Territory Manager (General) - Bay Area

About the role

The Territory Manager (TM) owns a mixed-channel account base for La Colombe in an assigned market, covering both hospitality accounts (hotels, casinos, premium chain restaurants, premium fast casual concepts, and premium bakeries) and foodservice accounts (Business & Industry (B&I) corporate dining, healthcare systems, and College & University (C&U) dining programs). The TM serves as the visible face of La Colombe across both segments, selling the full portfolio of premium coffee, cold brew, Office Coffee Service (OCS) solutions, and on-tap beverage platforms. The role requires fluency with both hospitality and foodservice buyer mindsets and the ability to switch between them throughout the same selling day.

Responsibilities

Territory Ownership — Mixed-Channel

• Carry a revenue book spanning hospitality and foodservice accounts in the assigned market and meet quota.
• Hunt consistently for new accounts across both hospitality (hotels, casinos, premium chain restaurants, premium fast casual, premium bakeries) and foodservice (Business & Industry (B&I), healthcare, College & University (C&U)) segments.
• Defend the existing book through strong retention across the mixed account base.
• Build and maintain a healthy pipeline across all stages of the sales cycle, spanning both channels.
• Be the visible La Colombe presence across leading accounts in both hospitality and foodservice across the market.

Mixed-Channel Sales Execution

• Sell the full La Colombe portfolio — premium drip, espresso programs, cold brew, Office Coffee Service (OCS) solutions, and on-tap beverage platforms — adapting the pitch and the math to each account type.
• For hospitality accounts: tailor the sales call to hospitality buyer language — guest experience, service standards, brand fit, banquet and in-room programs.
• For foodservice accounts: tailor the sales call to foodservice buyer language — cost per serving, dining program economics, employee or student satisfaction.
• Execute account-level pull-through of national contracts and Joint Business Plans (JBPs) negotiated by the National Account Manager (NAM) team across both channels.
• Carry the math on every account — current spend, total category opportunity, wallet share gap, and margin profile, regardless of channel.
• Lead product samplings at every meaningful call — adapt the product and the demonstration format to the account type.

Buyer Relationships — Both Channels

• Build relationships with hospitality property General Managers, Food & Beverage (F&B) Directors, Beverage Managers, and Executive Chefs.
• Build relationships with foodservice directors, contract dining managers, healthcare Food & Beverage (F&B) leadership, and College & University (C&U) dining services teams.
• Coordinate with onsite Compass, Sodexo, Aramark, and Canteen district leadership at foodservice accounts where applicable.
• Coordinate with management company regional Food & Beverage (F&B) leadership at hospitality accounts where applicable.

Cross-Functional Partnership

• Coordinate with both the Hospitality and Foodservice National Account Manager (NAM) teams on property-level and account-level pull-through.
• Partner with the Regional Foodservice Manager on distributor Operating Company (OPCO) pull-through at foodservice accounts.
• Partner with the Territory Education Manager for installation training, post-installation audits, and barista or staff training.
• Coordinate with service operations on installation, preventive maintenance, and equipment repair.
• Partner with channel marketing on co-op programs at leading accounts across both channels.
• Coordinate with client services on order accuracy, ticket resolution, and customer service handoffs.

Reporting and Pipeline Discipline

• Maintain Customer Relationship Management (CRM) records daily after every meaningful customer interaction.
• Deliver consistent pipeline updates and forecasts to the Regional Director — broken out by hospitality vs. foodservice segment.
• Participate in monthly regional calls, quarterly business reviews, and quarterly ride-alongs with the Regional Director.

Requirements

• 3–7 years of Consumer Packaged Goods (CPG), foodservice, or coffee industry sales experience in a field-based role, with experience across both hospitality and foodservice channels strongly preferred.
• Comfort selling to both hospitality buyers (General Managers, Food & Beverage (F&B) Directors, Beverage Managers) and foodservice buyers (foodservice directors, contract dining managers, healthcare Food & Beverage (F&B) leadership).
• Familiarity with foodservice distributor Operating Companies (OPCOs) a plus.
• Proven hunter mindset — a track record of consistent net new account acquisition across multiple account types.
• Strong consultative selling skills — discovery, value framing, objection handling, and close.
• Ability to switch contexts quickly between hospitality and foodservice buyer language and economics.
• Comfort with a heavy field cadence and a market-based role.
• Proficiency in Microsoft Excel and PowerPoint; Customer Relationship Management (CRM) proficiency (HubSpot or equivalent) required.

Education

Bachelor’s degree in a related field, or years of experience in combination with education.

Travel

60%+ within the assigned market.