SVP (General Manager) - Natural CPG

Senior Vice President, Sales & Commercial Operations



Confidential Search

Our client is a leading Canadian health and wellness organization with an established portfolio of branded products and distribution partnerships across North America. As the business continues to grow, they are seeking a commercially driven Senior Vice President, Sales & Commercial Operations to assume responsibility for the majority of day-to-day commercial leadership while partnering closely with the Managing Director on long-term strategic growth initiatives.

This is a highly visible executive leadership position with responsibility for sales leadership, vendor relations, distribution partnerships, customer strategy, and new brand acquisition.
The successful candidate will become a key member of the executive leadership team and play a critical role in shaping the future growth of the organization.

Position Summary

Reporting directly to the Managing Director, the Senior Vice President, Sales & Commercial Operations will lead the commercial organization and assume responsibility for approximately 80% of the Managing Director's current operational responsibilities.

The successful candidate will oversee sales leadership, key account management, vendor partnerships, customer strategy, distribution relationships, and commercial execution while helping identify and onboard new brands and growth opportunities.

This role is ideal for a proven executive who combines strategic thinking with strong operational leadership and has deep experience within the Canadian natural health, wellness, food, beverage, or consumer packaged goods sectors.

Key Responsibilities

Commercial Leadership

• Provide executive leadership across all sales and commercial functions
• Lead and develop a team of commercial leaders including Key Account Management and Sales leadership teams
• Establish sales strategies, growth objectives, and performance metrics
• Drive accountability and execution across the commercial organization
• Partner/Mentor leadership on annual planning, forecasting, and growth initiatives

Customer & Distribution Management

• Maintain and strengthen strategic customer relationships
• Lead relationships with key distribution partners
• Develop channel strategies across retail, natural, grocery, and specialty channels
• Support customer negotiations and annual business planning processes
• Identify opportunities to improve commercial effectiveness and profitability

Vendor Relations & Brand Partnerships

• Serve as a senior point of contact for vendor and brand partners
• Lead efforts to attract and secure new brands and supplier relationships
• Evaluate partnership opportunities and growth potential
• Build long-term relationships within the natural health and wellness community

New Brand Acquisition

• Identify, evaluate, and recruit new brands into the organization's portfolio
• Conduct commercial assessments and business case evaluations
• Collaborate with leadership on acquisition and partnership opportunities
• Develop a robust growth pipeline for future expansion

Leadership & Talent Development

• Coach, mentor, and develop commercial leadership team members
• Participate in executive-level hiring and succession planning
• Foster a culture of accountability, collaboration, and growth
• Build scalable processes to support future expansion

Ideal Candidate ProfileRequired Experience

• 10+ years of progressive commercial leadership experience
• Experience on Brand, Distributor and Broker sides ideal (2/3 can work)

• Senior leadership experience within:
  • Consumer Packaged Goods (CPG)
  • Food & Beverage
  • Natural Health Products
  • Wellness
  • Distribution
  • Consumer Healthcare
• Proven success leading large commercial teams
• Experience managing senior sales leaders and key account organizations
• Strong understanding of retail and distribution channels

Highly Preferred

• Deep experience working with:
  • UNFI
  • Purity Life
  • Regional Distributors
  • Major Banners
  • Natural and specialty retailers
• Experience evaluating and onboarding new brands
• Strong vendor management and supplier relationship experience
• Distribution business experience
• P&L ownership experience

Leadership Style

• Ability to manage and grow customer base
• Empowers teams and leaders
• Strong coach and mentor
• Commercially aggressive while maintaining strong relationships
• Able to balance growth initiatives with operational discipline

Compensation

• Base Salary: Approximately $150,000+
• Variable Compensation: $40,000-$60,000+
• Bonus tied to growth performance
• Vehicle allowance/company vehicle potential
• Comprehensive benefits program
• Executive leadership growth opportunity

Location

• GTA base
• Executive presence in office expected
• Travel as required throughout Canada

Why This Opportunity?

This is an opportunity to step into a highly influential executive leadership role within a growing organization where you will directly impact company strategy, commercial growth, brand acquisition, and long-term success while partnering closely with an entrepreneurial Managing Director focused on building the future of the business.



If this sounds like something which you can grow and succeed with, apply today!