Director of Sales Training & Development

BROAD FUNCTION AND SCOPE OF POSITION: The Director of Sales Training & Development 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 CONTINUING RESPONSIBILITIES OF THE POSITION (in order of importance):
• Partner with Regional and Market Managers to drive consistent execution of the company, client, and customer standards, while reinforcing accountability for team adoption of sales planning, sales execution, and technology initiatives.

• Lead technology and marketing enablement tools in the field—facilitating adoption of CRM, NXT (e.g. AI Application, etc.), and new marketing toolkits through live demonstrations, application training, and reinforcement during coaching sessions.

• Capture field insights and publish concise reports; define and track key performance indicators for sales execution, technology adoption, and client initiatives.

• Conduct structured ride-alongs and live coaching focused on call planning, objection handling, upselling, and follow-through to strengthen executional consistency.

• Embed CRM and technology tools into daily workflows—set clear usage standards, measure engagement, and partner with Market Managers to model and reinforce best practices.

• Reinforce CRM hygiene and reporting accuracy, ensuring post-call data integrity and actionable analytics.
• Partner with Corporate Marketing and Sales Enablement to co-develop field-ready materials (playbooks, job aids, and digital assets) aligned to campaigns, client priorities, and CRM definitions.

• Develop post-onboarding sales talent in partnership with the onboarding program through advanced skill clinics, application labs, and individualized coaching plans in collaboration with Market Managers.

• Build scalable frameworks and best practices for distributor reviews, sales meetings, and operator planning sessions that can be replicated across regions.

• Lead program rollouts both in person and virtually—pilot, measure, refine, and drive adoption through field-based enablement and feedback loops.

• Facilitate regional debriefs with key stakeholders (Region President, Market Managers and Segment leads) mid and post Trimesters to align on progress and support needs.

• Maintain a coaching tracker, adoption metrics, and performance dashboards for leadership visibility.

• Manage regional travel, expenses, and communication cadence, ensuring efficient scheduling and consistent updates to executive stakeholders.

KEY SALES 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)

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/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.

CANDIDATE MUST BE LOCATED IN THESE SOUTHEAST STATES: North Carolina, South Carolina, Tennessee, Georgia, Florida, Alabama, Louisiana, Mississippi

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.