Vice President of Sales

Vice President of Sales

Wawona Frozen Foods
· Clovis, CA (Fresno area)
· On-site
· Full-time, Exempt
· Executive Leadership Team

Wawona Frozen Foods is a family-owned company and the leading U.S. processor of frozen peaches. We pack roughly 90 million pounds of peaches and other fruit each year in the heart of the San Joaquin Valley.

For more than five decades, the Smittcamp family has grown, packed, and shipped fruit to the nation's largest club and grocery retailers, school nutrition programs, food service distributors, and food and beverage manufacturers. Our state-of-the‑art production methods and facilities deliver consistent, high‑quality products while meeting the highest food safety standards required by the USDA and state regulators.

Our vision is simple: a family business putting a Wawona peach in every freezer, fruit cup, and smoothie in America.

We are now investing in a significant commercial transformation: sharper channel strategy, rebuilt account planning, disciplined pricing, and new products aligned with where American consumers are heading, including protein and smoothie blends, clean‑label ingredients, and value retail formats. This role will lead that agenda.

The Vice President of Sales owns Wawona's revenue line across retail, food service, K-12, USDA, industrial, co-manufacturing, and emerging channels. You will set the commercial strategy and personally lead our largest accounts. Reporting to our Chief Operating Officer, the Vice President of Sales will oversee the commercial strategy, sales department, business development and customer service. Working closely with finance, supply chain and operations as member of the executive team.

We want the rare leader who thinks strategically and also coaches tactically. You have sat across from the buying desks of major retailers. You have built and run sales teams. You know how to turn a strong product and brand story into distribution, velocity, and margin.

As a member of the Executive Leadership Team, you will work directly with the ownership family, executives, and senior leaders. We expect you to tell the truth plainly, move quickly, and build processes that outlast any one person.

Commercial strategy and channel growth

• Lead the development and execution of Wawona's sales and commercial strategy, translating company goals into channel strategies, sales priorities, and account-level growth plans.
• Own retail channel strategy across club, mass, conventional grocery, and private label. Defend and expand national accounts and open new retail doors.
• Build food service into the second growth leg: broadline distributors, K-12 bid season, and chain accounts.
• Identify and lead expansion into new customers, channels, regions, and product applications.
• Run regular SWOT, market, category, and competitor analyses to guide segmentation and opportunity prioritization.

Key accounts and customer experience

• Personally lead relationships with our largest retail accounts, including annual line reviews, joint business planning, and executive-to-executive contact with buying decision makers.
• Set standard for responsiveness, reliability, and long-term partnership. Coach the Senior Account Manager on follow-through, escalation, and satisfaction tracking.
• Coordinate resolution of complex customer issues across sales, pricing, inventory, logistics, service, and accounting.

Account planning

• Build and institutionalize a company-wide account planning discipline: one plan per major account with objectives, volume and margin targets, pricing actions, innovation pipeline, and review cadence. You will create this process and run it.

Pricing and profitability

• Own list pricing, trade terms, promotional spending, and…