EAST Regional Sales Manager

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 SUMMARYWe'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 RESPONSIBILITIESRetail Partnership OwnershipOwn regional relationships, KPIs, and performance with key retail partnersLead line reviews, assortment strategy, distribution expansion, and innovation sell-inExpand distribution while protecting brand integrity, pricing, and velocityServe as a trusted thought partner to buyersEast Region Accounts: Wegmans, MOM's Organic, Fresh Thyme, INFRA, NCG (HQ & East), The Fresh Market, and regional independentsManage regional trade spend within budget, including planning, tracking, and audit supportOwn regional trade planning across promotions, pricing, merchandising, displays, and launchesEnsure promotional compliance, planogram accuracy, and pricing integrityPartner with brokers and field teams to drive trial, velocity, and visibilityUse reporting and portals across retailers, distributors, and merchandising partners to inform data-driven trade and execution decisionsIdentify execution gaps and take fast, practical actionUse store-level insights to inform future trade strategyLead, manage, and motivate regional brokers and merchandising partners to deliver best-in-class executionSet clear priorities, expectations, and performance standards in a collaborative, mission-aligned wayEstablish and track KPIs tied to distribution, shelf presence, promotional compliance, and velocityHold partners accountable through regular performance reviews, scorecards, and action plansAlign incentives and field priorities to regional goals and trade programsConduct regular joint store visits to validate execution, coach teams, and identify opportunitiesSpend meaningful time in stores to ensure execution excellence and real-time feedbackMeet or exceed regional sales targets across assigned accounts and categoriesExecute regional growth plans aligned to company GTM strategy and retailer-tiering prioritiesDrive distribution and velocity across assigned accounts and categoriesLead innovation sell-in and ensure launch excellence at retail, from authorization through executionOwn regional forecast inputs, promotional planning, and performance reporting to support company-wide forecastingProvide clear, timely feedback on execution, velocity, and retailer response to inform future strategy and innovation decisionsCross-Functional CollaborationPartner with Marketing on in-store initiatives, regional promotions, demos, and market-specific activationsCollaborate with Sales Operations, Operations, and Finance to support item setup, forecasting inputs, trade execution, and performance trackingMonitor distributor execution and activity at UNFI and KeHE within assigned territories, escalating risks and opportunities as neededEXPERIENCE & QUALIFICATIONS5-8+ 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 accountsExperience working with brokers and distributorsStrong understanding of the natural retail landscape (mass/club understanding is a bonus)Willingness to travel 30-50% within territory and/or for national trade showsExperience with emerging and/or mission-driven brandsPassion for sustainability and purpose-driven businessExceptional verbal and written communicator with commercial acumen and consumer empathyOutstanding management of details with consistent follow throughMust be located in the West (proximity to major account HQ preferred)WHAT WE OFFEROpportunity to help scale a mission-driven body care portfolio with global impactEntrepreneurial, values-led cultureCompetitive compensation with comprehensive benefitsFlexible, fully remote work environment #J-18808-Ljbffr

Created: 2026-04-20