views and contextual filter with entity reference to current user
Was able to get it working using the following code, it does however only allow for one retail location, which is all I need for this scenario.

  global $user;
  $query = new EntityFieldQuery;
  $query-&gt;entityCondition('entity_type', 'node')
      -&gt;entityCondition('bundle', 'rnm_principal')
      -&gt;fieldCondition('field_principal_retailer', 'target_id', array($user-&gt;uid));
  $results = $query-&gt;execute();
  return current($results['node'])-&gt;nid;