The Role
Leads field-focused sales enablement through coaching, market visits, technology and CRM adoption, analytics, and scalable learning frameworks. Partners with sales, marketing, and enablement stakeholders to improve execution, develop talent, roll out programs, track KPIs, and report performance insights. The role requires extensive regional travel, cross-functional influence, and hands-on support for foodservice sales teams and distributor relationships.
Summary Generated by Built In
BROAD FUNCTION AND SCOPE OF POSITION:
The Director of Sales Development & Activation is a non-managerial, field-focused enablement role designed to strengthen regional sales performance through hands-on coaching, technology integration, and scalable learning frameworks. This position drives adoption of core sales technologies (CRM, NXT, and analytics platforms) and new marketing toolkits by embedding them into everyday sales execution. Through structured market visits, targeted coaching, and collaboration with Market Managers, the role elevates sales consistency, accelerates existing and new-hire readiness, and cultivates a data-driven, insight-based selling culture. The Director serves as a connector between Sales, Marketing, and Sales Enablement, ensuring field teams are equipped, engaged, and aligned with company initiatives while capturing measurable outcomes to inform future scalability.
PRINCIPAL RESPONSIBILITIES:
Sales Execution, Enablement & Field Performance
Marketing & Sales Enablement Collaboration
COMPETENCIES:
EDUCATION, EXPERIENCE, KNOWLEDGE, SKILLS, AND ABILITIES:
Physical Requirements AND Working Conditions:
The Director of Sales Development & Activation is a non-managerial, field-focused enablement role designed to strengthen regional sales performance through hands-on coaching, technology integration, and scalable learning frameworks. This position drives adoption of core sales technologies (CRM, NXT, and analytics platforms) and new marketing toolkits by embedding them into everyday sales execution. Through structured market visits, targeted coaching, and collaboration with Market Managers, the role elevates sales consistency, accelerates existing and new-hire readiness, and cultivates a data-driven, insight-based selling culture. The Director serves as a connector between Sales, Marketing, and Sales Enablement, ensuring field teams are equipped, engaged, and aligned with company initiatives while capturing measurable outcomes to inform future scalability.
PRINCIPAL RESPONSIBILITIES:
Sales Execution, Enablement & Field Performance
- Partner with Regional and Market Managers to drive consistent execution of company, client, and customer standards while reinforcing accountability for sales planning, execution, and technology initiatives.
- Conduct structured ride‑alongs and live coaching focused on call planning, objection handling, upselling, and follow‑through to strengthen executional consistency.
- Develop post‑onboarding sales talent through advanced skill clinics, application labs, and individualized coaching plans in collaboration with Market Managers.
- Build scalable best‑practice frameworks for distributor reviews, sales meetings, and operator planning sessions that can be replicated across regions.
- Lead technology and marketing enablement tools in the field by facilitating adoption of CRM, NXT (including AI applications), and new marketing toolkits through live demonstrations, application training, and coaching reinforcement.
- Embed CRM and technology tools into daily workflows by establishing clear usage standards, measuring engagement, and partnering with Market Managers to model and reinforce best practices.
- Reinforce CRM hygiene and reporting accuracy to ensure post‑call data integrity and actionable analytics.
- Capture field insights and publish concise reports outlining trends, opportunities, and executional gaps.
- Define, track, and report key performance indicators related to sales execution, technology adoption, and client initiatives.
- Maintain coaching trackers, adoption metrics, and performance dashboards to provide visibility for leadership.
Marketing & Sales Enablement Collaboration
- Partner with Corporate Marketing and Sales Enablement teams to co‑develop field‑ready materials, including playbooks, job aids, and digital assets aligned with campaigns, client priorities, and CRM definitions.
- Lead program rollouts both in person and virtually, piloting initiatives, measuring effectiveness, refining content, and driving adoption through field feedback loops.
- Facilitate regional debriefs with key stakeholders—including Region Presidents, Market Managers, and Segment Leads—mid‑trimester and post‑trimester to align on progress, results, and support needs.
- Maintain consistent communication cadence with executive stakeholders through structured updates and reporting.
- Manage regional travel schedules, expenses, and logistics to support efficient field engagement and program execution.
- Ensure efficient scheduling and coordination of field activities to maximize time, impact, and resource utilization.
COMPETENCIES:
- Collaboration & Influence: Highly efficient with time and territory management to maximize productivity
- Data – Driven Decision Making: Resilient and skilled in communicating and leveraging sales data analytics and operator insights into the sales planning process
- Coaching: Sales teams during market visits and operator planning sessions
- Change Leadership and Agility: This position will lead through change and fostering a culture of adaptability (e.g., embracing new technologies and sales methodologies)
EDUCATION, EXPERIENCE, KNOWLEDGE, SKILLS, AND ABILITIES:
- Bachelor’s degree preferred, with 5+ years of success in foodservice sales, manufacturer representation, or distributor management.
- Experience working with key foodservice distributors, manufacturers, and CMC/GPO accounts preferred.
- Proven ability to coach, train, and influence field sales teams through structured development, market visits, and skill reinforcement.
- Demonstrated success in delivering and driving technology and CRM adoption—skilled at integrating CRM, analytics tools, and digital selling platforms into daily field execution.
- Strong understanding of marketing enablement—able to translate marketing assets, campaigns, and data insights into actionable field selling activities.
- Proficient in data-driven decision-making, using tools such as CRM reporting, Power BI, and other analytics dashboards to track performance and adoption trends.
- Skilled at cross-functional collaboration with Marketing, Sales Enablement, and HR to align regional training needs and client priorities.
- Exceptional verbal, written, and interpersonal communication skills, with the ability to motivate, influence, and gain alignment across multiple stakeholder levels.
- Highly organized and process-driven; adept at trimester planning, KPI tracking, and delivering measurable results through repeatable frameworks.
- Comfortable working both independently and collaboratively in a fast-paced, multi-market environment, balancing fieldwork and strategic planning.
- Proficient with Microsoft 365 (Excel, Word, Teams, SharePoint) and CRM systems; familiarity with learning management systems and virtual training platforms preferred.
- Up to 70% of overnight travel in assigned territory is required.
- Must have a valid driver’s license and reliable transportation; travel required within assigned regional markets
Physical Requirements AND Working Conditions:
- Candidate must be able to perform the essential functions of the job.
- Work may be performed in an office, warehouse or restaurant environment.
- Stand for extended periods of time, walk, bend, stoop, or climb.
- May have possible exposure to dust and may require the ability to lift and/or push up to 50 pounds.
- Flexible work hours to accommodate demands of position (some weekends included).
- Requires travel up to 70% of the time within territory and overnights may be required.
Skills Required
- Bachelor's degree
- 5+ years of successful experience in foodservice sales, manufacturer representation, or distributor management
- Experience working with foodservice distributors, manufacturers, and CMC/GPO accounts
- Ability to coach, train, and influence field sales teams through structured development and market visits
- Experience driving technology and CRM adoption in daily field execution
- Ability to integrate CRM, analytics tools, and digital selling platforms into sales workflows
- Strong understanding of marketing enablement and translating campaigns into field selling activities
- Proficiency in data-driven decision-making using CRM reporting, Power BI, and analytics dashboards
- Cross-functional collaboration experience with Marketing, Sales Enablement, and HR
- Exceptional verbal, written, and interpersonal communication skills
- Strong organization and process management skills, including planning and KPI tracking
- Proficiency with Microsoft 365, including Excel, Word, Teams, and SharePoint
- Familiarity with learning management systems and virtual training platforms
- Ability to travel up to 70% overnight within an assigned territory
- Valid driver's license and reliable transportation
- Ability to stand, walk, bend, stoop, climb, and lift or push up to 50 pounds
- Availability for flexible work hours, including some weekends
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The Company
What We Do
From culinary support, to store-level merchandising, to sales planning and strategy, Affinity Group's experienced retail and foodservice teams can help you build Your Bridge to Success. Learn how our talented team of sales pros can help your brand today! Operating in a collaborative environment, the Affinity Group shares our strengths, expertise, and resources to benefit our clients, customers, and our organization. We are focused on the foodservice and retail fresh food channels, helping our customers and clients succeed with highly engaged leaders and tenured top sales and culinary talent in North America.
