General Sales Manager โ New EnglandLocation: New England Region (Preferably around Worcester / Shrewsbury / Westborough)
Reports To: VP of Sales, Northeast
Travel: Extensive regional travel required
About the RoleThe General Sales Manager โ New England is responsible for leading, developing, and executing the overall sales strategy across the New England region. This is a hands-on field leadership role overseeing Sales Representatives, Sales Associates, and Merchandisers covering major traditional perishables channels.
The position requires strong leadership, deep understanding of perishables, and proven success managing sales and merchandising teams in a fast-paced retail-driven environment.
Key ResponsibilitiesRegional Sales LeadershipLead, coach, and manage a team of Sales Representatives, Sales Associates & Merchandisers across the New England region (team size: 10+ members).
Establish quarterly and annual sales targets, KPIs, and performance benchmarks.
Conduct regular field ride-alongs, coaching sessions, and performance reviews.
Recruit, onboard, train, and mentor sales and merchandising talent to align with growth goals.
Account & Territory ManagementMaintain direct relationships with major retailers in New England, including:
Market Basket
Shawโs
Stop & Shop
Hannaford Bros
Stu Leonardโs
Conduct headquarters meetings involving:
performance reviews
promotional planning
new product placements
pricing changes
distribution expansion
Generate, qualify, and pursue new regional business leads using market intelligence and industry insights.
Drive incremental orders, circular promotions, and new item authorizations.
Execution & Field OperationsTravel frequently throughout the territory supporting stores, field teams, and retail partners.
Ensure strong in-store execution including:
product placement & merchandising standards
shelf integrity
refrigeration and temperature compliance
promotional and pricing accuracy
Solve field-related operational issues quickly and maintain strong brand visibility at store level.
Financial & Administrative OversightPartner with Accounts Receivable and Sales Leadership to ensure accounts remain current.
Quote pricing and credit terms within approved guidelines.
Prepare and submit timely sales activity reports, forecasts, KPIs, budgets, and expense documentation.
Coordinate delivery expectations with operations in alignment with production and logistics schedules.
Key QualificationsEducationExperience3โ7 years of progressive experience in field sales, key account management, or regional sales.
Minimum 3 years of experience managing sales and/or merchandising teams (10+ people).
Recent experience in perishables / refrigerated foods, dairy, meat, CPG, or Latino perishables industry strongly preferred.
Established relationships within New England's major traditional perishables retailers.
Skills & CompetenciesStrong regional sales management and territory development skills.
Proven ability to drive execution in a fast-paced, field-driven environment.
Deep understanding of pricing, retail promotions, merchandising, and category management.
Strong leadership, team development, and people-management capabilities.
Proficiency with sales analytics, forecasting, reporting, and KPIs.
Tech-savvy: comfortable with Microsoft 365, Teams, and CRM tools.
Preferred Technical SkillsExperience with planogram software such as Apollo, Relex, or PlanoHero.
Experience with Salesforce CRM.
Experience with NetSuite ERP.
Language RequirementsLicenses & Travel
Compensation & BenefitsBase Salary: $95,000 โ $100,000
Bonus: 10% of annual salary
Car Allowance: $600/month
Medical, Dental, Vision, and Life Insurance
401(k) with company match
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