Director of Sales

Director of Sales – La Mexicana Tortillas

La Mexicana Tortillas is an independently‑owned Northwest food manufacturer producing authentic tortillas and tortilla chips for over 70 years. We’ve earned our reputation in food service for quality, consistency, and care — and now we’re aiming to bring that same craft to retail shelves across the West Coast.

We’re looking for a proven sales leader to help us expand both our retail and food service business, deepen customer relationships, and build the distribution network that will take La Mexicana into its next chapter of growth.

• Lead expansion for La Mexicana’s branded products across the Pacific Northwest and beyond.
• Build and maintain relationships with grocery buyers, merchandisers, and executives — plus key food service distributors and chain accounts.
• Secure new shelf placements, grow distribution, and expand facings for tortillas and chips.
• Manage, motivate, and measure brokers and the Retail Account Manager to hit placement and velocity goals.
• Represent La Mexicana in buyer meetings, line reviews, and trade shows; deliver persuasive, data‑driven presentations.
• Negotiate pricing, programs, and promotions within company guidelines.
• Partner closely with the President on go‑to‑market plans and trade strategy.
• Monitor sales performance by account, category, and channel to identify gaps and opportunities.
• Design and oversee a hybrid distribution network combining:
• Direct Store Delivery (DSD) for local and regional retail and food service partners, and
• Third‑party distributors / 3PLs for regional and national fulfillment.
• Ensure top‑tier execution from all partners — focusing on freshness, fill rate, and on‑time delivery.
• Collaborate with the Warehouse Supervisor and Distribution Manager to ensure product quality, accuracy, and efficient routing.
• Track delivery timeliness, returns, and cost‑per‑case to optimize efficiency.
• Work closely with Customer Service to maintain strong communication and fast issue resolution.
• Lead and develop:
• Distribution Manager
• Warehouse Supervisor
• Customer Service Manager
• Retail Account Manager
• Align sales, service, and distribution toward shared growth and service KPIs.
• Foster a disciplined, collaborative, and customer‑focused culture.
• Champion continuous‑improvement practices across your team.

• Develop and maintain account‑level forecasts in partnership with Operations and Purchasing.
• Track KPIs such as store count, velocity, fill rate, and broker performance.
• Provide executive‑level updates on sales performance and distribution expansion.
• Supply data‑driven insights on trends, customers, and channel opportunities.

• 8+ years of CPG or food‑manufacturing sales experience, including 3+ years leading retail accounts.
• Proven success opening new retail doors and driving growth in grocery or natural channels.
• Experience managing food service distributor or chain‑account relationships.
• Strong understanding of DSD logistics, retail distribution, and grocery operations.
• Exceptional relationship‑building and presentation skills with buyers and executives.
• History of managing brokers and small account teams.
• Highly organized, data‑driven, and proficient with ERP/CRM systems (Dynamics 365 / Business Central preferred).

• Experience in bakery or Hispanic food categories.
• Familiarity with Lean or continuous‑improvement practices.

• Impact: You’ll be at the center of a regional brand’s transformation into a household name.
• Autonomy: High trust, broad scope, and direct line to ownership.
• Growth: A company on track for high growth with significant career upside.
• Culture: Family‑run values, teamwork, and commitment to doing things right.
• Benefits: Medical, dental, vision, 401(k) match, paid time off, and annual performance bonus.