Regional Sales Manager - CA/AZ

We are seeking a Regional Sales Manager (RSM) to lead a hybrid direct and national 

sales agency model within California and Arizona. This role is accountable for delivering 

regional KPIs through a combination of direct retailer engagement and sales agency 

leadership and serves as the primary face of Heartland for regional retailer calls, 

Albertsons calls in CA and AZ, and field-level relationships.

This role requires a confident, externally-facing sales leader who can influence retailers 

directly, set clear direction for agency partners, and translate national strategy into 

consistent in-market results.

What You’ll Do

• Retailer Leadership & Direct Customer Engagement

• Serve as the primary Heartland representative for regional retailer calls, 

Albertsons in California and Arizona, and field-level customer relationships

• Lead retailer meetings focused on execution, distribution, merchandising, 

promotions, and issue resolution

• Reinforce Heartland’s brand strategies, selling stories, and expectations directly 

with retail partners

Sales Agency Leadership

• Direct and lead Heartland’s national sales agency partner within the assigned 

region

• Set clear priorities, expectations, and KPIs for agency teams

• Ensure strong alignment between Heartland and agency leadership on goals, 

programs, and execution standards

• Drive accountability through regular performance reviews, market visits, and ridealongs

Executional Excellence & KPI Delivery

• Own regional execution KPIs including distribution, shelving, pricing, displays, 

voids, promotional compliance, and resets

• Ensure flawless execution of innovation launches, seasonal programs, and 

national initiatives

• Validate in-store performance through store audits, field feedback, and data 

analysis

Performance Tracking, Reporting & Insights

• Own regional scorecards and dashboards tied to defined KPIs

• Analyze execution data and retailer feedback to identify trends, risks, and 

opportunities

• Communicate clear, actionable insights and corrective actions to internal 

stakeholders and agency partners

Cross-Functional Partnership

• Act as the field execution liaison between retailers, sales agencies, and internal 

teams (National Accounts, Marketing, Category Management, Supply Chain)

• Provide field input into customer strategies, innovation readiness, and go-tomarket planning

• Ensure agency and field readiness for new items, resets, and promotional 

programs

Training, Communication & Capability Building

• Lead onboarding and ongoing training for agency teams on Heartland’s brands, 

tools, and priorities

• Deliver consistent communication to the field, reinforcing focus and executional 

discipline

• Share best practices and wins across regions

What You Bring

Required Qualifications

• Bachelor’s degree required

• 7+ years of CPG sales or field sales leadership experience

• Proven experience operating in a hybrid direct / sales agency model

• Strong capability and confidence leading direct retailer calls and representing 

the manufacturer

• Deep understanding of retail execution, selling fundamentals, and KPI 

management

• Ability to influence, align, and drive results without sole reliance on direct 

authority

• Willingness to travel extensively within assigned region

Preferred Experience

• Experience supporting national brand portfolios across multiple retail channels

• Familiarity with retail execution tools, store audit platforms, and field reporting 

systems

• Experience partnering closely with National Account Managers and category 

teams

• CPG Sales experience, preferably calling on CA regional accounts

Key Competencies

• Strong external presence and customer credibility

• Clear, decisive leader with an accountability mindset

• Execution-focused with high attention to detail

• Data-driven problem solver who turns insights into action

• Collaborative partner who builds trust with retailers, agencies, and internal team