VP of Retail Sales - Private Label Focus

Head of Retail Sales (VP Sales Level)

Department: Commercial - Retail
Location: Corporate Office in Wisconsin - Relocation Assistance Provided
Employment Type: Full-Time
Schedule: Standard day shift with occasional early mornings, evenings, weekends, and after-hours communication as needed
Travel Requirement: Approximately 30%
Reports To: VP of Sales
Direct Reports: Retail Sales Managers, Sales & Marketing Associates, Sales Analyst

This leadership role is responsible for driving retail sales growth across branded and private label packaged food products within the grocery and consumer goods channel, there is a stronger focus on private label products. The position leads the development and execution of long-term commercial strategies and annual sales plans in partnership with senior leadership. The role requires a results-driven leader who can take full ownership of performance, guide a sales team, and deliver sustained revenue growth while operating in alignment with company values and operational standards.

• Develop and execute strategic growth plans for retail accounts, including both branded and private label programs
• Build and manage annual sales plans by customer and product category
• Create annual marketing plans aligned with sales objectives
• Lead and hold the sales team accountable for achieving revenue and profitability targets
• Participate directly in key customer meetings and negotiations
• Serve as lead negotiator in high-impact commercial discussions
• Drive pricing strategy execution within approved ranges and ensure final pricing aligns with executive approval requirements

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• Develop, coach, and mentor team members to improve performance and capability
• Forecast demand to support supply planning and inventory alignment
• Collaborate with cross-functional teams to support commercial execution and new growth initiatives
• Contribute to regular business and project review meetings, presenting retail updates and supporting decision-making processes
• Manage departmental budgets, including sales, marketing, and overhead expenses
• Travel as required for customer visits, internal facilities, and industry events
• Oversee direct reports including performance management, workload allocation, coaching, training, and conflict resolution
• Ensure compliance with company policies, safety standards, and quality requirements
• Maintain consistent attendance and reliability

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• Perform additional duties as assigned by leadership

Education & Experience

• Bachelor's degree in Business or related field preferred, or equivalent experience
• High level of private label food sales experience including team leadership experience - Essential.
• At least 5 years in a leadership role managing sales teams
• Experience in retail or grocery channel sales strongly preferred with strong experience navigating large accounts (Essential)
• Valid driver's license with acceptable driving record required

• Strong customer focus and relationship management skills
• Excellent verbal and written communication abilities
• Strategic and commercial thinking
• Comfortable working in ambiguous or evolving environments
• Self-directed, resourceful, and highly accountable
• Strong organizational and time management skills
• High attention to detail
• Analytical problem-solving capability
• Experience interpreting syndicated sales data and market insights tools
• Proficiency in Microsoft Office (Outlook, Word, Excel, PowerPoint)
• Ability to learn and use CRM and other sales systems effectively