Field Sales Manager (Bilingual)

Job OverviewThis role is responsible to drive Retail Execution Excellence as part of UNFI Canada’s FUEL the FUTURE strategy.
This position leads a team of Field Sales Representatives (Inside and Outside) with sales responsibility for taking and upselling store level orders at UNFI Canada’s DSD customers in all classes of trade (Chains, Independents). It oversees all sales-related requirements within designated territory to ensure the smooth execution of customer sales initiatives and seamless execution of core sales priorities and brand transfers.
Location: Montreal, Quebec
Job ResponsibilitiesLeading a High Performing Team
Responsible for the planning, development, and implementation of effective Company sales and marketing programs for the assigned Sales Area.
Leads the Field Sales team within assigned area, establishing and tracking goals and objectives for the team.
Ensures accounts are serviced and merchandised in accordance with Company standards.
Manages the onboarding, training and development, and performance management for new hires.
Meets with the Field Representative team regularly with a cadence of solid communication, supporting the team with prioritization and delivery against key initiatives.
Conducts regular coaching days with Field Representatives in field, providing support, development opportunities or corrective action as needed)
Coordinates and executes annual performance reviews and quarterly check-ins and supports associate development plans and stretch goals. Provides recognition and development feedback in a timely manner.
Participate in annual calibration session with fellow peers and direct manager to ensure consistency in evaluations and establish a bench of talent for succession planning while level setting expectations of the role.
Supports execution of Employee Engagement plans.
Continuous Development (People/Territories)
Elevate sales capabilities – ensure that teams are equipped with proper tool kit to execute key priorities/initiatives for innovation and brand speed to market execution.
Work with peers to establish simplified selling tools/best practices to drive efficiencies and focus.
Collaborate with internal/external stakeholders (Brand, Vendor, SRM, SSDO, Supply Chain, Finance, CBT leads) to arm the sales team with proper tools while bringing forth insights from the market.
Conduct offsite meetings per year per within designated area – coordinate Vendor Speed Training and core agenda to drive meaning, purpose, and action, all while developing and building team collaboration and participation.
Territory Assessment – Quarterly Review to understand and evaluate where we are making an impact and how to evolve (store coverage principles, drive time, influence)
Responsible for determining the most optimal store level coverage model to ensure that resources are deployed in a manner that maximizes sales while optimizing costs.
Sales Planning and Budget
Represents field sales strategies, inputs, and requirements;
accountable for delivering sales targets within assigned area.
Responsible for Direct Store Delivery (DSD) sales volume which is generated by taking orders directly in store by an Outside Sales Rep or by telephone/email by an Inside Sales Rep.
Manages and oversees expenses;
pursues cost‑saving measures and monitors usage of equipment and supplies, maintains proper tracking of kilometers and insurance slips for Outside Sales Reps.
Manage and fill vacant territories and conduct interviews as necessary.
Supports the development of all standard operating procedures (SOPs) related to the sales function and coordinate as necessary with internal teams to ensure seamless execution of the following processes: Cost changes, Discontinuations, New product launches, Seasonal and Special Pack Booking process, PAT forecasting guidelines.
Responsible to deliver monthly targets within assigned area.
Work with broader cross‑functional team to support the delivery of any new business opportunities, and seamless execution of priorities.
Establish relationships with customers/store chain managers/vendors/brokers & influence & provide insights against our GTM strategy & capabilities to deliver goals & lead sustainable execution at retail.
Participate in annual trade shows (providing team with proper direction and prep leading into the shows).
Goals/KPI tracking and Communication
Communicates sales targets for Field Sales Representatives and measures performance to drive accountability.
Develop broker/vendor relationships to optimize store level service to customers and execution against key programs or speed to market initiatives.
Lead & collaborate with broader cross‑functional teams to manage communication, priorities, support required driving consistency and simplification, with a focus to deliver against goals.
Conduct quarterly business reviews across key independent customers (with field rep) to establish mutual benefit or identify new opportunities for growth.
Consult with Sales Leadership to ensure timely analytics, reporting and tools are in place to measure against (Quarterly Priorities, New Item Tracking, Pre‑Books, Trade Shows, Territory Management).
Conduct formal review leveraging dashboards to understand drivers or mitigate risk against priorities.
Keeps Management informed of activities and progress toward established objectives.
QualificationsEducation/Certifications
Post Secondary Education or equivalent in Sales or Business
Experience
Minimum 5+ years’ industry related experience.
Previous experience leading Field Sales teams and managing a performance process.
Previous customer experience in either a field sales or key account sales capacity.
Working knowledge of retail merchandising and product assortment decision process at store level.
Knowledge, Skills, and Abilities
Required: Fully bilingual in both English and French (oral and written).
Familiarity with Company sales and merchandising standards, policies and procedures, and competitive position.
Knowledge of the Natural & Organic Food Distribution or Consumer‑Packaged Goods industry.
Strong interpersonal and public relations skills.
Excellent sales abilities.
Good organizational and problem‑solving skills.
Excellent communication and presentation skills.
Proven track record of meeting and exceeding customer expectations.
Demonstrated ability to drive new business and close sales.
Work EnvironmentHybridThis position follows a hybrid schedule including working in the field. The acceptable split between onsite and any remote work is determined by the manager. Hybrid associates may choose to work from an office on a more frequent basis than required.
About UNFIWe are North America’s premier grocery wholesaler, delivering the widest variety of fresh, branded, and owned brand products to community grocers and retail chains alike. A pioneer in natural and organic foods, we are growing and transforming to meet the needs of an evolving workplace. Our 29,000+ employees work across America in our 50 Distribution Centers and corporate offices. Learn more: Organic, Natural and Conventional Food | Wholesale Food Distributors | UNFI
Benefits
Base Salary, Sales Bonus Plan, PTO, Health & Dental Benefits – offered on first day of employment, vehicle allowance, cell phone, Company RRSP with employer‑matching contributions, employee discount on UNFI products, mentorship program/developmental opportunities.
UNFI is an Equal Opportunity employer committed to creating an inclusive and respectful environment for all. All qualified applicants will receive equal consideration for employment without regard to race, color, age, religion, sex, sexual orientation, gender identity or expression, national origin, disability, protected veteran status, or other protected ground. Accommodation is available upon request for candidates taking part in all aspects of the job selection process.
- Veteran/Disability. VEVRAA Federal Contractor.
CompensationUNFI anticipates paying the above‑referenced pay rate (or within the above‑referenced pay range) for this position. Actual Pay, where applicable, will depend on a number of factors, including, but not limited to, education, experience, training, and any requirements under applicable collective bargaining agreements. UNFI is committed to transparency in pay in compliance with applicable state and local laws.
BenefitsFor Washington positions (or positions that may be performed remotely from Washington), for Washington‑specific paid time off details.
Candidates hired into this position will also be eligible to participate in the following benefits programs: Paid Time Off;
Sick Time;
paid holidays and parental leave;
401K Program;
medical, dental, vision, life, and accidental death/dismemberment insurance;
short‑term and long‑term disability insurance program, Flexible Spending Account and/or Health Savings Account, subject to meeting the eligibility requirements and the terms and conditions of these programs, and subject to any requirements under applicable collective bargaining agreements.
UNFI’s compensation, benefits, and paid time off policies are subject to change in the Company’s sole discretion, consistent with applicable law. This job posting should not be construed as an offer of employment with certain terms, nor should it be construed as a guaranteed minimum.
Qualified applications with arrest or conviction records will be considered for employment in accordance with the Los Angeles County Fair Chance Ordinance and the California Fair Chance Act.
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