FDA

VP, Sales – Fresh Produce

FDA

full-time

Posted on:

Location Type: Remote

Location: California • United States

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Job Level

Lead

About the role

  • The VP Sales, Fresh Produce - West Retail is responsible for driving revenue growth, profitable market share, and long-term customer partnerships.
  • This role owns retail customer strategy, sales performance, while ensuring alignment with Operations, Supply Chain, Quality, and Marketing to deliver best-in-class service and product execution.
  • Develop and execute a retail sales strategy aligned with the company’s annual and long-range growth targets.
  • Identify and prioritize growth opportunities by channel, customer, category, and SKU.
  • Lead annual planning process with EVP, forecasting, and budget development.
  • Provide clear, data-backed recommendations to executive leadership.
  • Own senior-level relationships with key retail partners and execute joint business plans (JBP) with priority accounts.
  • Drive customer-specific pricing, promotions, and assortment strategies.
  • Lead resolution of escalated customer issues with solution-oriented feedback.
  • Oversee end-to-end sales execution from planning to account management.
  • Improve sales efficiency through process simplification and data discipline.

Requirements

  • Bachelor’s degree required
  • 15+ years of progressive retail sales leadership experience, preferably in fresh food, produce and Deli preferred.
  • Proven success managing national and regional retail customers such as Costco, Starbucks, Albertsons and Trader Joes
  • Strong financial acumen and pricing discipline, with a focus on topline growth with bottom line focus
  • Executive presence with the ability to influence internally and externally.
  • Proven track record of consistently achieving and exceeding sales and margin targets.
  • Strong capability to build trusted, executive-level relationships with retail partners and influence outcomes.
  • Collaborative, enterprise-focused mindset with integrity, ethical judgment, and sound decision-making.
  • Travel is required, most West coast focused, but potential East Coast travel for customer meetings/shows and corporate meetings a few times a year.
Benefits
  • Competitive compensation package
  • A robust health and welfare benefits package that includes Life, Health, Dental, Vision
  • The opportunity to plan for the future with a strong 401(K) including company match
  • Time to recharge with Paid Time Off annually + Paid Holidays
  • Career Advancement opportunities and Tuition Assistance to help you achieve your goals and continue your career growth.
Applicant Tracking System Keywords

Tip: use these terms in your resume and cover letter to boost ATS matches.

Hard Skills & Tools
retail sales strategysales performancebudget developmentdata-backed recommendationspricing strategiespromotions strategiesaccount managementsales executionfinancial acumensales efficiency
Soft Skills
executive presenceinfluencecollaborationintegrityethical judgmentdecision-makingrelationship buildingsolution-oriented feedbackcustomer focusprocess simplification
Certifications
Bachelor's degree