Director of Sales

Our client is seeking a senior commercial leader to own and drive total national revenue performance. This is a true executive sales role with full accountability for growth, profitability, and market share across multiple revenue streams.

Please note this opportunity is open to candidates based in Vancouver, Calgary or the Greater Toronto Area

We require proven senior level account management experience within the Canadian packaged goods industry, with direct ownership of relationships with major national grocery retailers.

• Candidates must have personally led and managed at least two of the following accounts: Walmart, Sobeys, or Loblaws.
• In addition, this position requires hands on direct sales management experience. You must have led people, owned targets, and driven results.
• CPG experience is mandatory. If you have not worked in packaged goods, this is not the right fit.

This individual will lead the Canadian sales organization and deliver sustained, profitable expansion across Buy/Sell, Buy Back, 3P DSD, and 3P Services models.

The Opportunity

As Director of Sales, you will:

• Own total national revenue performance and market share growth
• Develop and execute integrated go to market strategies
• Lead national sales planning, forecasting, and performance tracking
• Oversee national customer strategy across multiple revenue models
• Optimize vendor programs to drive Buy/Sell and Buy Back growth
• Expand 3P DSD and 3P Services through targeted acquisition and execution
• Mobilize resources to close performance gaps and accelerate growth
• Monitor competitive activity and protect margins

This role carries full accountability for revenue, margins, forecasting accuracy, and sales execution across Canada.

Leadership Responsibilities

• Lead, coach, and performance manage a geographically dispersed sales team
• Recruit and develop top tier sales talent
• Ensure disciplined pipeline management and forecasting
• Partner closely with Operations to ensure seamless execution
• Build succession strength and bench depth within the organization
• Maintain high standards of professionalism, ethics, and accountability

Requirements

Candidates must clearly demonstrate the following:

1. CPG / Packaged Goods Industry Experience
   You must have 10 to 15 years of progressive sales leadership experience within the packaged goods or CPG industry. Premium or branded product experience is strongly preferred.
2. Major Canadian Grocery Retailer Ownership
   Proven senior level account management experience with major Canadian grocery retailers is required.
   You must have had direct ownership of relationships with at least two of the following:

• Sobeys
• Loblaws

You must have led and performance managed a sales team. This role requires proven experience leading, coaching, and holding accountable a national or geographically dispersed sales organization.

Additional Requirements

• Minimum 3 years of business development experience
• Demonstrated success owning national revenue targets and delivering profitable growth
• Strong commercial and financial acumenExperience managing revenue, margins, forecasting, and budgets
• Strong executive presence and ability to operate at senior customer levels
• Analytical, data driven, and performance focused
• Experience leading change and improving sales processes

Preferred

• Experience selling across multiple revenue models
• Exposure to operationally driven businesses
• SAP B1 experience

If you meet the required grocery ownership experience and have led high performing sales teams within the CPG sector, we would welcome a confidential conversation.