VP, Route Sales Distribution

Royal Cup, Inc.; Birmingham (AL); On-site; USD 100,000 - 150,000; Full time

Job summary

Royal Cup, Inc., a leader in the coffee industry, seeks a VP, Route Sales Distribution to lead their distribution strategy and team. This executive role requires extensive experience in logistics and sales, aiming to enhance operational efficiency and customer satisfaction. Candidates should possess strong leadership capabilities and strategic planning skills, along with a bachelor’s degree in a relevant field.

Benefits

Healthcare

401(k)

Paid holidays and vacation

Tuition reimbursement

Qualifications

• 10+ years of experience in sales distribution or logistics.
• At least 5 years in a senior leadership role.
• Proven ability to lead large teams.

Responsibilities

• Develop and implement distribution sales strategies.
• Oversee route sales and optimize logistics.
• Lead and mentor a team of route managers.

Skills

Leadership

Strategic Planning

Analytical Skills

Communication

Education

Bachelor’s degree in Supply Chain or Business Administration

Job description

Position Title: VP, Route Sales Distribution

Reports To: President & Chief Executive Officer

Location: Required to work onsite from a Royal Cup facility in either Birmingham, Atlanta, Dallas or Houston. This is not a remote work position.

INTERNAL EMPLOYEE APPLICANT LINK: https://hcm.paycor.com/l/r/D4B9D325

This is a direct-hire position. Unsolicited resumes or candidate referrals from third-party recruiting agencies will not be accepted.

POSITION SUMMARY:

The VP, Route Sales Distribution is a strategic executive leader responsible for developing and executing a world-class distribution strategy to optimize product delivery and route sales across the United States. This role oversees a team of 180+ professionals—including General Managers, Area Managers, Market Managers, Territory Managers, and Route Optimization Specialists—ensuring operational excellence, revenue growth, and an outstanding customer experience. The VP, Route Sales Distribution will drive efficiency, scalability, and continuous innovation, positioning the company as an industry leader in coffee distribution.

SUPERVISORY RESPONSIBILITIES:

• Lead, mentor, and develop a high-performing route team, fostering a culture of accountability and continuous improvement.
• Recruit, interview, hire, and train key personnel within the route delivery function.
• Oversee the daily workflow of the route network, ensuring seamless execution and performance optimization.
• Conduct constructive and timely performance evaluations, providing coaching and development opportunities.
• Enforce company policies while managing employee relations, performance management, and disciplinary actions.
• Collaborate with cross-functional leadership teams to drive alignment, operational synergy, and strategic execution.

KEY RESPONSIBILITIES:

• Develop and implement a national route distribution sales strategy that enhances efficiency, reduces costs, and ensures exceptional service levels.
• Oversee route sales and product distribution for key accounts, maximizing revenue opportunities and optimizing distribution logistics.
• Guide and support General Managers, Area Managers, Market Managers, Territory Managers, and Route Optimization Specialists to achieve company objectives.
• Leverage analytics to refine logistics, improve route efficiency, and enhance sales performance.
• Work closely with Sales, Operations, Finance, and Customer Service teams to integrate distribution strategies with company-wide initiatives.
• Establish and track key performance metrics, driving accountability and continuous improvement across the distribution network.
• Manage and optimize the route distribution sales budget to ensure profitability while maintaining service excellence.
• Identify and implement advanced technology solutions to enhance route sales performance and operational effectiveness.
• Ensure adherence to all relevant regulations, including DOT and industry-specific best practices.
• Drive service excellence, ensuring seamless product delivery and strong customer relationships.
• All other duties as assigned.

MINIMUM QUALIFICATIONS:

• Bachelor’s degree in Supply Chain, Business Administration, or a related field (or equivalent combination of education and experience).
• 10+ years of experience in sales distribution, logistics, or related fields, with at least 5 years in a senior leadership role.
• Proven ability to lead large, geographically dispersed teams and drive operational efficiencies at scale.
• Strong expertise in distribution networks, logistics, and route-based sales models.
• Exceptional leadership, strategic planning, and financial management capabilities.
• Analytical mindset with the ability to interpret complex data and implement process improvements.
• Excellent communication skills, with the ability to engage and influence stakeholders at all levels.
• Ability to travel 50% or more as required by business needs.
• Ability to successfully complete the pre-employment process.

PREFERRED QUALIFICATIONS:

• Coffee or other food or beverage distribution experience.

PHYSICAL REQUIREMENTS:

• Prolonged periods of sitting at a desk and working on a computer.
• Some physical requirements may include:
• Frequent sitting, standing, walking, reaching, typing, reading, talking, and hearing.
• The ability to lift up to 15 pounds with or without assistance.

COMPANY PROFILE:

Royal Cup, Inc. (“Royal Cup” or the “Company”) is the proven leader in sourcing, roasting, blending and providing high-quality coffees, fine teas and other complementary products since 1896 and is the chosen partner for restaurants, hotels, resorts and clubs, offices and commuters across the country. We are a family-owned business rooted in a longstanding tradition of coffee roasting excellence who takes pride in our unparalleled dedication to customer care.

We are a large, privately held national importer, roaster and distributor of coffees, teas and related products that has been in business for more than 125 years. Royal Cup currently provides products and services to restaurants, hotels, convenience stores, businesses and individuals throughout the United States, Canada and the Caribbean and we’re growing!

At Royal Cup having a customer centric focus is not simply a motto; our employees believe we each have a responsibility to provide outstanding service to our customers. Our customer centric focus results in actions we live by that not only retain our current customer base but grow our presence with new, high impact accounts across the country based on exceptional products and service.

We believe serving our customers well, serves us well. We are results oriented and strive to not only retain our current customer base but grow our presence with new, high impact accounts across the country by offering exceptional products and service.

Royal Cup strives to be sustainably minded and a good corporate steward in all business endeavors. It is also what others expect of us – our employees, our customers and vendors, our local communities, and the coffee and tea industry we help represent. This mindset permeates the actions we take today, tomorrow and today for tomorrow.

BENEFITS:

Royal Cup offers a competitive compensation plan and a comprehensive benefits program. On top of being a part of a well-caffeinated team, the benefits program includes healthcare, dental, vision, 401(k), company-paid life and disability insurance, Flexible Spending Account plan, select tuition reimbursement, paid parental leave, paid holidays, and vacation time. Ongoing training designed to provide maximum success for our employees is offered.