EXECUTIVE POSITION DESCRIPTION

for

DIRECTOR OF SALES

QUALITY INGREDIENTS CORPORATION

www.qic.us

KeyStone Search has been retained in the recruitment of a Director of Sales headquartered in Burnsville, Minnesota.
The Director of Sales will provide strategic and tactical leadership for the sales function of this growing company.
Position Description

The Director of Sales is responsible for driving revenue and margin growth and protecting the core
business by managing the sales team to seek out and acquire new customers and further penetrate
existing customers in order to improve overall revenue, profitability, effectiveness, and customer
satisfaction.

The Director of Sales is a member of the QIC leadership team first, and the leader of the Sales team
second. Consequently, the candidate must be able to work at both the strategic and tactical levels.
He/she will work collaboratively with the CEO and other members of the Quality Ingredients Corporation
leadership team to align company goals and resources to drive profitability.

The Director of Sales’ demonstrated strengths must include: positive leadership, strong and dedicated
planning and results orientation, change management, problem-solving, openness, honesty,
transparency, communication.

Mission and Values

Quality Ingredients is committed to the following mission and values statements as reflections of their
unique culture.

Mission:
As an indispensable partner with our customers,
we enable them to successfully create more functional, better tasting,
and healthier products by developing dried food ingredients
and offering custom processing solutions.

Values:

Ownership Culture
Customer Intimacy
Innovation
Growth

Mission and Values Summary:

Serve speaks to our dedication to customer service and focus,

and growing through our commitment to service

Innovate reflects our aspiration to be a recognized leader

in the creation and production food ingredients,
and driving continuous improvement across the organization

Win enabling our customers to win in marketplace,

and winning as a company and as individuals
in an employee-owner culture
Quality Ingredients Corporation Description
Quality Ingredients Corporation (QIC) helps its food customers produce quality products by supplying
them with innovative dry ingredient solutions that can be customized to make good foods even better.

The company was founded by Minnesota entrepreneur Bob Thompson in 1987. He combined his food
science, product development, and sales expertise with external manufacturing partnerships to offer dry
cream products.

QIC opened its first production facility in Burnsville, Minnesota during the 1990's to manufacture
ingredients using spray- and roll-drying processes. A second facility was acquired in Marshfield,
Wisconsin. This facility provides spray drying and dry-blending capabilities.

By building upon its advanced dry-processing expertise, Quality Ingredients has expanded well beyond its
technical foundation of dry creamer and shortening powder technologies to include a broad range of dry
ingredient systems. These systems range from dry creamers, to cheese and dairy powders, whips, flavors
and colors, encapsulations, specialty ingredients and specialty dry blends. These are all ingredient
solutions that can be customized to make good foods even better!

QIC is regarded as a smaller player in its markets. Sales are $60MM and certain competitors are
significantly larger. QIC can not and does not compete on the basis of price. In addition, QIC would not
claim to have the broadest product offering in the marketplace. By contrast, the foundation for QIC’s
competitive differentation is customized service. QIC attempts to understand the unique needs of its
customers – what drives their success – and works to deliver a custom set of products/services to best
meets those needs. QIC often finds that it can and will do that when its competitors are unable to do so.
As an example, QIC offers in-house technical and product development capabilities and often creates
product solutions unique to a customer.

Quality Ingredients Corporation operates as an Employee Stock Ownership Plan (ESOP)

company, with employees owning 100% of the company. Each employee is vested in customers' success
and there is a strong orientation to customer service, teamwork, and results.

Position Duties and Responsibilities

This Director of Sales position will be primarily charged with supporting Quality Ingredients Corporation in
each of the following areas of responsibility:

• New Client Acquisition

• Sales Revenue/Margin Production

• Sales Team Leadership, Development, Structure

• Strategic Business Development
• Company Leadership

• Customer Service Leadership

Quality Ingredients Corporation
Page 4 of 11

Key Relationships
This Director of Sales position reports directly to the CEO, is directly responsible for the sales and
customer service functions, and will work closely and collaboratively with a number of colleagues. The
following lists key relationships:

• CEO: The CEO determines and communicates the Quality Ingredients Corporation strategy. The
Sales Team works closely with the CEO to align sales plans with Quality Ingredients strategy in
order to establish the best use of Quality Ingredients Corporation resources. It is expected that
the Director of Sales will assess and communicate sales performance, results, and
recommedations such that issues and opportunities can be quickly identified and acted upon.
• Chief Financial Officer: The CFO and Director of Sales will work collaboratively on sales
reports, sales plans, forecasts, budgets, and expenses to effectively manage the sales team’s
results and resources.
• VP of Research and Development: The VP of Research and Development is responsible for
developing and commercializing new products. The Director of Sales will work to drive and
assess market and customer new product opportunities and to drive them toward actualization.
• Director - Purchasing / Risk Management: The Director of Purchasing/Risk Management is
responsible for the procurement of materials and well as pricing of QIC products and services.
The Director of Sales will partner with this person to develop and execute strategic and tactical
pricing strategies.
• Sales Team: The Sales Team all work towards improving overall revenue, profitability,
effectiveness and customer satisfaction as well as quality of data in the new CRM system. The
current sales team includes 5 - U.S.-based sales people working from home-based offices across
the US.
• Customer Service Team: The Customer Service Team is responsible for order entry, logistics,
and general support of customer requests and issues. The Director of Sales leads this functions,
which currently includes a Customer Service Manager and two Customer Service reps.
• Director of Operations: The Director of Operations, with responsibility for production and
safety, seeks to produce high quality products from controlled processes while finding the best
balance between meeting customer delivery requirements and managing inventories. The
Director partners with this position to ensure customer requirements are met efficiently and
effectively.
• Director of HR: The Human Resources Director is responsible for training and development of
company personnel as well as compensation and incentive plans.
• Director of Quality: QIC seeks to build a certified QA program that will give customers complete
confidence and faith in the products and services delivered. The Director of Sales partners with
this position to ensure customer requirements and expectations are met and exceeded.
• Director of Marketing: A new position and not yet filled, a very close partnership is envisioned
between the Director of Marketing and Director of Sales. The Director of Marketing is expected to
lead the effort to determine what segments to pursue, determine accounts to target, identify and
develop the competitive value proposition, and drive execution through product, price, and
promotion strategies. The Director of Sales will provide key input and other contributions to this
effort.
Quality Ingredients Corporation
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Description
A successful Director of Sales is able to drive revenue/margin
growth and protect core business by managing the sales team TRAITS and BEHAVIORS
to seek out and acquire new customers and further penetrate
• Positive Leadership
existing customers in order to improve overall revenue,
profitability, effectiveness, and customer satisfaction. This • Results orientation
person will lead the team in driving new client acquisition and
• Change Management
also leverage existing company relationships to take
advantage of new products and services. This person will • Problem-solving
travel with sales team members to visit clients and land new
• Strategic/Tactical
business.
• Collaborative
The Director of Sales should have strong and proven
• Accountable/Responsible
leadership skills and the ability to generate great performance
out of their team. They should drive accountability through the • Open/honest
sales team and have the ability to develop the skills of the
• Transparent
team in selling value and solutions to the company’s
customers. • Disciplined

• Ethical
The Director of Sales is also responsible for leadeing the
Customer Service team with responsibility for order entry, • Proactive
logistics, and customer issues.
• Strong communicator
The Director of Sales works closely with other members of the • Good mentor/coach
management team and the CEO.
• Able to be coached
• Team Developer

• Professional

• Dependable
• Plans work; works plan
Quality Ingredients Corporation
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Activities

Area Actions
New Client • Develop/refine target account lists, consistent with company objectives
Acquisition • Establish a plan for penetration of accounts that meet company criteria
• Establish relationships with new accounts at the executive level
• Drive new account penetration through planned sales team activities utilizing
a defined sales process
• Sell to QIC’s competitive value proposition
• Support sales team members by visiting clients and representing the
company
• Drive new account opportunities through the sales process
• Maintain/grow margins in line with company goals
• Manage business development efforts for results; execute contingency plans
as needed

Area Actions
Sales Team • Assess sales team – hire/replace appropriately
Development • Recommend changes in size and structure of team, if applicable
• Manage performance of sales reps through established goals and metrics
• Communicate and execute a strategy for the sales team
• Maintain a pulse of on-going activities, successes and challenges
• Coach and develop sales reps to grow the business as a team
• Develop reps skills in selling a “solution” and representing value to clients
• Demonstrate the attributes and behaviors in alignment with company values
• Define, train, and coach to a sales process; hold sales reps accountable for
hitting goals and activity metrics while following a defined sales process
• Define, train, and coach to an account management process; hold sales
reps accountable for hitting goals and activity metrics while following a
defined account management process
• Champion, train and maintain proficiency in CRM system, including:
- Work closely with the sales team to ensure reliability of customer
information, customer segmentation, products, and contact information
- Provide accurate and reliable forecasting and pipeline management
- Gather and communicate competitive intelligence from the field
• Demonstrate proficiency and ability to coach to all aspects of the sales
process, specifically what it means to:
- Understand the customer needs and recommending solutions that meet
those needs
- Involve key members of the company’s team in the sales process
Quality Ingredients Corporation
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Area Actions
Sales • Demonstrate strong business acumen (understanding of how customer’s
Revenue/ businesses operate and thrive)
Margin • Take executive relationship role with strategic accounts
Production • Sell to QIC’s competitive value proposition
• Manage sales efforts for results; execute contingency plans as needed
• Work with management team to:
- Consistently forecast a sales pipeline with sufficient activities planned to
achieve sales team revenue goal, profitability goal, and quotas
- Proactively communicate unexpected increases or decreases in demand
for products
- Submit reports to the CEO on a timely basis, with an effective overview
of progress towards goals, key milestones accomplished, challenges as
they arise and assessment of the sales team members

Strategic • Work with company resources to identify new markets to pursue

Business • Develop strategy and sales approach to penetrating new markets
Development
• Identify and assign target accounts within new markets
• Continue learning about industry, products, and uses
• Remain current on customer preferences and options, by attending sales
meetings, vendor training and trade shows, or reading trade journals
• Possess a proficient knowledge of company target audience, value positions
and competitive differences
• Build trust to establish client relationships in which confidence is placed, to
establish a common ground or understanding in a short amount of time, and
be credible in the industry
• Help build strategic relationships by understanding and articulating company
value, building relationships at all levels, gaining access to key decision
makers, and leveraging referrals

Company • Execute responsibilities as member of the QIC leadership team first, and the
Leadership leader of the Sales team second.
• Work at both the strategic and tactical (hands-on) levels
• Work and communicate collaboratively with the CEO and other leadership
team members to align company goals and resources to drive profitability
• Stay true to company values and ethics
• Demonstrate strong business acumen (in understanding of how Quality
Ingredients Corporation’s businesses operates including R&D, strategy,
profitability and operations)
• Support the consistent implementation of company initiatives
• Ensure Sales Team and QIC functional areas operate effectively in QIC’s
cross-functional team sales model, as needed
Quality Ingredients Corporation
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Area Actions
• Present a professional image at all times in appearance, communications,
and interactions
• Hold external memberships or networks through organized groups in an
effort to stay knowledgeable and well connected within the industry

Customer • Lead and manage staff; develop and manage toward performance goals
Service • Review/refine customer support processes and procedures
Leadership
• Oversee order fulfillment process
• Ensure QIC portrays at all times a professional image in appearance,
communications, and interactions
• Oversee customer issue resolution process
Quality Ingredients Corporation
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Measurements and Indicators

Quality Ingredients Corporation has placed significant importance on outlining the expectations for the
hired Head of Sales. In addition to the information outlined in the job profile, the following measurements
will be utilized as the primary performance indicators. The CEO will determine the specific goals and
relevant importance in each category.

NEW CLIENT Measurements Indicators

ACQUISITION • New business margin results • New accounts purchasing products
• Opportunities from New clients • # of new Value opportunities in
• Advancement of new client opportunities in pipeline
the pipeline • Sales Rep Call reports
• Refinement of Target List in current • Value proposition selling
markets
• Increased activities with new clients
SALES TEAM Measurements Indicators
DEVELOPMENT • Proactive sales efforts by sales team • New accounts sold
• Selection and Retention of quality Sales • Increase in Percentage of Value
personnel opportunities in pipeline
• Sales Rep skill development • Assessment of Rep Skills
• Sales Manager skill development • Observations by CEO
• Holding Reps to sales process • Pipeline reports
• Positive team attitude • Recommendations for personnel
• Sales team motivation and structure of team
• Development of on-boarding program • Retention
• Proficiency in Products, Solutions and
Sales Process
• Management of performance by sales
managers and sales reps
SALES Measurements Indicators
REVENUE/MAR • Meet sales/margin goals as outlined in • Revenue reports
GIN company’s master sales plan • Forecasts
PRODUCTION • Pipeline growth • Master plan reviews with OLT
• Maintain strong relationships with key • Pipeline reports
customers and partners • Customer feedback
• Value Proposition selling
COMPANY Measurements Indicators
LEADERSHIP • Revenue and Expense management • Observations at management
• Communication of progress and meetings
challenges • Stack rank reports to CEO
• Evaluation of sales team
BUSINESS Measurements Indicators
DEVELOPMENT • New business results • Target Account Lists Defined
• Target list development for new markets • Observed behavior
• Progress in Target Accounts • # and quality of new opportunities
• New markets identified and sales in new markets
approach defined • Advancement in pipeline of
• Demonstration of activities in new markets opportunities in new markets
• # of meetings with new clients
Quality Ingredients Corporation
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CUSTOMER Measurements Indicators

SERVICE • On Time Deliveries
LEADERSHIP • Shipment accuracy • Issues escalated
• Quantity of customer issues • Customer surveys
• Customer satisfaction

Compensation
• Market competitive
• Salary + bonus
• Benefits include Medical, Dental, Vision, Life Insurance, 401(k) and PTO

Minimum Qualifications
• Seasoned sales leadership/management experience (minimum of 10 years with
demonstrated success leading the achievement of meeting sales goals and growing sales
and margin ideal) in business-to-business selling
• Four-year college degree requested with an M.B.A. preferred.
• Experience in the food industry ideal
• PC proficiency (Microsoft Office Suite) required
• Experience with CRM systems beneficial

Physical Demands
The physical demands and environment described here are representative of those that must be met
by an employee to successfully perform the essential functions of this job. Reasonable
accommodations may be made to enable individuals with disabilities to perform the essential functions.
• No special physical demands are required.
• General office environment in which this position includes periods of telephone and computer
work that may require sitting for periods of time.
• This position requires a travel level of approximately 50% including overnight stays.
Quality Ingredients Corporation
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Contact Information
Please contact KeyStone Search for more information:

KeyStone Search
105 Fifth Avenue South
Suite 512
Minneapolis, MN 55401

Mike Frommelt
Phone: 612-375-8986
Email: mikef@keystonesearch.com

Marcia Ballinger
Phone: 612-375-8895
Email: marciab@keystonesearch.com

KeyStone Search is a prominent Twin Cities executive search firm with a special emphasis
on corporate culture fit. KeyStone Search has specialized expertise in the recruitment of general
management, sales/marketing, financial, technical/operations,
human resources and non-profit executives.
www.keystonesearch.com