Regional Sales Manager, Grocery Central

Califia Farms is seeking a driven, strategic Regional Sales Manager to lead and grow our Central grocery business, with a primary focus on H-E-B and additional responsibility for a broader portfolio including, but not limited to, Hy-Vee, AWG, and SpartanNash. This role is critical to accelerating growth in a priority region and requires demonstrated experience managing and developing business with H-E-B.

The ideal candidate combines an entrepreneurial mindset with a strong ability to build customer-specific strategies and leverage syndicated data to deliver compelling, insight-driven selling stories. This individual will act as a category leader—driving distribution, merchandising, and promotional execution—while strengthening partnerships to deliver sustainable, profitable growth.

This position is based in San Antonio, TX.

• Manage the Headquarter sales calls for regional grocery retailers in the Central U.S. Must have an overall knowledge of the entire regional market retail landscape.
• Develop annual business growth, sales and margin plans in line with company strategic goals
• Management of Califia’s entire portfolio of plant-based products
• Direct and monitor all aspects of trade promotions to ensure maximum impact
• Manage broker partner sales execution and conduct regular business reviews
• Category reviews across multiple buyer desks to promote and advance the Califia portfolio
• Accurate and timely forecasts for volume, spending and profitability
• Ensure marketplace execution of Retail programs
• Be a customer advocate to Califia HQ to ensure customers are receiving the appropriate level of organizational support
• Build strategic partnerships to include annual Joint Business Plan, appropriate Top to Top interactions and disproportionate share of mind in categories that Califia plays
• Travel requirements: As needed, up to 40%

• Bachelor’s Degree desired with at least 3-5 years of relevant experience in food and beverage industry
• Outside sales management experience and demonstrated sales achievement
• Keen understanding of syndicated data (Circana, SPINS, Nielsen, Retail Link) and how to use it for internal and external analysis and planning
• Broker management experience desired
• Experience with CRM tools such as Salesforce and automated trade spend systems such as Telus
• High proficiency with MS Office (PowerPoint, Excel, Word)
• Excellent communication and presentation skills (written and verbal)
• Demonstrated success with an emerging brand or highly competitive consumer products category
• Must be a self-starter and possess an entrepreneurial spirit to get things done

The expected salary range for this position is between $115,000 - $125,000 per year based on a full-time schedule. Location, confirmed job-related skills and experience will be considered in setting the actual salary. As a full-time employee, you will be eligible to enroll in Califia’s employee benefits program. You may also be eligible to participate in the company’s bonus program which may be subject to change.

The Company is committed to providing equal opportunity for employees and applicants in all aspects of the employment relationship, without regard to race, color, sex, sexual orientation, gender identity, national origin, citizenship, marital status, veteran status, disability, age, religion or any other classification protected by law.