• Vice President Sales, National Accounts

    Job Locations US-AL-Birmingham
    Req No.
    Sales & Sales Support
    Regular Full-Time
    1st Shift
  • Overview

    Royal Cup, Inc. (RC) is the proven leader in sourcing, roasting, blending and providing high-quality coffees and fine teas since 1896 and is the chosen partner for restaurants, hotels, 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.


    Royal Cup Coffee 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, company paid disability, 401(k), life insurance, Flexible Spending Account plan, and paid vacation. Tuition reimbursement plan includes up to 80% reimbursement per company criteria. Ongoing trainings designed to provide maximum success for our employees is offered.


    The Vice President of National Accounts - FoodService & Hospitality Sales (VP National Accounts) will report to the Senior Vice President Foodservice & Hospitality.  As a key member of the leadership team, the Vice President of National Accounts will have responsibility for developing and executing the strategic customer plan for the U.S. Food Service & Hospitality Division, in alignment with annual sales operating plans, to meet Royal Cup Coffee & Tea’s overall strategic goals. In addition to day-to-day management of the team of National Account Managers and Executives (NAMs and NAEs), this executive will need to establish a strong leadership position within the broader Royal Cup Sales organization and develop collaborative working relationships with the rest of the Executive Leadership team of CEO, Senior Vice President, CFO, CMO and the Vice President, OCS. This individual will provide strategic leadership, accelerate growth, and elevate the level of sales expertise through the development of a solid team of professionals. He or she will fuel profitable growth for the business through both existing customers, new customers, and licensees. In addition, the successful candidate will play an active role in driving cross-functional and/or cross-company initiatives.


    The VP National Accounts has the following essential duties and areas of responsibility:


    Business Development Strategy

    • Provide sales leadership to the National Account team within the Food Service Sales Channel by defining the vision and strategy
    • Direct the execution of sales strategy for National Accounts to achieve plans and improve overall penetration within the Food Service market
    • Play a lead role in establishing goals, objectives and priorities for the National Account team Lead the National Account team to deliver/exceed RC annual business targets, including top line revenue, bottom line profitability, share growth, cost management, forecasting accuracy, customer receivables, and trade spend efficiency (ROI)
    • Monitor individual sales team account plans and check progress regularly

    Sales Management

    • Adhere to a regular managerial cadence that creates accountability within teams through one-on-one meetings and monthly site visits/ ride-alongs
    • Instill discipline, rigor, and process to the sales planning function. Spend three out of five days each working face to face with and coaching and developing team members
    • Oversee funnel activities and performance using CRM tools
    • Coach, develop and motivate NAM’s/ NAE’s; build/enhance their functional capabilities, business acumen and leadership skills to maximize individual and team performance
    • Develop and maintain a talent pipeline for the National Account team
    • Ensure that sales teams have the appropriate level of training and development to be able to quickly shift to moving market conditions

    Intracompany Leadership

    • Work closely with SVP of Foodservice & Hospitality and other executives to refine key sales processes as necessary (e.g., sales and operation planning (S&OP), account planning, pricing reviews, etc.)
    • Build enduring and competitively stronger/deeper customer relationships at the senior levels of strategic partners as needed
    • Work collaboratively with Sales Distribution, Sales Support, Operations, and Equipment and Technical Service
    • Leverage rich market knowledge (e.g., industry trends, consumer insights, customer and competitive activity) to identify and define key business issues and growth opportunities with large national customers
    • Partner with the CMO and other functional leads (e.g., Channel Marketing, Supply Chain, Finance) in developing go-to-market strategies and plans for national accounts
    • Represent the national accounts sales perspective in business decisions by determining the nature of sales contributions to new initiatives and projects based on maximizing utilization of sales organization capability


    To perform this job successfully, an individual must be able to perform each essential duty satisfactorily.  The requirements listed below are representative of the knowledge, skill(s), and/or abilities (including physical abilities) required to satisfactorily perform each essential duty.  Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

    • Minimum of Bachelor’s degree
    • Minimum of 7-10 years of experience in a similar field
    • Proven track record of leading high-performing sales teams and fueling sales growth in top-tier branded consumer goods companies, ideally within the food/beverage sector
    • Strong knowledge of consumer products/brands and their interaction within the Food Service and Hospitality marketplace
    • Customer-centric and will have deep relationships with National Accounts (at the most senior levels, as well as lower down the organization)
    • Prior experience with coffee category is preferred
    • Strong negotiations skills and a demonstrated track record of success in building collaborative business plans with customers to achieve win-win outcomes
    • Broad base of field and key account sales experience across all key classes of trade
    • Grounded in fact-based selling, the use of data and analytics and joint business and customer planning. Of critical importance will be experience building and invigorating leading brands and driving share growth. While this executive needs to be a proven leader and capability-builder, this individual also needs to be comfortable “rolling up his/her sleeves” and getting into the details, with a committed ambition to grow with Royal Cup Coffee & Tea Co. This leader will be very results-focused and have drive, energy and a strong bias for action
    • Ability to work with and support others in a positive way
    • Ability to successfully complete the pre-employment process


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