11017 - AFH Regional Sales Manager -East

The AFH Regional Sales Manager - East is responsible for developing and executing sales strategies that drive profitable growth across the Eastern United States within the Away From Home channel. This role will lead customer development efforts with foodservice distributors, operators, regional chains, and military accounts while providing leadership and direction to broker partners throughout the region.

The ideal candidate will possess a strong understanding of the foodservice marketplace, distributor networks, and operator selling strategies. This position will be responsible for expanding distribution, increasing brand penetration, executing promotional initiatives, securing new business opportunities, and delivering annual sales objectives across the AFH portfolio. The role will work cross-functionally with Sales, Marketing, Supply Chain, Finance, RGM, Customer Service, and Innovation teams to build sustainable long-term growth.

Key Responsibilities

Strategic Business Development

• Develop and execute regional sales strategies that deliver annual sales, profit, and distribution objectives.
• Build annual business plans and growth initiatives aligned with company AFH objectives.
• Identify and prioritize growth opportunities across key AFH segments including: 
  • Independent Restaurants
  • Colleges & Universities
  • Business & Industry
  • Healthcare
  • K-12
  • Regional Chain Accounts
  • Military Foodservice
• Develop operator penetration plans and customer-specific growth strategies.
• Drive distribution gains and menu integration opportunities throughout the region.

Distributor & Broker Management

• Lead and manage broker organizations throughout the Eastern Region.
• Establish performance expectations and broker accountability metrics.
• Conduct regular broker business reviews and territory planning meetings.
• Provide ongoing product training, sales tools, and market intelligence.
• Ensure broker teams execute customer priorities and regional growth initiatives.
• Develop market-level action plans to accelerate sales opportunities.
• Partner with brokers to identify and secure new operator and chain business.

Commercialization & Innovation

• Collaborate with Marketing, R&D, and Innovation teams to launch new products and programs.
• Translate customer and marketplace insights into future innovation opportunities.
• Support regional and national promotional activations.
• Drive execution of product launches and limited time offers.

Bid & Contract Management

• Manage regional RFPs, bids, contract renewals, and customer agreements.
• Ensure compliance with customer requirements and submission deadlines.
• Monitor contract performance and identify opportunities for expansion.
• Partner with internal stakeholders to maximize awarded business.

Market Development & Trade Engagement

• Represent Takis Brands at regional and national foodservice trade shows.
• Support distributor shows, customer events, and industry conferences.
• Conduct operator presentations, menu reviews, and product demonstrations.
• Promote brand awareness and drive trial through strategic activation programs.

Cross-Functional Leadership

• Collaborate with Sales, Marketing, Supply Chain, Customer Service, Finance, RGM, and Operations teams.
• Develop forecasting and annual business planning processes.
• Provide market insights and competitive intelligence.
• Support pricing, profitability, and portfolio optimization initiatives.

Required

• Bachelor's Degree in Business, Marketing, Sales, or related field.
• 5-10 years of foodservice sales experience.
• Demonstrated experience managing broker organizations and distributor relationships.
• Strong understanding of AFH market segments and foodservice distribution systems.
• Experience developing customer growth plans and sales strategies.
• Excellent communication, presentation, negotiation, and relationship-building skills.
• Strong business acumen and analytical capabilities.
• Proficiency with Microsoft Office, CRM systems (Salesforce preferred), and business analytics tools.
• Ability to travel throughout the Eastern United States.

Preferred

• Experience within branded consumer packaged goods, snack foods, or foodservice manufacturing.
• Military foodservice sales experience or relationships within military distribution channels.
• Experience with broadline foodservice distributors including Sysco, US Foods, Performance Food Group, Gordon Food Service, and regional distributors.
• Regional or national account management experience.
• Experience launching new products and promotional programs.

Key Performance Indicators (KPIs)

• Annual sales revenue growth
• Distribution gains
• New operator wins
• Regional chain account growth
• Military account penetration
• Broker performance metrics
• Distributor growth and execution
• New product placement success
• Forecast accuracy and profitability
• Trade show and customer activation ROI

Travel Requirements

• Up to 50% travel.
• Regular customer visits, distributor meetings, broker reviews, military account engagement, and industry trade shows.
• Ability to travel throughout the Eastern United States as required.

Ideal Candidate Profile

The successful candidate is a results-driven foodservice sales professional who excels in building relationships, developing broker networks, and creating sustainable growth opportunities. They are highly skilled at navigating distributor and operator organizations, possess a strategic mindset, and have a passion for growing emerging brands. The ideal candidate combines strong execution capabilities with entrepreneurial thinking and is comfortable managing a broad customer portfolio that includes traditional foodservice, regional chains, and military foodservice opportunities.

Barcel USA LLC is an equal opportunity employer with a policy that provides equal employment opportunity for applicants and employees regardless of race, color, religion, disability, gender, age, national origin, sexual orientation, gender identity, marital status, pregnancy, veteran status, or any other classification protected by law. This policy applies to all aspects of employment, including recruitment, hiring, promotion, compensation, reassignment, layoff, discharge, education, training, and all other working conditions. 

We believe diversity drives innovation and success. We proudly welcome applications from individuals with disabilities, veterans, and women, and are committed to creating an environment where everyone can thrive.