Director of Sales - Kroger

Company Overview
The Bluebird Group is a manufacturer’s representative and consulting firm serving as an invaluable partner to some of the most innovative brands and multinational retailers. We are committed to delivering innovative solutions, focusing on growth, expertise, data, and fostering relationships. 

Job Summary
We are seeking a dynamic and results-driven Sales Director to lead 5–8 clients within the Consumer Packaged Goods (CPG) broker industry, calling directly on Kroger. This role oversees strategic planning, assortment management, pricing, promotions, and execution to maximize client performance at Kroger. The Sales Director will serve as the primary liaison between brands and Kroger, ensuring alignment on category objectives, shopper insights, and business development opportunities.

In addition to managing key client relationships and driving sales strategies, this leader will partner with other sales team members to enhance capabilities, strengthen Kroger partnerships, and consistently exceed revenue and profitability targets.

Key Responsibilities

• Strategic Leadership
  
  
  
  • Develop and implement Kroger Corporate sale strategies aligned with company objectives
    
  
  
  • Lead Kroger Kompass (New Item Meetings)
    
  
  
  • Oversee promotional, sales, and trade planning, including trade fund management
    
  
  
  • Identify new business opportunities and emerging categories within the CPG industry to break-in emerging brands and expand brand presence
    
  
  
  • Lead business planning processes for assigned clients, including forecasting and promotional planning and execution of Kroger’s Divisional Sales Merchandising Plan (DSMP)
    
  
  
  
  


• Client & Account Management
  
  
  
  
  • Serve as the primary point of contact for major CPG manufacturer clients
    
  
  
  • Build and maintain strong relationships with category managers, process managers, and buying teams
    
  
  
  • Negotiate with both vendors and Kroger to maximize growth and profitability
    
  
  
  
  


• Leadership
  
  
  
  
  • Set performance metrics, monitor progress, and provide regular coaching and feedback with clients
    
  
  
  • Foster a results-oriented, collaborative culture
    
  
  
  
  


• Market & Industry Insight
  
  
  
  
  • Stay current on CPG trends, Kroger dynamics, and competitive activities
    
  
  
  • Leverage syndicated data (e.g., 84.51, IRI, Nielsen, SPINS) to inform strategy and uncover opportunities
    
  
  
  
  


• Operational & Cross-Functional Collaboration
  
  
  
  
  • Partner with supply chain and logistics teams to ensure strong service levels and on-time delivery
    
  
  
  • Collaborate with finance on forecasting, trade spend management, and budget accountability
    
  
  
  • Support innovation pipeline planning and retailer-specific customization needs
    
  
  
  
  


• Reporting & Analysis
  
  
  
  
  • Provide regular sales forecasts, performance updates, and client status reports to executive leadership.
    
  
  
  • Analyze sales metrics and KPIs to optimize account performance and profitability
    
  
  
  • Prepare and present category reviews, business updates, and performance summaries to clients/brands and retail partners
    
  
  
  • Translate data into actionable insights to influence retailer decisions
  
  
  
  

Qualifications

• Bachelor’s degree in Business, Marketing, or related field (MBA preferred)
  


• 15+ years of progressive experience in CPG sales, including broker, manufacturer, or retail roles (5yrs+ calling directly on Kroger)
  


• Strong relationships with major national and regional retailers (e.g., Kroger, Walmart, Target, Whole Foods, etc.)
  


• Deep understanding of Kroger’s retail sales cycles, planograms, trade promotions, and retail execution
  


• Proficient in Kroger’s 84.51 systems, Microsoft Office Suite (PowerPoint, Excel, etc.), and syndicated data platforms (e.g., Nielsen, IRI)
  


• Self-motivated with excellent communication, negotiation, and presentation skills
  


• Ability to work independently and collaboratively with other team members
  


• Based in Greater Cincinnati region with ability to travel up to 10% depending on client and team needs

Preferred Skills

• Experience managing multiple categories across Kroger, grocery, mass, natural, and club channels
  


• Previous work in a broker environment representing multiple CPG brands and/or work in CPG with large/mid-size


• brands
  


• Knowledge of e-commerce retail channels and omnichannel sales strategies – Specifically Kroger KPM

Benefits

We offer a comprehensive benefits package, including:

• Competitive base salary + performance-based bonuses
  


• Cell Phone Plan or Reimbursement
  


• Medical
  


• Dental
  


• Vision
  


• HSA (with employer match)
  


• Short Term and Long-Term Disability
  


• Life Insurance
  


• 401(k) (with employer match)

Disclaimer: This job description is only a summary of the typical functions of the job, not an exhaustive or comprehensive list of all possible job responsibilities, tasks, and duties. Responsibilities, tasks, and duties of the jobholder might differ from those outlined in the job description and other duties, as assigned, might be required.