Retail Commercial Feed Sales Manager

ESSENTIAL JOB FUNCTIONS AND STANDARDS:

I. Function: The Commercial Feed Sales Manager is responsible for leading Valley Wide's commercial feed growth strategy while driving profitable sales across key agricultural product categories. This position develops producer relationships, leads the feed and retail sales organization, and increases customer share of wallet through feed, animal health, minerals, fencing, twine, heavy hardware, water systems, livestock equipment, and other farm and ranch supplies.

The role serves as the primary commercial leader for producer-focused retail sales growth, connecting supplier strategy, category management, field execution, and customer engagement. The manager will expand feed tonnage and gross-margin dollars while positioning Valley Wide as a complete agricultural solutions provider.

Position Evaluation: Along with attitude and policy compliance, position will be evaluated according to the following Key Performance Indicators:

• Feed tonnage growth

• Feed gross-margin dollars

• Margin per ton

• Branded and private-label growth

• Agricultural category sales growth

• Animal health sales growth

• Twine and seasonal product growth

• Heavy hardware sales growth

• Producer retention and acquisition

• Producer share of wallet

• Average sales per producer account

• Multi-category customer penetration

• Sales activity and pipeline execution

• Fill rate and customer service performance

II. Job Summary:

These are the basic requirements of the position and must be performed competently.

Feed and Agricultural Sales Strategy

• Develop and execute a commercial feed and agricultural product sales strategy aligned with Valley Wide's 2027 objectives.
• Drive profitable growth across branded, private label, bagged, bulk, and tote feed programs.
• Lead sales growth in animal health, minerals and supplements, fencing, twine and harvest supplies, heavy hardware, water systems, livestock equipment, and related farm and ranch categories.
• Identify new markets, producer segments, customer opportunities, and seasonal growth programs.

Producer Relationship and Share of Wallet Growth

• Build and maintain strategic relationships with key commercial producers.
• Develop account growth plans focused on tonnage, retention, profitability, category penetration, and missed sales opportunities.
• Connect feed purchases with complementary products and services to increase total value delivered to each producer.
• Lead strategic customer visits, business reviews, and coordinated selling efforts across Valley Wide teams.

Sales Leadership and Execution

• Lead, coach, and develop the feed and agricultural sales team, setting clear goals and activity expectations.
• Establish disciplined pipeline, territory, account planning, and follow-up practices.
• Partner with Category Managers and Field Operations to improve product knowledge, promotions, merchandising execution, and local sales results.
• Lead seasonal initiatives tied to calving, lambing, grazing, fencing, irrigation, hay production, harvest, and livestock production cycles.

Supplier, Product, and Cross-Functional Strategy

• Partner with strategic suppliers to support growth, quality, service, innovation, and customer confidence.
• Support controlled supplier diversification and the development of branded and private-label programs.
• Provide field and customer insight to guide assortment, pricing, product development, and inventory decisions.
• Work closely with the Procurement Manager, Category Managers, and field leadership to align customer demand with product availability, supplier programs, inventory positioning, and pricing strategies that support profitable growth.
• Monitor supplier performance and communicate recurring service, quality, or availability issues.

Feed Manufacturing Strategy

• Evaluate feed manufacturing capabilities and production strategies as part of Valley Wide's long-term commercial feed growth plan.
• Assess operational readiness, market demand, capital requirements, supply-chain implications, production economics, and return-on-investment scenarios associated with owned feed manufacturing assets.
• Develop data-driven recommendations regarding the optimal role of feed manufacturing within Valley Wide's producer growth strategy.

Analytics and Accountability

• Monitor feed tonnage, revenue, gross-margin dollars, margin per ton, customer retention, new account growth, fill rates, sales activity, and category attachment.
• Use customer and sales data to identify gaps, prioritize opportunities, and recommend corrective actions.
• Provide regular progress updates against annual operating plans and 2027 strategic goals.

ESSENTIAL JOB QUALIFICATIONS/PREREQUISITES:

1. Bachelor's degree preferred; equivalent agricultural sales and leadership experience will be considered.
2. Five or more years of agricultural, feed, livestock, or farm and ranch sales experience preferred.
3. Strong knowledge of livestock nutrition, producer operations, and agricultural product categories.
4. Demonstrated ability to build commercial customer relationships and lead profitable sales growth.
5. Leadership, coaching, communication, financial, and business planning skills.
6. Experience leading or evaluating feed manufacturing operations and production strategies. Demonstrated ability to assess operational capabilities, market opportunities, capital investments, and return-on-investment scenarios associated with feed manufacturing assets and to translate those findings into actionable growth recommendations.
7. Ability to travel throughout Valley Wide's trade territory.