Company Overview
Maple Valley Cooperative is a leading producer of certified organic maple syrup products, sustainably crafted by a cooperative dedicated to integrity, transparency, and collaboration. Our passionate team is committed to delivering high-quality, small-batch maple products to food manufacturers, distributors, retailers, and consumers nationwide.
Position Summary
The National Channel Sales Manager is responsible for driving growth across strategic sales channels including broker networks, e-commerce platforms, ingredient sales, and national distributor partnerships. This role develops and executes channel strategies that expand market reach, increase revenue, strengthen customer relationships, and support the company's long-term growth objectives.
Reporting to the Senior Director of Growth & Market Strategy, the National Channel Sales Manager serves as the primary owner of broker management, e-commerce growth initiatives, CRM administration and sales process management, and ingredient sales development. The role works cross-functionally with Sales, Marketing, Operations, Customer Service, and Finance to ensure alignment between commercial strategy and operational execution.
The ideal candidate will be a proactive leader with a strong background in outside sales, B2B sales, and business development within the food or natural products industry. Your expertise will help us elevate our brand and achieve ambitious sales targets through innovative strategies and exceptional customer service.
Key Responsibilities
Broker Management & Channel Development
- Serve as the primary company liaison for all broker partners and broker agencies.
- Develop broker performance expectations, sales objectives, and accountability metrics.
- Conduct regular business reviews with brokers to evaluate performance, opportunities, and market conditions.
- Ensure brokers effectively communicate promotions, product launches, pricing changes, and strategic initiatives.
- Provide broker training on product attributes, certifications, competitive positioning, and brand messaging.
- Evaluate broker coverage, performance, and return on investment and make recommendations regarding broker assignments and market strategy.
- Collaborate with Field Sales Representative to ensure consistent execution of channel initiatives and account priorities.
E-Commerce Sales Management
- Develop and execute the company's e-commerce sales strategy across marketplace, direct-to-consumer, and retail e-commerce channels.
- Manage relationships with online retail partners and e-commerce service providers.
- Collaborate with Marketing to optimize digital product content, promotions, and online merchandising.
- Monitor sales performance, consumer trends, conversion metrics, and online competitive activity.
- Identify opportunities to expand online distribution and increase digital sales revenue.
- Support forecasting, inventory planning, and promotional activities related to e-commerce channels.
- Analyze channel profitability and customer acquisition trends to support strategic decision-making.
Business Development
- Develop and grow ingredient/foodservice sales opportunities with food manufacturers, bakeries, beverage companies, foodservice operators, and industrial customers.
- Identify and prospect new ingredient and regional distributor customers that align with company growth objectives.
- Build and maintain long-term relationships with ingredient buyers, R&D teams, procurement professionals, and product developers.
- Manage ingredient sales pipeline activities from lead generation through contract execution.
- Coordinate sample requests, product specifications, pricing proposals, and technical documentation.
- Collaborate with the Operations team to ensure customer requirements can be fulfilled effectively.
- Develop annual growth plans for ingredient sales and regional distributor channels.
CRM Management & Sales Operations
- Serve as the primary administrator and champion of the company's CRM platform.
- Establish and maintain CRM best practices, reporting standards, and user accountability.
- Ensure customer records, sales opportunities, forecasts, and activities are accurately maintained.
- Develop dashboards and reporting tools to support sales forecasting, pipeline management, and performance measurement.
- Train sales team members on CRM utilization and process compliance.
- Identify opportunities to improve sales processes, reporting accuracy, and customer relationship management capabilities.
- Generate monthly and quarterly sales performance reports for leadership review.
Strategic Sales Planning
- Develop annual channel business plans aligned with company growth objectives.
- Analyze market trends, competitive activity, customer performance, and emerging opportunities.
- Support new product launches through coordinated channel planning and execution.
- Recommend pricing strategies, promotional programs, and channel investments that maximize revenue and profitability.
- Collaborate with Leadership on annual sales planning and forecasting activities.
Financial & Performance Management
- Manage channel-specific budgets, trade spending, and promotional investments.
- Monitor broker performance against revenue, distribution, and profitability objectives.
- Evaluate sales effectiveness and return on investment across e-commerce, ingredient, and broker-managed channels.
- Analyze deductions, pricing variances, and promotional performance.
- Support revenue forecasting and annual budgeting processes.
Leadership & Cross-Functional Collaboration
- Partner closely with Field Sales Representative to align national channel priorities with field execution.
- Collaborate with Marketing on promotional strategies, trade marketing programs, and customer communications.
- Work with Operations and Production teams to support customer demand and inventory planning.
- Support organizational initiatives and continuous improvement efforts.
- Represent the company at industry events, trade shows, broker meetings, and customer presentations.
Additional Responsibilities
- Demonstrate a commitment to cooperative values by working collaboratively, acting with integrity, and contributing to a culture of respect, accountability, and shared success.
- Stay informed on natural foods, organic products, e-commerce trends, ingredient markets, and consumer behavior.
- Maintain knowledge of organic certification standards and industry regulations.
- Perform other duties and special projects as assigned.
Qualifications
Required
- Bachelor's degree in Business, Marketing, Sales, Agriculture, Food Science, or a related field; equivalent experience may be considered.
- Minimum of five years of progressive sales experience within consumer packaged goods, food manufacturing, ingredient sales, natural foods, or specialty foods industries.
- Experience managing broker relationships and indirect sales channels.
- Experience utilizing and administering CRM systems and sales reporting platforms.
- Demonstrated success in business development, account management, and channel growth.
- Strong analytical, forecasting, and sales planning skills.
- Excellent communication, presentation, negotiation, and relationship-building abilities.
- Proficiency with CRM software, Google Workspace, Microsoft Office, and sales analytics tools.
- Ability to travel up to 30% as business needs require.
Preferred Qualifications
- Experience within the natural, organic, specialty food, CPG, or agricultural products industry.
- Experience managing Amazon, online grocery, direct-to-consumer, or other e-commerce sales channels.
- Experience selling food ingredients to manufacturers or foodservice organizations.
- Knowledge of USDA Organic certification and sustainable sourcing practices.
- Experience with sales forecasting, trade promotion management, and distributor sales reporting.
- Familiarity with syndicated data platforms including SPINS, Circana (IRI), Nielsen, or comparable reporting tools.
- Existing relationships with broker organizations, ingredient buyers, or natural food industry partners.
- Passion for organic food and mission-driven brands.
Incentives/Bonus Available
Pay: $68,000.00 - $78,000.00 per year
Benefits:
- Flexible schedule
- Health savings account
- Paid time off
Experience:
- Sales: 5 years (Preferred)
Work Location: Hybrid remote in Cashton, WI 54619
