Key Responsibilities and Required Skills for Territory Sales Representative — JUUL Labs

🎯 Role Definition

The Territory Sales Representative for JUUL Labs is a field-facing sales professional responsible for driving revenue growth and market share within an assigned geographic territory. This role combines new account acquisition, key account management, retail merchandising, compliance execution, and data-driven territory planning to deliver and exceed sales objectives while ensuring adherence to all federal, state, and local regulations.

📈 Career Progression

Typical Career Path

Entry Point From:

Sales Associate / Retail Sales Representative (CPG/Convenience)
Brand Ambassador / Field Marketing Representative
Outside Sales Representative or Distributor Sales Agent

Advancement To:

Senior Territory Sales Representative
Area Sales Manager / District Manager
Regional Sales Manager / Field Sales Lead

Lateral Moves:

National Account Coordinator
Trade Marketing / Retail Operations Specialist

Core Responsibilities

Primary Functions

Own and execute the territory plan to consistently achieve or exceed monthly and quarterly sales quotas, including revenue, distribution, velocity, and merchandising KPIs across convenience, grocery, and specialty retail accounts.
Prospect, develop, and close new retailer relationships and chain opportunities by conducting targeted outreach, in-person visits, and negotiating shelf and in-store placement agreements.
Maintain and grow relationships with existing retail partners and distributor partners through regular visits, performance reviews, and collaborative business planning to maximize sell-through and replenishment.
Execute retail merchandising programs, including planogram compliance, point-of-sale deployment, display builds, shelf resets, and endcap placement to increase product visibility and conversion.
Conduct structured in-store training for store managers, buyers, and frontline staff on product assortment, compliance requirements, cashier protocols, and responsible retailing practices.
Use CRM (Salesforce or equivalent) to log all customer interactions, update account plans, track opportunities, and ensure accurate territory forecasting and pipeline management.
Analyze weekly and monthly POS, distributor, and chain sales data to identify growth opportunities, prioritize calls, and make data-driven decisions about promotional tactics and inventory allocation.
Develop and implement local promotional and merchandising strategies (price packs, displays, demo events where permitted) in collaboration with marketing and trade teams to drive incremental sales.
Partner with distributors, wholesalers, and brokers to execute joint business plans, ensure appropriate inventory levels, and coordinate promotional execution and compliance.
Prepare and present business reviews, sales forecasts, and competitive insights to district managers and regional leadership to inform strategy and budget allocation.
Monitor competitor activity, retail assortment shifts, pricing, and promotional tactics and deliver actionable market intelligence to the brand and commercial teams.
Ensure strict adherence to JUUL Labs’ regulatory, legal, and age-restriction policies across retail execution; conduct compliance checks and report violations or suspicious activity immediately.
Execute sampling, demonstration, or consumer education programs in markets where compliant and permitted, ensuring documentation and approvals are in place.
Manage and reconcile promotional funds, co-op placements, and POS inventory; ensure accurate invoicing and post-promotion analysis.
Advise retailers on assortment optimization and SKU rationalization to maximize category performance and minimize out-of-stocks.
Drive cross-functional projects locally by collaborating with marketing, regulatory affairs, operations, and finance to address field-level challenges and pilot programs.
Recruit, onboard, and train retail teams or distributor sales reps when applicable to ensure consistent brand representation and execution.
Travel extensively throughout the assigned territory to conduct regular face-to-face account calls, retailer check-ins, and field audits while optimizing route planning and time management.
Respond rapidly to retail escalations (product availability, merchandising issues, compliance concerns) and coordinate resolution with internal teams and distribution partners.
Manage territory P&L responsibilities at the execution level by monitoring spend on promotions, displays, and third-party services and delivering ROI reporting.
Maintain professional presentation and product knowledge during all retailer and stakeholder interactions to uphold brand standards and trust.
Deliver exceptional customer service by addressing retailer questions, resolving conflicts, and escalating issues appropriately to ensure seamless retail operations and partner satisfaction.
Participate in trade shows, district sales meetings, and regional field trainings to align with broader sales strategies and share field insights that shape national programs.

Secondary Functions

Support ad-hoc market research projects and provide field-level feedback for new product launches and marketing initiatives.
Assist in pilot program execution and measurement, ensuring fidelity to test designs and capturing performance metrics.
Provide ongoing feedback to compliance and legal teams on retail-level policy challenges or unusual enforcement patterns.
Help coordinate logistics for larger merchandising or promotional installations requiring cross-functional resources.
Contribute to the development of territory playbooks and best practices to be shared across the field organization.
Support local community outreach or responsible retailing education efforts where company participation is appropriate.

Required Skills & Competencies

Hard Skills (Technical)

Expert proficiency in Salesforce or similar CRM systems for opportunity tracking, account management, and forecasting.
Strong retail analytics capability: comfortable working with POS data, distributor sell-through reports, syndicated data (IRI/Nielsen), and Excel-based analysis.
Proven experience with territory planning tools, route optimization apps, and field reporting platforms.
Demonstrated understanding of retail merchandising standards and planogram execution.
Experience negotiating merchandising space, promotional placements, and co-op agreements with national and independent retailers.
Familiarity with chain account processes, distributor relationships, and wholesale logistics in CPG or nicotine categories.
Knowledge of federal, state, and local retail compliance requirements related to age-restricted products and retail licensing.
Ability to create and deliver professional sales presentations, retailer training curricula, and demo scripts.
Comfortable using mobile devices/tablets for order entry, inventory checks, and digital merchandising documentation.
Basic finance acumen to manage promotional budgets, report ROI, and contribute to P&L conversations.
Experience with scheduling and routing software for efficient territory coverage.
Skilled at using Microsoft Office suite (Excel, PowerPoint, Outlook) for reporting and presentations.

Soft Skills

Exceptional interpersonal and relationship-building skills; able to influence buyers and store managers at all levels.
Strong negotiation and closing skills with a track record of converting opportunities into revenue.
Highly organized with excellent time management and the ability to prioritize competing demands in a fast-paced field environment.
Self-motivated, target-driven, and comfortable operating with autonomy in the field.
Strong problem-solving skills and adaptability to react to shifting retail conditions and regulatory updates.
Clear and persuasive verbal and written communication tailored to retail audiences and internal stakeholders.
High integrity and attention to detail, especially related to compliance, age verification, and documentation.
Resilient under pressure and able to maintain performance to meet monthly and quarterly goals.
Collaborative team player who can work cross-functionally to get things done.
Customer-centric mindset focused on delivering retail partner value and improving the shopper experience.

Education & Experience

Educational Background

Minimum Education:

High school diploma or GED required.

Preferred Education:

Bachelor’s degree in Business, Marketing, Communications, or related field preferred.

Relevant Fields of Study:

Business Administration
Marketing / Sales
Retail Management
Public Health or Regulatory Affairs (helpful for compliance knowledge)

Experience Requirements

Typical Experience Range:

2–5 years of outside field sales experience, ideally in CPG, tobacco/nicotine, tobacco harm-reduction categories, or related retail environments.

Preferred:

3+ years of proven territory sales results with experience managing retailer and distributor relationships, merchandising, and CRM discipline.
Prior experience working with convenience store chains, grocery chains, or specialty retail accounts strongly preferred.
History of meeting/exceeding sales quotas and demonstrating measurable growth within assigned territories.