Director of National Sales

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Management Sanford, FL, US

About Company:

The Father's Table is a privately owned, national dessert manufacturer located in Central Florida. Our company values and products have successfully made us the #1 branded cheesecake in the retail in-store bakery. Our expended offerings beyond cheesecakes include cake rolls, and school lunch items.

Our goal is to make the best quality products at the most affordable prices, while having a positive impact on our local, national and international community.

Today, our products can be found in National Retail accounts, Food Service, Wholesale Clubs, Convenience Stores and School Lunch Programs.

The Director of National Sales is responsible for leading the day-to-day execution of the company’s national sales strategy, ensuring the sales organization is aligned, accountable, and positioned to deliver profitable growth.

Reporting to the Vice President of Sales & Marketing, this role will translate the company’s strategic growth priorities into actionable sales plans across the Regional Sales team and broker network. The Director will provide leadership, coaching, structure, and accountability while strengthening forecasting, territory management, customer development, broker performance, and sales processes.

A key priority for this position will be expanding the company’s presence within the Frozen category
, ensuring the Regional Sales Managers have the focus, resources, customer targets, and accountability necessary to build this area of the business.

Responsibilities

• Lead, manage, coach, and develop the Regional Sales Managers, establishing clear expectations, goals, and accountability.
• Responsible for assigned Regional Sales.
• Translate the strategic direction established by the Vice President of Sales & Marketing into regional and customer-level sales plans.
• Lead the day-to-day operations and execution of the national sales organization.
• Conduct regular individual and team sales reviews focused on performance, pipeline, customer opportunities, risks, and next steps.
• Establish sales KPIs and performance expectations across the Regional Sales team.
• Develop Regional Sales Managers through ongoing coaching, customer engagement, strategic account planning, and individual development plans.
• Create a culture of ownership and accountability focused on achieving profitable, sustainable growth.
• Lead the national sales forecasting process in partnership with the Regional Sales Managers.
• Improve forecast accuracy through consistent processes, customer intelligence, pipeline visibility, and regional accountability.
• Identify gaps to forecast and work with Regional Sales Managers to establish actionable recovery plans.
• Monitor regional and customer performance against revenue, volume, margin, distribution, and new business objectives.
• Provide the Vice President of Sales & Marketing with clear visibility into sales performance, risks, opportunities, and recommended actions.
• Evaluate territory structure, customer assignments, workload, and market potential to ensure appropriate sales coverage.
• Identify geographic or customer coverage gaps and recommend changes or additional resources when warranted.
• Evaluate the existing broker network for coverage, capabilities, performance, and potential gaps.
• Establish consistent expectations and KPIs for broker partners.
• Develop broker scorecards to measure performance, opportunity development, customer engagement, execution, and results.

New Category Expansion

• Make Frozen-category expansion a defined priority across the national sales organization.
• Partner with Regional…