Directeur(trice), Ventes Québec & Gestion des Revenus / Director, Quebec Sales

Introduction

Overview

We are looking for a Director, Quebec Sales & Revenue Growth Management, to lead our entire commercial agenda in Quebec — managing our relationships with key Quebec retailers, developing and executing our pricing and promotional strategy, and ensuring that every product we launch in Quebec has the commercial support it needs to succeed in this unique market.

This role is designed for someone who knows the Quebec retail market deeply — its buyers, its consumers, its competitive dynamics, and its cultural codes — and who has the commercial rigour, the speed of execution, and the relationships needed to translate that knowledge into concrete results.

This position reports to the Vice-President, Business Development, and works in close collaboration with our national sales teams and our Broker network.

What We Offer

• A commercial leadership role with direct impact on Wonderbrands' most strategically important market in Canada
• A reporting line to the Vice-President, Business Development — with executive support and the organizational authority to make the decisions this mandate requires
• Real authority to act — you will have the mandate to make commercial decisions quickly and autonomously, in line with company strategy
• A portfolio of brands with authentic and deep equity in Quebec — a rare opportunity to work with brands that have been part of the daily lives of Quebecers for generations
• A clear and supported path to Vice-President as Quebec results materialize and the commercial team grows
• Competitive compensation including base salary, a performance bonus linked to Quebec market results, and comprehensive benefits
• The satisfaction of contributing to something that matters — building and strengthening the position of a market leader in the province that defines bread culture in Canada

Responsibilities

Quebec Retail Relationship Management

• Assume primary responsibility for commercial relationships with major Quebec food retailers — including Maxi, Metro, IGA, Super C, and other relevant Quebec banners
• Be the face of Wonderbrands with Quebec buyers — recognized, respected, and regarded as a trusted partner in the Quebec food retail community
• Lead all major commercial negotiations in Quebec — including annual joint business planning, pricing discussions, promotional programming, and listing conversations for new products
• Build strong and lasting partnerships with Quebec buyers, grounded in trust, reciprocity, and a deep understanding of their priorities and business challenges
• Represent Wonderbrands in the Quebec retail community with the professionalism and credibility that make us a supplier of choice in this market

Revenue Growth Management — Quebec

• Develop and lead the comprehensive revenue growth management strategy for Quebec — including pricing architecture, promotional strategy, trade investment optimization, and price pack architecture across the Wonderbrands Quebec portfolio
• Build and maintain rigorous competitive tracking tools — enabling Wonderbrands to anticipate market movements rather than react to them
• Define and implement rapid-response mechanisms for pricing and promotional developments in the Quebec market — eliminating decision delays that can cost market share
• Develop a trade investment framework that maximizes the return on every promotional dollar — ensuring we invest where it drives volume and market share
• Formulate pricing and format architecture recommendations adapted to the realities of the Quebec consumer — covering the full spectrum of price sensitivity from everyday value to premium
• Present clear analyses and recommendations to leadership on Quebec commercial performance and improvement opportunities

Quebec Commercial Strategy

• Develop and own the annual Quebec commercial plan — covering revenue targets, distribution goals, pricing strategy, promotional investment, and new product launch plans for every Wonderbrands brand in Quebec
• Identify and articulate the specific commercial opportunities in Quebec — taking into account local consumption trends, the evolving competitive landscape, and the dynamics unique to Quebec food retail
• Ensure that the national commercial strategy is appropriately adapted for the Quebec market — and advocate with conviction for Quebec's specific needs within the national organization
• Stay current on Quebec consumer trends, competitive landscape developments, and retail environment changes — and translate these insights into concrete commercial actions

New Product Commercialization — Quebec

• Own the Quebec commercialization of every new Wonderbrands product launch — ensuring that listings are secured, shelf placement is optimized, promotional support is in place, and velocity targets are tracked from day one
• Lead the customer presentation process for new products at Quebec retail accounts — developing Quebec-specific commercial stories that resonate with Quebec buyers and consumers
• Work closely with the Go-to-Market Enablement team to ensure Quebec is fully integrated into every national launch plan
• Identify Quebec-specific product opportunities and bring them to the attention of the product development and commercialization teams

Broker Network Management & Development

• Work in close collaboration with Wonderbrands' Quebec Broker network — ensuring Brokers are fully informed, activated, and equipped for every product launch and promotional program
• Define clear execution standards for the Quebec Broker network and rigorously track performance
• Develop productive working relationships with Broker partners so that Wonderbrands is seen as an organized, reliable, and high-priority supplier to represent
• Identify opportunities to improve field execution through the Broker network and implement the necessary corrective actions

Team Leadership & Development

• Lead, develop, and manage the Quebec sales team — setting clear expectations, providing regular coaching and constructive feedback, and building a high-performing and competitive team
• Develop the commercial capability of your team through structured coaching, rigorous RGM tools and frameworks, and real-time feedback on customer interactions and negotiation outcomes
• Create a performance culture within the Quebec team — where results are tracked transparently, accountability is non-negotiable, and continuous improvement is a shared expectation
• Identify and develop the next generation of Quebec commercial talent within Wonderbrands

Requirements

Experience

• 10+ years of progressive commercial experience in the CPG or food and beverage industry, with a significant portion of that experience focused specifically on the Quebec market
• Deep and current relationships with buyers at major Quebec banners — including Maxi and Metro — you are known and respected by the people who make listing and promotional decisions at these banners
• Demonstrated experience in revenue growth management — including pricing strategy, promotional architecture, trade investment optimization, and price pack architecture — in a Quebec CPG context
• Proven track record managing complex commercial negotiations with major Quebec food retailers
• Experience managing and developing a sales team in Quebec
• Experience managing and activating a Broker network in Quebec is a significant asset

Language

• French is your primary professional language — you conduct buyer meetings, internal Quebec team communications, and customer negotiations in French
• Full professional proficiency in English is required for communication with the national Wonderbrands leadership team

Skills & Competencies

• Quebec retail expertise — you understand the Quebec retail landscape at a depth that goes well beyond what is visible in the data; you know the buyers, the dynamics, the unwritten rules, and the history of this market
• RGM discipline — you build rigorous pricing and promotional architectures, you model trade investment ROI with precision, and you make pricing decisions based on data and strategy
• Negotiation — you are a skilled and confident negotiator who prepares thoroughly, reads the room accurately, and finds outcomes that work for both Wonderbrands and the retailer
• Commercial storytelling — you build compelling commercial cases for products, pricing decisions, and promotional programs and present them in a way that wins the room
• Analytical rigour — you are deeply comfortable with Nielsen, IRI, and retailer POS data and use it to build arguments, identify opportunities, and track performance
• Speed and decisiveness — you make good decisions quickly, execute without waiting for perfect information, and adapt as you learn
• Strategic thinking — you can zoom out and see the Quebec market as a whole, identify where the real opportunities are, and build a coherent plan to capture them

Character

• You are deeply rooted in Quebec culture — you understand the consumer, the retail community, and the business environment in a way that cannot be learned from a distance
• You are intensely competitive — you are not satisfied with moral victories or partial wins; you want Wonderbrands to lead the bread aisle in Quebec
• You are direct and confident — you communicate clearly what the Quebec market needs, even when it is difficult to hear, and you back your positions with data and conviction
• You move fast — you do not wait for perfect information or perfect alignment; you act with what you have and adjust as you learn
• You are a relationship builder — you invest in the people around you, inside and outside the organization, and your network in the Quebec CPG and retail community is one of your most valuable professional assets
• You develop people — you take your team's growth seriously and you are proud when the people who work with you go on to greater responsibility