Basic American Foods
  • Consumer Foods
  • Walnut Creek, CA, USA
  • TBD
  • Salary
  • Full Time

Full Benefit Package Available

Are you a driven & agile Sales Leader? If yes, we have a great opportunity for you!

This role on the Consumer Foods business toggles between scaling a start-up and being a scrappy number three player in a challenging category. He/she is focused on channel strategy and has an aggressive mindset to win market share from bigger competitors. As the role is based in Walnut Creek and most of the seven-person team (one Trade & Pricing Manager and six National Account Managers) team are remote, the Sales VP must be effective at leading a remote team. The role requires an entrepreneurial mindset with some balance of process and discipline to help us scale, flex and grow.

Specific Responsibilities

  • Identify and capitalize on channel and distribution growth opportunities.
  • Be the architect of an effective Sales team, an inspiring and motivating leader.
  • Develop go-to-market plans and the MAPS playbook in partnership with Marketing.
  • Connect the dots from business performance to forecasting to action
  • Establish a true partnership with leaders and team at our broker network (Beacon United Group/CA Fortune).
  • Create capability and process around trade spend optimization and win-win customer margin structure.

Experience and Qualifications

  • Ten plus years of experience in CPG Sales, and preferably in food. It will be important that this person have managed small, #2 or #3 ranked businesses or have startup experience.
  • Demonstrated success in developing sales strategies and plans that drove revenue growth.
  • Knowledge of pricing models, accrual trade-spend system, budgeting and demand planning.
  • Familiarity with using IRI/Nielsen data for fact based selling
  • Balances revenue growth with the constraint of healthy gross margins.
  • Track record of success in customer activation across natural, grocery, mass and Club channels
  • A bachelor's degree is required, an MBA or advanced degree is highly desired
  • Travel up to 50% of the time for work with customers, brokers and Sales team


  • Inspires a shared vision and paints a picture of what could be; engages, influences, and aligns others in a shared vision and strategy.
  • Is action-oriented with a passion to meet daily challenges with a positive "can-do" attitude and a strong sense of urgency.
  • Must balance thoughtful deliberation with decisiveness
  • Excellent communication skills --comfortable with direct and open dialogue.
  • He/she must help to forge cross-functional partnerships through influence rather than authority
  • Is self-aware and willing to listen and learn; emphasizes the importance of continuously learning.
  • Embraces the rigor of business analytics and metrics but is able to challenge the status quo with innovative thinking
  • Able to distinguish between what to do well, what to ignore and what to do 'really well' in a resource constrained environment

Basic American Foods (BAF) is an 85 year old startup company. While we are the market leader in the Foodservice channel for dehydrated potatoes and beans, our strategy is to source the majority of our growth going forward from the Retail channel and plant based foods.

The Retail opportunity is to scale our complete protein pasta startup brand - Modern Table. The pasta is made from lentils, rice and peas and our portfolio of plain pasta, mac & cheese and meal kits are positioned to disrupt some very big, sluggish center store categories. Current customers from Whole Foods to Target to Costco see bean based foods as a hyper growth segment. We have invested in manufacturing capability to give ourselves a competitive advantage and drive innovation.

The Retail business also includes a bigger, solidly profitable potato portfolio - Hungry Jack and Idaho Spuds. We are the #3 brand in a $450mm category with a fast-growing Club business. In '18, we are launching Idaho Spuds veggie mash, the first in a sequence of innovations to bring growth back to the category.

Basic American Foods
  • Apply Now

  • * Fields Are Required

    What is your full name?

    How can we contact you?

    If you do not agree, you will not be able to receive text messages from this employer.
  • Sign Up For Job Alerts!

  • Share this Page
  • Facebook Twitter LinkedIn Email
Corporate logo Sales Team Portal Our Markets About BAF Careers News & Media Contact