Director of Sales Convenience Store Channel

Bimbo Bakeries USA•Murrieta, CA

3d•$151,300 - $211,800•Hybrid

About The Position

Bimbo Bakeries USA is the largest baking company in the world, with over 20,000 associates nationwide. They offer a safe and inclusive work environment that appreciates diversity, promotes development, and allows associates to be their authentic selves. This role is responsible for leading the growth, execution, and profitability of Bimbo USA’s Xpress business across Small Format channels, including Convenience Stores, Independent Retailers, Meat Markets, Dollar Stores, Drugstores, and other priority outlets. The Director of Sales - Xpress develops and executes the Xpress Go-to-Market strategy, expands market penetration, strengthens customer relationships, and delivers superior in-store execution through Direct Store Delivery (DSD) Excellence. The role combines strategic leadership with disciplined field execution to accelerate sales growth, improve route productivity, and build a high-performing, accountable sales organization.

Requirements

Bachelor’s Degree in Business Management, Marketing, Sales, Finance, Operations, Supply Chain, or a related field is required.
10 or more years of progressive management experience in food sales, consumer packaged goods, DSD, retail, or a comparable industry.
Proven success leading salaried associates and/or independent business and geographically dispersed sales teams to deliver profitable growth and execution improvement.
Strong knowledge of Small Format retail, particularly Convenience Stores, Independent Retailers, Meat Markets, Dollar Stores, and Drugstores.
Demonstrated experience in Go-to-Market strategy, market saturation, distribution expansion, customer development, route optimization, and sales transformation.
Proven ability to build sales discipline through field coaching, standardized routines, scorecards, and performance accountability.
Strong financial, organizational, analytical, planning, and decision-making capabilities.
Excellent presentation and written/oral communication skills, with the ability to negotiate and influence at all levels.
Proficiency in Outlook, PowerPoint, Excel, Word, and business analytics or dashboarding tools.

Nice To Haves

MBA is preferred.
Experience working with Customer Teams or Account Executives is a plus.
Labor relations experience with union organizations is preferred.

Responsibilities

Promote safety goals and best practices by integrating safety expectations into field coaching, route observations, and performance routines.
Develop and execute the Xpress sales and Go-to-Market strategy to deliver volume, revenue, profitability, distribution, and market growth objectives across Small Format channels.
Translate company and business unit priorities into clear, measurable market, customer, route, and frontline execution plans.
Lead market expansion, customer acquisition, retention, and saturation strategies, including support of Grupo Bimbo’s Universal Presence initiative.
Establish differentiated channel and customer strategies that define assortment, service levels, visit frequency, merchandising expectations, and growth priorities.
Champion DSD Excellence and Leader Standard Work, establishing non-negotiable standards for selling, ordering, merchandising, freshness, promotional execution, and customer service.
Drive execution through field rides, store visits, performance scorecards, operating reviews, root cause analysis, corrective action plans, and disciplined follow-through.
Lead, coach, and develop sales leaders and geographically dispersed teams, establishing clear objectives, ownership, accountability, development plans, and succession pipelines.
Partner with Finance to influence profit and loss performance, including margin, labor, waste, trade investment, route productivity, and operating expenses.
Optimize route structures, territories, customer coverage, service models, resource allocation, and sales center networks to improve productivity and cost-to-serve.
Lead pilots and transformational initiatives that test and scale improved processes, sales practices, tools, technologies, roles, and operating models.
Collaborate with Sales Operations, Customer Teams, Marketing, Finance, Supply Chain, Operations, Distribution Engineering, Business Technology, People, Labor Relations, Legal, and Global Functions to ensure alignment and execution.