Director of Sales - West

Overview

The Watkins Company has been a pioneer in natural products since 1868. From our world famous Vanilla Extract, to our unique Cinnamon and Black Pepper, The Watkins Company continues to be innovative in categories including but not limited to Extracts, Spices, Dry Seasoning Mixes, and Baking Decorations.

The Watkins Company is looking for a talented Director of Sales. The Director of Sales is responsible for driving strategic sales growth, distribution expansion, and market development across the Western United States. This role leads the development and execution of sales strategies for key accounts, emerging markets, and new channel opportunities, including Food Service, Hardware, and Military channels. The Director serves as a strategic thought leader within the organization, partnering closely with executive leadership to identify growth opportunities, strengthen market position, and expand revenue streams.

• Develops and executes strategic sales plans to drive revenue growth, market penetration, and distribution expansion throughout the Western United States, while supporting broader domestic and international business objectives.
• Identifies, develops, and expands new business opportunities within Food Service, Hardware, Military, and other emerging channels to diversify and strengthen the company’s market presence.
• Serves as a strategic thinker and thought leader by providing market insights, competitive analysis, and innovative growth strategies that position the organization for long-term success.
• Collaborates with executive leadership to establish sales objectives, define strategic priorities, and develop policies and initiatives aligned with organizational goals.
• Leads strategy development and execution for major accounts, new accounts, and channel partnerships to maximize sales performance and customer engagement.
• Develops, coordinates, and implements sales programs, promotional initiatives, and go-to-market strategies designed to increase brand awareness, market share, and profitability.
• Negotiates contracts and develops customer agreements in alignment with company standards, profitability targets, and business requirements.
• Analyzes market trends, customer needs, pricing structures, and competitive activity to identify opportunities and guide sales strategy development.
• Establishes and strengthens high-level customer relationships while ensuring effective account management directly and through broker networks.
• Partners cross-functionally with sales administration, product development, marketing, operations, and research teams to ensure alignment and execution of company objectives.
• Provides leadership, coaching, mentoring, and performance management for employees within the territory, fostering a culture of accountability, collaboration, and continuous improvement.
• Recruits, develops, and trains team members to build organizational capability and support future growth initiatives.
• Represents the company at industry events, trade shows, and customer engagements to enhance visibility, strengthen partnerships, and identify emerging business opportunities.

• Possesses a bachelor’s degree in business, marketing or related field; master's in business administration - preferred.
• Minimum 8 years plus in sales management experience in consumer products with direct selling in the grocery and alternative channels.
• Minimum 5 plus years of leadership experience, providing oversight to Regional Sales Managers or similar levels.
• Financial aptitude with the ability to effectively build and manage a budget and a P&L and Trade Budget.
• Previous experience selling to top 10 national grocers.
• Previous experience working in food service – preferred.

This position requires approximately 40% travel; we ask that our ideal candidate live within 50 miles of a major airport.

In addition to working in a strategic, dynamic and collaborative work environment, with a tight knit team, The Watkins Company offers a competitive benefits package including best in class Medical, Dental, Life and AD&D Insurance, 100% employer paid leave, as well as a flexible working environment, hybrid scheduling for remote and in office work, generous PTO package available upon hire, 10 fully paid holidays, and $1 for $1 401k match program.

The Watkins Company is an Equal Opportunity Employer.

Please note The Watkins Co. has an opening for one (1) candidate. Posting locations include Minneapolis, MN;
Chicago, IL, and Kansas City, MO. This position is a remote position working within a home office setting when not traveling.