Director of Sales - Kroger

The Bluebird Group•Cincinnati, OH

8d•Hybrid

About The Position

We're looking for a Director of Sales to lead a portfolio of 5–8 CPG clients across Kroger, drive business growth, and build strong relationships with both clients and retailer partners. This role owns the overall performance of assigned accounts and serves as the primary relationship leader for clients and key Kroger stakeholders. You'll identify growth opportunities, develop business strategies, lead customer engagement, and partner with internal teams to deliver results across both in-store and digital channels. The ideal candidate combines strong Kroger relationships with a hands-on approach to account leadership and execution. This person understands how to navigate Kroger's organization, uncover opportunities, and turn business plans into measurable results. This position is based in the Greater Cincinnati area, requiring one day in office along with the ability to travel up to 10% depending on client and business needs.

Requirements

15+ years of progressive experience in CPG sales, including broker, manufacturer, retailer, or commerce organization experience
5+ years of direct experience calling on Kroger and managing retailer relationships
Strong relationships within Kroger and experience working directly with category managers, process managers, and merchant teams
Proven success leading client relationships and driving business growth across multiple accounts
Experience managing multiple brands, categories, or client portfolios
Experience developing and executing retailer-specific growth strategies across both in-store and digital channels
Deep understanding of Kroger's retail sales cycles, merchandising processes, planograms, trade promotions, and retail execution
Strong business development and relationship management skills
Excellent communication, presentation, and negotiation abilities
Strong analytical, forecasting, and business planning capabilities
Proficiency with Kroger's 84.51 platform, Microsoft Office Suite, and syndicated data platforms such as Circana (IRI), Nielsen, and SPINS
Ability to translate data and insights into actionable growth strategies
Takes ownership and drives results
Builds trust with clients, retailers, and internal teams
Identifies opportunities and acts on them
Thrives in a fast-moving, entrepreneurial environment
Leads with accountability, follow-through, and a customer-first mindset

Nice To Haves

Previous broker experience representing multiple CPG brands preferred
Knowledge of omnichannel and eCommerce strategies, including Kroger Precision Marketing (KPM), preferred

Responsibilities

Develop and execute sales strategies that align client objectives with Kroger priorities and Bluebird's growth goals
Lead annual business planning, forecasting, promotional planning, and execution across a portfolio of 5–8 CPG clients
Lead Kroger Kompass (New Item Meetings) and develop plans that support successful item launches, assortment expansion, and distribution growth
Oversee promotional planning, sales strategies, trade fund management, and execution of Kroger's Divisional Sales Merchandising Plan (DSMP)
Identify emerging categories, market trends, and new business opportunities to expand client distribution, sales, and market share at Kroger
Partner with clients and internal teams to execute growth strategies across both in-store and digital channels
Serve as the primary relationship owner for a portfolio of CPG manufacturer clients
Build and strengthen relationships with Kroger category managers, process managers, buying teams, and other key stakeholders
Provide strategic direction and recommendations that support revenue growth, profitability, assortment expansion, and market share gains
Lead business reviews, category reviews, annual planning discussions, and key customer meetings
Identify opportunities to increase sales, distribution, promotional effectiveness, and category performance across assigned brands
Negotiate with both clients and Kroger to maximize growth, profitability, and overall business performance
Align client objectives with Kroger priorities to drive long-term growth and execution success
Identify and pursue new business opportunities within the Kroger ecosystem, with a focus on expanding Bluebird's client portfolio and retail presence
Leverage industry relationships, networking opportunities, trade shows, and market insights to generate new client opportunities
Help emerging and established brands secure placement, gain distribution, and accelerate growth at Kroger
Develop and present growth strategies that demonstrate Bluebird's value across sales, analytics, eCommerce, and omnichannel execution
Partner with leadership to expand Bluebird's client portfolio and retailer relationships within Kroger
Stay current on CPG trends, Kroger priorities, competitive activity, and category dynamics
Leverage 84.51, Circana (IRI), Nielsen, SPINS, and other syndicated data sources to identify opportunities and inform business strategy
Analyze category performance, shopper insights, and sales trends to support retailer and client decision-making
Translate data into actionable recommendations that drive growth and strengthen retailer relationships
Partner closely with supply chain, operations, and logistics teams to maintain strong service levels, in-stock performance, and execution
Collaborate with finance teams on forecasting, trade spend management, budget accountability, and profitability objectives
Support innovation pipeline planning and retailer-specific execution requirements
Partner with internal teams to ensure business plans are executed effectively across retail and eCommerce channels
Support issue escalation and resolution to maintain strong account health and retailer relationships
Monitor sales performance, forecasts, and key business metrics across a portfolio of 5–8 client accounts
Identify risks, opportunities, and business trends to inform strategic recommendations
Provide regular sales forecasts, business updates, and client status reports to leadership
Prepare and present category reviews, performance summaries, and business updates to clients and retail partners
Analyze sales metrics and KPIs to optimize account performance, profitability, and long-term growth