Director, Sales Development & Activation

BROAD FUNCTION AND SCOPE OF POSITION:

The Director of Sales Development & Activation is a non-managerial, field-focused enablement role designed to strengthen regional sales performance through hands-on coaching, technology integration, and scalable learning frameworks. This position drives adoption of core sales technologies (CRM, NXT, and analytics platforms) and new marketing toolkits by embedding them into everyday sales execution. Through structured market visits, targeted coaching, and collaboration with Market Managers, the role elevates sales consistency, accelerates existing and new-hire readiness, and cultivates a data-driven, insight-based selling culture. The Director serves as a connector between Sales, Marketing, and Sales Enablement, ensuring field teams are equipped, engaged, and aligned with company initiatives while capturing measurable outcomes to inform future scalability.

PRINCIPAL RESPONSIBILITIES:

Sales Execution, Enablement & Field Performance

• Partner with Regional and Market Managers to drive consistent execution of company, client, and customer standards while reinforcing accountability for sales planning, execution, and technology initiatives.
• Conduct structured ride-alongs and live coaching focused on call planning, objection handling, upselling, and follow-through to strengthen executional consistency.
• Develop post-onboarding sales talent through advanced skill clinics, application labs, and individualized coaching plans in collaboration with Market Managers.
• Build scalable best-practice frameworks for distributor reviews, sales meetings, and operator planning sessions that can be replicated across regions.

• Lead technology and marketing enablement tools in the field by facilitating adoption of CRM, NXT (including AI applications), and new marketing toolkits through live demonstrations, application training, and coaching reinforcement.
• Embed CRM and technology tools into daily workflows by establishing clear usage standards, measuring engagement, and partnering with Market Managers to model and reinforce best practices.
• Reinforce CRM hygiene and reporting accuracy to ensure post-call data integrity and actionable analytics.

• Capture field insights and publish concise reports outlining trends, opportunities, and executional gaps.
• Define, track, and report key performance indicators related to sales execution, technology adoption, and client initiatives.
• Maintain coaching trackers, adoption metrics, and performance dashboards to provide visibility for leadership.

Marketing & Sales Enablement Collaboration

• Partner with Corporate Marketing and Sales Enablement teams to co-develop field-ready materials, including playbooks, job aids, and digital assets aligned with campaigns, client priorities, and CRM definitions.
• Lead program rollouts both in person and virtually, piloting initiatives, measuring effectiveness, refining content, and driving adoption through field feedback loops.

• Facilitate regional debriefs with key stakeholders-including Region Presidents, Market Managers, and Segment Leads-mid-trimester and post-trimester to align on progress, results, and support needs.
• Maintain consistent communication cadence with executive stakeholders through structured updates and reporting.

• Manage regional travel schedules, expenses, and logistics to support efficient field engagement and program execution.
• Ensure efficient scheduling and coordination of field activities to maximize time, impact, and resource utilization.

COMPETENCIES:

• Collaboration & Influence: Highly efficient with time and territory management to maximize productivity
• Data - Driven Decision Making: Resilient and skilled in communicating and leveraging sales data analytics and operator insights into the sales planning process
• Coaching: Sales teams during market visits and operator planning sessions
• Change Leadership and Agility: This position will lead through change and fostering a culture of adaptability (e.g., embracing new technologies and sales methodologies)

EDUCATION, EXPERIENCE, KNOWLEDGE, SKILLS, AND ABILITIES:

• Bachelor’s degree preferred, with 5+ years of success in foodservice sales, manufacturer representation, or distributor management.
• Experience working with key foodservice distributors, manufacturers, and CMC/GPO accounts preferred.
• Proven ability to coach, train, and influence field sales teams through structured development, market visits, and skill reinforcement.
• Demonstrated success in delivering and driving technology and CRM adoption-skilled at integrating CRM, analytics tools, and digital selling platforms into daily field execution.
• Strong understanding of marketing enablement-able to translate marketing assets, campaigns, and data insights into actionable field selling activities.
• Proficient in data-driven decision-making, using tools such as CRM reporting, Power BI, and other analytics dashboards to track performance and adoption trends.
• Skilled at cross-functional collaboration with Marketing, Sales Enablement, and HR to align regional training needs and client priorities.
• Exceptional verbal, written, and interpersonal communication skills, with the ability to motivate, influence, and gain alignment across multiple stakeholder levels.
• Highly organized and process-driven; adept at trimester planning, KPI tracking, and delivering measurable results through repeatable frameworks.
• Comfortable working both independently and collaboratively in a fast-paced, multi-market environment, balancing fieldwork and strategic planning.
• Proficient with Microsoft 365 (Excel, Word, Teams, SharePoint) and CRM systems; familiarity with learning management systems and virtual training platforms preferred.
• Up to 70% of overnight travel in assigned territory is required.
• Must have a valid driver’s license and reliable transportation; travel required within assigned regional markets

Physical Requirements AND Working Conditions:

• Candidate must be able to perform the essential functions of the job.
• Work may be performed in an office, warehouse or restaurant environment.
• Stand for extended periods of time, walk, bend, stoop, or climb.
• May have possible exposure to dust and may require the ability to lift and/or push up to 50 pounds.
• Flexible work hours to accommodate demands of position (some weekends included).
• Requires travel up to 70% of the time within territory and overnights may be required.

The Affinity Group is an Equal Opportunity Employer. We celebrate diversity and are committed to creating an inclusive environment for all employees. We do not discriminate based upon race, religion, color, national origin, gender (including pregnancy, childbirth, or related medical conditions), sexual orientation, gender identity, gender expression, age, status as a protected veteran, status as an individual with a disability, or other applicable legally protected characteristics. All employment is decided on the basis of qualifications, merit, and business need.