10491- National Sales Manager, K-12
BARCEL USA LLC · Remote-TX - Coppell, TX 75019 · remote
Position Summary
The National Sales Manager, K-12 will lead the development and execution of Grupo Bimbo's K-12 growth strategy across the United States, with primary responsibility for expanding Takis, Popcornopolis, and future school-compliant snack platforms within public and private school systems.
This role will be responsible for driving profitable growth through school districts, distributors, purchasing cooperatives, state and regional bid processes, school nutrition associations, and broker partners. The ideal candidate will possess deep K-12 channel expertise, strong relationships throughout the school foodservice ecosystem, and a proven track record of building national growth platforms in highly fragmented markets. The role will work cross-functionally with Sales, Marketing, Supply Chain, RGM, Finance, Category Management, and Innovation teams to build a sustainable K-12 business.
Key Responsibilities
Strategic Leadership
- Develop and execute the national K-12 sales strategy for Takis Brands and related AFH portfolio offerings.
- Establish annual growth objectives, customer targets, and commercialization plans.
- Identify high-priority school districts, cooperatives, state bids, and distributor partners.
- Build long-term business plans to drive sustainable growth across the K-12 segment.
- Deliver annual sales, volume, profit, and distribution goals.
Customer Development
- Develop relationships with:
- School Nutrition Directors
- State School Nutrition Associations
- Large School Districts
- Educational Cooperatives
- Foodservice Management Companies
- Purchasing Groups
- Distribution Partners
- Drive penetration within large strategic school districts and state-wide opportunities.
- Build customer-specific activation plans designed to generate school demand and trial.
Bid & Contract Management
- Own all K-12 bid submissions, contract opportunities, and cooperative purchasing programs.
- Develop annual bid calendars and ensure compliance with district, state, and regional requirements.
- Partner with brokers and distributors to maximize awarded business.
- Monitor award performance and renewal opportunities.
Distributor & Broker Management
- Lead K-12-focused broker strategy and accountability.
- Collaborate with distributors including broadline, specialty, and educational foodservice partners.
- Develop distributor growth plans and execution scorecards.
- Train broker organizations on product portfolio, positioning, selling tools, and K-12 market dynamics.
Commercialization & Innovation
- Partner with Marketing, R&D, and Product teams to identify and launch school-compliant products.
- Support Smart Snack compliance initiatives and new product commercialization activities.
- Translate customer insights into future product innovation opportunities.
- Assist in developing launch plans, student testing programs, and cafeteria activation strategies.
Market Activation
- Lead participation in:
- National SNA
- State SNA Events
- Regional School Foodservice Shows
- K-12 Buying Group Conferences
- Distributor Trade Shows
- Develop promotional programs, merchandising tools, and school activation strategies.
- Support customer events, sampling programs, and cafeteria marketing initiatives.
Cross-Functional Leadership
- Collaborate with Supply Chain, RGM, Marketing, Finance, Customer Service, and Operations.
- Ensure product availability aligns with bid awards and customer demand.
- Develop forecasting and annual business planning processes.
- Support pricing strategy, profitability analysis, and portfolio optimization.