• Reporting directly to the Technical Service Lead • Responsible for the technical sales support for all Ag division products within the assigned territory in the northern tier US • Home-based position within the assigned territory • Work closely with the sales team and report to the Regional Sales Manager within the territory • Support sales and work with key influencers to establish research and demonstration trials • Promote UPL products and show value to the end user to generate pull-through sales and demand • Develop relationships with distributors/retailers to promote targeted UPL products • Evaluate distributor proprietary products that can be used in conjunction with UPL products • Help define and refine application techniques for new and established UPL brands • Respond to technical service inquiries from customers and sales/service team members in a timely fashion • Analyze inquiries to identify trends leading to emerging issues • Work closely with marketing to provide support for training materials • Train sales team members, distribution partners/retailers and customers on products via virtual and in-person presentations • Represent the company at trade events or industry functions as assigned

• Assist with sales strategy development, forecasting, budgeting, and resource planning. • Own annual sales target delivery across Natural and Conventional regional channels. • Build and maintain strong relationships with Regional HQ Accounts in Natural, Conventional, Specialty, and Distributor channels. • Manage broker partners and support distribution expansion across regional chains and independents. • Develop compelling, data-backed customer presentations highlighting brand story and category opportunities. • Set and monitor quarterly performance goals for broker partners. • Oversee and optimize trade promotion plans for maximum ROI. • Identify and manage new product launches and retail programs. • Ensure strong execution of shopper marketing and merchandising initiatives. • Travel up to 30% for customer visits, trade shows, team offsites, and market checks.

• Develop and execute a national sales strategy spanning natural, conventional, and mass channels • Set and achieve annual revenue, margin, and velocity goals (TDPs, product mix, EBITDA, etc.) • Lead cross-functional alignment on forecasting, promotional strategy, pricing, and innovation launches • Lead and mentor the Natural Sales Manager and Shopper Marketing Manager to ensure unified go-to-market execution and communication across teams • Build a high-performing internal sales team and manage a national network of brokers • Cultivate strong relationships with key retail partners and distributors • Optimize trade investment strategy and measure ROI to drive profitable growth • Partner with the Shopper Marketing Manager to execute retail programs that drive trial and repeat • Leverage syndicated data (SPINS, IRI, etc.) to inform business decisions, whitespace opportunities, and category strategies • Oversee demand planning and forecasting processes in collaboration with Finance and Operations

• Manages all distributors and direct customer related activities in designated geography (sales, equipment investment, service, etc.) • Ensures all distributor and direct customer A/R are within company guidelines and monitors/verifies its performances against the identified targets. • Utilizes knowledge of the geography, relationships with key contacts, and business insight tools to gain access to potential new customers and new business. • Ensures the development of the business in line with targeted sales and increased profitability in the assigned areas by managing the scouting and the complete activation of new potential clients in line with Lavazza commercial policies and activation standards (POS materials, products and assortment, prices, and equipment). • Supports farming activities on key selected clients to increase their value (e.g., driving compliance on contractual volumes with clients with Lavazza equipment, facilitating contract renewal when close to expiration, etc.) • Tracks budgets allocated for activation by account, ensuring maximum visibility and effectiveness at POS for the activation money invested. • Tracks results and reviews them on a regular basis with the Senior RSM to confirm execution and delivered results. • Supports the Lavazza Customer Relationship Management Software by updating sales activities and business opportunities daily.