VP, Non-Commercial Sales Full Time NEW

VP, Non-Commercial Sales

POSITION SUMMARY:

The Vice President, Non-Commercial Sales reports to the SVP, Sales & Marketing and is a critical member of the organization’s sales leadership team. The non-commercial team focus on the top Hospitality, Gaming, Contract Management, GPO and Healthcare accounts. This role is responsible for developing and executing the strategic customer plan for the Foodservice Non-Commercial division, ensuring alignment with annual sales operating plans and overall company goals. Leading a Director and team of National Account Managers. The Vice President will drive performance through strong leadership, coaching, and the development of a high-performing sales team. This individual will play a pivotal role in accelerating growth, strengthening customer relationships, and advancing sales expertise across the organization. Beyond customer and team leadership, the Vice President will serve as a collaborative partner within the broader Royal Cup Sales organization, fostering cross-functional alignment and contributing to enterprise-wide initiatives. The successful candidate will fuel profitable growth by expanding business with existing customers and securing new opportunities. 

SUPERVISORY RESPONSIBILITIES:

• Recruit, interview, hire, and train key personnel within the Non-Commercial sales team. 

• Leads and oversees the daily workflow of the team

• Provides constructive and timely performance evaluations

• Handles coaching, discipline and termination of employees in accordance with company policy

• Collaborate with other functions and team leadership to ensure cohesive team approach for execution and performance improvement

KEY RESPONSIBILITIES:

• Provide strategic leadership to the Non-Commercial team within the Foodservice Sales Channel by defining vision, strategy, and priorities.

• Direct the execution of sales strategies for Non-Commercial accounts to achieve business plans and improve penetration across targeted segments.

• Establish goals, objectives, and performance expectations for the Non-Commercial team.

• Drive the team to meet or exceed annual business targets, including top-line revenue, profitability, market share growth, cost management, forecasting accuracy, customer receivables, and trade spend efficiency (ROI).

• Non-Commercial efforts are focused on:

  • Hospitality, Lodging & Gaming — national hotel brands, Gaming, as well as hotel management companies across all hospitality tiers.

  • Contract Management Companies and Group Purchasing Organizations (GPO’s) – Such as Compass Group/Foodbuy, Aramark/Avendra/HPSI, Sodexo/Entegra, Delaware North, Premier, Vizient, Areas, etc. across 

  • Healthcare — hospital systems, long-term care, and senior living networks.

  • Education — higher education and campus dining operators.

  • Corporate Dining/Business & Industry — managed foodservice operators serving workplace environments.

  • And other Non-Commercial operators such as Cruise Lines

• Monitor and evaluate individual account plans and sales performance regularly.

• Maintain a consistent managerial cadence, including one-on-one meetings, quarterly work-withs, and regular customer and prospect visits to ensure accountability and focus.

• Instill discipline, rigor, and structure in the sales planning process; dedicate significant time to face-to-face coaching and mentoring of team members.

• Oversee pipeline activities and performance using CRM tools (C4C); drive adoption and data quality across the team.

• Coach, develop, and motivate the Directors and National Account Managers, enhancing their functional capabilities, business acumen, and leadership skills.

• Build and maintain a strong talent pipeline for the Non-Commercial team.

• Ensure the team has the training and development needed to adapt quickly to changing market conditions.

• Collaborate with the SVP of Foodservice and other senior leaders to refine key sales processes (e.g., S&OP, account planning, costing, pricing reviews).

• Strengthen and maintain senior-level relationships with strategic customers across all non-commercial segments.

• Work cross-functionally with Sales Distribution, Sales Support, Operations, and Equipment, and to ensure aligned execution.

• Leverage market knowledge, consumer insights, and competitive intelligence to identify opportunities and address key business challenges with national customers.

• Partner with Marketing, Supply Chain, Finance, and other functions to develop go-to-market strategies and plans.

• Represent the Non-Commercial sales perspective in business decisions, providing input on new initiatives and projects to maximize the impact of the sales organization.

• All other duties as assigned

MINIMUM QUALIFICATIONS:

• Bachelor’s degree in Business, Marketing, Finance, or a related field.

• 10–12 years of experience in a similar field, with demonstrated progression into senior sales leadership.

• Proven track record of leading high-performing sales teams and driving growth, ideally within the foodservice or food and beverage sector.

• Strong knowledge of the Non-Commercial foodservice landscape and the dynamics of key segments (Hospitality, Lodging, Gaming, Contractors, GPO’s, Healthcare, Education, Corporate Dining).

• Customer-focused with established senior-level relationships across non-commercial national accounts.

• Strong negotiation skills with a history of building collaborative business plans that create win-win outcomes.

• Skilled in fact-based selling, leveraging data and analytics, and developing joint business and customer plans.

• Hands-on leader, comfortable rolling up sleeves while also building team capability; results-driven with energy, drive, and a strong bias for action.

• Positive collaborator, able to work effectively with cross-functional teams.

• Ability to travel extensively, with regular overnight stays to visit customer locations, attend meetings, training, and other work-related events.

• Must have and maintain a valid driver’s license and personal automobile insurance as required by state law. Proof of both may be required at time of hire and periodically thereafter

• Ability to successfully pass the pre-employment process. (Please note: Due to vehicular travel requirements, this position is considered safety sensitive; therefore, candidates are required to successfully pass a drug test prior to employment, as well as a pre-employment background check and motor vehicle records check)

PREFERRED QUALIFICATIONS:

• Robust, established relationships across multiple non-commercial segments at the national account level.

• Prior experience in the coffee, tea, or broader beverage category.

• Prior experience with equipment and equipment based products.

• Experience with C4C or other enterprise CRM platforms.

• Prior experience managing a team that includes both director-level and individual contributor roles.

PHYSICAL REQUIREMENTS:

• Prolonged periods of sitting at a desk and working on a computer.

• Some physical requirements may include:

  • Frequent sitting, standing, walking, reaching, typing, reading, talking, and hearing.

  • The ability to lift up to 15 pounds with or without assistance. 

COMPANY PROFILE:

Royal Cup, Inc. is the proven leader in sourcing, roasting, blending, and distributing high-quality coffees and fine teas since 1896 and is the chosen partner for restaurants, hotels, offices, and commuters across the country. We are a family-owned business rooted in a longstanding tradition of coffee roasting excellence that takes pride in our unparalleled dedication to customer care.

We are a large, privately held national importer, roaster, and distributor of coffees, teas, and related products that have been in business for more than 125 years. Royal Cup, Inc. currently provides products, equipment, and service to restaurants, hotels, convenience stores, businesses, and individuals throughout the United States, and we are growing!

At Royal Cup, Inc. having a customer-centric focus is not simply a motto; our employees believe we each have a responsibility to provide outstanding service to our customers.  Our customer-centric focus results in actions we live by that not only retain our current customer base but grow our presence with new, high-impact accounts across the country based on exceptional products and service.

We believe serving our customers well, serves us well. We are results-oriented and strive to not only retain our current customer base but grow our presence with new, high-impact accounts across the country by offering exceptional products and service.

Royal Cup Coffee and Tea strives to be sustainably minded and a good corporate steward in all business endeavors.  It is also what others expect of us – our employees, our customers and vendors, our local communities, and the coffee and tea industry we help represent. This mindset permeates the actions we take today for tomorrow.

BENEFITS:

Royal Cup Coffee offers a competitive compensation plan and a comprehensive benefits program. On top of being a part of a well-caffeinated team, the benefits program includes healthcare, dental, vision, 401(k), company-paid life and disability insurance, Flexible Spending Account plan, select tuition reimbursement, paid parental leave, remote work opportunities, paid holidays, and vacation time. We also provide ongoing training that is designed to provide maximum success for our employees.

Royal Cup is committed to a diverse and inclusive workplace. We are an equal opportunity employer and do not discriminate on the basis of race, national origin, gender, gender identity, sexual orientation, protected veteran status, disability, age, or another legally protected status. For individuals with disabilities who would like to request an accommodation, please contact us at 1-800-366-5836.