West Regional Sales Manager

West Regional Sales Manager

 

ABOUT ALAFFIA

Alaffia is a purpose-driven body care brand redefining personal care with impact. Through high-performance products rooted in West African heritage, we create economic opportunity, advance social justice, and deliver measurable impact—while building brands consumers love.

Our growing, multi-category portfolio blends time-honored traditions with modern innovation across natural, specialty, and select mass channels.

POSITION SUMMARY

We’re hiring an execution-driven Regional Sales Manager (RSM) to own regional retail relationships, drive distribution and velocity, and ensure best-in-class in-store execution. This role is ideal for a relationship-first sales leader who understands how brands win at shelf, values long-term retail partnerships, and thrives in a founder-led, mission-driven environment. The RSM will support execution across Alaffia’s full brand portfolio (includes Ayeya), aligned to a unified brand and go-to-market strategy, and reports to the Vice President, Product & Growth.

Openings available for both East and West regions.

 

KEY RESPONSIBILITIES

 

Retail Partnership Ownership

·       Own regional relationships, KPIs, and performance with key retail partners

·       Lead line reviews, assortment strategy, distribution expansion, and innovation sell-in

·       Expand distribution while protecting brand integrity, pricing, and velocity

·       Serve as a trusted thought partner to buyers

West Region Accounts: Sprouts, Natural Grocers, Frontier, The Exchange, NCG (West), and regional independents

Trade & Execution Excellence

·       Manage regional trade spend within budget, including planning, tracking, and audit support

·       Own regional trade planning across promotions, pricing, merchandising, displays, and launches

·       Ensure promotional compliance, planogram accuracy, and pricing integrity

·       Partner with brokers and field teams to drive trial, velocity, and visibility

·       Use reporting and portals across retailers, distributors, and merchandising partners to inform data-driven trade and execution decisions

·       Identify execution gaps and take fast, practical action

·       Use store-level insights to inform future trade strategy

Broker & Merchandiser Management

·      Lead, manage, and motivate regional brokers and merchandising partners to deliver best-in-class execution

·      Set clear priorities, expectations, and performance standards in a collaborative, mission-aligned way

·      Establish and track KPIs tied to distribution, shelf presence, promotional compliance, and velocity

·      Hold partners accountable through regular performance reviews, scorecards, and action plans

·      Align incentives and field priorities to regional goals and trade programs

·      Conduct regular joint store visits to validate execution, coach teams, and identify opportunities

·      Spend meaningful time in stores to ensure execution excellence and real-time feedback

Growth, Forecasting & Innovation

·       Meet or exceed regional sales targets across assigned accounts and categories

·       Execute regional growth plans aligned to company GTM strategy and retailer-tiering priorities

·       Drive distribution and velocity across assigned accounts and categories

·       Lead innovation sell-in and ensure launch excellence at retail, from authorization through execution

·       Own regional forecast inputs, promotional planning, and performance reporting to support company-wide forecasting

·       Provide clear, timely feedback on execution, velocity, and retailer response to inform future strategy and innovation decisions

Cross-Functional Collaboration

·       Partner with Marketing on in-store initiatives, regional promotions, demos, and market-specific activations

·       Collaborate with Sales Operations, Operations, and Finance to support item setup, forecasting inputs, trade execution, and performance tracking

·       Monitor distributor execution and activity at UNFI and KeHE within assigned territories, escalating risks and opportunities as needed

EXPERIENCE & QUALIFICATIONS

·       5–8 years of CPG sales experience (beauty, personal care, or natural products preferred)

·       Proven success in natural and specialty retail, including co-ops and regional/national accounts

·       Experience working with brokers and distributors

·       Strong understanding of the natural retail landscape (mass/club understanding is a bonus)

·       Willingness to travel 30–50% within territory and/or for national trade shows

·       Experience with emerging and/or mission-driven brands

·       Passion for sustainability and purpose-driven business

·       Exceptional verbal and written communicator with commercial acumen and consumer empathy

·       Outstanding management of details with consistent follow through

·       Must be located in the West (proximity to major account HQ preferred)

WHAT WE OFFER

·       Opportunity to help scale a mission-driven body care portfolio with global impact

·       Entrepreneurial, values-led culture

·       Competitive compensation with comprehensive benefits

·       Flexible, fully remote work environment