Director of Sales Distribution AFH

About the role

The Director of Sales - Distribution for the Away-from-Home (“AFH”) channel will play a critical role in driving the strategic vision and profitable growth of Bimbo Bakeries USA’s AFH business through managing the sales pipeline and relationships with broadline distributors, foodservice operators, and broker partners. This role is accountable for leading distributor strategy, strengthening execution across national and regional networks, and ensuring alignment between AFH commercial priorities and field execution. This leader will serve as a central orchestrator across Sales, Marketing, Finance, and Supply Chain, with ownership of distributor and broker relationships, sales execution, contract negotiations, pricing alignment, and program delivery.

Responsibilities

• Strategic Vision and Growth: Develop and lead strategies focused on enhancing competitive positioning, territory development, and distributor execution to drive sustainable growth across AFH channels.
• Distributor Strategy Development: Serve as the lead for key distribution (Sysco, US Foods, PFG) and CMC partners (Sodexo, Aramark), owning strategy, annual planning, relationship management and long-term partnership development.
• Commercial Activation and Delivery: Manage the sales pipeline and drive sales execution by servicing existing accounts, driving case growth, activating new accounts, developing sell stories, identifying new growth opportunities, and overseeing end-to-end execution in market.
• Distribution Planning and Execution: Lead joint business planning, program rollout, and execution routines to ensure distributor/CMC activities support operator demand, portfolio priorities, and commercial objectives.
• Contract Negotiation, Trade and Pricing Decisions: Manage the commercial pipeline and relationships with customer accounts, including leading contract negotiations, overseeing pricing decisions, and managing trade programs in partnership with RGM and finance.
• Performance Management: Monitor partner performance, execution quality, and program results; diagnose gaps and drive corrective actions through disciplined business reviews and follow-ups.
• Growth Opportunities Assessment: Monitor new product listings, category insights, competitor activities, operator activation, and strategic distributor/CMC programs to identify opportunities to expand Bimbo’s AFH volume and footprint.
• Cross-Functional Coordination: Act as the central point of contact across Account teams, Supply Chain, Marketing, Finance, RGM, Quality Assurance, Human Resources, and our bakeries, to align distributor / C