Senior Director of Sales Large Format

This position is responsible for Large Format to lead Barcel USA’s strategy across Mass, Grocery, and Value channels. This role will drive growth, profitability, and distribution by developing key customer partnerships, executing strategic sales plans, and leading a high-performing team.

ESSENTIAL FUNCTIONS

• Develop and execute strategies to build and grow the business in the Mass, Grocery, and Value channels, ensuring alignment with internal goals, strategy, and market conditions.
• Leverage established relationships with Customers’ leadership to advocate for brand and product positioning and growth opportunities.
• Maintain a strong understanding of the competitive landscape and market trends to identify areas for strategic advantage.
• Foster a collaborative company culture within the team, emphasizing urgency, teamwork, and commitment to achieving success.
• Provide leadership and create a culture that motivates and supports all team members, ensuring alignment with company values and objectives.
• Effectively lead and develop team members, identify knowledge gaps, and create development plans to support their growth.
• Collaborate cross-functionally with internal teams, ensuring clear communication, strategic alignment, and execution of business goals.
• Establish and implement strategies that have a long-term impact on results.
• Establish and manage relationships with all Customers’ executive-level
• Meet and exceed aggressive sales targets and maximize revenue while adhering to Barcel USA’s trade budget & guardrail requirements
• Execute sales and growth plans for innovation platforms and items.
• P&L responsibility for the three channels
• Lead, coach, and develop a 50+ customer team
• Ensure appropriate talent selection for their organization
• Strong collaboration with cross-functional leadership team
• Identify expanding business development opportunities
• Comply with Barcel USA policies and procedures

COMPETENCIES/Qualifications

Education

• Bachelor’s degree in Business, Sales, or a related field preferred; MBA is a plus.
• 10+ years of progressive sales leadership experience in CPG, with a strong focus on Mass, Grocery, or Value channels.
• Career trajectory of delivering results above the industry average, and increasing responsibility

Experience

• Experience managing people (10+ years)
• Deep experience in the mass, grocery, and value channels
• Deep experience with DSD and warehouse distribution
• Experience building working relationships at C-suite levels with customers
• Strong negotiation and problem-solving skills
• Superior communication and interpersonal skills
• Strong analytical and financial background

Knowledge

• Strong skills in everyday tools (Excel, PowerPoint, Power BI)
• Deliver compelling & persuasive presentations
• Gather insights from data & translate them into compelling stories
• Hands-on leader

Barcel USA LLC is an equal opportunity employer with a policy that provides equal employment opportunity for applicants and employees regardless of race, color, religion, disability, gender, age, national origin, sexual orientation, gender identity, marital status, pregnancy, veteran status, or any other classification protected by law. This policy applies to all aspects of employment, including recruitment, hiring, promotion, compensation, reassignment, layoff, discharge, education, training, and all other working conditions.