Sales Manager

About Vital Farms:
Vital Farms, a Certified B Corporation, is a national leader in ethically produced foods. Since 2007, we’ve partnered with over 350 family farms to bring pasture-raised eggs, butter, and more to over 24,000 stores nationwide. Guided by Conscious Capitalism, we prioritize people, animals, communities, and the planet while driving strong business results.

The Role:
Vital Farms is seeking a Regional Sales Manager to lead our Natural Regional and Independent Sales Team across the U.S. This role reports to the Senior Director of Sales – Natural and will grow our presence in key natural retail accounts, develop strategic sales plans, and manage a team of three sales professionals.

Key Responsibilities:

Sales Strategy & Execution

• Lead the Natural Regional and Independent Sales Team to drive market share and revenue growth.

• Develop channel- and account-specific strategies aligned with KPIs and sales objectives.

• Conduct business review calls, analyze market trends, and adjust strategies to maximize performance.

• Collaborate with marketing, category, supply chain, and finance teams to execute sales objectives.

Team Leadership & Customer Relationships

• Build and maintain strategic relationships with key accounts (e.g., Natural Grocers Co-op, Fresh Thyme, The Fresh Market).

• Manage broker and distributor relationships to ensure sales targets and goals are met.

• Mentor, train, and develop team members through performance reviews, coaching, and professional development processes.

Sales Reporting & Analysis

• Leverage syndicated and internal data (IRI/Circana, Nielsen, SPINS) to track sales, pricing, distribution, and promotional ROI.

• Evaluate trade spending and promotional campaigns to ensure effectiveness.

• Identify emerging markets, competitor trends, and opportunities to expand market presence.

Qualifications:

• 7+ years of CPG sales experience, preferably in natural products; dairy/refrigerated experience a plus.

• Bachelor’s degree required.

• Deep understanding of U.S. natural retail landscape and key players (Whole Foods, Sprouts, KeHE, UNFI).

• Proven success in account management, broker networks, and executing joint business plans with senior executives.

• Ability to travel up to 35% for meetings, trade shows, and team events.

• Strong analytical skills and proficiency with sales/trade analytics software (e.g., Blacksmith).

• Demonstrated leadership in building high-performing teams.

Core Values:

• Teamwork: celebrate collective success.

• Ownership: act with integrity and accountability.

• Growth: continuously raise standards.

• Empathy: understand others’ perspectives.

• Honesty: have candid conversations without fear.

Why Vital Farms:

• Competitive base salary: $140,000–$160,000/year, with future growth potential.

• Comprehensive benefits: medical, dental, vision, paid parental leave, retirement contributions (401(k) + 3% Day 1).

• Employee perks: free eggs and butter, discounts, and team SWAG.

• Professional development and growth opportunities in a fast-paced, mission-driven environment.

• Inclusive culture valuing diversity and collaboration.

Equal Opportunity Employer:
Vital Farms is committed to a diverse, equitable, and inclusive workplace. Employment decisions are based on qualifications, merit, and business need. Applicants from all backgrounds are encouraged to apply.

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