Regional Sales Manager – Produce (West Coast)

Regional Sales Manager – CEA Crops

M&F Talent has a client in greenhouse crop production that is looking to hire a new Regional Sales Manager for the Western United States. The Regional Sales Manager position will build the business with existing customers and develop new customers in the grocery & natural channels in addition to related wholesalers and distributors.  Additionally, this position will possibly manage a broker network to assist in the development of the customer base.

The successful Regional Sales Manager must possess a unique and broad skill set in both CPG and produce department sales. They must also have experience with conventional supermarket/grocery and natural channel customers with demonstrated success growing businesses and solid relationships with produce procurement decision-makers within the Pacific Northwest region.

Location: Rocky MTN & Pacific NW


  • Build and execute a plan to develop and grow business in the assigned customers/channels ultimately improving the company positionregional sales manager in the marketplace.
  • Lead all interactions with assigned customers to present and sell products, programs, and initiatives.
  • Where applicable, manage broker relationships to secure necessary support (i.e., analytics, administrative, meetings, etc.) to expand capacity and effectiveness; set challenging objectives for brokers and regularly interact to develop, set & measure KPIs, assess performance, and direct broker organization in support of business objectives.
  • Implement and execute joint business planning with key customers on products with regular check-ins and progress updates.
  • Manage the business by using internal systems, including but not limited to NetSuite, Artemis, and MS applications.
  • Work with VP of Bus Development and VP of Finance to develop comprehensive volume, trade spending & shopper marketing plans consistent with company strategies and within established parameters.
  • Be proficient in using all available data to customize selling stories for assigned customers.
  • Regularly analyze customer’s businesses to make fact-based recommendations to improve the company’s market position in a sound financial way.
  • Make regular decisions on customer investments (i.e. promotions, slotting, customer marketing programs, etc.)
  • Must be able to work with VP of Business Development & Marketing to build strong programs for new product launches.
  • Must be able to create annual and monthly forecasts based on clear assumptions and building blocks.
  • Create monthly sales reports to track sales vs. assigned company and individual objectives.
  • Aide in the development of new products through customer feedback and market research.


  • Bachelor’s Degree in business, sales, or marketing preferred.
  • 10 or more years of progressive responsibility with large account management in the CPG and Produce space.
  • The ideal candidate will have both large company CPG and/or Produce product experience as well as experience working in a smaller more entrepreneurial organization, preferably in the natural/organic space.
  • Must have experience successfully calling on and delivering significant growth at Albertson’s/Safeway and their divisions; additional experience with another West region supermarket/natural customers such as Costco, Winco, URM stores, AFS Stores, Natural Grocers, Whole Foods, Amazon Fresh and others preferred.  Food service experience considered a plus.
  • Strong analytical skills required including the ability to analyze syndicated data, customer POS data, trade spending reports and other similar information to deliver fact-based, sound solutions to deliver sales & profit growth.
  • Must be able to operate in a fast-paced environment, handle many tasks simultaneously and be a versatile team player that can operate with minimal direction.
  • Be able to handle pressure skillfully, prioritize, and work efficiently possessing excellent organizational skills.
  • Flexibility to adapt to all situations and work varied hours, including work weekends or evenings on occasion for relevant customer or trade events.
  • Possess excellent verbal communication skills with a keen ability to listen, communicate (written and verbal), excellent grammar, and the ability to follow-up effectively with all staffing levels and customers.
  • Must possess computer skills with a keen understanding of business software such as MS Excel, PowerPoint, and Word documents and Outlook Email and Calendar
  • Travel extensively as necessary to attend sales calls & necessary trade shows in person with key customers to develop strategic relationships, support team members and sell in key company initiatives.  Due to COVID, this may be as low as 25% but grow to 75% once restrictions with customer meetings are lifted.
  • Reside in the west US – preferably Boise, Portland, Seattle, Salt Lake, or NorCal.


To learn more about the Regional Sales Manager position, or our horticulture staffing services, please contact

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At M&F Talent, we know that the cannabis, hydroponics, and horticulture industries are defined by the outstanding people and best practices that make these markets thrive. As such, we hold ourselves to the highest standards of integrity, knowledge, and communication in our recruiting practice.

M&F Talent’s mission is to cultivate professionalism across cannabis, hydroponics, and horticulture by instilling our values within our network. Moving forward, and in union with our clients, candidates, and peers, we will help lay the foundation for industry growth and success.

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(630) 733-9362


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