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Director, Sales – National Accounts

Farmer Bros Co

This is a Contract position in Northlake, TX posted June 24, 2021.


The Director, Sales – National Accounts will have full responsibility over their designated National Accounts. Responsible for planning and implementing the company’s product line national sales programs. Coordinates development of sales objectives, strategies, advertising, and promotional programs and ensures their execution.


  • Manages, develops and maintains business relationships with existing and potential national clients to meet sales objectives.
  • Responsible for collaborating with the National Account team in the execution of customer specific initiatives, RFP processes, presentation development and execution with field personnel, customer and company communication, and general customer management.
  • Leads the organization to set and exceed aggressive growth targets to ensure company growth outpaces growth of category in general (4-5%).
  • General manager mindset when it comes to financial responsibility and approach. Leads across a functional team and generates strong profit growth consistently. Makes swift decisions in a fairly volatile commodity category.
  • Assists in the growth and promotions of qualified individuals. Actively participates in the succession planning process.
  • This role is about creating best in class processes and strategy, and then implementing them successfully depending on the needs of individual customers. To drive change, the candidate will be “hands on” and highly visible—and also mindful of the rich legacy and culture.
  • Be tech savvy and process driven. They will play a critical role as Farmer Brothers upgrades the fact based selling platform to provide consistent excellence in customer interface by expanding “the Farmer Brothers Way”.
  • Be a “player/coach” with the ability to teach and lead while impacting sales volume and expanding current revenue with established customers and those targeted as new business opportunities.
  • Works cross functionally with other departments in the company from supply chain to logistics and marketing etc.
  • Is a great communicator. Ensures that the needs of the customers and the field team are heard in these cross functional environments.
  • Instills in team that the organization is a reflection of Farmer Brothers’ culture and vision to the customers and that all policies and procedures are followed by the team in the field and at HQ.
  • Direct and control the sales of FBC products and expansion of customer base to achieve national account sales/market goals and enhance FBC’s competitive position and profitability.
  • Develop and implement national sales strategies and programs for increasing sales, profits, and market penetration through national customers.
  • Represent the company to customers, vendors, suppliers, and other business entities.
  • Identify and recommend tools for the sales organization that will drive sustainable growth.
  • Develop and present sales presentation tools to support and grow sales.
  • Monitor competitive and industry environment and trends.
  • Provide leadership to others through example and sharing of knowledge/skill.
  • Collaborate with the National Account Managers to ensure that customer initiatives are being executed in the field and reports are compiled as needed.
  • Ensure a high level of customer service is maintained in the national sales group and responds to elevated customer service issues.
  • Ensure RFP’s and contracts are complete and accurate.
  • Assist field personnel in preparing and presenting RFP’s and presentations for mid-sized franchisees or GPO members.
  • Demonstrates the values of accountability, inclusion, collaboration, communication, and integrity in actions.
  • Participate in sales initiatives where applicable by gathering and communicating pertinent information for assigned accounts to the sales organization.
  • Provide support and guidance for field sales inquiries.
  • Create and analyze reporting as needed for sales initiatives.
  • Participation in sales planning projects.
  • May have supervisory responsibilities.
  • May perform other duties as assigned.

  • Bachelor’s degree and/or 10 + years of sales and account management experience with demonstrated experience in channel management.
  • Masters’ degree preferred.
  • Demonstrated written and verbal communications.
  • Demonstrated knowledge with Finance, Pricing, and Analysis.
  • Coffee Experience a plus.
  • Experience interacting with national or key accounts preferred.
  • Demonstrated experience with Project Management.
  • Proficiency in computer skills including, but not limited to: Microsoft Office (ie. Word, PowerPoint, Excel), as well as internet research.
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