• Lead and develop the SAE and VRM team in building and sustaining strong customer relationships, identifying client needs, and delivering enhanced relationship management that drives sales, gross profit, and compliance. • Create a P&L strategy and take ownership for regional growth within your book of business. • Coach and mentor SAEs to strengthen their sales techniques and strategic account management capabilities. • Establish and track KPIs, sales targets, and performance metrics to ensure consistent growth and profitability. • Guide the team in creating and executing activation and pull-through strategies. • Ensure SAEs and VRMs collaborate cross-functionally with internal Covetrus stakeholders to deliver value across products, services, and operations. • Serve as a liaison between customers and internal teams by clearly communicating activation and pull-through strategies to ensure alignment and execution. • Attend customer meetings - both in-person and virtual - alongside SAEs and VRMs to reinforce the importance of long-term client relationships. • Identify growth opportunities and develop tailored solutions to meet evolving client needs. • Oversee and manage the RFP process, lead renewal discussions, and support the execution of broader strategic objectives. • Develop and implement strategic account business plans through SAEs, incorporating growth objectives and Covetrus priorities (e.g., customer retention, financial performance).

• Own and deliver the regional ARR target through a team of Mid-Market AEs. • Maintain a high-quality pipeline across the region, ensuring coverage, velocity, and deal progression. • Forecast accurately and communicate risks and upside clearly. • Hire, onboard, and ramp Mid-Market AEs across the East Coast Region. • Coach reps on discovery, deal strategy, objection handling, and executive-level selling. • Run regular 1:1s, pipeline reviews, deal reviews, and forecast calls with rigor and consistency. • Support AEs on complex deals involving multiple stakeholders, longer sales cycles, and broker-influenced motions. • Work closely with Solutions Engineering, Implementation, Product, Marketing, and Leadership to unblock deals and improve the sales motion. • Develop and execute a regional plan that includes broker coverage, pipeline generation, and strategic account targeting. • Travel as needed to support reps, brokers, and key opportunities.

• Have a proactive and organized approach to sales development, addressing day-to-day operating issues as well as providing strategic direction for the Natural Channel business • Key areas of focus will encompass leadership across a variety of fronts: account management, broker management, distributor management, planning and forecasting, data analysis and reporting, new product launch and in-store execution, and the ability to help drive significant distribution gains • Drive Gross Sales • Achieve volume targets by flawlessly executing against strategic priorities • Lead the broker and distributor team members to overdrive sales execution and results • Build an accurate forecast and ensure its implementation across UNFI and KeHE • Grow market share, have expert knowledge of category and competition • Proactively communicate and develop plans for sales/share/category/competition • Identify business opportunities and help close white space opportunities • Increase TDP growth and achieve optimal placement • Define and secure new business and TDP growth • Plan and manage all merchandising activities • Develop, foster, and maintain strong internal and customer/distributor relationships while ensuring proper communication of vital information • Regularly update and communicate progress to management • Develop and monitor business scorecards; define clear account penetration, sales, share, and highlight opportunities • Pull, analyze, and report weekly data and insights to the organization regarding Once Upon a Farm’s sales performance across each product category at both the retailer and distributor level • Closely monitor inventory through the UNFI Supplier Portal and KeHE Connect; provide forecast updates and recommendations to retailers and distributor partners as needed • Analyze retailer and distributor trends to identify key areas for focus and work with the broker team to execute

• Works closely and effectively with a wide array of teams as an overlay sales specialist, including marketing, local Territory Account Managers, Insides Sales Reps, other Specialists, and District Sales Managers • Assists District Sales Manager and Territory Account Managers with the development of customized territory plans yearly and quarterly • Regularly meets with customers both individually and as an Illumina team • Prepares and presents compelling technical seminars on Illumina Sequencing product lines and sequencing applications • Develops long-term customer relationships as a trusted consultant