Regional Sales Manager – South Central USA

THE COMPANY

Our client is a leading vertically integrated exporter of premium fresh produce, recognized for its commitment to quality, innovation, and sustainable agricultural practices. With over 15 years of experience, the company is one of the top players in the industry, supplying high-quality fresh produce to major international markets. The company primarily exports from Mexico to the U.S., with additional reach into Japan, Europe, and other key global markets. With a commitment to sustainable practices, product excellence, and customer-centric service, the company is building a high-impact commercial team in the U.S. as part of its strategic growth.

THE POSITION

The Regional Sales Manager will spearhead commercial growth in the South-Central region of the United States (Texas, Oklahoma, Arkansas, Louisiana). This role is responsible for building and scaling direct sales of its fresh produce categories by developing long-term relationships with regional retailers, national accounts, distributors, and key foodservice operators. This is a high-visibility, high-impact position with an opportunity to shape the company’s commercial presence in the U.S. and grow into a sales leadership role.

Main Responsibilities:

Commercial Strategy & Business Development

• Develop and execute the commercial strategy for the South-Central U.S. region, aligned with the company’s annual volume and revenue targets (~$15–25M).
• Identify, prospect, and secure new retail and food service accounts across the territory.
• Lead negotiations and secure long-term agreements with key buyers, category managers, and distributors.

Account Management & Execution

• Manage and grow strategic customer relationships, including national and regional retail chains.
• Oversee execution of promotions, in-store activations, and new product launches.
• Monitor and ensure OTIF and Fill Rate metrics are achieved, addressing service, quality, and logistics issues.

Cross-Functional Collaboration & Reporting

• Collaborate with supply chain, operations, marketing, and finance teams in the U.S. and Mexico.
• Provide competitive intelligence, identify market opportunities, and contribute to monthly sales and forecast reporting.
• Ensure data accuracy through CRM tools and digital platforms.

KEY PERFORMANCE INDICATORS

• Product volume per client and SKU
• Net Revenue and Margin per client
• % of Direct Sales
• OTIF & Fill Rate
• # of New Accounts opened
• Client retention and YoY growth (volume, net revenue, margin)
• Forecast accuracy

THE CANDIDATE

The ideal candidate is a successful produce sales professional with deep experience in high-velocity perishable categories—preferably berries—and a proven ability to drive regional growth through direct retail and foodservice partnerships. This person combines strategic thinking with hands-on execution, thrives in entrepreneurial environments, and brings an established network within the South-Central U.S. market. They are self-driven, results-oriented, and capable of building long-term customer relationships that align with the company’s transition toward a direct-to-retail model.

Experience & Knowledge

• Minimum 10 years of sales experience in the fresh produce industry; experience with berries or high-turn perishable fruits is strongly preferred.
• Proven success managing regional accounts with annual revenue of $15M+ in the retail or foodservice sector.
• Strong network of contacts between major retailers and distributors such as H-E-B, Sprouts, Whole Foods, Central Market, Publix, Walmart, Kroger, Costco, and others.

Skills & Attributes

• Strategic hunter mindset with strong account management capabilities.
• Excellent interpersonal, negotiation, and presentation skills.
• Data-driven with strong analytical and reporting abilities.
• Comfortable working autonomously in a startup-like, agile, and entrepreneurial environment.
• Fluent in English; Spanish proficiency is a plus.

Other Requirements

• Based in Texas or nearby with connectivity to key markets.
• Willingness to travel 40-60% of the time across the assigned region and occasionally to Mexico or industry events.
• Strong cultural adaptability and experience working with cross-border teams is desirable.