merchandising initiatives, and new product launches with distributor partners.

• Build, maintain, and communicate robust distributor forecasts; use analytics to inform decisions and improve accuracy.
• Track key performance metrics and share insights with cross-functional partners to adjust strategies proactively.
• Leverage internal reporting tools and distributor systems (e.g., data from UNFI Supplier Portal, KeHE Connect) to monitor inventory levels, promotional results, and sales performance.

• Work closely with Sales, Marketing, Category Management, Supply Chain, and Finance to align distributor plans with broader commercial and operational priorities.
• Partner with internal analytics teams to build dashboards and scorecards that track distributor business performance.
• Represent distributor performance and strategic insights to senior leadership.

• Mentor, coach, and lead distributor account teams, brokers or specialists supporting KeHE & UNFI execution.
• Foster a high-performance culture focused on collaboration, accountability, and results.

• Experience: 8–12+ years of progressive sales, distributor management, or commercial operations experience within CPG, with proven success managing distributor channels (e.g., KeHE, UNFI) and driving business results.
• Strategic & Analytical: Strong analytical and planning skills; ability to build accurate forecasts and partner with cross-functional teams to execute strategies.
• Relationship-Driven: Demonstrated ability to build strong distributor partnerships and influence cross-functional teams.
• Communication: Excellent written and verbal communication skills; capable of presenting insights and recommendations clearly to internal and external stakeholders.
• Technical
  
  Skills:
  
  Proficiency in data analysis tools (Excel, BI tools), distributor systems, and CRM or sales analytics platforms.
• Travel: Willingness to travel up to 40–50% for distributor business reviews, key meetings, and trade events.

• Experience driving distributor business growth within grocery, specialty, or multi-category CPG environments.
• Strong network and existing relationships with KeHE and UNFI decision makers.
• Track record of using data and advanced analytics to shape channel strategy and execution.