Director of Sales - Kroger
About the role
We're looking for a Director of Sales to lead a portfolio of 5–8 CPG clients across Kroger, drive business growth, and build strong relationships with both clients and retailer partners. This role owns the overall performance of assigned accounts and serves as the primary relationship leader for clients and key Kroger stakeholders.
What You'll Do
Strategic Leadership: Develop and execute sales strategies that align client objectives with Kroger priorities and Bluebird's growth goals. Lead annual business planning, forecasting, promotional planning, and execution across a portfolio of 5–8 CPG clients. Lead Kroger Kompass (New Item Meetings) and develop plans that support successful item launches, assortment expansion, and distribution growth.
Client Leadership & Business Growth: Oversee promotional planning, sales strategies, trade fund management, and execution of Kroger's Divisional Sales Merchandising Plan (DSMP). Identify emerging categories, market trends, and new business opportunities to expand client distribution, sales, and market share at Kroger. Partner with clients and internal teams to execute growth strategies across both in-store and digital channels.
Business Development: Identify and pursue new business opportunities within the Kroger ecosystem, with a focus on expanding Bluebird's client portfolio and retail presence. Leverage industry relationships, networking opportunities, trade shows, and market insights to generate new client opportunities. Help emerging and established brands secure placement, gain distribution, and accelerate growth at Kroger.
Market Insights & Category Leadership: Stay current on CPG trends, Kroger priorities, competitive activity, and category dynamics. Leverage 84.51, Circana (IRI), Nielsen, SPINS, and other syndicated data sources to identify opportunities and inform business strategy. Analyze category performance, shopper insights, and sales trends to support retailer and client decision-making. Translate data into actionable recommendations that drive growth and strengthen retailer relationships.
Cross-Functional Collaboration & Execution: Partner closely with supply chain, operations, and logistics teams to maintain strong service levels, in-stock performance, and execution. Collaborate with finance teams on forecasting, trade spend management, budget accountability, and profitability objectives. Support innovation pipeline planning and retailer-specific execution requirements. Support issue escalation and resolution to maintain strong account health and retailer relationships.
Reporting & Business Performance: Monitor sales performance, forecasts, and key business metrics across a portfolio of 5–8 client accounts. Identify risks, opportunities, and business trends to inform strategic recommendations. Provide regular sales forecasts, business updates, and client status reports to leadership. Prepare and present category reviews, performance summaries, and business updates to clients and retail partners. Analyze sales metrics and KPIs to optimize account performance, profitability, and long-term growth.
What We're Looking For
Experience: 15+ years of progressive experience in CPG sales, including broker, manufacturer, retailer, or commerce organization experience. 5+ years of direct experience calling on Kroger and managing retailer relationships. Proven success leading client relationships and driving business growth across multiple accounts. Experience managing multiple brands, categories, or client portfolios. Experience developing and executing retailer-specific growth strategies across both in-store and digital channels. Previous broker experience representing multiple CPG brands preferred.
Skills & Competencies: Deep understanding of Kroger's retail sales cycles, merchandising processes, planograms, trade promotions, and retail execution. Strong business development and relationship management skills. Excellent communication, presentation, and negotiation abilities. Strong analytical, forecasting, and business planning capabilities. Proficiency with Kroger's 84.51 platform, Microsoft Office Suite, and syndicated data platforms such as Circana (IRI), Nielsen, and SPINS. Knowledge of omnichannel and eCommerce strategies, including Kroger Precision Marketing (KPM), preferred. Ability to translate data and insights into actionable growth strategies. Comfortable balancing strategic leadership with hands-on execution.
Leadership Attributes: Takes ownership and drives results. Builds trust with clients, retailers, and internal teams. Identifies opportunities and acts on them. Thrives in a fast-moving, entrepreneurial environment. Leads with accountability, follow-through, and a customer-first mindset.