Director of Sales Convenience Store Channel

Top Reasons to Work at Bimbo Bakeries USA

• Salary Range: $151,300 - $211,800
• Annual Bonus Eligibility
• Comprehensive Benefits Package
• Paid Time Off
• 401k & Company Match

The Director of Sales - Xpress is responsible for leading the growth, execution, and profitability of Bimbo USA’s Xpress business across Small Format channels, including Convenience Stores, Independent Retailers, Meat Markets, Dollar Stores, Drugstores, and other priority outlets. This leader develops and executes the Xpress Go-to-Market strategy, expands market penetration, strengthens customer relationships, and delivers superior in-store execution through Direct Store Delivery (DSD) Excellence.

The role combines strategic leadership with disciplined field execution to accelerate sales growth, improve route productivity, and build a high-performing, accountable sales organization.

• Promote safety goals and best practices by integrating safety expectations into field coaching, route observations, and performance routines.
• Develop and execute the Xpress sales and Go-to-Market strategy to deliver volume, revenue, profitability, distribution, and market growth objectives across Small Format channels.
• Translate company and business unit priorities into clear, measurable market, customer, route, and frontline execution plans.
• Lead market expansion, customer acquisition, retention, and saturation strategies, including support of Grupo Bimbo’s Universal Presence initiative.
• Establish differentiated channel and customer strategies that define assortment, service levels, visit frequency, merchandising expectations, and growth priorities.
• Champion DSD Excellence and Leader Standard Work, establishing non-negotiable standards for selling, ordering, merchandising, freshness, promotional execution, and customer service.
• Drive execution through field rides, store visits, performance scorecards, operating reviews, root cause analysis, corrective action plans, and disciplined follow-through.
• Lead, coach, and develop sales leaders and geographically dispersed teams, establishing clear objectives, ownership, accountability, development plans, and succession pipelines.
• Partner with Finance to influence profit and loss performance, including margin, labor, waste, trade investment, route productivity, and operating expenses.
• Optimize route structures, territories, customer coverage, service models, resource allocation, and sales center networks to improve productivity and cost-to-serve.
• Lead pilots and transformational initiatives that test and scale improved processes, sales practices, tools, technologies, roles, and operating models.
• Collaborate with Sales Operations, Customer Teams, Marketing, Finance, Supply Chain, Operations, Distribution Engineering, Business Technology, People, Labor Relations, Legal, and Global Functions to ensure alignment and execution.

• Make strategic business decisions that impact short- and long-term objectives and goals.
• Lead with a strong focus on results, customer needs, sales discipline, and fact-based decision-making.
• Build strong business relationships and collaborate effectively across functions and geographic areas.
• Engage, coach, and develop associates while establishing ownership and accountability for results.
• Demonstrate strong Small Format channel, customer development, DSD, and route-to-market expertise.
• Analyze sales, customer, operational, labor, service, and financial data and convert findings into executable plans.
• Lead change, projects, and transformational initiatives against defined timelines and measurable outcomes.
• Communicate effectively, negotiate, influence, and build alignment at all levels of the organization.
• Manage budgets and influence profit and loss results while balancing growth, service, productivity, and cost.

Bachelor’s Degree in Business Management, Marketing, Sales, Finance, Operations, Supply Chain, or a related field is required; MBA is preferred.

• 10 or more years of progressive management experience in food sales, consumer packaged goods, DSD, retail, or a comparable industry.
• Proven success leading salaried associates and/or independent business and geographically dispersed sales teams to deliver profitable growth and execution improvement.
• Strong knowledge of Small Format retail, particularly Convenience Stores, Independent Retailers, Meat Markets, Dollar Stores, and Drugstores.
• Demonstrated experience in…