RCF Director of Sales DSD

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Full Time Church Point, LA, US

Salary: $ Annually

Position Overview

The Director of DSD & Warehouse Sales will lead the sales strategy and execution for both sides of the business:

• DSD Sales: Route-based sales and delivery to grocery stores, convenience stores, independent retailers, meat markets, and other local customers.
• Warehouse Sales: Sales to wholesale customers, distributors, retailers, restaurants, and other accounts purchasing through the warehouse channel.

This leader will be responsible for growing existing accounts, opening new business, improving sales-team performance, expanding territories, and building a disciplined sales culture focused on accountability and results.

• Develop and execute a growth strategy for the DSD business.
• Lead, coach, and hold the DSD sales team accountable for sales performance, customer service, route execution, and in-store results.
• Regularly ride routes and work alongside sales representatives to identify opportunities and evaluate performance.
• Grow sales within existing grocery, convenience-store, independent retail, and meat-market accounts.
• Identify and open new customers within current and expansion territories.
• Improve sales per route, stop, and customer.
• Ensure the team is actively selling—not simply taking and delivering orders.
• Improve product placement, merchandising, displays, promotions, and in-store execution.
• Reduce lost sales caused by out-of-stocks, weak follow-up, poor product rotation, or missed customer opportunities.
• Establish clear route goals, sales scorecards, call expectations, and performance standards.

• Develop and grow the warehouse and wholesale sales channel.
• Build relationships with distributors, retailers, restaurants, food service operators, independent stores, and other high-volume customers.
• Increase sales with existing warehouse customers through stronger communication, product expansion, and consistent follow-up.
• Identify and pursue new warehouse and wholesale accounts.
• Create targeted sales plans for different customer types and territories.
• Work with customers to identify the right product mix, order volume, promotional opportunities, and growth plan.
• Develop programs that encourage repeat purchases and increase the number of products purchased per customer.
• Reengage inactive and underperforming accounts.
• Maintain an active pipeline of prospects, opportunities, samples, proposals, and expected closing dates.
• Partner with operations and production to communicate forecasts, customer needs, and anticipated volume.
• Ensure pricing, programs, and customer commitments support profitable growth.

• Build one coordinated sales strategy across the DSD and warehouse channels.
• Recruit, train, develop, and retain a high-performing sales team.
• Establish clear individual and team goals.
• Conduct regular sales meetings, performance reviews, and account-planning sessions.
• Use customer, product, route, and territory data to identify opportunities and make decisions.
• Develop promotions and sales programs that increase product movement.
• Provide leadership with accurate forecasts, sales reports, customer updates, and growth plans.
• Build a culture of urgency, accountability, teamwork, and exceptional customer service.
• Represent Richard’s Cajun Foods with professionalism and pride throughout the market.

• Proven sales leadership experience, preferably within a DSD organization.
• Prior DSD, route sales, wholesale, food service, or warehouse sales experience is…