Royal Cup, Inc.
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VP, Convenience Store Sales
role at
Royal Cup, Inc.
Overview The
VP, Convenience Store Sales
is a strategic leader responsible for driving Royal Cup’s growth, profitability, and brand presence across the national Convenience Store Division. This role leads the development and execution of high‑impact sales strategies, oversees key customer partnerships, and builds new revenue streams through both existing and emerging market opportunities. The VP ensures Royal Cup’s coffee, tea, and allied product portfolio achieves sustainable growth through strong leadership, customer engagement, and market innovation.
Supervisory Responsibilities
Recruit, interview, hire, and train key personnel within the Convenience Store sales team.
Oversee the daily workflow of the team.
Provide constructive and timely performance evaluations.
Handle 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 Convenience Store team within the Foodservice Sales Channel by defining vision, strategy, and priorities.
Drive the execution of sales strategies for Convenience Store accounts to achieve business plans and improve penetration in the Foodservice market.
Establish goals, objectives, and performance expectations for the Convenience store sales 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).
Monitor and evaluate individual account plans and sales performance regularly.
Maintain a consistent managerial cadence, including one‑on‑one meetings and monthly 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 team members.
Oversee pipeline activities and performance using CRM tools.
Coach, develop, and motivate Account Executives (AE’s), enhancing their functional capabilities, business acumen, and leadership skills.
Build and maintain a strong talent pipeline for the Convenience store sales 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.
Work cross‑functionally with Sales Distribution, Sales Support, Operations, Equipment, and Technical Service 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 Convenience store 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 Finance, Marketing, Business, or a related field.
7–10 years of experience in a similar field.
Proven track record of leading high‑performing sales teams and driving growth in top‑tier consumer goods companies, ideally within the food and beverage sector.
Strong knowledge of Foodservice, consumer products, brands, and their interaction within Foodservice and the broader marketplace.
Customer‑focused with deep relationships across large C‑Store Chains (top 100), at multiple levels of the organization.
Strong negotiation skills with a history of building collaborative business plans that create win‑win outcomes.
Broad experience across the Foodservice ecosystem, field and key account sales across all classes of trade.
Skilled in fact‑based selling, leveraging data and analytics, and developing joint business and customer plans; experienced in building and growing leading brands and driving market share.
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.
Willingness and ability to travel across multiple markets as business needs require, often requiring overnight stays to attend meetings, trade shows, 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. Due to the vehicular travel requirements this position is considered safety sensitive; therefore candidates are required to successfully pass a drug test prior to employment. In addition, candidates will also be required to complete and pass a pre‑employment background check and a motor vehicle records check.
Preferred Qualifications
Prior experience in the coffee category.
Physical Requirements
Prolonged periods of sitting at a desk and working on a computer.
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.
Seniority level Executive
Employment type Full‑time
Job function Sales and Business Development
Industries Food and Beverage Services
Referrals increase your chances of interviewing by 2x.
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VP, Convenience Store Sales
role at
Royal Cup, Inc.
Overview The
VP, Convenience Store Sales
is a strategic leader responsible for driving Royal Cup’s growth, profitability, and brand presence across the national Convenience Store Division. This role leads the development and execution of high‑impact sales strategies, oversees key customer partnerships, and builds new revenue streams through both existing and emerging market opportunities. The VP ensures Royal Cup’s coffee, tea, and allied product portfolio achieves sustainable growth through strong leadership, customer engagement, and market innovation.
Supervisory Responsibilities
Recruit, interview, hire, and train key personnel within the Convenience Store sales team.
Oversee the daily workflow of the team.
Provide constructive and timely performance evaluations.
Handle 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 Convenience Store team within the Foodservice Sales Channel by defining vision, strategy, and priorities.
Drive the execution of sales strategies for Convenience Store accounts to achieve business plans and improve penetration in the Foodservice market.
Establish goals, objectives, and performance expectations for the Convenience store sales 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).
Monitor and evaluate individual account plans and sales performance regularly.
Maintain a consistent managerial cadence, including one‑on‑one meetings and monthly 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 team members.
Oversee pipeline activities and performance using CRM tools.
Coach, develop, and motivate Account Executives (AE’s), enhancing their functional capabilities, business acumen, and leadership skills.
Build and maintain a strong talent pipeline for the Convenience store sales 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.
Work cross‑functionally with Sales Distribution, Sales Support, Operations, Equipment, and Technical Service 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 Convenience store 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 Finance, Marketing, Business, or a related field.
7–10 years of experience in a similar field.
Proven track record of leading high‑performing sales teams and driving growth in top‑tier consumer goods companies, ideally within the food and beverage sector.
Strong knowledge of Foodservice, consumer products, brands, and their interaction within Foodservice and the broader marketplace.
Customer‑focused with deep relationships across large C‑Store Chains (top 100), at multiple levels of the organization.
Strong negotiation skills with a history of building collaborative business plans that create win‑win outcomes.
Broad experience across the Foodservice ecosystem, field and key account sales across all classes of trade.
Skilled in fact‑based selling, leveraging data and analytics, and developing joint business and customer plans; experienced in building and growing leading brands and driving market share.
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.
Willingness and ability to travel across multiple markets as business needs require, often requiring overnight stays to attend meetings, trade shows, 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. Due to the vehicular travel requirements this position is considered safety sensitive; therefore candidates are required to successfully pass a drug test prior to employment. In addition, candidates will also be required to complete and pass a pre‑employment background check and a motor vehicle records check.
Preferred Qualifications
Prior experience in the coffee category.
Physical Requirements
Prolonged periods of sitting at a desk and working on a computer.
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.
Seniority level Executive
Employment type Full‑time
Job function Sales and Business Development
Industries Food and Beverage Services
Referrals increase your chances of interviewing by 2x.
#J-18808-Ljbffr