Director of Sales - Kroger

About Bluebird

We’re The Bluebird Group - we’re an omnichannel commerce partner that helps brands grow across every retail and digital channel.

We sit at the intersection of retail, eCommerce, media, and data. We help brands show up wherever their customers are (Target, Amazon, Walmart, Costco, Kroger, social commerce like TikTok, and beyond) and drive real sales growth.

We’re not just strategists - we’re a hands-on team of experienced retail operators who execute across everything from retail media and creative to data, insights, and full go-to-market strategy.

The result: we simplify what’s become a really complex retail landscape and help brands scale faster and smarter.

Job Summary

We're looking for a Director of Sales to lead a portfolio of 5–8 CPG clients across Kroger, drive business growth, and build strong relationships with both clients and retailer partners.

This role owns the overall performance of assigned accounts and serves as the primary relationship leader for clients and key Kroger stakeholders. You'll identify growth opportunities, develop business strategies, lead customer engagement, and partner with internal teams to deliver results across both in-store and digital channels.

The ideal candidate combines strong Kroger relationships with a hands-on approach to account leadership and execution. This person understands how to navigate Kroger's organization, uncover opportunities, and turn business plans into measurable results.

This position is based in the Greater Cincinnati area, requiring one day in office along with the ability to travel up to 10% depending on client and business needs.

What You'll Do

Strategic Leadership

• Develop and execute sales strategies that align client objectives with Kroger priorities and Bluebird's growth goals
• Lead annual business planning, forecasting, promotional planning, and execution across a portfolio of 5–8 CPG clients
• Lead Kroger Kompass (New Item Meetings) and develop plans that support successful item launches, assortment expansion, and distribution growth
• Oversee promotional planning, sales strategies, trade fund management, and execution of Kroger's Divisional Sales Merchandising Plan (DSMP)
• Identify emerging categories, market trends, and new business opportunities to expand client distribution, sales, and market share at Kroger
• Partner with clients and internal teams to execute growth strategies across both in-store and digital channels

Client Leadership & Business Growth

• Serve as the primary relationship owner for a portfolio of CPG manufacturer clients
• Build and strengthen relationships with Kroger category managers, process managers, buying teams, and other key stakeholders
• Provide strategic direction and recommendations that support revenue growth, profitability, assortment expansion, and market share gains
• Lead business reviews, category reviews, annual planning discussions, and key customer meetings
• Identify opportunities to increase sales, distribution, promotional effectiveness, and category performance across assigned brands
• Negotiate with both clients and Kroger to maximize growth, profitability, and overall business performance
• Align client objectives with Kroger priorities to drive long-term growth and execution success

Business Development

• Identify and pursue new business opportunities within the Kroger ecosystem, with a focus on expanding Bluebird's client portfolio and retail presence
• Leverage industry relationships, networking opportunities, trade shows, and market insights to generate new client opportunities
• Help emerging and established brands secure placement, gain distribution, and accelerate growth at Kroger
• Develop and present growth strategies that demonstrate Bluebird's value across sales, analytics, eCommerce, and omnichannel execution
• Partner with leadership to expand Bluebird's client portfolio and retailer relationships within Kroger

Market Insights & Category Leadership

• Stay current on CPG trends, Kroger priorities, competitive activity, and category dynamics
• Leverage 84.51, Circana (IRI), Nielsen, SPINS, and other syndicated data sources to identify opportunities and inform business strategy
• Analyze category performance, shopper insights, and sales trends to support retailer and client decision-making
• Translate data into actionable recommendations that drive growth and strengthen retailer relationships

Cross-Functional Collaboration & Execution

• Partner closely with supply chain, operations, and logistics teams to maintain strong service levels, in-stock performance, and execution
• Collaborate with finance teams on forecasting, trade spend management, budget accountability, and profitability objectives
• Support innovation pipeline planning and retailer-specific execution requirements
• Partner with internal teams to ensure business plans are executed effectively across retail and eCommerce channels
• Support issue escalation and resolution to maintain strong account health and retailer relationships

Reporting & Business Performance

• Monitor sales performance, forecasts, and key business metrics across a portfolio of 5–8 client accounts
• Identify risks, opportunities, and business trends to inform strategic recommendations
• Provide regular sales forecasts, business updates, and client status reports to leadership
• Prepare and present category reviews, performance summaries, and business updates to clients and retail partners
• Analyze sales metrics and KPIs to optimize account performance, profitability, and long-term growth

What We're Looking For

Experience

• 15+ years of progressive experience in CPG sales, including broker, manufacturer, retailer, or commerce organization experience
• 5+ years of direct experience calling on Kroger and managing retailer relationships
• Strong relationships within Kroger and experience working directly with category managers, process managers, and merchant teams
  
• Proven success leading client relationships and driving business growth across multiple accounts
• Experience managing multiple brands, categories, or client portfolios
• Experience developing and executing retailer-specific growth strategies across both in-store and digital channels
• Previous broker experience representing multiple CPG brands preferred

Skills & Competencies

• Deep understanding of Kroger's retail sales cycles, merchandising processes, planograms, trade promotions, and retail execution
• Strong business development and relationship management skills
• Excellent communication, presentation, and negotiation abilities
• Strong analytical, forecasting, and business planning capabilities
• Proficiency with Kroger's 84.51 platform, Microsoft Office Suite, and syndicated data platforms such as Circana (IRI), Nielsen, and SPINS
• Knowledge of omnichannel and eCommerce strategies, including Kroger Precision Marketing (KPM), preferred
• Ability to translate data and insights into actionable growth strategies
• Comfortable balancing strategic leadership with hands-on execution

Leadership Attributes

• Takes ownership and drives results
• Builds trust with clients, retailers, and internal teams
• Identifies opportunities and acts on them
• Thrives in a fast-moving, entrepreneurial environment
• Leads with accountability, follow-through, and a customer-first mindset

Our Commitment

We prioritize the inclusion of diverse perspectives. We aspire for all team members to feel like this is a place where they belong. Where they are respected by the company and are empowered to impact the business and achieve their full potential. We understand that relationships built on trust, respect and communication better serve our clients, team members and business.

Disclaimer: This job description outlines typical functions and responsibilities but may evolve based on business needs.