Currently page assignments cannot be done on the basis of Role. 

But what you can do is create a skuid page that uses conditional rendering to show the right pieces to the right roles. Add a “current user” model to the page, and then add both the Sales Rep Content and the VF page content (as an iFrame in a template component).  Each of these components should have conditional rendering that shows the right pieces to the right parties. 

Should work well… 

Thank you for the reply Rob. We had tried to implement the same way but using VF and Home Page component.