OCCUPATION: DIRECTOR OF SALES AND MERCHANDISING

Name: Jerry Valenzuela

Employer: Boys and Viva Markets

Thumbs up: “I like the challenge of finding ways to increase sales performance over the previous year. Viva’s target market is the Hispanic community, and this concept of niche marketing creates a special challenge. We try to take the lead in finding the best ways to cater to our community.”

Thumbs down: “It’s disappointing when an ad campaign doesn’t work as well as you’d hoped. It’s an unpredictable business.”

Next step: “We want to build the niche marketing format and stay on top.”

Advice: “This career requires leadership and communication skills. It is also very important to know your community in order to determine what products will sell best and what promotions will appeal to consumers.”

Salary range: $60,000 to $80,000, depending on experience.

Hours: “Retail requires more than the usual 40 hours a week. I try to get out to all the stores, and if I can’t make it during the week I’m usually there on weekends to see how employees and customers are reacting to our strategies.”

Educational and training requirements: Most grocery sales and merchandising directors work their way up the ranks from store manager or buyer. A college degree is not required, but some have bachelor’s degrees in marketing or business administration.

Expected demand: Steady. When positions open up they are usually filled.

Job description: Grocery sales and merchandising directors devise advertising campaigns, sales strategies and pricing policies. They analyze consumer demand and plan promotions and display strategies.

Major employing industries: Large supermarket chains.

For more information: Supermarket corporate personnel offices provide information on careers and openings.