Regional Sales Manager - Central
Heartland Food Products Group | U.S. Field-Based: Central
We are seeking a Regional Sales Manager (RSM) to lead a hybrid direct and national sales agency model within an assigned region. This role is accountable for delivering regional KPIs through a combination of direct retailer engagement and sales agency leadership, and serves as the primary face of Heartland for regional retailer calls and field-level relationships.
This role requires a confident, externally facing sales leader who can influence retailers directly, set clear direction for agency partners, and translate national strategy into consistent in-market results.
What You’ll Do
Retailer Leadership & Direct Customer Engagement
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Serve as the primary Heartland representative for regional retailer calls and field-level customer relationships
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Lead retailer meetings focused on execution, distribution, merchandising, promotions, and issue resolution
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Reinforce Heartland’s brand strategies, selling stories, and expectations directly with retail partners
Sales Agency Leadership
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Direct and lead Heartland’s national sales agency partner within the assigned region
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Set clear priorities, expectations, and KPIs for agency teams
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Ensure strong alignment between Heartland and agency leadership on goals, programs, and execution standards
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Drive accountability through regular performance reviews, market visits, and ride-alongs
Executional Excellence & KPI Delivery
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Own regional execution KPIs including distribution, shelving, pricing, displays, voids, promotional compliance, and resets
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Ensure flawless execution of innovation launches, seasonal programs, and national initiatives
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Validate in-store performance through store audits, field feedback, and data analysis
Performance Tracking, Reporting & Insights
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Own regional scorecards and dashboards tied to defined KPIs
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Analyze execution data and retailer feedback to identify trends, risks, and opportunities
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Communicate clear, actionable insights and corrective actions to internal stakeholders and agency partners
Cross-Functional Partnership
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Act as the field execution liaison between retailers, sales agencies, and internal teams (National Accounts, Marketing, Category Management, Supply Chain)
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Provide field input into customer strategies, innovation readiness, and go-to-market planning
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Ensure agency and field readiness for new items, resets, and promotional programs
Training, Communication & Capability Building
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Lead onboarding and ongoing training for agency teams on Heartland’s brands, tools, and priorities
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Deliver consistent communication to the field, reinforcing focus and executional discipline
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Share best practices and wins across regions
What You Bring
Required Qualifications
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Bachelor’s degree required
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7+ years of CPG sales or field sales leadership experience
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Proven experience operating in a hybrid direct / sales agency model
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Strong capability and confidence leading direct retailer calls and representing the manufacturer
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Deep understanding of retail execution, selling fundamentals, and KPI management
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Ability to influence, align, and drive results without sole reliance on direct authority
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Willingness to travel extensively within assigned region
Preferred Experience
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Experience supporting national brand portfolios across multiple retail channels
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Familiarity with retail execution tools, store audit platforms, and field reporting systems
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Experience partnering closely with National Account Managers and category teams
Key Competencies
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Strong external presence and customer credibility
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Clear, decisive leader with an accountability mindset
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Execution-focused with high attention to detail
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Data-driven problem solver who turns insights into action
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Collaborative partner who builds trust with retailers, agencies, and internal teams
