Specialty Sales Rep - West Coast

Westrock Coffee Company•Los Angeles, CA

About The Position

Falcon is hiring a Specialty Sales Rep to manage and grow its West Coast client base, develop new leads, and provide high-touch service to coffee roasters across the region. The role is concentrated in the Bay Area, with regular travel to Vancouver, Edmonton, Seattle, Portland, Los Angeles, San Diego, and other markets including Arizona, Nevada, and Idaho. During the first eight months, the focus is on new client leads while assisting with existing accounts; afterward, the representative will also cover sales desk and sales email traffic as needed for teammates. The representative will build and maintain client relationships, find and onboard new customers, manage leads and interactions in Falcon’s CRM, direct sales of spot and afloat coffee positions, and support the complete client lifecycle from samples and sales through releases and payments. The position also involves cupping samples for calibration, gathering client feedback, researching regional market trends, identifying opportunities and operational improvements, and contributing to sales strategy and client experience. The role includes regular internal meetings and training, quarterly visits to the Austin office during the first year, client travel, and attendance at coffee industry events. The representative will host or attend local cuppings and events, plan client-visit logistics, submit internal trip reports, contribute to the biweekly newsletter, and continue shaping the role with their manager as regional and company needs evolve.

Requirements

Coffee cupping and quality control experience.
At least 5 years of experience in specialty coffee.
Proactive and able to work independently.
Outgoing, independent, and confident.
Able to identify operational issues and improvements and experiment with and implement solutions.
Excellent written and verbal communication skills.
Flexible and able to multitask.
Highly organized and detail-oriented.
Willingness to travel domestically or internationally.

Responsibilities

Manage and grow existing West Coast client relationships, providing outstanding service to a high-touch regional market.
Serve as the point of contact for new leads in the region and target, research, contact, visit, and onboard potential clients.
Attend coffee events and networking opportunities, and host or attend local cuppings and other coffee events.
Focus on new client leads during the first eight months while assisting with existing West Coast clients.
After the initial eight months, cover sales desk and sales email traffic as needed for teammates.
Identify team and operational bottlenecks and propose or implement improvements to efficiency and the client experience.
Communicate Falcon’s values and commitments internally and externally.
Visit the Austin office for one week per quarter during the first 12 months for onboarding, training, coffee-quality calibration, learning internal processes and software, and gaining context on team roles.
Attend weekly one-on-ones with the Specialty Sales & Operations Manager, weekly North America sales strategy meetings, and weekly North America Specialty team operations meetings.
Travel with the existing team to visit West Coast clients twice during the first 12 months, then visit clients independently.
Attend the SCA event in April and attend SCA / World of Coffee in the US each year with the sales team.
Travel to origin once per year starting in the second year to continue learning about Falcon’s supply chains and observe client origin trips.
Learn and, once trained to proficiency, perform client onboarding, sample queuing, sales contract issuance, marketing information distribution, CRM documentation, and coverage for teammates.
Maintain and manage leads and client interactions in Falcon’s CRM, including recording last connections and setting follow-up reminders.
Create origin-specific messaging for leads and clients based on harvest timing.
Manage directed selling of Falcon’s spot and afloat positions.
Plan logistics for client visits, including requesting marketing materials for events, and send internal trip reports after sales trips with proposed strategy updates where appropriate.
Research and report regional market trends and growth opportunities, and contribute to setting Falcon’s strategies.
Cup roasted samples sent for calibration, including PSS, Arrival, and occasional offer samples, independently or with clients.
Follow up on sample requests, obtain client feedback, and share relevant information with the team.
Own the client lifecycle, including samples, sales, releases, and payments, and assist the accounts team and logistics with follow-up when needed to manage risk.
Contribute to the biweekly newsletter at least once per quarter or when proposing a topic.
Continue shaping the role alongside the manager to meet regional client and Falcon needs.