Sales Manager in Benicia, California at VALLEY FINE FOODS CO LLC

Valley Fine Foods is a family-owned manufacturer of gourmet pastas, sauces, egg bites, potato bakes, and other prepared meal items. Our mission is to create healthful, 100% natural, and convenient foods that bring quality and comfort to every table. Located near the renowned Napa Valley in California, we draw inspiration from the region’s rich tradition of fresh, local produce, gourmet cuisine, and fine wines. Our products are available at retail and club locations nationwide.

Position Overview:

The Sales Manager is a remote position based out of California or Arizona and requires regular travel across the Central & Eastern United States to visit customer locations, manage broker and distributor relationships, attend company meetings, and represent Valley Fine Foods at industry events (this may exceed 50% of the time time).

This role is responsible for driving sales growth by managing broker networks, customer expansion and distribution, increasing brand and item penetration, and fostering long-term relationships with major grocery accounts, including large-format retailers and key regional retailers. As a mid-level role, the Sales Manager focuses on the execution of divisional sales strategies within assigned markets while supporting the overall direction set by the Vice President of Sales.

Key Responsibilities:

Strategic Account & Broker Management

• Manage broker networks and distributor relationships to drive execution, growth, and profitability.
• Develop strong partnerships with major grocery accounts, including Meijer and other leading retailers.
• Provide brokers with clear direction on sales priorities and conduct regular performance reviews.
• Collaborate cross-functionally with marketing, commercialization, finance, and operations to ensure alignment with company objectives.

Sales Growth & Revenue Management

• Develop and execute strategic sales plans to achieve financial and volume targets within assigned markets.
• Maintain adequate customer promotional spending projections to effectively manage trade spending levels within annual budget, modifying executions as needed.
• Negotiate annual agreements, promotional funding, and trade terms to optimize profitability and growth.
• Partner with demand planning to provide accurate sales forecasts and ensure consistent supply.
• Leverage POS data, syndicated insights, and shipment reports to identify risks, opportunities, and growth strategies.

Major Account Development

• Serve as the primary point of contact for large-format retail accounts
• Drive new business opportunities by expanding into additional retail banners, channels, and geographies.
• Lead promotional planning and manage the execution of product launches within key accounts.

Business Development & Market Expansion

• Identify and secure new customers and markets through strategic prospecting and relationship-building.
• Represent Valley Fine Foods at trade shows, customer summits, and industry events to build brand visibility.
• Work closely with marketing to develop account-specific promotional strategies and retail activation plans.

Reporting & Performance Analysis

• Provide regular reporting on sales performance, forecasts, and market insights to the VP of Sales.
• Maintain accurate records of broker activities, customer interactions, and sales execution.
• Use analytics tools and internal KPIs to develop data-driven action plans.