• The VP Sales, Fresh Produce - West Retail is responsible for driving revenue growth, profitable market share, and long-term customer partnerships. • This role owns retail customer strategy, sales performance, while ensuring alignment with Operations, Supply Chain, Quality, and Marketing to deliver best-in-class service and product execution. • Develop and execute a retail sales strategy aligned with the company’s annual and long-range growth targets. • Identify and prioritize growth opportunities by channel, customer, category, and SKU. • Lead annual planning process with EVP, forecasting, and budget development. • Provide clear, data-backed recommendations to executive leadership. • Own senior-level relationships with key retail partners and execute joint business plans (JBP) with priority accounts. • Drive customer-specific pricing, promotions, and assortment strategies. • Lead resolution of escalated customer issues with solution-oriented feedback. • Oversee end-to-end sales execution from planning to account management. • Improve sales efficiency through process simplification and data discipline.