EL NACHO - Regional Sales Manager – New England

El Nacho Tortilla Chips; Boston (MA); On-site; USD 120,000 - 180,000; Full time

Job summary

El Nacho Tortilla Chips is seeking a Regional Sales Manager – New England to drive sales growth across Massachusetts, Rhode Island, Connecticut, Maine, New Hampshire, and Vermont. This hands-on, field-driven role leads the regional team and strengthens distributor relationships to expand distribution and velocity.

You will manage key retailers and develop seasonal strategies for Martha’s Vineyard and New Hampshire Seacoast, while partnering with DSD teams to open accounts and improve reorder

Qualifications

• 10+ years of sales experience in CPG or related consumer goods.
• Strong knowledge of the New England retail landscape and store formats.
• Experience calling on natural, conventional, and independent retailers.
• Experience with distributors and multi-state regional territory management.
• DSD operations or route-based sales experience preferred.
• Excellent communication, negotiation, presentation, and relationship-building skills.

Responsibilities

• Drive regional sales growth across New England and lead the sales team.
• Develop and manage relationships with retailers and distributors.
• Increase distribution, shelf presence, promotions, velocity, and SKU penetration.
• Execute retail programs including demos, displays, promotions, and digital support.
• Coordinate with distributor sales teams to increase regional penetration and orders.
• Build seasonal strategies for Martha’s Vineyard and NH Seacoast.
• Provide regular reporting, forecasting, and pipeline updates.

Skills

Sales leadership

Distributor relations

Retail strategy

Field sales

Communication

Travel ready

Job description

The Regional Sales Manager – New England will be responsible for driving overall sales growth, increasing velocity, expanding distribution, managing the team, and building brand awareness throughout the New England region.

This role will manage key retail and distributor relationships, develop new business opportunities, support and grow the El Nacho DSD business, and lead regional growth initiatives across Massachusetts, Rhode Island, Connecticut, Maine, New Hampshire, and Vermont.

This is a hands on, field-driven role focused not only on securing distribution, but on ensuring El Nacho succeeds after it reaches the shelf through strong velocity, merchandising, promotions, sampling, and consistent retail execution.

Territory

New England, including:

• Massachusetts

Priority growth markets include:

The role will also be responsible for developing a significant seasonal strategy for:

• Martha’s Vineyard
• New Hampshire Seacoast

Key Responsibilities

• Drive regional sales growth across the New England territory while growing and managing the New England sales team
• Develop and manage relationships with natural, conventional, specialty, and independent grocery retailers.
• Manage and grow key existing retail relationships including Whole Foods Market, Roche Bros., Shaw’s, and INFRA retailers.
• Increase distribution, shelf presence, promotional activity, SKU penetration, and retail velocity within existing accounts.
• Execute aggressive retail programs including demos, displays, IRCs, promotions, El Nacho shippers, secondary placements, and digital marketing support.
• Work closely with distributor sales teams through market visits, work-withs, sales blitzes, and account targeting to increase regional penetration.
• Manage, support, and work directly alongside the DSD team to open accounts, increase order size, improve reorder frequency, and build profitable route density.
• Build emerging and alternative-channel business through colleges and universities, corporate offices, hospitality, hotels and resorts, foodservice, eat & play, vending, micro markets, events, and travel.
• Identify out-of-stocks, distribution gaps, execution issues, and underperforming stores and develop corrective action plans.
• Monitor regional sales performance and provide regular reporting, forecasting, and pipeline updates.
• Track revenue, distribution, store count, SKU penetration, bags per store per week, promotional results, distributor purchase orders, new account growth, and DSD performance.
• Develop clear 30, 60, 90 day priorities and an annual New England growth plan.

Qualifications

• 10+ years of sales experience in CPG, preferably within the snack, food, beverage, or grocery category.
• Strong knowledge of the New England retail landscape.
• Strong experience calling on both natural and conventional grocery retailers.
• Experience working with distributors and managing a multi-state regional territory.
• Experience managing or working alongside DSD operations and route-based sales is strongly preferred.
• Strong understanding of retail velocity, promotions, merchandising, displays, and store-level execution.
• Excellent communication, negotiation, presentation, and relationship-building skills.
• Entrepreneurial self-starter who is comfortable building markets from the ground up.
• Willingness to spend significant time in the field and travel regularly throughout New England.
• Proficiency in Microsoft Word, Excel, and PowerPoint.