Regional Sales Manager - Central or Natural Channel

Company Description

Simple Mills is on a mission to transform the way food is made, creating nourishing products with astounding ingredients and amazing taste. Founded in 2012 by Katlin Smith, our brand has redefined center-aisle grocery by delivering better-for-you products made with unique, nutrient-dense ingredients. Today, we’re a category leader and the #1 natural brand in multiple segments, with distribution in over 30,000 stores nationwide.

Now, as part of Flowers Foods , we’re entering an exciting new phase of growth—expanding our reach, accelerating innovation, and amplifying brand awareness, all while preserving the integrity of what makes Simple Mills special. Our commitment to using simple, high-quality ingredients ensures that every bite is both delicious and nutritious. Whether it’s watermelon seed flour in our cookies or butternut squash in our crackers, we craft our products with innovative, wholesome ingredients that deliver extraordinary taste.

Our work has been recognized by Fast Company as a Brand That Matters and a Most Innovative Company , and has been featured in Vogue, Forbes, Women’s Health , and NPR’s How I Built This . In 2024, Inc. named us one of its Best Workplaces , reflecting our dedication to fostering an inspiring and inclusive environment where passionate individuals can make a difference.

Join us as we shape the future of food. Learn more at www.simplemills.com .

Requirements

Role Description

We’re Hiring for Two Regional Sales Manager Opportunities

Simple Mills is growing our Sales team and hiring two Regional Sales Managers. Both positions will play an important role in driving sales growth, expanding distribution, strengthening customer partnerships, and leading broker relationships. Each role, however, will support a different part of our business:

Regional Sales Manager – Natural Channel

This position will focus on our Natural and Independent channel, supporting natural and specialty retailers such as INFRA, NCG, New Seasons Market, MOM’s Organic Market, PCC Community Markets, Fresh Thyme Market, The Fresh Market, Earth Fare, and other natural and independent customers.

The ideal candidate will bring experience working within the natural channel, managing broker relationships, and building strong partnerships with natural and specialty retailers. Experience working with NCG and INFRA is especially valuable. This position will report to the Director of Sales – Natural Channel.

Regional Sales Manager – Central

This position will manage retail accounts geographically located throughout the Central Region of the United States. The Regional Sales Manager – Central will be responsible for growing existing business, securing new distribution, managing regional broker relationships, and expanding the Simple Mills brand throughout the territory.

Although Simple Mills supports remote work, we will prioritize candidates located within the Central Region because of the customers and territory this position will support. This position will report to the Senior Manager of Regional Sales.

Candidates are encouraged to indicate whether their background and interests align most closely with the Natural Channel opportunity, the Central Region opportunity, or both.

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We are seeking energetic, possibilities-driven, and dynamic sales professionals to help us grow one of the most exciting brands in the Health and Wellness marketplace.

Our Regional Sales Managers work closely with broker partners and retail customers to drive top-line revenue, expand distribution, acquire new customers, and deliver strong in-store execution. Depending on the position, the Regional Sales Manager will either focus on the Natural and Independent channel or manage retail accounts across the Central Region.

Across both opportunities, the Regional Sales Manager will own key customer relationships, develop and execute sales plans, leverage data and category insights to identify growth opportunities, manage trade investments, and collaborate closely with internal teams to deliver customer and company objectives.

These are quota-carrying, individual-contributor positions with significant ownership over their respective customers, channel, or region. Key Responsibilities iclude:

Sales Planning and Business Growth

- Develop and execute annual sales plans designed to achieve revenue, volume, distribution, and profitability objectives.
- Use strategic planning, forecasting, and ongoing business analysis to identify opportunities, anticipate risks, and deliver against sales goals and key performance indicators.
- Develop actionable plans for assigned customers, channels, or territories and regularly evaluate progress against business objectives.

Broker Management and Development

- Lead, train, and develop broker partners to deliver against sales objectives, distribution targets, and retail execution standards.
- Establish clear expectations, provide sales reporting and selling tools, and drive accountability for customer results and in-store execution.
- Partner with brokers to support new item launches, shelving, merchandising, pricing, promotional execution, and other retailer-specific objectives.

Customer Relationship Management

- Build and maintain strong relationships with key retail customers, developing strategic partnerships that support mutual growth and long-term business success.
- Serve as a trusted partner to customers by understanding their priorities, identifying relevant opportunities, and bringing forward thoughtful solutions that support both customer and Simple Mills objectives.

Sales Execution and Distribution Growth

- Engage retail decision-makers to present new and existing products, secure new distribution, expand assortment, and grow the existing business.
- Leverage sales data, syndicated data, category insights, and customer-specific opportunities to create compelling sales stories and recommendations.
- Identify and pursue opportunities to expand Simple Mills’ presence across assigned customers, territories, or channels.

Trade Investment and Sales Velocity

- Develop and manage customer-specific trade spending and shopper marketing plans designed to increase sales velocity and improve promotional effectiveness.
- Partner with the Trade Fund Analyst and use trade management tools, including Confido, to manage investments, evaluate performance, and maximize return on investment.
- Ensure promotional plans align with retailer timelines and complete post-promotional analyses to identify results and future opportunities.

Retail Execution and Merchandising

- Drive strong execution across new item launches, shelf placement, merchandising, pricing, promotional compliance and in-store visibility.
- Partner with brokers and retailers to identify opportunities to improve shelf productivity, strengthen the Simple Mills brand presence, and convert distribution gains into sustained sales growth.

Business Analysis and Market Intelligence

- Monitor sales performance, distribution, velocity, category trends, competitive activity, and relevant market changes.

- Translate business and market information into actionable insights and recommendations for internal teams.
- Communicate potential challenges and growth opportunities and recommend ways Simple Mills can strengthen its competitive position.

Cross-Functional Collaboration

- Partner proactively with Marketing, Category Management, Revenue Growth Management, Demand Planning, Supply Chain, Finance, and other internal teams to align sales strategies, support customer needs, improve forecast visibility, and execute commercial priorities.
- Communicate customer and market developments internally to help teams anticipate needs, resolve challenges, and act on growth opportunities.

Industry and Customer Engagement

- Represent Simple Mills at retailer meetings, trade shows, customer events, festivals, demonstrations, and other relevant industry opportunities.
- Build industry relationships, identify emerging opportunities, and bring customer and category insights back to the organization to support continued growth.
- The specific events and customer engagements will vary depending on the assigned channel or region.
- Performs other duties as assigned

Position Requirements

- Bachelor’s degree or an equivalent combination of education and relevant professional experience.
- Approximately 3–5 years of demonstrated sales experience, preferably within the consumer packaged goods, natural products, food and beverage, or related industry.
- Experience managing key retail accounts, regional customers, natural and specialty retailers, or a comparable customer portfolio.
- Demonstrated ability to operate both strategically and tactically within a high-energy, fast-paced environment.
- Experience developing and executing sales plans, forecasts, customer strategies, and business-growth initiatives.
- Experience leading, managing, or partnering closely with external broker networks.
- Ability to establish strong relationships with retail customers, broker partners, and internal cross-functional teams.
- Working knowledge of syndicated data platforms such as Nielsen, IRI, or SPINS.
- Ability to use consumer, customer, category, and sales data to develop thoughtful and compelling sales presentations.
- Experience presenting recommendations and sales opportunities to internal stakeholders and external customers.
- Strong organizational skills with the ability to manage multiple competing priorities simultaneously.
- Strong written and verbal communication skills, with the ability to communicate clearly and build trust at multiple levels.
- Ability to work independently, demonstrate initiative, solve problems, and maintain strong attention to detail.
- Proficiency with Microsoft Word, Excel, and PowerPoint.
- Willingness and ability to travel based on the assigned customers, region, and business needs.
- Willingness to travel to the Simple Mills Chicago office when necessary.
- A passion for natural food and healthy eating, along with a desire to change the way people think about ingredient labels

Opportunity-Specific Experience

Candidates are not expected to have experience across both areas. Relevant experience for the opportunity being considered may include:

For the Natural Channel Opportunity

- Experience working with natural, specialty, or independent retailers.
- Experience with natural retail organizations or networks such as NCG and INFRA.
- Established knowledge of the natural products industry and its retailer, broker, and distributor landscape.
- Experience building distribution and driving velocity within natural and specialty retail environments.

For the Central Region Opportunity

- Experience managing regional retail accounts within the Central United States.
- Experience developing and executing territory or regional sales plans.
- Demonstrated success growing existing retail accounts and securing new distribution.
- Knowledge of the Central retail landscape and experience managing broker relationships across a multi-state territory.

Benefits

Working at Simple Mills

At Simple Mills, we’re not just building a brand, we’re leading a movement that’s transforming how food is made and enjoyed. If you’re passionate about purpose-driven work and crave a role where you can have a meaningful impact, this is your chance to be part of something bigger.

Why Join Us?

- Be a Change-Maker
Play a key role in redefining the food industry, crafting products that nourish people and contribute to a healthier planet.
- Thrive in a Mission-Driven Community
Work alongside a dynamic team of innovators and food lovers who are committed to positive change and bold ideas.
- A Workplace Where You Belong
We foster an environment where every voice is heard, valued, and empowered. Inclusion and belonging are at the heart of our culture, ensuring that everyone can thrive.
- A Culture of Integrity and Impact
We don’t just talk about doing good, we live it. Our team is committed to ethical practices, responsible sourcing, and making decisions that drive real, positive change.
- Grow with People-First Leadership
Our supportive leadership team is dedicated to mentorship, collaboration, and your long-term success.
- Continuous Learning & Development
Whether through hands-on training, innovative learning platforms, or career growth opportunities, we invest in your professional development.

At Simple Mills, you’ll have the chance to make an impact while working in a collaborative and inspiring environment. If you’re ready to shape the future of food, let’s talk.

Benefits

We recognize that our people are our greatest asset. That’s why we offer a highly competitive total rewards package designed to support your financial well-being, health, and overall quality of life.

- Competitive Compensation: This role offers a salary range of $95,000 - $125,000
- Annual Bonus Opportunity: Eligible for an annual bonus as part of our commitment to recognizing team contributions and company success.
- Holistic Benefits: A variety of health, financial, and wellness programs to help you feel your best and plan for the future.
- Time to Recharge: We believe your best work comes when you have space to rest, refocus, and show up fully—our time off approach is built with that in mind.
- Everyday Well-Being: From lifestyle perks to innovation shipments, we find meaningful ways to support you in living simply and feeling well.

We’re committed to taking care of our people—so you can focus on making an impact.

Work Model at Simple Mills

Our work model is role-dependent and team focused. With remote, hybrid, or in-office positions, each role is classified by what best supports the needs of the team.

- Remote working may be considered for qualified candidates from a designated location in the United States (the new hire’s permanent residence, as documented in our HR System, Rippling) if willing and able to travel regularly to the Chicago office. Sufficient internet access to support video conferencing required.

At Simple Mills, we are committed to providing an environment of mutual respect and inclusion. Equal employment opportunities are available to all applicants and teammates without regard to race, color, religion, national origin, gender (including pregnancy, childbirth, or related medical conditions), sexual orientation, gender identity, gender expression, age, past or present military service, physical or mental disability, or other applicable legally protected characteristics. All aspects of employment are decided on the basis of business need, job requirements, and individual qualifications. #LI-DNI

Simple Mills is committed to the full inclusion of all qualified individuals. As part of this commitment, Simple Mills will ensure that persons with disabilities are provided reasonable accommodations. If reasonable accommodation is needed to participate in the job application or interview process, to perform essential job functions, and/or to receive other benefits and privileges of employment, please contact [email protected].